STRATEGY REPORT
The argument.
Before the ads.
Ads written from different angles are only useful if someone decided which angle to lead with. The report is that decision, written out with its reasoning attached so you can overrule it.
LEAD WITH
Stop rebuying the serum that keeps stripping your barrier.
The page sells ingredients; its buyers want calm skin. So the angle leads with the outcome and lets the ingredient list follow rather than open.
FRAMEWORK
PAS
Problem-aware, not yet solution-aware.
PLATFORMS
Meta · primary
Google Shopping · secondary
WHAT IS INSIDE
Six things.
All worth arguing with.
Lead with
One message, outcome-focused rather than feature-focused, to run through every ad in the campaign. Not a list of things you could say — the one worth saying first.
The reasoning
Why that angle should earn, argued against the audience, the offer and the competitive context the page implies. You can disagree with it, which is the point of showing it.
Audience profile
For Meta, the interest and behaviour targeting and what to seed a lookalike from. Demographics where the page supports inferring them, and silence where it does not.
Messaging framework
AIDA, PAS, Jobs To Be Done or direct response, chosen for how aware the audience already is of the problem. It then governs how the ad copy is written.
Recommended platforms
Primary and secondary, each with a reason and an expected ROAS range. Meta is where we publish; where Search or Shopping fits the product better, the report says so.
Keyword angles
Three themes carrying commercial intent — useful for the search side of a plan, and for checking that the angle above is aimed at what people actually type.
FRAMEWORKS
Four frameworks.
Picked for how aware they are.
AIDA
Attention, interest, desire, action. For cold audiences who do not yet know the category exists.
PAS
Problem, agitate, solution. For an audience that feels the problem but has not gone looking for a fix.
JTBD
Jobs to be done. For an audience already comparing solutions and deciding which one to hire.
Direct response
For purchase-ready traffic where the job is to remove friction, not to build a case.
UNDER THE HOOD
A brief.
Not a chat.
The model returns structured JSON with a fixed set of keys, and every one is rendered as itself. Nothing is a paragraph of prose pretending to be a finding, which means you can disagree with a specific field rather than with a wall of text.
Each free-text field is capped at 300 characters. A strategist who needs a page to explain the angle has not found the angle, and long fields cost generation time without earning their place.
The report is also the input to everything after it. The angle chosen here is what the ads are written to differ within, so overruling it at this stage changes the creative rather than requiring you to reject ads one at a time.
Returned by every report
- Lead-with message
- Reasoning for the angle
- Audience profile
- Messaging framework
- Recommended platforms with priority
- Three keyword angles
- Opportunity level and reason
- Warnings that would waste budget
Every free-text field capped at 300 characters
YOU’VE GOT THE PRODUCT.