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Client Creative Brief
Q2 SMB Founder Ad Push
Section 1: Overview
- Project
- Q2 SMB Founder Ad Push
- Client name
- MarketerHire
- Format
- Paid Social — Static · 1:1, 1080×1080 (primary) · 4:5, 1080×1350 (feed)
- Objective
- Conversion
- CTA Destination
- marketerhire.com/get-started
- Type of Creative
- Paid Social
- Channel
- Meta
Key Dates and Timeline
- Brief Assigned
- Monday, May 4, 2026
- Due Date (Client Presentation)
- Friday, May 22, 2026
Section 2: Creative Approach / Strategy
Goal of Paid Social
Drive trial starts from SMB founders who burned out on in-house marketing hires. Lead with the speed advantage and the no-commitment trial. This is a re-engagement-meets-acquisition push for Q2 — warm audience already knows the category; cold audience needs the founder-pain hook to break through.
Why This Creative Approach
Static beats video for warm SMB founders right now — Q1 video underperformed at 0.13x ROAS while static value-prop ads delivered 4.48x. The founder-pain hook ("Stop hiring marketers who don't ship") tested 1.5x above baseline last quarter, so we're doubling down on copy-led layouts that lead with that hook over polish. Variations cover the proven angles (speed, trial, founder voice, stats) so we can read what resonates within the first 7 days of spend and scale the winner.
Target Audience
SMB founders, 1–50 employees, who've tried hiring a marketer in-house and burned out on the process. Active on LinkedIn and in startup Slack/Discord communities. Last-touch ad engagement within 90 days OR new visitors from /smb-founders.
Metrics / Data (CMO)
Q1 baseline: $52 CPM, 1.4% CTR, 4.8% LP→FFd. Best Q1 hook was "Stop hiring marketers who don't ship" — 6.2% CTR (1.5x baseline). Audience overlap with /get-started-mh1 visitors is 38%. Top 1% LAL on signed-deal LTV outperforms broad by 2.1x ROAS.
Content
Paid Social — Static
CTA Destination (repeated)