New/AI media buyer playbook — v0.4

The Operating System for Customer Acquisition.

Everything you need to acquire customers in the AI era. Frameworks, playbooks, prompts, automations and real experiments — practical, tested, no fluff.

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Playbooks
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Prompts
100+
Automations
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Case Studies
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Browse by discipline.

Eleven areas of customer acquisition, each with its own playbooks, prompts and experiments.

01
AI Workflows
42 resources
02
Advertising
68 resources
03
Growth
54 resources
04
Automation
39 resources
05
Analytics
27 resources
06
Landing Pages
31 resources
07
Email
44 resources
08
Funnels
22 resources
09
Offers
18 resources
10
Creative
35 resources
11
Prompt Engineering
61 resources
Lab

Latest experiments.

Real experiments with real numbers — what worked, what didn't, exactly how we ran them.

  1. Jun 2026 · AI Workflows

    How AI reduced campaign setup time by 87%

    From 4.2 hours to 32 minutes across 12 accounts

  2. May 2026 · Automation

    Building an AI media buyer

    An autonomous agent that manages a $12k/mo Meta budget

  3. Apr 2026 · Advertising

    Testing 27 Meta creatives in one week

    3 winners, $2.14 CPA — down from $6.80

  4. Mar 2026 · AI Workflows

    Using MCP servers for marketing

    Connecting Claude to GA4, Meta and HubSpot in one workflow

  5. Feb 2026 · Landing Pages

    One landing page, 12 audience variants

    +47% conversion lift on the winning variant

  6. Jan 2026 · Email

    Rebuilding onboarding as a 3-email sprint

    +22pts activation at day 7

  7. Dec 2025 · Advertising

    Killing our best-performing ad on purpose

    Forced portfolio diversification, -18% blended CAC

  8. Nov 2025 · Analytics

    Server-side conversion tracking on Meta

    Recovered 34% of previously-lost attribution

Prompt library

Prompts that ship work.

Copy, paste, replace the brackets. Every prompt has been used in production.

Advertising

Five Meta ads variations

Create five Meta ads for [PRODUCT] targeting [AUDIENCE]. For each ad give a hook, primary text (max 90 words), headline (max 40 chars) and description. Vary the angle: pain, aspiration, social proof, contrarian, curiosity. Output as a table.
Landing Pages

Landing page audit

Audit this landing page for a [AUDIENCE] buying [PRODUCT]. Score clarity, offer, proof, friction and CTA (1-5). Return the 3 highest-leverage changes with the rationale and expected impact on conversion rate.
Growth

Positioning strategy (Dunford)

Generate a positioning strategy for [PRODUCT]. Use April Dunford's structure: competitive alternatives, unique attributes, value themes, target segment, market category. Output as a one-page brief.
Email

Cold email opener

Write 5 cold email openers to [PERSONA] at [COMPANY_TYPE]. Each must be under 25 words, reference something specific and observable, and lead into a one-sentence value proposition. No flattery, no filler.
Funnels

Funnel breakdown

Break down the acquisition funnel for [PRODUCT]. For each stage (awareness → consideration → decision → activation) give the key metric, common leaks and the fastest experiment to run in week 1.
Creative

Creative brief from insights

Given these customer insights: [PASTE]. Produce a creative brief with: single-minded proposition, 3 emotional angles, 3 rational angles, tone of voice guidance, and 6 concept directions with a 1-line description each.
Advertising

Meta ad hook generator

Generate 20 scroll-stopping hooks for [PRODUCT] targeting [AUDIENCE]. Split evenly across: pattern interrupt, contrarian statement, hyper-specific claim, question, before/after. Each hook under 12 words.
Advertising

Ad angle testing matrix

Build an angle-testing matrix for [PRODUCT]. Rows: 5 pain points. Columns: 5 desired outcomes. Each cell = one testable ad concept with a hook, promise and proof element.
Creative

UGC creator brief

Write a UGC creator brief for [PRODUCT]. Include: hook (2 options), demo beats, key claims we can and cannot make, CTA line, technical requirements (aspect ratio, length, captions). Under 400 words.
Creative

Storyboard from a hook

Turn this hook into a 15-second video ad storyboard: [HOOK]. 6 frames. For each: on-screen text (max 8 words), b-roll direction, voiceover, sound cue.
Advertising

Google Ads keyword clusters

Cluster these keywords into ad groups for [PRODUCT]: [KEYWORDS]. Optimize for intent tightness. For each cluster give: theme, 3 headlines, 2 descriptions, negative keyword suggestions.
Growth

