Planning
Creative
Campaign Ideas & Briefs
New campaigns that do not cannibalise the old ones.
Generated campaign concepts with structure, targeting and budget, checked against everything you already run.
Already a customer? Open Campaign Ideas & Briefs in your workspace
- 3-8
- Ideas per run, each with structure, budget and launch order
- Live
- Winners, losers, queries and market signals read from your own account
- Checked
- Every idea can be overlap-checked against live campaigns before approval
- Launch new campaigns faster without bidding in internal auctions against yourself.
- Bring a fully defensible plan to annual budget conversations.
- Keep a clear historical record of why each campaign exists.
Ideas with commercial reasoning
Each concept comes with the demand signal behind it, the expected role in your account, and a recommended launch order.
- Concept, audience, structure and budget
- Recommended launch sequencing
- Readable briefs, not raw identifiers
Conflict analysis built in
Before a brief is approved, the engine checks overlap with live campaigns and tells you what to pause, cap or cross-negative first.
- Overlap and cannibalisation checks
- Explicit thought process on every brief
- Clear explanation when data is not sufficient
The shift
What changes once Campaign Ideas & Briefs is running
Same team, same accounts. The difference is that the decision is already measured before anyone opens a spreadsheet.
Before
- New campaign ideas come from a brainstorm, and nobody checks what they collide with until the numbers dip.
- The brief lives in a doc, so the plan and the account drift apart within a month.
With Hookology
- Every idea is generated from your live winners, losers and search demand, with the reasoning attached.
- Each idea is checked against the campaigns you already run, and the verdict sits on the card before you approve it.
A new campaign that eats an old one is not growth, it is redecorating.
Inside the product
What Campaign Ideas & Briefs looks like on live accounts
This walkthrough uses our Northwind Apparel demo account so you can see the screen fully populated. On yourworkspace the same view is built from your connected platforms, so the first session already reflects your own numbers.
- Launch new campaigns faster without bidding in internal auctions against yourself.
- Bring a fully defensible plan to annual budget conversations.
- Keep a clear historical record of why each campaign exists.
Workspace / Campaign Ideas & Briefs
Campaign Ideas & Briefs
Northwind Apparel
Campaign Ideas & Briefs
Northwind Apparel, worked example
Portfolio summary
£22,680 spend this month at 4.18x ROAS (£94,820 revenue). Three new ideas add £6,700/mo without touching the brand campaigns.
What each run reads
Generated from your account, not a template
Every run reads the last 30 days of your own delivery before it proposes anything: the campaigns that are winning, the ones soaking budget, the searches you already win and the demand around you.
Your account
What is actually delivering
- Winning and underperforming campaigns
- Spend, revenue and conversions per platform
- Search queries and captured opportunities
Around you
Demand outside the account
- Tracked competitors and their live ads
- Market signals and category trends
- Upcoming retail calendar moments
Your brief
What you asked for
- Intent, budget and focus platforms
- Product, audience and offer
- Targets, must-includes and must-avoids
How the overlap check reads
Four verdicts, so a new idea never silently bids against yourself
Every idea can be checked against the campaigns already live in your account. The verdict on the card comes from that check, and an idea cannot be approved until the check has run.
No overlap found
No live campaign scores high enough to contend
Nothing you run today competes for the same auctions or budget. Safe to launch as planned.
Low overlap
Minor shared themes or platform, little else
Some surface similarity, but no real collision. Launch and keep an eye on the shared terms.
Some overlap
Shared platform and theme with an actively spending campaign
The idea will contend with something you already run. The brief names what to cap, pause or cross-negative first.
High overlap
Strong theme and platform collision with live spend
Likely cannibalisation. Rework the angle or budget split before this goes anywhere near the account.
What a run ends with
When
Overlap check run, verdict acceptable, you approve the idea
What happens
Add it to the calendar with its budget and launch order.
When
Overlap verdict comes back medium or high
What happens
Follow the brief's guardrails - cap, pause or cross-negative the conflicting campaign first.
When
No delivered spend in the last 30 days
What happens
The run stops instead of inventing ideas. Connect spend data and run again.
In practice
How Campaign Ideas & Briefs works week to week
From connecting your accounts to the review call, here is the shape of it, plus the questions teams ask us most before they start.
Step 1
We connect your accounts
Your creative libraries, ad platforms and performance data are wired up during onboarding, so Campaign Ideas & Briefs works from your own numbers on day one rather than a sample workspace.
Step 2
Ideas with commercial reasoning
Each concept comes with the demand signal behind it, the expected role in your account, and a recommended launch order.
Step 3
Conflict analysis built in
Before a brief is approved, the engine checks overlap with live campaigns and tells you what to pause, cap or cross-negative first.
Step 4
We review it with you
We build the first quarter of campaign plans with you rather than handing over a generator. Nothing sits in a dashboard waiting to be discovered.
Common questions
Winners, underperformers and reallocation suggestions name your real campaigns, with their platform and status read from your own account for the selected client. Ideas are never built on placeholder campaigns.
Press Check overlap on an idea and it is compared with the campaigns live in your account. The card then shows No overlap found, Low, Some or High overlap, with the score and the number of live campaigns it contends with.
No. Approve only appears once the overlap check has run on that idea, so nothing is approved without being checked against what you already run. You can re-check overlap at any time.
The run stops and shows Not enough account data yet, because there was no delivered spend in the last 30 days. It does not invent ideas; connect spend data and run again.
It is the model's own rating of how well the idea is supported by your account data, shown as a percentage on each card. It is not a measured result or a forecast of performance.
Why teams use it
- Launch new campaigns faster without bidding in internal auctions against yourself.
- Bring a fully defensible plan to annual budget conversations.
- Keep a clear historical record of why each campaign exists.
How we set this up with you
We build the first quarter of campaign plans with you rather than handing over a generator.
Our onboarding processWorks alongside
See Campaign Ideas & Briefs running on your own data
We build the workspace around your accounts and walk you through it together. No self-serve setup, no trial to configure on your own.
Book a discovery call