What is my process for creating an ad iteration or new concept?

I use the pyramid: avatar, format, hook, body copy.

• Study the avatar's objections and which sub avatar gets the best NC CPA (new customer cost per acquisition), not just the most spend
• Pick a proven structure (hope/desire, ingredient trust build, us vs them) instead of starting from scratch
• For iterations, I test a new angle or format on the same avatar, not just reworded hooks, since structure moves the needle more than copy polish
• About 80% of what I build is based on proven structures, 20% is a new angle to test, and NC CPA is the metric that tells me if it's working.

Note: Before going broad, I target the low hanging fruit first, people who are product aware but brand unaware. They're not cold to the category, just cold to us, so the ad only needs to give them a reason to switch. Once that's locked in, I move to the broader, cold audience.

Brunae body

Product: https://www.brunaebody.com/products/accelerating-tanning-oil

Format: UGC Transformation (Before - after)

Awareness level: Problem aware

Length: 55 seconds

Platform: Meta Ads/ Instagram/ tiktok

Avatar: Women, 18–35, fair-skinned, beauty-conscious but tan-frustrated. Has tried fake tan/self-tanners, bronzers, and generic tanning oils.

Deepest Desire: A natural sun-kissed glow that makes her feel confident, more than the product itself.

Biggest Objection: Uncertain about which product will actually work for her, after past purchases that didn't deliver.

Script : Myth-busting / reframe angle.

HOOK 1: How i went from this… to this…. In just 2 sessions. (main)

HOOK 2: POV: you finally stop burning and start actually tanning. Took 2 sessions.

I know we've all seen people getting darker in 20 to 30 minutes, and you're sitting there thinking your skin just doesn't tan. But what we're not going to do is blame your skin.