PHASE 3 · CHANNEL AGENT BRIEF · 04
The long-form advertorial engine. Owns 80% of the daily spend allocation. Primary cohort: Sarah 35–42 and Jane 42–52. Format: 1,500–2,000 word doctor-persona or "patient-story" advertorial linking to a long-form landing page.
Generates + tests doctor-persona and patient-story ads on FB feed, IG feed, IG Reels. Runs 1,500–2,000-word copy against an LP of similar length.
If portfolio spend is $1K/day → Meta owns $800. Other channels (IG Stories 10% · TikTok 5% · Google 5%) deprioritized for v1. Ad-set min $50/day · 3-day kill window.
Kill below 0.8 ROAS for 3 days. Scale 10x on first ad-set hitting $400/day spend at > 1.2 ROAS.
Each ad-set runs one archetype × one ICP × one ingredient hero. Rotate archetypes weekly. Never test >1 variable at a time per ad-set.
Opening hook (line 1):
Beats: reluctant narrator · credentials · ailment timeline · failed solutions · the one ingredient that worked · 90-day MBG.
Best for ICP: Sarah (postpartum hair) · Jane (peri hair).
Opening hook:
Beats: credentials · "I see this every week" · biology lesson · doctor-recommended ingredient · "I take it myself" · 60-day MBG.
Best for ICP: Jane (peri-meno) · Mei (post-meno). Compliance: actor-portrayal disclaimer required.
Opening hook:
Beats: "thought it was X, was Y" · cortisol→serotonin / DHT→follicle / estrogen→tendon · the missing nutrient · the fix.
Best for ICP: Sarah (mom-burnout) · Jane (peri stuff).
Opening hook:
Beats: name the enemy (melatonin · biotin · ACV-only · HRT-or-nothing) · explain why it's wrong · introduce alternative · proof.
Best for ICP: Sarah · Jane. Works as a tight-150-word "image+caption" ad too.
Opening hook:
Beats: universal-mum-pain · "still finding time for you" · stacked-bundle math · free gift · 90-day MBG.
Best for ICP: Sarah only. AOV unlock — this is the LTV play.
Opening hook:
Beats: volume number · risk-reversal · stack offer · single-ingredient claim (with patent name).
Best for ICP: Mei. Cautious-buyer-converter. Verify number is true.
Every winning ad in our scrape follows roughly this beat-map. Word counts are target ranges — when in doubt, longer.
BEAT 1 · HOOK (40-80 words) Opening line that creates the "wait, what?" pause-scroll. Use one of the 6 archetypes above. NEVER lead with the product. Pattern: "I'm a [X] of [Y] years. I shouldn't say this, but…" BEAT 2 · NARRATOR CREDENTIALS (80-120 words) Why you should listen. License / years / patient counts. If doctor-persona: include disclaimer footnote. BEAT 3 · THE AILMENT TIMELINE (200-300 words) When it started. How it progressed. What I tried. Specific sensory details: "I cried in the shower" · "I wore a headband for 3 months" BEAT 4 · FAILED SOLUTIONS (200-300 words) Generic biotin: didn't work. Collagen peptides: didn't work. Read every label. Saw doctors. Bloodwork "fine." Name 3 specific failed paths reader has also tried. BEAT 5 · THE MECHANISM REVEAL (250-350 words) The biology nobody told you. "It's not X, it's [biology]." Cortisol → serotonin · DHT → follicle · Estrogen → tendon repair. This is the longest beat. It is the ad's MOAT. BEAT 6 · THE PATENTED INGREDIENT (150-200 words) Lustriva® · KSM-66® · Bacillus Coagulans 1969™ · Creapure®. ONE branded ingredient. Clinical-dose number. 40x more bioavailable. If you don't have a patent, lead with "30mg saffron · the clinical dose" BEAT 7 · MY RESULT (150-250 words) Day 1: nothing. Day 14: morning energy. Day 28: hair stopped shedding. Specific timeline. Specific body-part. Specific feeling. BEAT 8 · SOCIAL PROOF (100-150 words) "35,000+ women" · "200,000 customers" · 4.8/5 from 10,000 reviews. Trustpilot-style quotes. Sandra W. 54. Carol S. 49. BEAT 9 · CTA + RISK REVERSAL (60-100 words) 90-day money-back guarantee. Buy-2-Get-1. Subscribe & Save 25%. Single-button CTA. NO multi-choice "which plan?"
