Next week's ads start from last week's results, idea by idea. Most of my time goes on the ideas that died. I call an idea dead when Meta stops spending on it, or its cost per sale stays above target for a full week of real spend. Each one died one of two ways, and each way changes the next brief.
- It never made them want it. People watched, the reason didn't land, and rebuilding the middle didn't save it. The reason was wrong, so that buyer gets a different reason next.
- It sold for weeks, then tired. That means the idea worked. It gets a successor: a new buyer or a new reason, built on what carried it.
For every dead idea, I fill in one note.
Dead idea note
Idea (concept code): Who it spoke to (person + moment): The line that carried it: Weeks live / total spend: How it died: never made them want it OR sold, then tired Already tried: new hook? rebuilt middle? new person? Next: a different reason for this buyer OR a successor (new buyer or new reason)
Next week's brief is built from these notes. Every new concept in it points back to one: a successor to a tired winner, or a new reason for a buyer who didn't want the last one.
A batch that doesn't start from last week's results is a guess with nicer footage.