Toolkit
The AI ad tool stack
The exact tools, automations and prompts our coaches use every day for creative, copy, tracking and reporting.
See the toolsFree resources
The AI ads resource library.
Free trainings, templates, prompts and playbooks to help you run better ads today — whether or not you ever join the program. Start with the resource that matches where you are.
Start here
Our three most popular free resources
Personalized
Free AI ad account audit
Our team reviews your Meta or Google account and sends a personalized report with the highest-impact fixes.
Request your audit
Weekly email
The Weekly AI Ads Brief
One email a week with ads, prompts and tactics that are working right now across Meta, Google, TikTok and AI search.
Subscribe freeTemplates & toolkits
Free downloads
Toolkits are delivered to newsletter subscribers. Pick one and we’ll send it with your next step.
AI ad copy prompt starter pack
A selection of prompts from our full library for hooks, primary text, headlines and video scripts — with examples of how to feed them real customer research.
Get the promptsThe Hook Matrix worksheet
Turn one offer into dozens of distinct ad concepts by crossing personas, problems, desires and formats.
Get it freeWeekly ad scorecard
The one-page scorecard our coaches use: spend, CPA or ROAS, MER, hook rate, CTR and the decisions for next week.
Get the scorecardBreakeven ROAS & target CPA calculator
Work out what you can afford to pay for a customer or lead from your real margins and close rates.
Get the calculatorTracking setup checklist
Pixel, Conversions API, enhanced conversions, Events API, UTMs and offline conversions — step by step.
Get it with your auditAd account self-audit checklist
The questions we ask in every account review, from structure and signals to creative diversity and landing pages.
Get the checklistUGC & creator brief template
Brief creators clearly on hooks, key messages, must-say and must-avoid lines, usage rights and deliverables.
Get the templateAI search visibility checklist
A starter checklist for answer-engine optimization: business details, content, reviews and technical access.
Get the checklist90-day ads launch planner
A week-by-week planning template based on the roadmap we build with every student.
Get it freePlaybooks by platform & business
Go deeper on what matters to you
Meta Ads
Advantage+ structures, creative testing, lead ads and Conversions API.
Learn moreGoogle & YouTube Ads
Search, Performance Max, Demand Gen and YouTube.
Learn moreTikTok Ads
Spark Ads, Smart+, creators and hook-first scripting.
Learn moreChatGPT & AI Search Ads
AI search placements and answer-engine optimization.
Learn moreAI Ad Creative
Images, video, UGC, avatars, voice and copy.
Learn moreAI Ad Tool Stack
The tools we use for every step, by category.
Learn moreBy business type: agencies · ecommerce · local businesses · coaches & consultants
From the blog
Playbooks, teardowns and tactics
Our blog covers what’s working right now across every major ad platform — written by coaches who run campaigns every day.
Step-by-step campaign playbooks
Practical walkthroughs for launching and scaling campaigns on Meta, Google, TikTok and AI search.
Read the blogAd and account teardowns
What makes specific ad formats and structures work — and what to steal for your own account.
Read the blogAI creative and prompt tactics
Prompts, workflows and tool comparisons for producing better ads faster.
Read the blogGlossary
Paid ads & AI advertising glossary
Plain-English definitions for the terms you’ll hear on every coaching call.
