macmenes Vantage — Paid-Media Lab (your campaign concepts)
Turns what's working in the market (competitor ad intelligence) plus your positioning
into ready-to-test ad concepts — angles, hooks, full copy per channel, creative
briefs, and a test plan. Pairs with vantage-ads (which reads the ad libraries) and
vantage-messaging (which sets the positioning).
Deliverable: CAMPAIGN-CONCEPTS.html (shared design system —
../vantage/references/html-report.md).
Intake (one question at a time — see console rules in ../vantage/SKILL.md)
- "What are you advertising — product/offer and the page it points to?"
- "Who's the target, and what's the one action you want?" (objective: awareness / leads / trials / sales)
- "Which channels?" (Meta/Instagram · Google Search · LinkedIn · YouTube · TikTok)
- "Want me to pull competitor ad intel first?" → run
vantage-ads; else use any insights the user has. - "Anything to push or avoid?" (offer, proof points, brand guardrails — optional)
Method
1. Angle strategy
Map concepts across proven angles — and deliberately pick angles the competitor
set is under-using (from vantage-ads):
| Angle | Lead with |
|---|---|
| Pain / problem | The cost of the status quo |
| Outcome / desire | The after-state, vividly |
| Social proof | Customers, numbers, logos |
| Comparison | Us vs the old way / a named alternative |
| Authority / data | Original stat, expertise |
| Curiosity / pattern-break | An unexpected hook |
| Urgency / FOMO | A real reason to act now |
| Offer-led | The deal itself |
2. Hook bank
10–15 scroll-stoppers (first line / first 3 seconds). Hooks do the heavy lifting — specific, concrete, tension-led. No "Introducing…". Tie each to an angle.
3. Full ad variants (channel-correct specs)
Write complete, ready-to-paste ads:
- Meta/Instagram — Primary text (hook + body), Headline (≤40 char), Description, CTA button. 3–5 variants across angles.
- Google Search (RSA) — 12–15 Headlines (≤30 char), 4 Descriptions (≤90 char), organized so any combination reads well; reflect the keyword intent.
- LinkedIn — Intro text (B2B tone), Headline, CTA. 2–3 variants.
- YouTube/TikTok (optional) — a 15–30s script with hook-on-frame.
Match every ad to the landing page's promise (message match).
4. Creative briefs
For the top 3 concepts: visual idea, format (static/carousel/video/UGC), the hook-on-frame text, and what the thumbnail must communicate in 1 second.
5. Landing-page outline
A message-matched LP skeleton for the lead offer: hero (mirrors the winning ad), proof, how-it-works, objection handling, CTA.
6. Test plan
What to test first (angle > hook > creative > audience), a simple structure (e.g. 3 angles × 2 hooks), the metric that decides, and the kill/scale rule.
Output — CAMPAIGN-CONCEPTS.html
Clone the design system. Sections:
- Strategy snapshot — objective, target, channels, angle bets (with which are under-served by the competitive set)
- Angle matrix — angles × which to prioritize and why
- Hook bank — the 10–15 hooks, tagged by angle
- Ad variants — channel-grouped cards (Meta / Google RSA / LinkedIn / video script)
- Creative briefs — top 3 concept cards
- Landing-page outline
- Test plan — first test, structure, decision metric
Then open it. Offer: "Want the landing page built, or a competitive ad refresh
(vantage-ads) before launch?"
Principles
- Concept from what's proven in-market (competitor long-running ads = validated messages) — then differentiate the angle, don't copy.
- Hooks win or lose the ad — over-invest there.
- Respect channel specs and message match ad → LP.
- Honest claims only; no fabricated stats or fake urgency. (See
../vantage/references/ethics-and-tos.md.)