🛠 The Campaign Screen: Brief, Ads, Angles And Winners

Every campaign has one screen with everything in order: the brief, where it runs, the ads, and then a section for each network. You work down it from top to bottom.

Where to find it:

Open Campaigns, All campaigns and press Open on a campaign. The steps along the top show how far it is: 1 Brief, 2 Setup, 3 Generate, 4 Ship. A step turns orange when it is done.

1. The brief:

The facts every ad is written from. Better facts make better ads.

• Campaign name.
• What you are selling.
• Who it is for. This one field changes the copy more than any other. Be specific.
• What it promises: one benefit per line.
• Price and Guarantee.
• Anything else: direction for the writer, for example "plain tone, no hype".

Page copy that was read, for reference, shows what ADs read from the page. Re-read the page refreshes the brief after you edit your sales page.

1. Where it runs:

• Platforms: tick Facebook, Instagram, Google Search, Google Gmail, YouTube & Display, TikTok, LinkedIn, Pinterest, Reddit and Snapchat. Copy is written to the tightest character limit across everything you tick.
• Objective: Leads, Sales, Traffic, Engagement or Awareness.
• Where the ad sends people: the landing page.
• Voice: one of your voice profiles, or House tone, no profile.
• Advanced: a daily budget written into the export sheets, and the source page.

Press Save brief and setup.

Rewrite every ad with AI:

1. Choose Sound like: this campaign's voice, any saved voice, or a tone (Plain and direct, Warm and friendly, Bold and punchy, Story first, Facts and proof first, or Curious, makes them click).
2. Type What should be different? (optional), for example "Shorter. Talk to busy coaches."
3. Tick what to rewrite: the ads below, Google Search ads, and Gmail, YouTube & Display text.
4. Keep Keep the ads I marked as winners ticked to protect your winners.
5. Press Rewrite everything. A window shows each one as it is done. Pictures and settings stay as they are.

1. Generate the ads:

Tick the angles to write: Curiosity, Pain, Proof, Direct offer, Contrarian and Story. One ad is written per angle. When you have winners, Learning from N ads you marked as a winner shows; tick Ignore them this time to write without them. Press Regenerate. Anything you marked as a winner is kept.

Each ad:

• Primary text, Headline and Description, each with a live character count against the tightest limit, and a Call to action (Sign Up, Learn More, Download, Get Offer, Shop Now, Buy Now, See More, Subscribe, Book Now, Contact Us, Apply Now).
• The pills show the angle, WINNER when marked, and the compliance result: Clean, or Worth a look with the rule and the words underneath.
• Save keeps your edits. A short Saved message shows where you are.
• Rewrite primary text, Rewrite headline and Rewrite description rewrite one field only.
• Fix what was flagged rewrites an ad the check flagged. Rescan checks it again.
• Mark as winner (or Unmark winner) and Delete.
• Picture: make, change, upload or choose a picture, and click it to set the part that must stay in view. See Ad Pictures: Make Them With AI And Cut Them To Every Size.
• A preview for every placement you ticked: feeds, stories, reels, Google search, Gmail and YouTube, TikTok and more, each with a note when a line will be cut short there.

1. Ship it:

• Export: a Google Ads Editor file for responsive search, and a Meta bulk upload sheet for Ads Manager. Both import paused.
• Live: buttons that jump to each network's section below.

Then come the network sections: Facebook & Instagram campaign, Google Search campaign, Google: Gmail, YouTube, Discover and Display, and Create it on your other networks (paused). At the very bottom, Danger zone removes the campaign from ADs.

A real example:

On the course campaign of yoursite.com, the Pain ad "Your first good loaf" is marked WINNER. The Proof ad headline "The best sourdough course" shows Worth a look under Unsupported superlative, with Fix what was flagged ready to rewrite it.

Tips:

• Lines are written to fit: anything a model writes over a network's limit is rewritten shorter, never cut mid-word.
• Every ad is checked when written and again when edited. See The Compliance Check.
• Winners teach future ads across all campaigns.