SEO content brief

Create an SEO content brief for the query '[QUERY]'. Include: search intent, top-ranking pattern, target word count, H2 outline, entities to cover, internal linking suggestions, and one differentiator we can own.
Landing Pages

Landing page copy from a wireframe

Write landing page copy for [PRODUCT] with this structure: hero (headline + subhead + CTA), 3 problem points, 3 solution points, 4 features, 3 objections handled, social proof block, FAQ (5 Qs), final CTA. Voice: [VOICE].
Landing Pages

Above-the-fold rewrite

Rewrite the above-the-fold section for [PRODUCT]. Give 5 versions varying by clarity vs curiosity trade-off. Each version: headline, subheadline, CTA button. Score each 1-5 on clarity, specificity, differentiation.
Growth

Objection map

For [PRODUCT] sold to [AUDIENCE], list the top 12 objections buyers have (price, trust, timing, fit, alternatives). For each: the raw quote we'd hear, the underlying belief, and one reframe that neutralizes it.
Email

Welcome sequence (5 emails)

Write a 5-email welcome sequence for [PRODUCT]. Emails 1-5 goals: welcome + expectations, origin story, top use case, social proof, activation CTA. Each email <150 words. Include subject line + preheader.
Email

Win-back email

Write a win-back email for churned customers of [PRODUCT]. Reference the specific reason for churn: [REASON]. Show what's changed. Include a low-friction offer. Max 120 words. No guilt, no discounts as the lead.
Email

Lifecycle audit

Audit the lifecycle emails for [PRODUCT]: [LIST]. Identify gaps in the customer journey (onboarding, activation, retention, expansion, win-back). For each gap: the missing trigger, the audience, the goal, and a 1-line brief.
Offers

Offer stack

Design an offer stack for [PRODUCT] at [PRICE]. Include: core outcome, 3 bonus items with a stated dollar value, urgency mechanic, risk reversal. Explain why each element neutralizes a specific objection.
Offers

Price anchoring reset

We currently charge [PRICE] for [PRODUCT]. Propose 3 different pricing anchor strategies (decoy tier, alternative frame, unbundling). For each: the new price table, the customer psychology, and the risk.
Funnels

Free trial vs freemium decision

For [PRODUCT] with [BUYER_PROFILE] and [SALES_MOTION], recommend free trial, freemium, both, or neither. Explain the trade-offs on CAC, activation, sales cycle and support load. Give the metrics we'd need to move the decision.
Analytics

Analytics event schema

Design an event tracking schema for [PRODUCT]. List the 15-20 events we need across acquisition, activation and retention. For each: event name (snake_case), when it fires, key properties, and which report it feeds.
Analytics

GA4 exploration

In plain English, write step-by-step instructions to build a GA4 exploration report that shows [METRIC] segmented by [DIMENSION] over the last 90 days, comparing paid vs organic. Include filters and calculated fields.
Analytics

Attribution model comparison

Compare last-click, data-driven and MMM for a [BUSINESS_TYPE] spending [BUDGET]/mo across [CHANNELS]. Explain what each will over- and under-credit, when to use which, and the minimum data volume required.
Growth

North Star metric proposal

Propose a North Star metric for [PRODUCT]. Evaluate 3 candidates against: reflects value delivered, leads revenue, measurable weekly, movable by the team. Recommend one and 4 input metrics that drive it.
Growth

Weekly growth review agenda

Design a 45-minute weekly growth review agenda for a [TEAM_SIZE] team on [PRODUCT]. Include: metrics reviewed, decision points, experiment updates, blockers. Assign owners and time per section.
Growth

Experiment prioritization (ICE)

Given these experiment ideas: [LIST]. Score each on impact, confidence, ease (1-10). Sort. For the top 3, add: hypothesis, primary metric, guardrail metric, minimum sample size, expected duration.
Analytics

Retention curve diagnosis

Here is a retention curve: [DATA]. Diagnose whether the product has a leaky bucket, an onboarding problem, or no product-market fit. Recommend the single next investigation to run and why.
Growth

Customer interview script

Write a 30-minute customer interview script for users of [PRODUCT] who [BEHAVIOR]. Follow the Mom Test principles. 12 open questions structured around: context, current job, alternatives, tension, hopes.
Growth

Interview synthesis

Synthesize these 6 customer interviews: [TRANSCRIPTS]. Output: top 5 recurring themes with verbatim quotes, 3 tensions in the data, 3 signals of unmet need, one bet worth testing next.
Growth

Referral program design

Design a referral program for [PRODUCT] with [CURRENT_LTV]. Choose: reward type, reward timing, gating rules, share mechanics. Model expected referral rate and payback. Flag risks (fraud, cannibalization).
Creative

