SOP: Researching a vertical before you buy traffic

Run this whenever you enter a new vertical or GEO.

Stage 1 — Map the field
☐ Pull 20 live ads from a spy tool, sorted by run-time (Owner: buyer)
☐ Note which angles have run longest, those are proven
☐ Screenshot the top three landers end to end

Stage 2 — Decode
☐ Identify the offer type behind each lander
☐ List the hooks, then group them into 3-4 angle families
☐ Note the platforms each competitor leans on

Stage 3 — Plan
☐ Pick one angle family to enter with, not all four
☐ Draft three creatives that differ on hook, not design
☐ Set a kill budget before launch

Owner: media buyer. Trigger: new vertical or GEO. Done-when: one angle is chosen, three creatives are drafted, and the kill budget is set.

Save this. Run it every time.