The complete strategic foundation for all Meta advertising. 14 sections. Research-backed. Production-ready.
| Field | Detail |
|---|---|
| Business Name | RETAILBRICKS |
| Category | AI-Powered Meta Ads Strategy & Briefing Service |
| Geography | Australia |
| Business Model | Productized service — fixed scope, fixed price, no retainer |
| Price Range | $497 AUD (Brand Bible) to $1,497 AUD (Scale Package) |
| Revenue Stage | Pre-launch / early stage |
| Operator | Dennis Price — 20+ years consulting experience |
Sarah runs a successful B2C product business with a small team. She is smart, driven, and deeply knowledgeable about her product. She has tried running Meta ads herself — boosting posts, building simple campaigns — but results are inconsistent and costly. She knows she needs a better strategy but is overwhelmed by Ads Manager and wary of committing to a $3,000/month agency retainer. She spends evenings staring at a blank Ads Manager screen with the same paralysis as staring into a full fridge with no idea what to make for dinner. She wants a plan, not another tool or course.
| Category | Detail |
|---|---|
| Demographics | 35–55, female, metro Australia, household income $150k+ |
| Pains | Wasting money on ads, inconsistent results, no clear plan, overwhelmed by complexity, distrust of agencies |
| Desires | Predictable ROI, a clear strategy, confidence in ad spend, more time to focus on her product |
| Objections | "Is this just another course?", "Will this work for my business?", "Can I afford this?" |
| Triggers | A failed ad campaign, a competitor suddenly appearing everywhere, pressure to grow |
Ben is a solo marketer or part of a small marketing team at a slightly larger SMB. He is responsible for everything — email, social, SEO, and paid ads. He is competent but spread too thin to develop deep strategic creative. He needs production-ready briefs he can execute himself or hand to a freelancer.
| Driver | Application for RETAILBRICKS |
|---|---|
| Loss Aversion | Lead with the pain of wasted ad spend. Frame the service as a way to stop losing money, not just a way to make more. |
| Authority | Leverage Dennis Price's 20+ years and blue-chip client list. Position RETAILBRICKS as the expert guide through complexity. |
| Complexity Aversion | Emphasise the simplicity of the productized model: fixed price, fixed scope, clear deliverables. We handle the complexity. |
| Social Proof | The client ticker is the primary social proof signal. Testimonials should be added as they are gathered. |
| Commitment & Consistency | The Brand Bible is the commitment. Once a client has it, every subsequent campaign is a natural continuation, not a new decision. |
| Principle | How It Applies |
|---|---|
| Authority | Dennis's consulting background, blue chip clients, 20+ years |
| Social Proof | Client ticker, testimonials, case studies |
| Scarcity | Limited client intake per month (genuine — one-person operation) |
| Commitment & Consistency | Brand Bible as the foundation — once bought, clients return for campaigns |
| Liking | Relatable "Fridge Stare" campaign concept — empathy before pitch |
| Element | Statement |
|---|---|
| Category | Productized Advertising Strategy Service |
| Key Differentiator | The brief is the product |
| Brand POV | Effective advertising is not about secret tactics or bigger budgets — it is about the quality and strategic depth of the creative brief |
| Brand Promise | We will give you the clarity and confidence to invest in Meta ads |
| What We Are NOT | A traditional agency, a software tool, a training course, a cheap freelancer |
| Level | Message |
|---|---|
| 1 — The Problem | You're wasting money on ads because you don't have a plan |
| 2 — The Solution | A documented, production-ready advertising strategy |
| 3 — The How | The RETAILBRICKS Brand Bible — a 14-section foundation for all your ads |
| 4 — The Proof | 20+ years of consulting experience, trusted by major Australian brands |
| 5 — The Offer | Fixed price, no retainer |
| Attribute | Description | Example |
|---|---|---|
| Authoritative | Confident, knowledgeable, direct. Uses data and frameworks. | "The average Australian SMB wastes 40% of their ad budget on untested creative." |
| Empathetic | Understands the frustration of the SMB owner. Uses relatable analogies. | "Staring at Ads Manager is the business equivalent of staring into a full fridge." |
| Intelligent | Respects the audience's intelligence. Explains the 'why' behind the 'what'. | "We don't just give you a brief — we show you the research behind every decision." |
| Pragmatic | Focused on practical application and real-world results. No jargon. | "You get a document. Your designer or agency executes it. That's the model." |
| Stage | Tone | Primary Goal |
|---|---|---|
| TOF (Cold) | Empathetic and intriguing | Stop the scroll, identify the pain |
| MOF (Warm) | Authoritative and reassuring | Explain the solution, build trust |
| BOF (Hot) | Direct and pragmatic | State the offer, drive action |
| Role | Hex | RGB | Usage |
|---|---|---|---|
| Primary Accent | #32E6E2 | rgb(50, 230, 226) | Buttons, highlights, borders, icons |
