Atlas Paid Ads Cheatsheet
The complete system. Print this out. Pin it to the wall. Every creative we produce follows it.
┌─────────────────────────────────────────┐
│ THE CONCEPT FORMULA │
│ │
│ CONCEPT = Persona × Angle × Offer × Format │
│ │
│ Change 1 variable = iteration │
│ Change 2 variables = new concept │
│ Change 0 = duplicate (waste) │
└─────────────────────────────────────────┘
1. METHODOLOGIES — Pick one per client
┌──────────────────────┐ ┌──────────────────────┐ ┌──────────────────────┐
│ AWARENESS MAPPING │ │ OFFER ENGINEERING │ │ PROGRESS MAPPING │
│ (Schwartz) │ │ (Hormozi) │ │ (JTBD) │
│ │ │ │ │ │
│ For: Competitive │ │ For: Strong offer │ │ For: Product hired │
│ markets, buyers at │ │ exists or can be │ │ for different reasons │
│ mixed awareness │ │ engineered │ │ by different buyers │
│ │ │ │ │ │
│ Method: Diagnose │ │ Method: Lead with │ │ Method: Find 3-5 │
│ awareness level + │ │ the value equation, │ │ "jobs" the client │
│ market sophistication│ │ creative just │ │ is hired for, each │
│ → message follows │ │ communicates it │ │ = different ad │
│ │ │ │ │ │
│ Best: Renovation, │ │ Best: Lead-gen, │ │ Best: B2B, coaching, │
│ finance, health │ │ packages, promos │ │ high-consideration │
└──────────────────────┘ └──────────────────────┘ └──────────────────────┘
┌──────────────────────┐ ┌──────────────────────┐
│ CONCEPT GRID │ │ GAP ANALYSIS │
│ (Perdriau) │ │ (Motion) │
│ │ │ │
│ For: Need volume │ │ For: Existing ads, │
│ and diversity │ │ need to find what's │
│ │ │ missing │
│ Method: Fill the │ │ │
│ Persona × Angle │ │ Method: Tag all live │
│ matrix, one concept │ │ ads → find empty │
│ per cell │ │ cells → brief them │
│ │ │ │
│ Best: Established │ │ Best: Accounts with │
│ clients, scaling │ │ 10+ running ads │
└──────────────────────┘ └──────────────────────┘2. PERSONAS — Mindsets, not demographics
Demographics = who Meta shows the ad to (set once at account level)
Persona = who the ad is TALKING to (changes per concept)
A persona is what the viewer BELIEVES and FEELS right now.
❌ BAD: "Women 25-34 in Singapore"
✅ GOOD: "Couple who just got keys and hasn't started looking"
✅ GOOD: "Owner comparing 3 quotes and can't tell which is real"
✅ GOOD: "Person who's been planning for months but can't commit"
Each client needs 3-5 personas. Define by mindset, not age.Renovation persona examples:
┌─────────────┐ ┌─────────────┐ ┌─────────────┐ ┌─────────────┐ ┌─────────────┐
│ JUST GOT │ │ COMPARING │ │ BUDGET- │ │ PROCRAS- │ │ FIRST- │
│ KEYS │ │ QUOTES │ │ ANXIOUS │ │ TINATOR │ │ TIMER │
│ │ │ │ │ │ │ │ │ │
│ Excited, │ │ Has 2-3 │ │ Wants reno │ │ Keys coming │ │ Never done │
│ overwhelmed │ │ quotes, │ │ but scared │ │ soon, hasn't│ │ this before │
│ no idea │ │ confused │ │ of blowout │ │ acted │ │ │
│ where to │ │ by totals │ │ │ │ │ │ Doesn't │
│ start │ │ │ │ Terrified of │ │ Starting to │ │ know the │
│ │ │ Can't tell │ │ hidden costs │ │ panic │ │ process │
│ │ │ what's real │ │ │ │ │ │ │
└─────────────┘ └─────────────┘ └─────────────┘ └─────────────┘ └─────────────┘Property persona examples:
┌─────────────┐ ┌─────────────┐ ┌─────────────┐ ┌─────────────┐
│ MOP CLEARED │ │ RESEARCH │ │ PORTFOLIO │ │ LIFESTYLE + │
│ UPGRADER │ │ PARALYSIS │ │ OPTIMIZER │ │ INVESTMENT │
│ │ │ │ │ │ │ │
│ Ready to │ │ Visited │ │ Wants to │ │ Wants a │
│ move, wants │ │ showflats, │ │ derisk + │ │ home AND │
│ the best │ │ done the │ │ optimise, │ │ an invest- │
│ return │ │ research, │ │ skeptical │ │ ment at │
│ │ │ can't pull │ │ of generic │ │ once │
│ │ │ trigger │ │ pitches │ │ │
└─────────────┘ └─────────────┘ └─────────────┘ └─────────────┘3. ANGLE ENTRY POINTS — 10 ways in
Every angle maps to exactly ONE of these. If you can't name which, you don't have an angle.
