💰 Paid Ads

The number

$1,155 vs $3,000 cap · CPT UNCOMPUTABLEDARK on CPT

Paid Ads · 90d: GATED. Wiring by 22 Aug: CPT genuinely measurable (analytics brief tasks 5 AppsFlyer · 9 server-side purchase+dedup · 8

MetaGoogleApple Search AdsTikTok

This department's scoreboard

open now

fleet actions, 7d ▲ +38 vs prior 7d

—DARK

shipped this week — no closure dates yet

closed all time

On the desk now 9

NIC-106🔴 REPOINT 'QLG | ADV+ OFF | MC | Control' TO THE QUIZ ROOT — 5 min in Ads Manager. All 4 of its live ads still land on https://quiz.themovementathlete.com/2026/
owner NIC · 5 min · impact 5/5
AGA-157🟡 HOLD UNTIL 13 AUG, THEN 2-MIN GO/NO-GO (fleet executes by API): set-level negatives on 'Quiz Funnel | Competitive Non-Branded | US'. 🔴 DO NOT RUN THIS BEFORE
owner AGA · 2 min · impact 4/5
AGA-138DECIDE on the Remarketing Playbook — REVISED 11 Aug after a growth-fleet review BLOCKED the original. ~5 min · https://tma-remarketing-playbook.netlify.app (1)
owner AGA · 5 min · impact 4/5
NIC-110💷 NIC — CUT 'Quiz Funnel | Competitors Branded | US' FROM £10/DAY TO £5/DAY, AND DO IT AFTER NIC-108 LANDS. It bids on rivals' brand names (mostly 'betterme').
owner NIC · 10 min · impact 4/5
FLEET-52🤖 FLEET — 24h RE-READ of the Google Ads Conversions column. Aga demoted the 4 non-sale + 5 stale $297 actions to Secondary on 11 Aug, but at the 10 Aug 21:20 UT
owner FLEET · 15 min · impact 4/5
NIC-108🔴 NIC — STOP PMax BUYING PLACEMENTS THAT HAVE NEVER CONVERTED. 'Quiz Funnel | PMax | US | Sales OBJ' is the only LIVE campaign breaching the settled 'Category S
owner NIC · 15 min · impact 4/5
NIC-99🟡 BUILD THE $97 WARM RETARGETING TEST — sequenced AFTER the 45-min sitting (keyword surgery + NIC-97 + MOF pause) and the 17-Aug CPL report. Spec: ONE Meta camp
owner NIC · 60 min · impact 4/5
NIC-109🍎 NIC — WHICH REPORT DID THE $2,277 COME FROM? Your Slack note reads '$404 spend across June and July → $2,277 revenue → 5.6 ROAS'. THE SPEND RECONCILES: Apple'
owner NIC · 5 min · impact 3/5
FLEET-57RECONCILE THE LIVE PAID-SPEND FIGURE: the fleet quoted ~$897/mo (cockpit) while the 10 Aug live pull said ~$2,310/mo (Meta $286.90 + Google £359.11 over 1-10 Au
owner FLEET · 15 min · impact 3/5

