How I Research, Write, and Scale Ad Concepts (Showing My "Winner" Ad + Real Results)

Added: 2026-06-03

[00:00:00]All right, yo. Uh I got a DM on Twitter uh just asking like how I turn uh research into ad concepts. So, that's pretty much what this video is going to be about, just about like how I go about the research and then turning the research into an ad concept and then, you know, the ad concept being launched and then the results on it, which I'll show on one of the ads that I did launch for this angle specific. And then just more about like how I go about researching my avatar on like a day-to-day basis. And uh there's a lot that I'm covering out here uh cuz obviously these are like my uh Reddit burners. I have burners on other social medias, which I'll get to a second why I have like burners on social media accounts. Um and then obviously this is like something I use on a day-to-day basis. Uh so, a lot of it is tailored to my avatar. So, that's why like all these all this [ __ ] blurring out's happening. So, yeah, very first thing, just like I mentioned, uh going to go over like research, research on the avatar, just like what we're trying to look for, and then the ad concept, turning the research that we did find into the actual ad concept, and then the results from testing the ad concept uh because we do want to track everything that we're testing so we don't make the same test twice if that makes sense.

[00:01:11]Let's say we got some decent results from the test, how can we actually iterate on that test to make a better version uh of the ad that we are testing. So, for this angle, it is the ED uh supplement, I guess, just imaginary ED supplement. So, just to go through this really quick, the daily avatar sprints, I this is just a [ __ ] random name that Claude made. Uh I usually spend around 80% of the time on the research and actually becoming the avatar, and then around 20% of the time actually writing the ad. Because more more so less like with writing the ad, it's mainly Claude that I do use.

[00:01:43]Obviously, when writing the headlines and everything and writing the specific sections and the outline for the ad, uh that is coming down to the research and the beliefs and desires you want to instill.

[00:01:52]So, number one, curate the algorithm.

[00:01:53]So, I do have a TikTok account, uh Instagram account, Facebook, I don't really have a burner Facebook account. I kind of just go on like the groups, Facebook groups uh for my avatar. And then obviously, I have a Reddit page uh where I go through my Reddit forums. And I spend like 5-10 minutes a day just going through like TikToks or Instagram reels just on the actual avatar issues just because like you'll be able to create your own algorithms. Uh every single like second or third scroll will be coming from your avatar. And then you can usually see the content that they're consuming. And then usually on each post, you can turn like the first or second comment which has a lot of other comments from the avatar um into an angle. So, that's something I have done and I have tested which worked well for a couple of ads and I do have one or two winners currently in my account that came through that. So, yeah, definitely create burners on social media accounts tailored towards like your avatar. Uh spend 10 minutes watching them a day just to, you know, get the algorithm to recommend you content. And then log three pieces of content that are clearly winning cuz every day you'll be able to find content with like high views and shares.

[00:02:50]Usually, if you're very niche down, uh like for me in specific, like a viral ad would be an ad with like 50k likes on TikTok, let's say. And then the highest comments in the comment section with the most amount of likes are those that screenshot and add into my document just so I can come back later and then transcribe whatever is said into angles or add them to my avatar doc for research or whatever. And then also just like you meant to know uh a lot of things. So, number two, you do want to be living in the threads or wherever they're at. So, if that's like a specific Reddit forum, like for erectile dysfunction, there's r/erectiledysfunction, which is pretty easy. Um if you do deal with like a woman, there is a menopausal Reddit uh that you can live inside and then pull out three new quotes every day, put them into your uh doc is something that I usually do. And then uh I usually look at the Reddit forums.

[00:03:37]Whatever has like a lot of likes within a short amount of time cuz usually like a trending topic, I guess you can say.

[00:03:42]And then that's something I definitely take into consideration if I want to make an angle on that. I would be lying if I said that I quote each with an emotion. This uh I don't really do this.

[00:03:50]You can cut this out. Um add them to your voice up customer doc. So, this is just finish my doc that you have all your avatar data on. That is something I definitely do.

