Hire an AI ad performance recovery brief writer

Everything it can hand back

Your task sets the actual outputs. The specialist picks the methods that cover them.

• The links in the chain that moved, with evidence for and against each reason
• A ranked list of fixes with the condition for each
• A map of what your ads have not tried, with the five biggest gaps
• A test brief with three ideas aimed at different buyer doubts
• Headlines for each idea, with the one to test first

How it does the job well

• Research the buyer and their company before writing. One specific, true detail beats ten generic lines.
• Lead with the buyer's problem and outcome, not your features.
• Give every message one clear, low-effort next step.
• Qualify honestly. Record budget, authority, need and timing as known, unknown or assumed.

Mistakes it avoids

• Making claims about results, prices or terms that are not approved.
• Long first messages that ask for too much.
• Updating pipeline numbers on hope rather than evidence.

What a good result looks like

An example, not your task: Your cost per sale rose and you do not know why.

• outputs/step-01-ad-sales-drop-analyst.md. The drop report: a counting check, which part of the ad path moved, reasons for and against, and ranked fixes.
• outputs/step-02-untried-ad-idea-finder.md. A map of what your past ads have tried, with the five biggest gaps.
• outputs/step-03-ad-test-brief-writer.md. A test brief with three ideas, each aimed at a different buyer doubt, with versions of each.
• outputs/step-04-ad-headline-writer.md. Headlines for each idea, with the one to test first marked.
• HAND-BACK SUMMARY. Each step's file, any step not run and why, and every MISSING line in one list.

How the work is checked

• Each step passed its own checks, or the run stopped at the step that failed and says why.
• The steps ran in order, and each one used the result of the one before.
• Nothing was invented to fill a gap. Every gap is a MISSING: line.
• Nothing was sent, published or paid for without a clear yes.
• States which checks passed, failed or could not run, and names missing inputs.

These checks have not been run against a model yet. Your AI uses them to check its own work.

A second opinion

Before it hands back, your AI reviews the draft the way Eugene Schwartz and John Caples would. This is a way of reviewing the work. It does not mean they wrote or endorse it.

Capabilities

• Finds why sales dropped. Uses the sales drop analyst to recalculate rates, check tracking first, and split the change into its links.
• Finds what you have not tried. Uses the untried idea finder to map every past ad and rank the five biggest gaps.
• Writes the test brief. Uses the test brief skill to grade your evidence, choose the plan and write three versions per idea.
• Writes the headlines. Uses the headline skill to write one line per way in and mark the one to test first.

How the role works

1. Checks your task, context and available tools.
2. Picks the methods needed and prepares a work plan.
3. Carries out supported tasks, with each method's limits and review gates.
4. Checks the real deliverables and corrects supported faults.
5. Hands back files, evidence and unresolved gaps.

Your specialist's working setup

Download the base specialist without a task form or account. README.md and SETUP.md explain how to use the folder. SOUL.md defines its scope. INTAKE.md asks missing questions inside your AI. PLAYBOOK.md, SKILLS.md, BEST_PRACTICES.md, CHECKS.md and HANDOFF.md guide the work and its checked deliverables.

Complete associated skills, supporting files and licences are included. Choose only the methods needed for the actual task. Keep context, working files and accepted feedback in your AI project.

Use this specialist through MCP or the API

Call prepare_specialist with role_id sales-drop-diagnosis only. No task is required to load it. Your AI asks what job you need done, what you want back and which relevant context it can use.

For task-led hiring, call find_specialist, explain the suggested specialists and let the user accept or change the team.

Complete ZIP: Download base specialist. API: GET /api/v1/specialists/sales-drop-diagnosis/pack. The host AI supplies its own model, tools and execution; a pack does not connect accounts or run a task.

Inputs and helpful context

The specialist starts from the task brief. Only active methods require their inputs.

For the primary method, when used

• Your ad results export, one row per ad, for this period and the one before
• Your brand file
• Your target cost per sale (optional)
• Your store's own revenue for the period (optional)

Tools and access

• Claude: Works the sums from a pasted export step by step and shows them, so you can check each one.
• Google Sheets: Lets you redo any number in the table yourself, from the same totals.
• Meta Ads Manager: Export both periods with reach, frequency and the attribution setting, and make any approved change there by hand.
• Meta Ads Manager: An export by ad gives the 'measured' grade, with spend and results for each ad over the dates you pick.
• Meta Ad Library: Shows the ads your page runs now, with start dates, when you have no export to work from.
• Google Sheets: Keeps one row per past ad, so each lens and the moments grid are filters you can check.
• Meta Ads Manager: An export by ad for the last 1 to 4 weeks shows spend, purchases and frequency, which pick explore, extend or refresh.
• Meta Ad Library: Shows what runs now, as 'observed' evidence when you have no export.
• Google Sheets: Tracks cost per sale and frequency week by week, so you can see when a winner starts wearing out.
• Meta Ads Manager: Its ad preview shows whether each headline fits under the image on every placement.