| Term | Definition |
|---|---|
| A/B test (split test) | Running two or more versions of an ad, audience or page against each other to see which performs better on a chosen metric. |
| Advantage+ | Meta’s family of automated campaign, audience, placement and creative features that use machine learning to optimize delivery. |
| AEO / GEO | Answer-engine optimization or generative engine optimization: making your business easy for AI assistants and AI search to understand, trust and cite. |
| Attribution window | The period after a click or view during which a conversion is credited to an ad (for example, 7-day click, 1-day view). |
| AOV (average order value) | Total revenue divided by number of orders. Raising AOV lets you afford higher acquisition costs. |
| Breakeven ROAS | The return on ad spend at which you neither make nor lose money on the first purchase; calculated as 1 ÷ contribution margin percentage. |
| CAC (customer acquisition cost) | Total marketing spend divided by the number of new customers acquired in the same period. |
| Conversions API (CAPI) | Meta’s server-side tracking method that sends conversion events directly from your server or platform, improving data reliability. |
| CPA (cost per acquisition) | Ad spend divided by the number of conversions (purchases, leads, booked calls) attributed to it. |
| CPC (cost per click) | Ad spend divided by the number of clicks. |
| CPM (cost per mille) | The cost of 1,000 ad impressions — a measure of how expensive it is to reach an audience. |
| Creative fatigue | Declining performance as an audience sees the same ad repeatedly; usually shows as rising frequency and falling CTR or hook rate. |
| CTR (click-through rate) | Clicks divided by impressions, expressed as a percentage. |
| Demand Gen | A Google Ads campaign type that runs image and video ads across YouTube, Discover and Gmail to reach people before they search. |
| Enhanced conversions | A Google Ads feature that sends hashed first-party customer data with conversions to improve measurement accuracy. |
| Event match quality | Meta’s score for how well the customer information sent with your events can be matched to Meta accounts. |
| Frequency | The average number of times each person has seen your ad within a period. |
| Hook rate (thumb-stop rate) | The share of impressions where people watch the first few seconds of a video ad — a measure of how well the opening earns attention. |
| Hold rate | The share of people who keep watching past the hook, such as 15-second views or ThruPlays divided by 3-second views. |
| Incrementality | The conversions that happened because of advertising and would not have happened otherwise; measured with holdout or geo tests. |
| Learning phase | The period after launching or significantly editing a campaign when the platform’s algorithm explores delivery and performance can be volatile. |
| Lookalike audience | An audience a platform builds of people similar to a source list, such as your customers. |
| LTV (lifetime value) | The total revenue or profit a customer generates over their relationship with your business. |
| MER (marketing efficiency ratio) | Total revenue divided by total ad spend across all channels — a blended view that sidesteps attribution disputes. |
| Offline conversions | Conversions that happen outside the website (a booked appointment, signed contract or in-store sale) uploaded back to ad platforms. |
| Performance Max (PMax) | A Google Ads campaign type that serves ads across Search, Shopping, YouTube, Display, Discover, Gmail and Maps from one campaign. |
| Pixel | A snippet of code on your website that reports visits and actions back to an ad platform. |
| ROAS (return on ad spend) | Revenue attributed to ads divided by ad spend. A ROAS of 3 means $3 in revenue for every $1 spent. |
| Smart bidding | Google’s automated bid strategies (such as target CPA or target ROAS) that set bids per auction using machine learning. |
| Spark Ads | A TikTok ad format that runs existing organic posts — your own or a creator’s, with permission — as ads. |
| UGC (user-generated content) | Content created by customers or creators rather than the brand; in ads, often creator-style videos that feel native to the feed. |
| UTM parameters | Tags added to URLs that tell analytics tools which campaign, source and ad sent a visitor. |
FAQ
Resource questions, answered
Are these resources really free?
Yes. The audit, newsletter and toolkits are free. We ask for your contact details so we can deliver them and send helpful follow-up; you can unsubscribe anytime.
How long does the free ad audit take?
After you submit your request, our team reviews your account and sends a personalized written report. Turnaround depends on demand; details are on the audit page.
What’s the difference between these resources and the program?
The free resources give you frameworks and starting points. The program adds the full 12-module curriculum, 150+ prompts and templates, and — in Accelerator and VIP — live coaching on your actual ads.
Can I share the templates with my team or clients?
Yes, you can use free templates within your business and with clients. Please don’t republish them as your own product.
Next cohort starts January 12, 2027
Ready to go beyond templates?
Get the full curriculum, prompt library and live coaching on your ads in the next cohort.