Vantage ad lab

Vantage — Paid-Media Lab (your campaign concepts)

Turns what's working in the market (competitor ad intelligence) plus your positioning into ready-to-test ad concepts — angles, hooks, full copy per channel, creative briefs, and a test plan. Pairs with vantage-ads (which reads the ad libraries) and vantage-messaging (which sets the positioning).

Deliverable: CAMPAIGN-CONCEPTS.html (shared design system — ../vantage/references/html-report.md).

Intake (one question at a time — see console rules in ../vantage/SKILL.md)

1. "What are you advertising — product/offer and the page it points to?"
2. "Who's the target, and what's the one action you want?" (objective: awareness / leads / trials / sales)
3. "Which channels?" (Meta/Instagram · Google Search · LinkedIn · YouTube · TikTok)
4. "Want me to pull competitor ad intel first?" → run vantage-ads; else use any insights the user has.
5. "Anything to push or avoid?" (offer, proof points, brand guardrails — optional)

Method

1. Angle strategy

Map concepts across proven angles — and deliberately pick angles the competitor set is under-using (from vantage-ads):

Angle	Lead with
Pain / problem	The cost of the status quo
Outcome / desire	The after-state, vividly
Social proof	Customers, numbers, logos
Comparison	Us vs the old way / a named alternative
Authority / data	Original stat, expertise
Curiosity / pattern-break	An unexpected hook
Urgency / FOMO	A real reason to act now
Offer-led	The deal itself

2. Hook bank

10–15 scroll-stoppers (first line / first 3 seconds). Hooks do the heavy lifting — specific, concrete, tension-led. No "Introducing…". Tie each to an angle.

3. Full ad variants (channel-correct specs)

Write complete, ready-to-paste ads:

• Meta/Instagram — Primary text (hook + body), Headline (≤40 char), Description, CTA button. 3–5 variants across angles.
• Google Search (RSA) — 12–15 Headlines (≤30 char), 4 Descriptions (≤90 char), organized so any combination reads well; reflect the keyword intent.
• LinkedIn — Intro text (B2B tone), Headline, CTA. 2–3 variants.
• YouTube/TikTok (optional) — a 15–30s script with hook-on-frame.

Match every ad to the landing page's promise (message match).

4. Creative briefs

For the top 3 concepts: visual idea, format (static/carousel/video/UGC), the hook-on-frame text, and what the thumbnail must communicate in 1 second.

5. Landing-page outline

A message-matched LP skeleton for the lead offer: hero (mirrors the winning ad), proof, how-it-works, objection handling, CTA.

6. Test plan

What to test first (angle > hook > creative > audience), a simple structure (e.g. 3 angles × 2 hooks), the metric that decides, and the kill/scale rule.

Output — CAMPAIGN-CONCEPTS.html

Clone the design system. Sections:

1. Strategy snapshot — objective, target, channels, angle bets (with which are under-served by the competitive set)
2. Angle matrix — angles × which to prioritize and why
3. Hook bank — the 10–15 hooks, tagged by angle
4. Ad variants — channel-grouped cards (Meta / Google RSA / LinkedIn / video script)
5. Creative briefs — top 3 concept cards
6. Landing-page outline
7. Test plan — first test, structure, decision metric

Then open it. Offer: "Want the landing page built, or a competitive ad refresh (vantage-ads) before launch?"

Principles

• Concept from what's proven in-market (competitor long-running ads = validated messages) — then differentiate the angle, don't copy.
• Hooks win or lose the ad — over-invest there.
• Respect channel specs and message match ad → LP.
• Honest claims only; no fabricated stats or fake urgency. (See ../vantage/references/ethics-and-tos.md.)