Five questions before your first AI ad

Before your first AI ad, I need five answers. Copy them into an email or your own brief.

1. What do you spend on Meta each month?
2. What broke the last time you raised the budget?
3. What does a new customer cost you today?
4. Which ad has run the longest in your account?
5. Do you want an agency, or a full-time hire?

What each answer changes:

1. Monthly spend sets how many new ideas get tested at once (see the math).
2. What broke decides batch one. If the ads wore out, batch one is built for people who've never bought. If it was checkout or inventory, I say so before I make a single ad.
3. What a new customer costs is the line every new ad gets judged against, once it's had real spend.
4. The longest-running ad shows what your buyer already answers to, and where it stops working.
5. Agency or full-time hire. If you want someone in-house, I'm the wrong fit, and it's better to know on day one.

Without these answers, an AI ad is just a nice video.