| Placement | Format | Dims | Length | Hero visual | Volume / week |
|---|---|---|---|---|---|
| FB Feed | Static image + 1,500w copy | 1080 × 1080 | scroll-stop static | Bottle on flat color + ingredient call-outs | 12 variants |
| FB Feed | Video + 1,500w copy | 1080 × 1080 | 15–60 sec | Patient/doctor talking head + b-roll product | 8 variants |
| IG Feed | Carousel · 5-slide | 1080 × 1080 | 5 frames | Mechanism diagram · pain stack · ingredient · result · CTA | 6 variants |
| IG Reels | Vertical UGC | 1080 × 1920 | 15–30 sec | Creator-in-bathroom-mirror confession | 10 variants |
| FB Right-rail | Static + short copy | 1200 × 628 | 60w max | Before/after stylized + price chip | 4 variants |
Targeting: moms-of-young-kids interest cluster · women 30-44 · IG Reels prime · weeknight 9-11pm.
Hook archetype mix: 50% A (personal-story) · 30% C (mechanism) · 20% E (Mama&Me bundle).
LTV target: $180 (2 reorders).
Targeting: "perimenopause" interest · women 40-54 · FB Feed prime · 9-11pm + Sunday morning.
Hook archetype mix: 40% B (doctor-persona) · 30% C (mechanism) · 30% A (personal-story).
LTV target: $280 (3-4 reorders, broader symptom = more SKUs).
Targeting: retired/empty-nest clusters · women 50-65 · FB Feed only · early-morning + late-evening.
Hook archetype mix: 60% F (social-proof volume) · 40% B (doctor-persona).
LTV target: $480 (loyal repeat · 4-year horizon).
Per ICP × per week: 1 new hook + 1 new visual angle on a proven hook + 1 winner-rotation.
Forger agent generates · QA agent claims-checks · Pixel agent launches at $50/day per ad-set.
Total weekly output: 9 ads · 3 per Sarah · 3 per Jane · 3 per Mei (Mei runs slower, can carry-over).
| Kill | ROAS < 0.8 for 3 days OR CPA > $40 for 3 days |
| Hold | ROAS 0.8–1.2 at any spend — keep testing 5 more days |
| Scale 2x | ROAS > 1.2 for 5 days at $50/day |
| Scale 10x | ROAS > 1.5 for 3 days at $200/day → push to $2K/day |
"These statements have not been evaluated by the FDA. Not intended to diagnose, treat, cure, or prevent any disease." On every page footer + LP.
"Individual results may vary. Actor portrayal. These testimonials represent generalized customer experiences." If doctor-persona is used: "Actor portrayal" required.
NO: "cure" · "treat" · "diagnose" · "guaranteed weight loss" · "100% effective" · "miracle". Forger agent runs pre-launch scan blocking these.
Cloned-from-leaderboard · paste into Forger agent · adapt to our brand-name + ingredient stack.
| Source brand | Hook caption | Archetype | Single-ad EU spend | Clone-for ICP |
|---|---|---|---|---|
| Balmbare | Stop GLP-1 Hair Loss → (22yr nurse on Mounjaro) | A · personal-story | €15,107 | Sarah · Jane |
| Naali | T'es pas une mauvaise mère — t'es une mère à bout | C · mechanism | €7,697 | Sarah |
| Novomins | Mama & Me Peace of Mind Bundle (free water bottle) | E · bundle AOV | €23,327 | Sarah |
| NudeHealth | From Menopause Hip Pain to Relief in 4 Weeks | C · mechanism | €15 | Jane |
| Rosalia | Daily Gummy. No More Dryness. 86,000 Aussie women. | F · social-proof | n/a high-engage | Mei |