# │ ENTRY POINT │ What it argues │ Example
────┼──────────────┼────────────────────────────────────┼─────────────────────────────────
1 │ PROBLEM │ Names a pain they already feel │ "3 quotes, 3 different totals"
2 │ ASPIRATION │ Shows the outcome they want │ "Walk into your finished home"
3 │ FEAR / LOSS │ What happens if they don't act │ "Every month = closer to keys with no plan"
4 │ SOCIAL PROOF │ Others like them chose this │ "30 clients saw $300-400K gains"
5 │ AUTHORITY │ Expert or credential endorses │ "CaseTrust accredited firm"
6 │ IDENTITY │ This is for people like you │ "There are 2 types of property owners..."
7 │ COMPARISON │ Why this, not that │ "New launch vs resale: spot the difference"
8 │ CURIOSITY │ Unexpected claim or reframe │ "Post-launch units are just leftovers...right?"
9 │ OBJECTION │ Dismantles a reason not to act │ "You think it's too early"
10 │ VALUE/OFFER │ Direct financial argument │ "$7/ft (usual: $170/ft)"
────┴──────────────┴────────────────────────────────────┴─────────────────────────────────
RULE: A batch of 8 must use at least 4 different entry points.
Two from the same entry point must target different personas.4. HOOK TYPES — What stops the scroll
The hook is the FIRST 1-3 SECONDS. Test hooks within an angle, not angles within a hook.
TYPE │ PATTERN │ EXAMPLE
─────────────────┼────────────────────────────────────────────┼────────────────────────────────
AUDIENCE CALLOUT │ "Hey [segment]!" │ "Resale Homeowners!"
BENEFIT-DRIVEN │ Lead with what they GET │ "Save up to 90% on your BTO reno!"
NEGATIVE │ Reverse psychology / pattern interrupt │ "Want an expensive reno? Stop watching"
URGENCY │ Time or quantity pressure │ "Limited to first 10 homeowners!"
PROBLEM │ Name the pain directly │ "Do NOT make this #1 renovation mistake!"
AGAINST TRADITION│ Challenge what everyone believes │ "A cheap quote = the MOST expensive"
STATISTICS │ Lead with a specific number │ "19.56% average annual return"
CURIOSITY │ Open a loop they must close │ "Here's what no one tells you about..."
CONTRARIAN │ Flip a known truth │ "Buy low sell high — most are doing opposite"
IDENTITY SPLIT │ Force self-selection between 2 types │ "Some chase new launches. Some find value."
GAMESHOW │ Interactive / quiz format │ "Guess what happened 12 months later"
CASE STUDY │ Lead with a real outcome │ "NOT 1, NOT 2, BUT 7 of my clients..."
MYTH BUST │ State the myth, then break it │ "Post-launch = leftovers... right?"
VISUAL DEMO │ Show don't tell │ "Spot the difference!"
WALKAWAY │ Question your own existence │ "If new launches are sure-win, why need agents?"5. SCRIPT FORMATS — The structure templates
FORMAT │ STRUCTURE │ BEST FOR
─────────────────────┼────────────────────────────────────────────────┼──────────────────
OFFER │ Hook→Price→Value Stack→Scarcity→CTA │ Active promos
PAS │ Problem→Agitate→Solution→CTA │ Pain-point aware
FEATURE CALLOUT │ Hook→Industry Problem→Our Difference→Proof→CTA│ Trust building
X REASONS WHY │ Hook→Reason 1→2→3→Proof→CTA │ Education
COMPARISON │ Hook→This vs That→Why Ours→Proof→CTA │ Competitor market
CASE STUDY │ Hook→Client Story→Mechanism→Results→CTA │ High-consideration
OBJECTION FLIP │ Myth→Break→Truth→Mechanism→Proof→CTA │ Skeptical audience
TEXT-ONLY │ Hook text on screen, no VO │ Feed-native, cheap
WHITEBOARD │ Draw the logic, explain mechanism │ Complex products
IDENTITY CALLOUT │ "2 types..."→Convince one→Handle the other │ Segmentation
DEMONSTRATION │ Visual proof→Logic→Mechanism→CTA │ Visual products
POWER OFFER │ "What if I told you..."→Client proof→CTA │ Premium service6. VISUAL FORMATS — Static ads
FORMAT │ WHAT IT LOOKS LIKE │ BEST FOR
─────────────────────┼───────────────────────────────────┼──────────────────
BOLD TEXT ON PHOTO │ Big headline over lifestyle image │ Problem, fear, curiosity
TESTIMONIAL CARD │ Quote + stars + name │ Social proof
BEFORE / AFTER │ Side-by-side split │ Transformation
STAT CARD │ Big number + context │ Authority, proof
QUOTE GRAPHIC │ Founder quote on branded bg │ Identity, authority
CAROUSEL │ Multi-slide story │ Process, comparison
OFFER CARD │ Price + value stack + CTA │ Direct response
NATIVE / MEME │ Looks like organic content │ Pattern interrupt
COMPARISON TABLE │ Us vs Them columns │ Competitive
SCREENSHOT STYLE │ Notes app / iMessage / tweet │ Feed-native
INFOGRAPHIC │ Data visualization │ Education7. HUMAN DESIRES — The emotional fuel
The product is the vehicle. The desire is the fuel.
