01 — Positioning Grid

Start with one commercial promise you can own. State who you help, what constraint you remove, and which outcome you create. Support it with three proofs: a metric, a believable demonstration, and a voice of customer. When ad, landing page, and lifecycle email echo the same language, you reduce switching costs and lift conversion without raising spend.

Promise

For audience who face pain, we deliver outcome.

Proof

Number • Demo clip • Customer quote

Offer

Smallest valuable step, not the biggest ask.

02 — Journey Architecture

Design a relay, not islands. Top-of-funnel earns curiosity with a vivid before/after. Mid-funnel replaces doubt with evidence. Bottom-of-funnel removes friction with clarity and risk reversal. Keep page scent: mirror the winning ad hook on the landing headline and align imagery so recognition carries through each step.

Awareness

Spark curiosity with a problem-first hook and a clean visual focus.

Consideration

Demonstrate working proof: side-by-side, metric, or quick demo clip.

Conversion

Clarify pricing, delivery, guarantees, and the smallest next step.

03 — Creative Mechanics

Treat creative like modular blocks—hook, problem, proof, offer—so you can remix quickly without rebuilding from scratch. Rotate proofs beneath a winning hook to keep freshness high while message–market fit holds steady. One job per frame; one CTA per screen.

Short motion for attention • carousels for scanning • long-form for intent

Subtitles and on-screen text for sound-off feeds

Mirror ad headline on the landing page to preserve scent

04 — Instrumentation Map

Track inputs and outcomes together. Inputs: CTR, CPC, frequency. Outcomes: CVR, CAC, payback, contribution margin by cohort. Annotate creative launches and site changes; otherwise you are guessing at causality. If curiosity rises while payback worsens, optimization targeted the wrong link.

Dashboard

Creative × Audience × Landing × Margin

Cohorts

Separate decay from seasonality with cohort views.

05 — Weekly Cadence

Launch 3 concepts: new hook, proof swap, offer tweak

Ship 1 landing variant that mirrors the top ad

Pause bottom quartile by cost and rising frequency

Scale winners within CAC/payback guardrails

Log learnings in a simple changelog; compounding needs memory

When progress stalls, change the promise or the proof before the budget. If you want expert orchestration across paid social, creative testing, and conversion strategy, partner with a seasoned facebook marketing agency.