Best Practices for Writing AI Instructions
Make the AI smarter by giving it context about your business, your goals, and how your funnel works. The more it knows, the better it can give insights tailored to your situation.
What to Include
You don’t need to write a novel—just give the AI a clear snapshot of what you're trying to do. Here’s what works best:
1. Your Funnel Steps
Describe the main steps someone goes through from ad click to conversion.
Example: Ad click → lead form → booked call → show → close
2. Your Business Type
What kind of business are you? (SaaS, ecommerce, agency, info product, etc.)
3. Your KPI Goals
List the metrics that matter most and what your goal is on that metric:
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
Include anything unique about your process:
Cold vs warm traffic
What kind of ads you run (UGC, static, carousels, etc.)
Whether you sell via calls or checkout pages
If you're testing anything new
5. Naming Conventions
If you use naming systems in your campaign structure (like H1 = Headline 1, V1 = creative version 1), include those here so the AI understands how to break down performance by ad elements.
Fill-In-the-Blank Template
I run a [type of business] selling [product/service]. My funnel looks like: [step 1] → [step 2] → [step 3] → [step 4].
My KPI goals:
- [Goal #1, like $40 CPL or 3x ROAS]
- [Goal #2]
- [Goal #3]
Additional context:
- [Audience type, sales process, creative type, etc.]
Naming conventions:
- Campaign: [Example naming structure]
- Ad set: [What the naming means]
- Ad: [What labels like H1, V1, LP1 mean]
Example: SaaS Company
We’re a SaaS company helping advertisers track ad performance across Facebook, Google, TikTok, and LinkedIn.
Funnel: Ad click → lead → scheduled call → deal created → closed won
KPI goals:
- Target CPL: $40–$60
- Cost per booked call: $300–$500
- Show rate: 70%+
- Close rate: 40%
- CAC: under $400
- ROAS: 5x+
Additional context:
- We run cold traffic to VSL pages to pre-qualify leads
- Sales happens 1:1 over Zoom
Naming conventions:
- Campaign: TOF_Prospecting_VSL or BOFU_Retargeting_Reviews
- Ad set: LOOK-AL-7D-Purchasers or INT-MarketingFounders-US
- Ads:
- H1-V1-UGC = Headline 1, Version 1 creative, UGC style
- H2-LP2-Static = Headline 2, Landing Page 2, static image ad
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Example: Ecommerce Brand
We’re a DTC ecommerce brand selling premium fitness supplements.
Funnel: Ad click → product page → add to cart → checkout → purchase
KPI goals:
- Target CPC: under $1.00
- CPA: $35–$50
- ROAS: 3x minimum
- AOV: $80–$100
- LTV: $250+
Additional context:
- Running cold traffic on Meta and TikTok
- Creatives are mostly UGC videos and lifestyle images
- Testing post-purchase upsells and subscription box
Naming conventions:
- Campaign: PROTEIN-Launch-May or RETARGET-7D-ATC
- Ad set: INT-Fitness-M25-44 or LAL-180D-Customers
- Ads:
- H1-V1-UGC = Headline 1, Creative Version 1, UGC style
- H3-Static-BundleOffer = Headline 3, Static image, bundle promo