[00:03:58]Um, off avatar language will pollute the concept, so don't add anything that isn't your avatar. Let's say your avatar is married woman with a low libido. You don't want to be focusing on uh, let's say like 20 year old woman who are into like situationships or whatever. That really doesn't make any sense. You do want to focus on the specific avatar just so you can learn and understand more about their emotions, their desires, and uh, what not. So, number three is study the competitor market.

[00:04:22]This is one of the most important things you want to do when you're first starting out, especially if you don't have any ads or any concepts. Look within the market. You don't have to really be guessing. Uh, I would definitely like look at your competitors in the US in the United States because those are the ones at the highest scale.

[00:04:37]And then just look at what angles they are running now, what's new, uh, what did they just launch, what's the longest running, what's the highest impressions.

[00:04:44]Look at every single ad to be honest. I look at every single ad from my competitors. Like from ads that have been launched yesterday versus ads that have been launched like three, four months ago. I'll take a look at everything and then I do deep dive on like their winners. Scan for market shares. I'd be lying if I said I did that. You don't have to focus on that.

[00:04:58]Uh, no one angle she's tired of. This does not apply. So, number four is deconstructing the winner. So, if you do have a competitor who's very close to your avatar or who's specifically marketing to your avatar, deconstruct their winners, understand what awareness level they enter at, what awareness level uh, they exit at, the angle, specifically desire that's being channeled, the beliefs that are channeled, shifted, or challenged uh, within the ad. And rewatch them and then break down the hook, mechanism, proof, and offer. Hook being how does it enter, mechanism being how did they prove that their product actually works. The proof is pretty self-explanatory and the offer what are they are offering like the uh, specific like buy two get one free in the ad. Uh, you can go ahead and check which is doing the heavy lifting. And then every day I do write one ad concept. I do focus on just writing one really good ad concept. I just put all the research into that specific I said ad concept so many times. When I do focus on the ad, I do focus on one angle or sub avatar to speak to. And when I do write my hooks, they usually are verbatim of the voice of the customer.

[00:06:01]Like whatever I find in the research, I would make the specific hook. That is if your market sophistication is stage five where you know, identification is the most important and like mechanisms don't really work. If you're in a stage three to four market, you don't have to do that. You can look at like other competitors and you know, potentially like take their hooks or make slight adjustments to them and see what's already working.

[00:06:23]Read every line out loud. This is something I definitely do with all my ads.

[00:06:27]Uh before I do launch anything, I will read the entire thing out, especially if it's a long form native. I read every single word. Cut out any line that sounds like an ad and maybe doesn't sound like native to the avatar. One robotic line will kill the whole thing.

[00:06:38]It usually is one thing that will throw them off that will make them click off the ad or become uninterested. And that's why we do understand the avatar so we know when to cut out those robotic lines and everything. And then I usually score my ads out of 100 and I did mention that I do have a testing [ __ ] now, so I do run it about 50 bucks a day. But that's completely irrelevant to you because you might have like different media buying, but that's not important. In terms of the scoring out of 100 thing, it is this thing over here. Um it's just urgent problem, you add 15 points. If it's urgent enough, add 10. Unique promise, add 25.

[00:07:07]Unquestionable proof, add 25 points. If it's irresistible offer, add 25. If it's below 60 points out of 100, don't run it. If it's above 80, uh you can go ahead and run it. After I do all the double checks and the research is in place um and the concept score is above 80 on the scale, then I go ahead and uh run that concept. So now just going into like how I actually go about researching then turning that research into ad concepts. By the way, I really didn't understand direct response. Uh so this should be able to like help you understand it better, especially if you're a beginner. This is definitely something I didn't understand. I still don't really to this day.

