Decide what to say before you decide what to make.
The angles, the hooks and the brief that your team or your producer works from. Creative is the biggest lever in a paid account, and what it needs first is a decision about what to say.
- Free audit within 2 days
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- You own every account
| Headline | Spent | CTR | Return |
|---|---|---|---|
| “Elevate Your Style with Curated Chrome” | €2 921 | 4.08% | 2.80x |
| “STAND OUT” | €2 320 | 3.10% | 2.35x |
| “Discover Handcrafted Accessories That Define You” | €1 291 | 2.77% | 2.79x |
| “Save Up to 50% Off This Black Friday!” | €979 | 4.26% | 2.96x |
| “Standout in a world of simple watches!” | €838 | 5.03% | 3.91x |
Meta Marketing API export
The product name, not the discount.
We have made it ourselves, which is why the brief is any good.
Curated Chrome was ours. The same angles fed the ad account and the Instagram profile. One reel reached 17.6 million views, total reach hit 4.5 million, and the audience it built kept buying long after the ads that reached them had stopped.
Ranked by clicks, the discount hook wins.
- 1Up to 40% OFF Curated Chrome! Act Now or Regret!€341 spendDiscount hook8.55%1.92x
- 2Standout in a world of simple watches!€838 spend5.03%3.91x
- 3No headline set€1 145 spend4.50%3.91x
- 4Save Up to 50% Off This Black Friday!€979 spend4.26%2.96x
- 5Elevate Your Style with Curated Chrome€2 921 spend4.08%2.80x
- 6Midnight Thorn Watch Out Now€154 spendProduct name3.89%16.56x
- 7STAND OUT€2 320 spend3.10%2.35x
- 8Discover Handcrafted Accessories That Define You€1 291 spend2.77%2.79x
Shoot once, cut many
Product led stills and Reels cuts produced in batches, so one shoot day fills a month of feed.
Angles in, briefs out, every month.
The brief is only the middle third. The angle work in front of it and the reading behind it are what keep a batch from being decoration.
Angles4
- Review mining
- Objection list
- Competitor scan
- Hook writing
Briefs3
- Hooks per asset
- Format and placement
- What it has to prove
In market4
- Hook split
- Fatigue watch
- Winner variants
- Iteration brief
Yours3
- Notes on every asset
- The tested library
- The angles that won
The order we work in, from the week you say go.
- 01Week 1
Angles before assets
We pull what the account already proved, read the reviews and the objections, and write the angle list.
- 02Week 2
The first briefs go out
Hooks, formats and placement cuts written up asset by asset, ready for whoever produces yours, with the hooks split so the winner can be identified rather than guessed at.
- 03Week 3
Live, split, and read
Performance broken out by hook and by angle.
- Every month after
A brief shaped by the last one
A new set of angles aimed at whatever the account just learned, and notes on every asset that ran.
What actually moves the account.
We direct it, your team makes it
We write the brief and say what runs. Production stays where it already is, with your designer, your editor, your agency or whoever has been shooting for you.
Hooks written before anything is made
The first two seconds decide the cost of everything that follows. The hooks are written and prioritised first, so production time goes into the ones with a reason behind them.
Iteration on proven angles
A winner is a template rather than a finish line. The next brief is built around the angle that worked instead of starting from a blank page every month.
Formats that respect placement
Feed, Reels and Stories are different products with different rules. The brief names the cuts, so one asset is not stretched across all three and called a campaign.
Notes back on everything that runs
Every asset comes back with what it did and what to change. Whoever makes yours gets better at it, and the learning stays inside your business.
Built from what already exists
Product photography, customer content and existing footage get used properly before anyone suggests commissioning a shoot.
What you get every month.
A written brief every month
Angles, hooks and formats, specific enough to produce from without a call first.
Performance by hook and angle
Not just by asset name, so the learning survives the asset.
Notes back on every asset
What it did, what to keep, and what to change on the next one.
A library of what has been tested
So nothing gets remade by accident six months later.
You make it. The rest of the list is ours.
- Us 7
- Together 1
- You 2
- Angles and hooks writtenEvery monthUs
- Briefs handed to whoever produces yoursEvery monthUs
- Performance read by hook and by angleEvery weekUs
- Winners written into the next briefEvery monthUs
- Fatigue watch on everything liveEvery weekUs
- Notes back on every asset that ranEvery weekUs
- Written reportEvery MondayUs
- CallEvery weekBoth
- Producing the assetsFrom the briefYou
- Approving conceptsBefore productionYou
Two ways to pay for the direction.
A fixed monthly fee for the angle work, the briefs and the reading, or a commission on the growth instead of most of that fee. Production stays with your team, so what you pay us doesn’t move with how many assets get made.
A fixed monthly fee
One amount, agreed before anything starts and unchanged when a month turns out heavier than the last one.
- Set by what the business needs, never by the hour
- No percentage of your media budget on top
- Reviewed once a quarter, never mid-month
A commission on the growth
Most of the fixed fee comes off and we take a share of what the work adds, measured against the same month a year earlier.
- Read from your own numbers, not from what a platform claims
- Capped, so a very good month never becomes a penalty
- You keep the accounts either way, permanently
There is no rate card. Which structure fits, and what the number inside it is, depend on what the business actually needs: margin, seasonality and how much growth is already in motion. We’ll tell you which one we’d recommend and why, in the same document as the number.
See what it would costChannels aren’t run in isolation.
What we learn in one shows up in the others, which is why we run them from the same desk rather than treating each channel as a separate account.
- Meta advertisingStructure, creative and measurement that survive contact with reality.
- Google advertisingSearch, Shopping and Performance Max, starting with the feed and the products that actually matter.
- SEO and GEOPages built for the searches people make, and the AI engines increasingly shaping how they discover brands.
- Klaviyo and emailFlows and campaigns that turn the audience you’ve already paid to acquire into more revenue.
- CRO and websiteThe store itself: built, tested and optimised to convert more of the traffic you’re already paying for.
The questions that come up first.
Do you produce the creative?
No, we direct it. We write the hooks, the angles and the brief, and we say what runs. Production stays where it already is, with your designer, your editor, your agency or whoever has been shooting for you.
What arrives every month?
The angle work, the written briefs your team produces from, and notes back on everything that ran: what each asset did and what to change. Whoever makes yours gets better at it, and the learning stays inside your business.
Why write hooks before anything is made?
Because the first two seconds decide the cost of everything that follows. The hooks are written and prioritised first, so production time goes into the ones with a reason behind them rather than into whatever was easiest to shoot.
What happens when an ad finally wins?
It becomes a template rather than a finish line. The next brief is built around the angle that worked, instead of starting from a blank page every month.
Does the fee move with how many assets get made?
No. It is a fixed monthly fee for the angle work, the briefs and the reading, or a commission on the growth instead of most of that fee. Production stays with your team, so what you pay us does not move with the volume.
Can you work from what we already have?
Yes. The first briefs are built from the assets, the footage and the proof that already exist, so something can go live while anything new is still being made.
Let’s see what’s holding your growth back.
Send the brand, the channels and roughly what you spend. Your written audit follows within two days.
Or write to hello@roasdept.com
Pick what matters and the audit is written around it.