Copy tone reset

Our current copy sounds like [DESCRIPTION]. Rewrite this paragraph 4 ways: as Basecamp, as Linear, as Stripe, as Apple. Preserve meaning. After each version, note the trade-off in perceived audience.
Advertising

Meta creative fatigue plan

Our [ACCOUNT] shows frequency [X] and rising CPM. Build a 30-day creative refresh plan: how many concepts per week, angle rotation, testing structure, and pause/scale rules based on [METRICS].
Creative

TikTok content pillars

Propose 5 content pillars for a TikTok account for [PRODUCT] targeting [AUDIENCE]. For each pillar: theme, 5 hook formulas, 3 example video concepts, expected role in the funnel (top / mid / bottom).
Creative

Youtube ad script (60s)

Write a 60-second YouTube ad script for [PRODUCT]. Structure: 3s hook, problem, agitate, solution, proof, offer, CTA. Include voiceover, on-screen text and rough b-roll direction per beat.
Growth

Podcast pitch

Write a podcast guest pitch for [FOUNDER] to [SHOW]. Reference a recent episode. Propose 3 topic angles the host would want, tied to their audience. Under 120 words. No 'I love your show'.
Growth

B2B ICP definition

Define the ICP for [PRODUCT]. Include: firmographics, technographics, trigger events, buying committee, budget range, disqualifiers. Then list 3 tightest ICP segments and score their reachability 1-5.
Email

Outbound sequence

Write a 7-touch outbound sequence for [PERSONA] at [COMPANY_TYPE]. Mix email, LinkedIn, and one creative touch. Each email under 90 words. Include the trigger event and value hypothesis for the sequence.
Landing Pages

Sales page long-form

Write a long-form sales page for [PRODUCT] at [PRICE]. Follow Eugene Schwartz's awareness stages. Include: lead, problem section, mechanism, offer, stack, guarantee, urgency, FAQ, PS.
Growth

Case study interview

Interview script to extract a case study from [CUSTOMER]. 15 questions structured around: their before state, why they chose us, first-week experience, specific results with numbers, quotable moments.
Growth

Case study writeup

Turn this interview into a case study: [TRANSCRIPT]. Structure: challenge (100w), approach (200w), results with 3 numbers, quote block. Voice: understated, specific, no marketing adjectives.
Analytics

Meta pixel event QA

Given this pixel setup: [CODE]. Identify: duplicate events, misfiring triggers, missing standard events, deduplication issues. Provide a fixed configuration and the QA steps to verify each event.
AI Workflows

MCP tool spec

Design an MCP tool spec that lets Claude query [DATA_SOURCE]. Include: tool name, description, input schema, output schema, auth model, rate limit, and a natural language example call the model would make.
AI Workflows

AI agent guardrails

We're deploying an AI agent that can [ACTIONS] on [ACCOUNT]. Design guardrails: hard limits, require-approval thresholds, kill switches, drift detection, audit log format. Assume adversarial conditions.
AI Workflows

System prompt for a marketing assistant

Write a system prompt for an AI marketing assistant for [BRAND]. Encode: voice, no-go topics, factual guardrails, response formatting, escalation rules. Structure: role, capabilities, constraints, tone, examples.
AI Workflows

Prompt debugging

This prompt is producing [BAD_OUTPUT]: [PROMPT]. Diagnose which prompt-engineering principles it violates. Suggest 3 rewrites that fix the issue, ranked by expected reliability. Explain the changes.
AI Workflows

AI-generated report

Turn this raw performance data into a stakeholder-ready weekly report: [DATA]. Sections: TL;DR (3 bullets), what worked, what didn't, next week's bets, risks. Tone: honest, no jargon, no filler.
AI Workflows

Retrieval query rewrite

For a RAG system indexing [CORPUS], rewrite this raw user question into 3 retrieval queries: [QUESTION]. Cover: keyword, semantic paraphrase, and decomposed sub-questions. Explain each rewrite briefly.
Creative

Naming exercise

Generate 25 names for [PRODUCT]. Structure: 5 descriptive, 5 metaphorical, 5 invented, 5 founder-style, 5 category-defining. For the top 5, check .com availability heuristically and flag risks.
Creative

Brand voice guide

Write a brand voice guide for [BRAND] targeting [AUDIENCE]. Include: 3 voice attributes with 'we are / we are not' pairs, sentence-level do/don't examples, vocabulary list, edge cases (support, sales, error states).
Creative

