Passion.io
Cold ads stopped talking to everyone the same way.
The account needed a creative system for coaches and creators, not another pile of hooks. I rebuilt the ad architecture around awareness level, market sophistication, and the real reason coaches were losing clients.
The problem.
The brand was selling features: mobile app, push notifications, quizzes, community. The market had already heard those claims from too many competitors. Cold and warm audiences were seeing the same hooks, which meant the ads were ignoring awareness state.
The system.
I grouped live ads by hook angle, mapped cold-to-warm traffic across problem-aware, product-aware, and most-aware buckets, then matched each bucket to different scripts. Cold traffic needed problem framing. Warm traffic needed mechanism. Hot traffic needed offer pressure.
The creative angle.
The core pain was not "build an app." It was client retention. Coaches were losing students halfway through web-based courses because the delivery experience was slow, clunky, and not built for mobile behavior. That became the problem-aware entry point.