Functions and deliverables

• Ad performance recovery brief writer: Share dated ad results, past creative and product facts. Get likely causes, unexplored ideas, test briefs and headline drafts.
  • The links in the chain that moved, with evidence for and against each reason
  • A ranked list of fixes with the condition for each
  • A map of what your ads have not tried, with the five biggest gaps
  • A test brief with three ideas aimed at different buyer doubts
  • Headlines for each idea, with the one to test first
• Ad sales drop analyst: Share two periods of ad totals and your target. Get the weakest link, ranked possible causes, next checks and a target-based score.
  • A table of every ad with its rates recalculated from the totals
  • The chain split, showing each link's share of the change in cost per sale
  • A ranked list of findings, tracking problems first, each with possible reasons, what to check and a proposed action
  • A list of the data that was missing and what it would have told you
  • A score out of 100 for each period, showing how close cost per sale is to your target (only when you give a target)
• Untried ad idea finder: Find untried ad ideas for your brand. Paste your past ads and brand file. You get a gap map and five ad ideas, each one a clear test.
  • A record of every past ad, with each result graded measured, reported or seen running
  • Five lenses and a list of your proof, showing what's covered, thin or open
  • The five biggest gaps, ranked, plus the proof worth collecting
  • Five ad ideas, each with its test question, a five-link check, headlines and an opening
  • Any check the map still missed, one line each
• Ad test brief writer: Share brand facts and any ad results. Get three ideas, nine distinct designer briefs and questions to fill key gaps.
  • A header with the evidence grade, the plan chosen and why
  • Three ad ideas, each aimed at a different buyer doubt, with a filled-in thinking block
  • Nine versions with layout, headline, picture and what each one changes
  • A footer listing guesses and the questions to ask the founder
  • Any check the brief still misses, one line each
• Ad headline writer: Write ad headlines from your buyer and facts. Get plain lines with character counts, a glance test and the one line to test first.
  • A numbered list of headlines or image lines, each with a different way in
  • For each, who it's aimed at, its character count and its glance test result
  • The line to test first, a second to test against it, and the ways in it skipped for lack of proof
  • Any of its own checks the set still misses, each named
• Brand profile builder: Share your website. Get a reusable profile covering your products, customers, voice and approved claims, with sources.
  • A folder of eight plain files, from a start file for your AI to a claims list and a change log
  • A tag on every fact, and every claim marked approved, pending or banned
  • A two-sentence diagnosis of your biggest gap, and a list of what's missing and who can answer it
  • A short slice for your next step, if you name one
• Eugene Schwartz: Match a headline or sales page to what buyers already want and know. Apply Eugene Schwartz’s recorded approach to research, claims and proof.
  • Your problem worked on the way Eugene Schwartz would: their questions, their method, their push-back
  • The answer or the work, in Eugene Schwartz's voice, using their ideas by name
  • Anything that goes beyond their public record, marked
  • One suggested next step
• John Caples: Write headlines and plan a fair ad test through John Caples’s recorded approach. Lead with the reader’s gain and count replies by version.
  • Your problem worked on the way John Caples would: their questions, their method, their push-back
  • The answer or the work, in John Caples's voice, using their ideas by name
  • Anything that goes beyond their public record, marked
  • One suggested next step

Tasks you can use it for

• Your cost per sale rose and you do not know why.
• You are about to change your ads on a guess.
• You need a brief for your designer that rests on numbers.

Limits to check before starting

• You have no past results, such as a first launch: wait for data, or start with a plain plan for your first test ads.
• You have no brand file yet: build one first with the Brand profile builder, then come back.
• You only want the cause of the drop: use the Ad sales drop analyst.

Best way to use this role

Give it one clear outcome, the actual files and a definition of done. Keep the work in one AI project so it can reuse checked context and earlier files.

• Download the handoff pack. It's a zip with HANDOFF.md and the 4 skill files in the order they run: Ad sales drop analyst, Untried ad idea finder, Ad test brief writer and Ad headline writer.
• Give the folder to Claude (in Claude Code, or as files in a Claude Project) and say "Follow HANDOFF.md".
• Have your inputs ready. Your ad results for two periods and your brand file are required. It works step by step and saves each result.
• Check the drop report before you act on it. Read the headlines for health or result claims before any go live.

Read it as data

Read the complete role setup as JSON. Connect your AI to the AI Blocks MCP library and read aiblocks://roles/sales-drop-diagnosis for its role instructions and pinned sources.

This is a prepared AI role. No task has run. Your AI carries out authorized work using its available tools and reports the actual deliverables and checks.