Hook Strength
Does the ad stop the scroll in under 2 seconds? Strong hooks earn attention before the brand even gets a chance to sell.
How adgrading actually works.
A look inside the platform I built and use on every project. Every ad I produce passes through these layers before it reaches the brand.
The 9 Criteria
Every ad scored across 9 performance dimensions.
When a creative is uploaded, the platform evaluates it against the same 9 criteria the world's top DTC brands use to judge ad performance. Each is scored individually and combined into an overall grade. Anything below a B does not ship to the client.
Pain Intensity
Does the ad name the customer's pain precisely? Vague problems do not convert. Specific pain does.
Desire Connection
Does the creative connect to what the customer actually wants, not just what the brand wants to sell?
Avatar Specificity
Is this ad speaking to one specific person or trying to please everyone? Specificity wins on Meta.
Mechanism Clarity
Does the ad explain why the product works? Mechanism builds belief and belief drives conversion.
Visual Message Alignment
Do the visuals reinforce the copy or contradict it? Misalignment kills performance even when both pieces are strong individually.
Offer Legibility
Is the offer clear, compelling, and easy to act on? Buried offers leave money on the table.
Social Proof Architecture
How is trust built into the creative? Reviews, results, and signals layered intentionally rather than slapped on.
Creative Fatigue Risk
Will this ad burn out fast or has it been built with longevity in mind? Spend longevity is the strongest performance signal there is.
Every ad I deliver comes with its grade attached. You see the score before you see the creative.
Avatar Engine
Avatars built from real customer language, not assumptions.
The avatar is everything. If you are not speaking to a specific person, you are speaking to no one. Most agencies write avatars in a Google Doc and forget about them. My platform builds them automatically and uses them on every concept it produces.
01
Product and Brand Input
The product name, mechanism, offer, voice, and brand context get loaded into the system first. This becomes the foundation everything else builds on.
02
Customer Language Mining
The platform pulls from customer reviews, testimonials, Reddit threads, Amazon comments, and ad library data to surface the exact words real customers use about the product and the problem.
03
Avatar Construction
The system builds three detailed personas with age range, gender, location, pain points, dream outcomes, and the exact language they use. Not generic profiles. Specific people.
04
Live Application
Every concept the platform generates references the avatars directly. Every hook is tested against them. Every ad scored against them. The avatars are not a doc that gets ignored. They are active in every output.
When the avatar is right, the rest of the ad practically writes itself.
The Intelligence Layer
Powered by Claude Opus 4.7.
The platform runs on Claude Opus 4.7, the most advanced AI model available right now. That means the intelligence layer behind every grade, every avatar, and every concept is operating at the top of what AI can do today. It is also a learning system. Every time a winning ad gets added to the library, the platform gets smarter at recognising what works for that specific brand.
Eugene Schwartz Awareness Mapping
Every concept is matched to one of five awareness stages. Unaware, problem aware, solution aware, product aware, most aware. The right hook for the right audience every time.
Hook Formula Database
A library of proven hook structures organised by emotion, angle, funnel stage, and industry. Personalised to your product and avatar.
Winning Ad Library
Your existing winners get studied and stored. Every new concept the system produces builds on what is already converting for your brand.
This is what every ad I produce passes through.
Not opinion. Not guesswork. A scored, validated, performance-built creative every single time.