Map each client to 4-6 applicable desires:
DESIRE │ IN RENOVATION │ IN PROPERTY
────────────────┼────────────────────────────┼────────────────────────────
TRANQUILITY │ No hidden costs, reliable │ Passive income, stability
ORDER │ Clear plan before commit │ Data-driven strategy
FAMILY │ Home for the kids │ Upgrade for the family
SOCIAL STATUS │ The flat friends ask about │ Portfolio flex
INDEPENDENCE │ Your home, your way │ Financial freedom
SAVING │ Maximum value, less waste │ Better entry price
POWER │ You decide what stays/goes │ Control your portfolio
CURIOSITY │ See your home in 3D first │ Overlooked opportunities8. SCRIPT ASSEMBLY — The modular block system
Scripts are assembled from BLOCKS, not written from scratch.
Same block can be a hook in one script and a feature in another.
BLOCK TYPE │ RENOVATION EXAMPLE │ PROPERTY EXAMPLE
──────────────┼───────────────────────────────────────┼──────────────────────────────────
TRUST │ CaseTrust, HDB, BCA, 5-star reviews │ 1000+ clients, 19.56% returns
OFFER │ $7/ft, FREE 3D, package price NETT │ Post-launch units, curated list
PROBLEM │ Hidden costs, unqualified IDs │ Overpaying at new launch, rent burn
MECHANISM │ Line-by-line breakdown, 3-step quote │ Track every transaction daily
PROOF │ Hundreds of projects, accreditations │ 30 clients $300-400K gains
BENEFIT │ Quality materials, warranty │ No ballot, move in sooner, faster gains
SCARCITY │ First 10/20 homeowners │ Entry window closes forever
QUALIFIER │ "If you want quality + affordable" │ "If you've cleared MOP or SSD"
CTA │ Click Learn More / book consultation │ Book property planning session9. THE CONCEPT GRID — Fill it, don't guess
Pick personas (rows) and angle entry points (columns).
Each cell = one concept. Pick 6-8 per batch.
Problem Aspiration Fear Proof Identity Curiosity Objection Offer
Just Got Keys ● ● ●
Comparing Quotes ● ● ●
Budget-Anxious ● ● ●
Procrastinator ● ● ●
First-Timer ● ● ●
● = one concept brief Minimum 4 different columns used in a batch of 810. PRE-PRODUCTION QA — The Three-Slot Test
Every concept MUST declare before production:
┌──────────────────────────────────────────────────────────┐
│ 1. MINDSET — What is the viewer thinking right now? │
│ 2. EVIDENCE — What single proof point supports this? │
│ 3. PROBLEM — What does the viewer call this problem? │
│ │
│ If two concepts share all 3 → KILL ONE │
│ If evidence is made up → KILL IT │
│ If problem is our words not theirs → REWRITE │
└──────────────────────────────────────────────────────────┘11. TESTING — 3:2:2 Method
Per concept test:
3 visuals × 2 primary texts × 2 headlines = 12 combinations
Judge after: 72 hours OR 10-12 conversions (whichever first)
Winner = winning ANGLE (not winning ad)
When angle wins → make more hooks for it
When angle loses → retire it (don't revise the hook)12. PRODUCTION CADENCE — 60/30/10
Weekly creative production:
┌─────────────────────────────────────────────────────────┐
│ 60% ITERATIONS of proven winners │
│ Same concept, new hook / new visual / new format │
│ │
│ 30% REMIXES of winning messages │
│ Static winner → carousel / video winner → static │
│ │
│ 10% NET-NEW concepts │
│ Untested cells in the concept grid │
└─────────────────────────────────────────────────────────┘
Refresh top performers every ~10 days to beat fatigue.
If < 6 distinct concepts live → you're running too thin.13. BATCH TYPES BY INDUSTRY
RENOVATION │ PROPERTY INVESTMENT
────────────────────────────────────┼────────────────────────────────────
Promo batch: offer-led, 15-30s │ Education batch: mechanism-led, 60-90s
Education batch: trust-led, 15-30s │ Case study batch: proof-led, 60-90s
│
Lead with PRICE + SAVINGS │ Lead with STRATEGY + DATA
Stack VALUE (items + measurements) │ Stack PROOF (clients + returns + gains)
Scarcity: "first 20 homeowners" │ Scarcity: "entry window closes"
CTA: "click learn more" │ CTA: "book planning session"
Tone: promotional, direct │ Tone: consultative, analytical
Trust: CaseTrust, reviews │ Trust: track record, % returnsTHE GOLDEN RULES
1. Concept = Persona × Angle × Offer × Format. Nothing less.
2. The angle is the argument, not the topic.
3. Persona is a mindset, not a demographic.
4. One angle → many hooks. Never one hook → many angles.
5. Format follows angle, not the other way around.
6. Numbers beat adjectives. Always.
7. Write like you're telling a friend about a deal. Not a strategy deck.
8. Every batch: min 4 different entry points across 8 concepts.
9. Measure angles, not ads. Scale what wins, retire what doesn't.
10. The brief is the product. The creative is the packaging.