Product changelog voice

Rewrite this changelog in a voice that feels like Linear: [CHANGELOG]. Keep it specific, human, and warm. Include emojis only if they replace words. Under 250 words per release.
Landing Pages

Homepage hero test plan

Design a test plan for the [PRODUCT] homepage hero. Propose 4 headlines varying by: outcome vs mechanism vs identity vs contrarian. Define: primary metric, guardrails, sample size, expected duration.
Landing Pages

Pricing page rewrite

Rewrite the pricing page for [PRODUCT]. Goals: clarify who each tier is for, kill decision fatigue, surface annual savings, handle 3 top objections. Include tier headers, feature list, FAQ (6 Qs), guarantee.
Email

Post-purchase flow

Design a post-purchase email flow for [PRODUCT]. Trigger, delay, subject, goal for each email. Include: order confirmation, unboxing, first-use nudge, review request, replenishment / expansion, VIP.
Email

Support macro rewrite

Rewrite these support macros for [BRAND]: [MACROS]. Keep the info, upgrade the voice to warm-professional. Add empathy openers, remove corporate hedging, make the next step unmissable.
Growth

Community launch plan

Plan the launch of a community for [PRODUCT]. Platform decision, first 100 members strategy, week-1 content calendar, moderation rules, engagement rituals, success metrics at day 30/60/90.
Growth

Feature launch narrative

Write the internal narrative for launching [FEATURE]. Include: the customer problem in their words, the shift this represents, why now, what we're deliberately not doing, and how we'll know it worked.
Growth

Ideal week for a founder

Design an ideal week for a founder of a [STAGE] company focused on [PRIORITY]. Block: deep work, sales calls, customer interviews, team, thinking. Include morning ritual, weekly review, and cut list.
Advertising

Meta ad copy from a review

Turn this customer review into 5 Meta ad copy variations: [REVIEW]. Preserve their exact language. Each variation: hook, primary text, headline. Keep the review's voice — don't clean it up.
Advertising

Ad platform diagnostic

Given this account snapshot: [DATA]. Diagnose the top 3 problems (structure, creative, targeting, tracking, bidding). For each: symptom, likely cause, 1-week fix, expected impact on CAC.
Prompt Engineering

Prompt library taxonomy

Design a taxonomy for a prompt library serving [TEAM]. Propose top-level categories (5-8), tags, metadata fields (model, input variables, output format, tested-on-date), and a naming convention for prompt IDs.
Prompt Engineering

Chain-of-thought vs direct

For this task: [TASK]. Compare a direct prompt vs a chain-of-thought prompt vs a decomposed multi-step chain. Predict output quality, cost, latency for each. Recommend one and justify.
Automations

Automate the boring parts.

Every automation lists difficulty, time saved, tools required and estimated ROI up front.

Beginner3 hrs / week

Meta Ads → Sheets → Slack digest

Daily creative performance report with anomaly detection, delivered to Slack at 8am.

Meta Ads APIGoogle SheetsSlack
Est. ROI~$1.4k / mo
Intermediate8 hrs / launch

AI-generated ad variants from a brief

Turn one creative brief into 20 ad variants with copy, hooks and image prompts.

ClaudeFigma APIAirtable
Est. ROI~$4.2k / launch
Intermediate6 hrs / week

Lead enrichment + routing

Enrich inbound leads with firmographic data, score them and route to the right AE.

Clearbitn8nHubSpot
Est. ROI+18% SQL rate
Advanced12 hrs / week

Autonomous budget rebalancer

Reallocates Meta and Google spend across ad sets based on rolling CAC and margin.

Meta APIGoogle Ads APIPythonOpenAI
Est. ROI-23% CAC
Beginner2 hrs / week

Weekly experiment recap generator

Pulls test results from GA4 and generates a stakeholder-ready recap doc.

GA4ClaudeNotion
Est. ROI~$900 / mo
Advanced10 hrs / test

Landing page A/B generator

Spin up 5 landing page variants from a single brief, deploy and track lift.

VercelClaudePostHog
Est. ROI+31% conv. lift
Intermediate5 hrs / week

Churn early-warning digest

Combines product usage + support signals to flag at-risk accounts weekly.

PostHogZendeskOpenAISlack
Est. ROI+12pts retention
Beginner3 hrs / week

Review harvesting → creative

Turns 5-star reviews into ad copy candidates and product page snippets.

TrustpilotClaudeAirtable
Est. ROI~$1.1k / mo
Intermediate4 hrs / week

Meta creative fatigue watcher

Auto-pauses ads that cross a frequency + CPA threshold and pings the buyer.

