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The process

How a batch of ads gets made

We read what your customers say, turn it into angles and scripts, make the ads, test them and tell you plainly what the numbers said. Then the next batch starts from what we learned.
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See the timeline

The testing loop

Six steps,
on repeat

Every batch starts from what the last one taught us. Blue steps are Marouane's, orange are Yassine's, violet is the duo together. Click any step.

Step 1 of 6

Research

Reviews, comments, support emails, competitor ads

Before we write a word

Where the angles come from

An angle is the reason someone buys. Brands usually guess theirs. Marouane goes and finds them, in the places your customers already talk.
Marouane

Your reviews

Five-star and one-star. The best hooks are usually sitting in a review somebody wrote at 11pm.

Support emails

The questions people ask before they buy are the doubts your ads need to answer.

Reddit and comments

Where your customers talk about the problem without you in the room.

Competitor ads

What's been running for months is working. What ran for a week wasn't.

One page per idea

Every ad starts as
a one-page brief

Before anything is filmed or generated, each idea gets a brief you can read in two minutes: who it's for, the angle, the hooks, the proof and what the test should tell us. You approve the brief, then we make it.
  • You see the thinking before you pay for production
  • Your media buyer knows what each ad is testing
  • Winners are easy to remake, because the brief says why they won

Brief 03 · The 3am wake-up

Approved
Who it's for
Light sleepers who've tried melatonin and hated the morning after
The angle
The 3am wake-up, the problem reviews describe most, in the customer's own words
Proof to show
Sleep tracker screenshots, a two-week before and after
Format
UGC talking head, 25 seconds, 9:16 and 4:5
What we're testing
Does the mechanism hook beat the testimonial hook?
Hooks
  1. 1. If you wake up at 3am every night, it's probably not stress.
  2. 2. My sleep score, two weeks apart.
  3. 3. Melatonin made me feel hungover. This didn't.

A test sprint, day by day

Fourteen days, start to read

These are the days we plan around. On the intro call we'll put real dates on them for your brand.
  1. 01
    Before day 1The duo

    Free ad teardown

    You send your brand. We watch your ads, read your reviews and email you a short video with the first three ads we'd make.

  2. 02
    Day 1The duo

    Intro call

    Thirty minutes on your best and worst ads, your customer and your numbers.

  3. 03
    Days 2 to 4Marouane

    Angles and scripts

    Marouane sends the angles, hooks and scripts. You say yes, no or push back. Nothing gets made until you've seen the words.

  4. 04
    Days 4 to 10Yassine

    We make the ads

    Yassine makes the batch: video, statics and hook variations, sized for every placement you run.

  5. 05
    Days 10 to 14The duo

    Live and read

    The ads go live. We read the numbers with you and point at what's working and why.

  6. 06
    ThenThe duo

    Next batch

    Keep what worked, make more like it, drop the rest. Every batch starts from what the last one taught us.

What lands in your inbox

One folder.
Nothing to chase.

Everything from a sprint arrives in one shared folder, named so your media buyer can launch it without asking us a single question.
  • Raw files and finished files, both yours
  • Every size you run: 9:16, 4:5, 1:1, 16:9
  • Hook variations as separate files, ready to test
  • A short video walking you through the batch

Sprint 01 · Your Brand · delivered

  • 01 Research and angle map.pdfMarouane
  • 02 Hooks (12) and scripts (3).docMarouane
  • 03 Video ads / 4 ads × 3 hooks × 3 sizesYassine
  • 04 Static ads / 4 concepts × 2 sizesYassine
  • 05 Raw filesYassine
  • 06 Walkthrough video (6 min)Both

Counts depend on the sprint

The weekly read

Stop, keep, make next

Every week you get the same short read: what ran, what each ad did, and what we'd do about it. Plain words, no 40-slide deck.

Week 2 read · Batch 03

Sample report

AdSpendHook rateHold rateCPAOur call
B03 · Breakfast hook · UGC$1,24038%21%$31Scale
B03 · Coach story · talking head$98031%18%$37Keep
B03 · Before/after · static$640n/an/a$44Iterate
B03 · Myth-buster · motion$51019%9%$71Stop
Next batch: three new hooks on the breakfast angle, a second creator reading the coach story, and the before/after static re-cut as a 6-second video.

Where AI fits

AI for speed.
People for taste.

We use AI where it saves time and never where it decides. That's how we make more ads for the same budget without them looking like everyone else's AI ads.

First cut of a video

Yassine picks the takes, the pacing and the music

AI helps, we finish

Background plates, product scenes

Yassine fixes hands, labels, light and anything uncanny

AI helps, we finish

Sorting 1,000 reviews by theme

Marouane reads the ones that matter and picks the angle

AI helps, we finish

Writing the hook

Marouane, every time

Only us

Deciding what to test next

The duo, from your numbers

Only us

Reading the results with you

People, on a call or a recorded walkthrough

Only us

Working together

How we stay in touch

One shared channel

Slack, WhatsApp or email, whichever you already live in. Everyone working on your ads is in it.

A weekly call

Thirty minutes. The read, the next batch, anything you want to change.

Video updates

Short screen recordings instead of long emails, so you can watch them between meetings.

What we need from you to start

  • Access to past ads and their numbers
  • Your reviews and a few support emails
  • Product samples or footage, if you have them
  • One person who can say yes or no quickly

Process questions

Something we didn't answer? Email hello@maroyas.com and you'll hear back within a day.
Do you use AI? Will the ads look like AI?
Yes, we use AI, and no, they shouldn't look like it. AI gets us a first cut fast, which means more ideas tested for the same money. Then every frame gets finished by hand. If an ad looks like AI to us, it doesn't ship.
What does a creative strategy duo do that a copywriter or editor alone can't?
A script is better when the person writing it knows how it'll be cut, and an edit is better when the person cutting it knows why each line is there. With us, the angle, the script and the finished ad come from the same duo, so the idea survives all the way to the screen.
Do you work with UGC creators, or replace them?
Both, depending on the ad. We write scripts and briefs for creators all the time. Some ads work better with a real face, some work better with AI footage, motion or statics. We'll tell you which and why.
Do you run the ads, or only make them?
We make them and help you read the results. Most brands keep their own media buyer, and we work alongside them so every test is easy to read.
How fast is the first batch?
Scripts within a few days of the intro call, and the first batch of ads within about ten days. You get exact dates on the call.
Reply within 24 hours

Send us your brand.

We'll watch your ads, read your reviews and send back a short video with the first three ads we'd make. Free, and no call needed. Or skip ahead and book an intro call.
Book an intro call
Get a free ad teardown