| Dark Accent | #1BB8B4 | rgb(27, 184, 180) | Hover states, gradient pair |
| Dark Base | #0F172A | rgb(15, 23, 42) | Cover, dark sections, footer |
| Dark Mid-tone | #1E293B | rgb(30, 41, 59) | Cards on dark backgrounds |
| Light Text | #CBD5E1 | rgb(203, 213, 225) | Body text on dark backgrounds |
| White | #F8FAFC | rgb(248, 250, 252) | Headings on dark, page background |
| Role | Font | Weight | Usage |
|---|---|---|---|
| Headlines | Archivo Black | 900 | All section headings, cover title |
| Body | DM Sans | 300–600 | All body copy, tables, captions |
| Pillar | Topics | Primary Channel |
|---|---|---|
| Strategic Clarity | Brief writing, brand strategy, ICP development | Blog, LinkedIn |
| Creative Effectiveness | Hook types, creative formats, copywriting frameworks | Blog, Email |
| Meta Ads Demystified | Algorithm, campaign structures, measurement, KPIs | Blog, LinkedIn |
| SMB Growth | Scaling, marketing systems, profitability, ROI | Email, LinkedIn |
| Week | Content | Channel |
|---|---|---|
| Week 1 | Blog: "How to Write a Meta Ad Creative Brief" + LinkedIn summary post | Blog + LinkedIn |
| Week 2 | Email: "3 Common Mistakes in Meta Ad Targeting" | |
| Week 3 | Short video: "The Fridge Stare" analogy explained | LinkedIn + Instagram |
| Week 4 | Case study (once available) shared across all channels | All channels |
| Keyword | Intent | Volume | Opportunity |
|---|---|---|---|
| meta ads strategy Australia | Commercial | Medium | Yes — low competition |
| facebook ads consultant Australia | Transactional | Medium | Yes |
| facebook advertising brief | Informational | Low | Yes — very low competition |
| brand strategy for small business | Commercial | High | Competitive — long-term play |
| meta ads agency alternative | Commercial | Low | Yes — high intent |
| AI advertising strategy | Informational | Growing | Yes — early mover advantage |
| how to brief a facebook ad | Informational | Low | Yes — blog opportunity |
| Tier | Name | Price (AUD) | Core Deliverable |
|---|---|---|---|
| 1 | Brand Strategy Bible | $497 once-off | 14-section Brand Bible document |
| 2 | Campaign Ready | $997 per campaign | Brand Bible + concept + 4 production briefs + Campaign Summary Deck |
| 3 | Scale Package | $1,497 per campaign | Everything in Tier 2 + performance analysis + 30-day content calendar + 36-variant expansion |
| Funnel Stage | Objective | Ad Type | Audience |
|---|---|---|---|
| TOF | Awareness/Traffic | Pain-point video or static (e.g., "Fridge Stare") | Cold — interest targeting, lookalikes |
| MOF | Consideration | Authority/solution ad (Brand Bible hero) | Landing page visitors, video viewers (3s+) |
| BOF | Sales/Leads | Direct offer ad | Warm leads, cart abandoners |
Research conducted via Meta Ad Library (AU, keyword: "meta ads strategy"), March 2026. Approximately 720 active results.
Hook: "Most 7-figure brands think scaling means spending MORE on ads..."
Format: Video (UGC/talking head)
Offer: Free guide (lead magnet)
Angle: Authority + contrarian insight + free value
Hook: "Your cost per sale keeps climbing while your conversion rate keeps dropping..."
Format: Long-form text ad
Offer: $27 tripwire course
Angle: Pain agitation + specific framework + social proof
Hook: "You don't need more ads. You need better variety."
Format: Short video (thought leadership)
Offer: Engagement/awareness — no direct CTA
Angle: Education + contrarian positioning
Hook: "Your creative bottleneck is killing your scale."
Format: Video (product demo)
Offer: SaaS subscription
Angle: Problem-solution, AI-powered execution
Benchmarks sourced from Adamigo AI, Cemoh, and Virtual Ad Agency (Australia, 2025–2026 data).
| Metric | AU Average | B2B Services Target | Action Trigger |
|---|---|---|---|
| CPM | $11–$18.50 AUD | $15–$22 AUD | >$25 = audience too narrow |
| CPC | $1.15–$3.20 AUD | $2.50–$5.00 AUD | >$6 = creative not resonating |
| CTR | 0.9%–2.5% | 1.0%–2.0% | <0.8% = kill creative |
| Hook Rate (3s) | 25%–40% | 20%–35% | <20% = rewrite hook |
| Conversion Rate | 1%–3% | 2%–5% | <1% = landing page issue |
| CPA (Lead Gen) | $15–$80 AUD | $30–$120 AUD | >$150 = restructure campaign |
Client reviews and signs off on this document. This is the strategic foundation for all subsequent work.
Client provides a high-level idea, or RETAILBRICKS proposes a concept based on the Brand Bible. The Variant Matrix is developed from this input.
Client reviews the prioritised list of ad concepts across formats and funnel stages. Approves before any brief is written.
RETAILBRICKS delivers the full video, static/carousel, email sequence, and supporting content briefs. All documents are production-ready and agency-ready.
Client's team, freelancers, or agency produces the ad assets. Static concept images are generated and pushed to Meta Ads Manager as draft ads.
Client exports performance data from Meta Ads Manager. RETAILBRICKS analyses results against KPI benchmarks and delivers a kill/scale/test report.
When a winning concept is identified, RETAILBRICKS generates 36 systematic variants from the proven brief — fully documented and ready for the next production cycle.