Four layers with four jobs, one operating system (Message · Narrative · Sequencing) — and now the creative strategy: which ad type runs at which awareness stage. Click a stage to see message, channels, goal and matching creatives. Click a layer for the detailed explanation.
Awareness control — where is the person?
Message
Channel
Goal (direct path)
Strategic operating system · applies to every channel & stage
Message
the core claim
Narrative
the idea that takes root
Sequencing ↓
becomes the creative strategy
Market temperature · what % of the market is ready at any point
COLD · 90 %
50k–500k · no problem awareness
Stages 1–2 · Unaware + Problem
WARM · 10 %
2k–25k · aware of problem
Stage 3 · Solution
HOT · 1 %
200–2,500 · buy intent
Stages 4–5 · Product + Most
Creative Strategy — Angle × Awareness
Which ad type per stage
Matrix of all stages — pick a stage above for the formulas.
cold · interrupt
Push — create demand · ships the creatives
Meta · LinkedIn · YouTube Video Ads
Seed the narrative · generate the first click (KFC) · build retargetable pools.
Owns: Unaware → Solution-Aware
↓
generates brand / category search
↓
direct click (KFC)
↓
builds retargetable pools
Pull — capture demand
Google Search Ads
Collect the intent Push created. Brand + category searches first.
The 95%+ who didn't convert first time. Cheapest conversions in the system.
Owns: Problem → Product → Most-Aware
↓
colder
Lead-magnet landing page
Solution-Aware
Goal
Landing page → Sales call
High-Ticket Service
Goal
Demo call
Software
Paid funnel — by revenue (which funnel to run)
> €3M / yr → add
Branding & “Big Ideas”
€1–3M / yr → add
Funnels for resource opt-ins
< €1M / yr
Funnels for direct sales calls
Branding — make demand cheaper
Recognition & trust
The only layer that compounds over time.
Time → lowers CPM · lifts CTR & CVR · makes everything above cheaper
Tip: click a layer for its job, platforms, key KPI & the most common mistake.
Core idea: Channels aren't parallel silos — each layer has a distinct job and feeds the next. The creative-strategy layer translates Message & Narrative into concrete ad types per stage (a synthesis of the 20-evergreen set & the Meta awareness funnel). Push ships the upper stages, retargeting the lower ones.