- Structure check: campaign = offer, ad set = hook, ad = creative × caption
- Hook concept tied to the offer — the hook must name the niche (foundation & waterproofing / the service line), per hook contract v2
- Register the hook in sp_creative_angles before building the ad (view sp_hook_lineage)
- Target audience and pain point
- CTA and offer (current model: $0-down, pay-after-results)
- Ad format (video, static, or plain-text) — R2 packs run 3 hooks × 3 formats × 3 captions
- St. Pierre brand standards: @alexstpierre handle only, all-or-nothing bolding, native-look creative
- SLA: Assign within 48 hours of brief creation
Editor assigned, deadline confirmed, brief delivered
- Share rough cut / layout draft
- Confirm hook, pacing, and visual direction before finishing
- SLA: First cut submitted within 120 hours (5 business days) of assignment
First cut complete and submitted to Creative Strategist for review
- Hook lands within the first 3 seconds and names the niche (foundation & waterproofing / the service line) — hook contract v2
- CTA is explicit, actionable, and appears before the end card
- Handle check: only @alexstpierre appears on the creative (no @stpierre_ai, @stpierreai, or "stpierre digital")
- Bolding is all-or-nothing (plain-text style = all bold; Notes / tweet / iMessage mock = none) — no selective bolding
- Native-look standard: reads as a real phone capture / real screenshot, not a design-tool render
- Footage provenance validated against source libraries — no unlicensed or net-new fabricated service footage
- Format, aspect ratio, and length are correct for placement
- Audio levels are consistent and subtitles are accurate (if applicable)
- Approved: advance to Stage 5 (Uploaded)
Approved (advance to Stage 5) or revision notes sent to editor (move to Stage 4)
- SLA: Revised cut resubmitted within 48 hours of receiving revision notes
All revision notes addressed, resubmitted for review (returns to Stage 3)
- Ad account: St. Pierre account selected in Ads Manager
- Naming convention: ad name carries the hook ID from sp_creative_angles and follows the St. Pierre standard format
- Page assignment: correct Facebook Page and Instagram account linked (@alexstpierre)
- CAPI dataset: correct Conversions API dataset assigned to the ad set
- Advantage+ creative: confirm this is OFF — do not allow Meta to modify creative automatically (protects native-look)
- SLA: Upload within 24 hours of approval
Ad live in Ads Manager, all checks passed, hook logged to sp_creative_angles, Akash notified
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Hands off to the campaign optimization pass — rolling 3-day per-axis reads on the CBO pack, no automatic 3-day shutdowns. Handoff trigger: ad live in Ads Manager. Handoff package: ad name, Ads Manager link, hook ID from sp_creative_angles, brief reference, go-live date.