[00:07:40]Uh but it's been kind of working. So I guess this is kind of the way I'm going about it. So, just in terms of context over here, this is a burner of one of my Reddit accounts that I was on the actual avatar uh subreddit or whatever. And then, I was actually speaking to my specific avatar just so I could dig more deeper onto their pains and their desires and etc. just to get more information on them and then turn their information into a ad concept. So, you can see over here uh reading over here, "Really appreciate your comment. It was very helpful. If I may ask, by chance, are you married?"

[00:08:10]over here was, let me just write it down, uh married men with ED. So, we are just qualifying that they are in fact the avatar so we can go ahead and, you know, extract the uh information from them, which sounds kind of [ __ ] up.

[00:08:22]But, they said, "Um I'm going on 21 years happily." So, you know, that person is married. "And we made it through difficult time and you definitely can, too." So, basically, like I am the avatar. Uh I used the cloud to help me converse with this person. Um and then, this person is the wife. So, emotions that we got from this, it's embarrassing talk to that's obviously we knew that. Uh super hard time period, but very possible to turn things around. Uh then, you know, that's kind of just small talk. I didn't really get anything out of it. This might be a weird one, but when he was going through the worst, uh did it change the way you were to outside the bedroom? Like everyday stuff, the way you talk, the energy in the house?

[00:08:59]Um and this is just some random [ __ ] I did want to ask what was going through in your head just to get the wife's point of view on it. Um like the obvious stuff, not feeling attracted because that's something I already know just through the research. So, I didn't want an answer like that. I want something deeper, something I can actually make an angle on. Um I actually contemplated if he could be cheating on me. So, that is definitely an angle or definitely something that you can add into your um copy, especially at the headline. She says it down here, "I know it's embarrassing for men cuz it causes anxiety, but it's way more common than I'd ever thought. Uh people just don't talk about it for obvious reasons." So, you know, we we already know that. Uh we just continued to talk about it and it kind of led to the discussions. I stopped pestering about it and realized how much it bothered him. It turned into a problem we tried to tackle together.

[00:09:43]Uh so, just from that, we learned a lot about the emotions, the emotional state of the wife. So, that's something we could definitely use into the copy. And then, the emotional state of the husband. So, that's all pretty much we could got from the wife POV, and then we want to learn more about the actual husband. So, this is just another chat from someone else that we did to qualify as the husband um of a wife. So, he's replying to the post that we made. He said that's performance anxiety. This is one of the angles that we do tackle for this avatar is performance anxiety.

[00:10:09]Always worrying about the outcome, been through that. So, this is someone or a husband uh married to their wife or whatever. He obviously has um erectile dysfunction or ED. So, just obviously qualifying further, are you married if I could ask? Not sure if you've been in my exact shoes. So, he does say yes, married for over 7 years. He's 38. So, this is literally our avatar. Um I did try 5 mg of Cialis daily and then went to 10 on activities. So, he goes from 5 mg to 10 mg. Throughout this post, I did about people's doses trickling up or they're going from like 2.5 to 5 to 10 to 20. And then, it just keeps going up and up for there cuz they are building a tolerance to Viagra, Cialis, all these PD um E5 inhibitors or whatever they're called.

[00:10:49]Initially, it helped a little, but then again, I was just too stressed by the performance. And now, he's taking Cialis only, which is another solution. So, I did also want to just want to ask if he's from the UK or America just because of like where we're marketing to.

[00:11:02]Uh it doesn't really matter to us, but it is usually the same um across, you know, US or UK um in terms of like the desires and everything because, you know, they're both human. So, I did ask further, did your wife ever say anything or did she just go quiet? Uh that's what killed me after, the silence. So, I'm just trying to act like the avatar. So, that's something we could definitely use in the copy. She used to blame herself all the time. Just to spark more emotion in terms of the guilt that he feels. And then, she started thinking I stopped finding her attractive, which was never the case. Also, something we can use.