Meta APIn8nSlack
Est. ROI-14% wasted spend
Advanced10 hrs / week

SEO content agent

Monitors keyword rankings and drafts refresh briefs for pages losing position.

Ahrefs APIClaudeGoogle Docs
Est. ROI+28% organic clicks
Beginner2 hrs / week

Customer interview scheduler

Books research calls with power users automatically after a trigger event.

SegmentCalendlyLoops
Est. ROI~$800 / mo
Intermediaten/a

Post-checkout upsell

Personalizes a one-time offer on the confirmation page using purchase history.

ShopifyKlaviyoOpenAI
Est. ROI+9% AOV
Beginner3 hrs / week

Slack → CRM note capture

Turns Slack DMs about customers into structured HubSpot notes automatically.

SlackClaudeHubSpot
Est. ROI~$1.0k / mo
Advanced16 hrs / RFP

AI-assisted RFP first pass

Drafts the first version of RFP responses from your knowledge base.

NotionOpenAIRetrieval
Est. ROI~$6k / RFP
Intermediate5 hrs / week

New-signup enrichment

Enriches every signup and personalizes the first email accordingly.

ClearbitLoopsn8n
Est. ROI+14% activation
Beginner3 hrs / week

Support-signal summarizer

Weekly digest of the top themes across support tickets, with example quotes.

ZendeskClaudeNotion
Est. ROI~$1.2k / mo
Advanced8 hrs / week

Cold outbound personalizer

Personalizes the opener of every outbound email with a real observation.

ApolloFirecrawlClaude
Est. ROI+2.1x reply rate
Intermediate6 hrs / piece

Content repurposing engine

Turns a long-form article into 8 downstream assets across channels.

ClaudeNotionBuffer
Est. ROI~$2.4k / piece
Advancedn/a

Server-side event forwarder

Sends conversions to Meta, Google and TikTok via server-side events with dedupe.

Cloudflare WorkersMeta CAPIGoogle Enhanced Conversions
Est. ROI+34% recovered attribution
Beginner3 hrs / week / rep

Meeting → follow-up

Auto-drafts the follow-up email from a sales call transcript.

FathomClaudeGmail
Est. ROI+7pts win rate
Intermediate4 hrs / week

Brand mention responder

Detects unhandled brand mentions and drafts a response for the community team.

Brand24OpenAISlack
Est. ROI+12% share of voice
Advancedn/a

Referral abuse detector

Flags referral chains that look like self-referral or fraud.

SegmentBigQueryPython
Est. ROI-$8k/mo fraud loss
Intermediate6 hrs / week

Podcast pitch machine

Finds relevant shows, drafts personalized pitches and tracks replies.

PodchaserClaudeHubSpot
Est. ROI~$3.5k / booked show
Intermediate4 hrs / month

Weekly board deck refresh

Regenerates the metrics section of the board deck from source-of-truth data.

BigQueryGoogle Slides APIClaude
Est. ROI~$1.8k / mo
Case studies

Systems, applied.

How real teams applied these frameworks — and what actually moved.

Nova Skincare

How Nova rebuilt their creative pipeline with AI and 3x'd ROAS

A DTC skincare brand replaced their agency-run creative workflow with an internal AI-first system, shipping 4x more ad variants at half the cost.

+214%
ROAS
-63%
CPA
+$1.2M
New revenue
Fieldline

How Fieldline dropped CAC by 41% with a rebuilt paid funnel

A vertical SaaS company restructured their acquisition around a single ICP framework and shipped 12 experiments in 90 days.

-41%
CAC
+178%
MQLs
+$4.8M
Pipeline
Palate

How Palate 2x'd repeat purchase rate with lifecycle automation

A specialty food marketplace rebuilt lifecycle from scratch using event-driven triggers and AI-generated content.

+96%
Repeat rate
+$142
LTV
+37pts
Retention @ 90d
Ledger.co

How Ledger.co unlocked 62% activation with a rebuilt onboarding

A fintech re-scoped onboarding around the single moment users first felt value, and shipped it as a 3-email + in-product sprint.

+62%
Activation
+29pts
D30 retention
-44%
Support tickets
Roam

How Roam replaced its ad agency with a UGC engine

A travel app moved from 4 monthly ad concepts to 24 by building an in-house UGC pipeline with AI-assisted briefs.

-38%
Blended CAC
6x
Creative volume
72d → 41d
Payback
Northline

How Northline 4x'd outbound reply rate with per-lead personalization

A B2B services firm rebuilt outbound around real per-prospect observations gathered by an AI research agent.

+312%
Reply rate
+186%
Meetings booked
-2 FTE
Reps needed
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