What ran without you — last 7 days 39

2026-08-13T10:30growth/paid-ads — Sent Nic the updated retargeting plan by email (hello@ -> nicmrayce@gmail.com, gmail id 19ffbf5479d853cb) on Aga's explicit instruction. Update corrects the earlier note: QLG quiz-lead campaigns STAY (leads reach AC at $…
2026-08-13T09:59growth/paid-ads — Ran the full /growth-fleet on quiz-user retargeting (Aga's deep-analysis ask): pre-flight cleared (fixed a portability violation + an orphaned memory), timeline-gated, both open remarketing DECs honoured by id. Seats: an…
2026-08-13T09:36growth-fleet/CMO — the 80/20 re-rank — Aga: 'you are the growth fleet and CMO, you tell me.' Made the call and set it. RE-RANKED the 80/20 priority list off 'RETENTION' — which had sat at #1 on a reason ('churn out-running sales 52:38 in 7d') that this sessio…
2026-08-13T09:08growth/paid-creative — Finished the retargeting dossier: converted BOTH pages to USD on a live FX rate (fx_usd, live-or-refuse, shared so the two pages cannot disagree) and put Aga's own framing at the top as a gold callout above the verdict. …
2026-08-13T08:51growth/paid-creative — Built THE RETARGETING DOSSIER at docs.themovementathlete.com/meta-retargeting-dossier/ (Aga: 'everything in one place') — the reading order joining the remarketing playbook (audiences+budget, NO creative direction) to th…
2026-08-13T08:01growth/paid-creative — Built the Meta creative swipe file Aga asked for: tools/growth/meta_creative_gallery.py (pull/thumbs/build/repair/selfcheck, registered in estate_selfcheck as meta-creative-gallery). 302 distinct VISUALS regrouped from 4…
2026-08-13T07:34growth/paid-creative — CORRECTION to my earlier row today: the '50off 404 blocker' I flagged was WRONG. Aga challenged it; I curled the live pages. NIC-59 was fixed and closed 7 Aug - all four 50off pages 200, escape button now href=../../tria…
2026-08-13T07:29growth/paid-creative — Grounded Aga's '5 high-converting 50% off ads' ask in measured evidence instead of craft: pulled the per-AD purchase ledger 1 Jan-13 Aug live from Meta (purchase action type only, never summed). 62 purchases / GBP 4,825 …

The shelf 5

Remarketing Playbook Meta Creative Gallery Meta Retargeting Dossier Google Remarketing LadderThe Google-side remarketing brief Paid Experiment RoadmapWhat we test next in paid, and in what order

Curated on purpose — the department's current masters, not everything ever written. The full archive stays in the repo.

The agents 14

ad-art-directorArt director for TMA static ads. Use to turn an angle + copy into a concrete visual concept — which template, which hero photo, which app screen(s), c
ad-brand-guardianBrand guardian who reviews a rendered TMA static ad for brand fidelity — colour tokens, typography, positioning, and voice. Use in the review rounds.
ad-copywriterSenior direct-response copywriter for TMA static ads. Use to write or critique the on-image copy — headline, offer line, badge, CTA — in Jesse's voice
ad-cro-criticCRO specialist who reviews a rendered TMA static ad for selling power — offer clarity, single CTA, proof, urgency, lifetime-value framing. Use in the
ad-designer-criticAward-winning visual designer who reviews a rendered TMA static ad for design craft — hierarchy, typography, spacing, safe zones, consistency. Use in
ad-fleet-directorOrchestrator for the TMA static-ad fleet. Use to run an end-to-end static-ad campaign — frame the brief, sequence researcher/copywriter/art-director,
ad-researcherAd researcher for TMA static campaigns. Use at the start to tear down the proven winning ads, map angles to avatars, pull the offer facts, and assembl
tma-growth-asaTMA Apple Search Ads specialist. Use for ASA strategy, keyword tiers (brand-defence, category, competitor), bid management, install-to-paid tracking v
tma-growth-cmoTMA Growth CMO and paid-acquisition lead. Use to run the Growth Fleet — frame the acquisition brief, dispatch the channel and cross-cutting specialist
tma-growth-creativeTMA paid creative strategist — owns the concept, hook and format testing system for paid ads across Meta, TikTok, Google/YouTube and ASA. Use to gener
tma-growth-daily-briefTMA Growth Scorekeeper — the daily-cadence owner of the MRR scoreboard. Use every day, scheduled or on demand, to refresh the KPI snapshot from live s
tma-growth-googleTMA Google paid-acquisition specialist. Use for Google App Campaigns (UAC), Search, Demand Gen and YouTube strategy, tCPA and tROAS bidding, GA4 plus
tma-growth-metaTMA Meta (Facebook/Instagram) paid-acquisition specialist — technical + growth. Use for Meta strategy, Advantage+ (ASC) campaign structure, CAPI/pixel
tma-growth-tiktokTMA TikTok paid-acquisition specialist. Use for TikTok strategy, Spark Ads, native creative direction, pixel and Events API plus SKAN mapping, creativ

Generated 2026-08-13 from FLEET_CHARTERS.json · the scoreboard · the queue · the fleet ledger · the agent registry. Never edited by hand.