[00:11:31]Seems like they want you on the pills forever. So, this is the specific angle that I do want to focus. So, I do want to get more information about it from him. And then he gave me a line that pretty much wrote the winner ad itself that I did launch, which I'll show in a second. He said, "Yeah, you'll see her as your children's mother, but not your wife, if you know what I mean." So, this specific wording or angle or whatever was used in my ad, which I'll show in a second, which did produce a good amount of revenue, which I'll show you right here.

[00:12:00]Um or actually, I'll just go into the ad concept and then I'll show the results of it. So, just going through all this data over here, I did notice that a lot of people were talking about the tickling dose or the dose that just kept on going up. So, they're going from like 2.5 mg to 5 mg to 10 mg, 20, etc., etc. So, everyone tells men taking more or sorry, the ad concept that I did name was the tickling dose. So, just about it, everyone tells men to take more, a bigger pill, a higher dose until they're hooked and still nervous. Obviously, staying on the drugs forever is something that the advertiser did exactly mention. So, when looking through all the data compiled for this angle, we do know that they're not unaware, they're not problem aware, they're definitely not most aware or product aware of our product. They could be product aware of other products in the market. Uh but they are actually solution aware because Viagra Cialis is a solution to their erectile dysfunction. So, we do know we do want to enter the ad at a solution aware level just because when we're literally talking to them, they are literally aware of the solutions and they're in the market for more solutions to the problem. But and then we would do want to exit. I don't know why I keep writing exist, but it's exit uh product aware just because we are going to be using like an advertorial. And this specific ad concept I did use a listicle, I believe it was, which did convert really well. But the belief was it failed because of your head and not your body.

[00:13:17]A big dose can't fix fear. So, you can see he was literally mentioning about the performance anxiety. Once the fear is gone, your body knows what to do. You need a small nudge, not a sledgehammer you're stuck with forever. So, this about like, you know, the doctor dismissal or them not wanting to stay on the pills forever. I want to feel like her husband again, not a patient, and not be on the pills forever. That is the desire that we're going to target, and that's the goal of this ad we're trying to convey. This desire and trying to match it with our solution or product.

[00:13:45]So, a small daily dose of our natural blend gives just enough of a nudge to win that for the first time. So, this is like a natural ED supplement, not like Viagra or anything. Instead of heavy drugs that keep you hooked and still nervous, uh 1 Win brings back confidence and kills the fear, and your body takes over. It wakes up the system gently instead of forcing it. So, that is the mechanism, desire, belief, the awareness level, and the sophistication of this market was stage five, so market exhausted. And when it's a stage five sophistication, you don't want to focus on identification. And that's something that we just did through talking to the avatar. Uh the advertorial or the listical that I did use the pre-lander, I guess people call it. It's pretty much just a landing page, but uh it did enter product aware, so they are aware of the product after looking at the ad. And then pretty much what it's about, it's just like a five reasons why the to buy our specific solution. And it does 100% like directly correlates congruence with the ad um angle that we did make over here. So, everything is congruent. And the results for that, we did launch this ad concept uh I believe on the launch 600 spent 2.4 ROAS, 2.5 over here. Uh $12 cost per cart. Uh the CPM, CTR, CPC is all like niche dependent. Niche but I usually don't look at CPMs just cuz like for every single niche, it's always like different. Like, some could have a $100, uh some could have $20. It really just depends. The CTR was really good on this ad as well. Uh CPC was good. You can see over here as more spend went through, just to spend 2.5k in this period. By the way, this period is not this period, these are different periods. This was like a week later, I believe, with the ad still running before we had to cut it cuz obviously it went under our 1.5 ROAS.

[00:15:31]You can see over here 1.72 ROAS, 1.8.

[00:15:33]So, this ad did last, I believe, 2 and 1/2 weeks before we did eventually cut it. And then the CTR did go down from there. So, hopefully that video helped in terms of how you can actually research and then create the research into an ad concept. And then obviously me showing the result of the ad concept. Hopefully that helped. If there's any questions, make sure to let me know. I do have a Discord because a lot of people were asking for a Discord.

[00:15:54]It'll be linked in the description below. So, yeah. Thanks.