Best Practices for Writing AI Instructions
Help the AI give smarter, more relevant answers by telling it how your business works, what goals you're aiming for, and how you manage your ads.
The more context you give, the better it can help you scale, cut waste, and optimize like a pro.
What to Include
1. Your Funnel Steps
Break down the main steps from ad click to conversion.
Example:
Ad click → lead → booked call → deal created → closed won
2. Your Business Type
Tell the AI what kind of business you run:
SaaS, ecommerce, info product, agency, etc.
3. Your KPI Goals
List your top metrics:
Cost per click (CPC)
Cost per lead (CPL)
Cost per booked call or purchase (CPA)
ROAS (return on ad spend)
Close rate / show rate
Customer acquisition cost (CAC)
Average order value (AOV)
Lifetime value (LTV)
4. Any Special Notes
Optional, but helpful:
Cold vs warm traffic
How you close (sales calls, checkout, trials, etc.)
What kind of creatives you run (UGC, static, carousels, etc.)
Any current tests or funnel changes
5. Naming Conventions
If you use structured naming for campaigns, ad sets, or ads, explain what your labels mean so the AI can identify patterns.
Examples:
H1= Headline 1V2= Creative Version 2LP1= Landing Page 1TOF_Prospecting_VSL= Top-of-funnel prospecting with VSL pageINT-M25-44= Interest-based, men age 25–44
6. Optimization Rules
Every media buyer has their own logic for when to cut, scale, or test. Share a few of yours so the AI can give suggestions that match your style.
These rules will vary depending on your conversion goals (e.g., purchases, webinar signups, trials, calls). Here are some examples:
Examples:
Kill ad sets with no conversion after $50 spent
Scale if ROAS stays above 3x for 2+ days
Increase budget 20% daily once 3+ purchases happen
If webinar registrations cost under $10, duplicate to test new audiences
Kill creatives with CTR under 0.8% by Day 2
Include 3–5 of your daily rules, especially the ones that impact how you test, cut, or scale.
Fill-In-the-Blank Template
I run a [type of business] selling [product/service].
My funnel (Cometly Events): [step 1] → [step 2] → [step 3] → [step 4].
KPI goals:
- [Goal #1, like $40 CPL or 3x ROAS]
- [Goal #2]
- [Goal #3]
Other context:
- [Audience type, sales process, creative types, etc.]
Naming conventions:
- Campaigns: [Example structure]
- Ad sets: [What the names mean]
- Ads: [H1 = Headline 1, V1 = Creative 1, etc.]
Optimization rules:
- [Rule 1]
- [Rule 2]
- [Rule 3]
Example: SaaS
We’re a SaaS company helping advertisers track ad performance across FB, Google, TikTok, and LinkedIn.
Funnel: Ad click → lead → scheduled call → show → closed won
KPI goals:
- CPL: $40–$60
- Cost per booked call: $300–$500
- Close rate: ~40%
- ROAS: 5x
Other context:
- We run cold traffic to VSL landing pages
- Sales happen over Zoom after booking
Naming conventions:
- Campaign: TOF_Prospecting_VSL, BOFU_Retargeting_CaseStudy
- Ad sets: LOOKAL-90D-ClosedWon, INT-MediaBuyers-US
- Ads: H1-V1-UGC = Headline 1, Creative V1, UGC style
Optimization rules:
- Kill ad sets with no calls booked after $50 spend
- Duplicate winning ad sets after 3+ bookings
- Raise budget by 20% after a $250 booked call
Example: Ecommerce
We’re a DTC ecommerce brand selling premium fitness supplements.
Funnel: Ad click → product page → add to cart → checkout → purchase
KPI goals:
- CPA: $35–$50
- ROAS: 3x minimum
- AOV: $85
- LTV: $250+
Other context:
- Mostly cold traffic via Meta and TikTok
- Ads are UGC and lifestyle creatives
Naming conventions:
- Campaigns: PROTEIN-MayLaunch, RETARGET-7D-ATC
- Ad sets: INT-Fitness-M25-44, LAL-180D-Customers
- Ads: H1-V2-Bundle = Headline 1, Creative 2, Bundle promo
Optimization rules:
- Kill ad set if no purchase after $40
- Duplicate high-performers after 3+ purchases
- Scale 20% daily if ROAS stays above 3x