Media Buyer Playbook

Nerve Pain Pink Salt
Launch & Scale System

Everything your media buying team needs to launch, optimize, and scale this affiliate campaign on Meta. 16 operational parts, 450 production-ready creatives, decision rules at every stage. No guesswork.

450

Ad Creatives Ready

Parallel Campaigns

72h

No-Touch Phase

1.5x

Scale ROAS Trigger

What You Are Launching

The offer, the audience, and what's already built for you

The Offer

Product: Nerve pain affiliate offer (health/wellness vertical)
Mechanism angle: Pink Himalayan salt + warm water ritual
Target audience: US/CA adults 55-75, primarily women, diagnosed or self-diagnosed neuropathy
Pain points: 3 AM burning/shocks, numbness, tingling, on Gabapentin or Lyrica, lost mobility, disrupted sleep

What's Already Built For You

450 production-ready image ad prompts across 14 unique format bases
~100 already-generated images in the project folder (ready to launch today)
12 b-roll images + 12 b-roll videos for video ads
1 Seedance UGC video (doctor character Cut 1) ready for video production
Live explainer site with the entire copy playbook documented
Complete compliance-safe framing across every creative

Your Creative Library

What's where, how to access it

📁

Root folder: /Users/karanlabra/Desktop/Nerve pain pink salt/

All creative assets, prompt files, and reference docs live here.

Creative Library Summary

Asset Type	Count	Status	Use For
Ready-to-launch images	100	Generated	Start here Day 1
16:9 thumbnails	6	Generated	YouTube / video placements
1:1 thumbnails	4	Generated	Story placements
Prompts for additional images	350	Documented	Generate on demand
B-roll images + videos	24	Generated	Video ad production
Seedance Cut 1 video	1	Generated	Video a-roll

First 72 Hours

Critical learning phase — don't touch anything

⚠️

THE CARDINAL RULE:

Meta's algorithm needs time to spend the budget and learn. Optimizing too early destroys the learning phase and tanks performance. Wait 72 hours before making any decisions.

Hour 0-24

DO NOT TOUCH ANYTHING. DO NOT change budgets. DO NOT pause ads. DO NOT add new creatives. Only fix broken things (rejections, tracking issues).

Hour 24-48

Check metrics once every 8 hours. Take notes but make no decisions.

Hour 48-72

Now you can start reading signals. Check metrics against the decision table below.

Hour 72 — First Decisions

Top 30% keep running. Middle 40% keep running. Bottom 30% pause (don't delete — preserve creative IDs).

72-Hour Metrics Decision Table

Metric	Good	Acceptable	Kill
CTR (link)	>2.0%	1.5-2.0%	<1.0%
CPM	<$25	$25-40	>$50
Cost per LP view	<$1.50	$1.50-2.50	>$3.50
Frequency	<2.0	2.0-3.0	>3.5

⏱

Do not scale winners at hour 72.

Let them run another 48 hours before any scaling decisions. Premature scaling breaks the learning phase.

Week 1 Optimization Routine

Morning, afternoon, evening — exact workflow

☀️ Morning (15 min)

Open Ads Manager, filter last 24h
Screenshot top 3 by ROAS
Screenshot bottom 3 by ROAS
Log to Google Sheet
Check affiliate network conversions
Respond to any ad rejections

🌤 Afternoon (15 min)

Check frequency (flag over 3.0)
Hide/delete negative comments
Check audience saturation
Note new competitor angles

🌙 Evening (0 min)

Don't touch the account. Let the algorithm work overnight. Walk away.

Scaling Rules

When to scale, how to scale, when to kill

Qualification Checklist for Scaling an Ad

ALL of these must be true:

✅ Spent ≥ $200
✅ ROAS ≥ 1.5x
✅ Frequency ≤ 2.5
✅ Ran for ≥ 72 hours
✅ At least 5 purchases

Method A Vertical Scaling (Fast)

Increase adset budget by 20% every 48 hours
Stop at 50% audience saturation
If ROAS holds, continue
If drops 20%+, revert immediately

Method B Horizontal Scaling (Safer)

Duplicate the winning adset 3x
Each duplicate → different audience (LAL 1%, LAL 3%, broad)
Keep original budget
Best for long-term sustainability

💡

Recommended: Use Method B for the first 2 weeks, then introduce Method A once winning patterns are clear.

When to Kill an Ad

Kill

$75 spent, 0 purchases

Pause immediately

Kill

ROAS < 0.5x after $150

Pause

Rotate

Freq > 3.5, ROAS declining

Pause + new creative

Creative Rotation Strategy

14 batches, weekly rotation, no fatigue

Week 1

Run the 28 launch creatives. Find winners.

Week 2

Keep top 6 winners. Generate 25 new from batch_01_anatomical_foot_model. Launch as new adset under winning campaign.

Week 3

Keep top 10 winners. Generate from batch_02_symptoms_infographic. Launch new adset.

W4+

Week 4 onwards

Continue through batches based on what winners look like (see matrix below).

Which Batch to Generate Next?

If winners look like...	Next batch to generate
Clinical/authority	Batch 05 (Doctor thermal), 12 (Salt jar study), 13 (Thermal scan)
Kitchen/domestic	Batch 04 (Salt paste), 10 (Salt wrap), 09 (Spiral notebook)
Infographic/text-heavy	Batch 02 (Symptoms), 06 (inside Health), 11 (X-ray hand)
DIY/handwritten	Batch 03 (Pie chart), 14 (Foot map)
Before/after	Batch 07 (Feet lightning), 13 (Thermal scan)
Product hero	Batch 08 (Red banner), 12 (Salt jar study)

💰

Cost per batch of 25: ~$1.00 on kie.ai. Budget ~$14 total to generate all 350 remaining creatives.

Ad Copy Templates

Copy-paste primary text + headlines

Primary Text #1 — Price Anchor Hook

▼

It costs $2.89 at Walmart. It weighs less than a sugar packet.

And according to a segment that was pulled from 60 Minutes, it may be the most powerful nerve-healing compound ever discovered.

I'm talking about pink Himalayan salt.

Not the kind you sprinkle on steak. A specific preparation, mixed with warm water in a precise way, that triggers something remarkable inside your peripheral nervous system.

[MECHANISM PARAGRAPH — from /nerve-pain-ad-playbook]

Thousands of Americans are now doing this 7-second morning ritual.

The video below shows the exact recipe. If the link is still active, watch it now.

Click below and see for yourself.

Primary Text #2 — Lawsuit/Rage Hook

▼

I am suing any doctor who still prescribes Gabapentin to people suffering from neuropathy.

Because CNN just publicly exposed a natural pink salt trick that stops nerve burning, pins and needles, and electric shocks in exactly 72 hours.

There are three brutal lies the medical industry tells you about neuropathy.

[THREE LIES FRAMEWORK — from /nerve-pain-ad-playbook]

If you're suffering, pay close attention.

Click the button and discover the secret before they silence us.

Primary Text #3 — Personal Testimony

▼

My neurologist told me I would spend the rest of my life on Gabapentin.

That was three years ago.

Today I don't take a single pill.

[CONTINUE WITH FULL TESTIMONY — from /nerve-pain-ad-playbook]

If the button below is still active, click it now and watch until the end.

Headlines (Rotate)

"The $2.89 Walmart Item That Ends Nerve Pain"
"Doctors Hate This $3 Kitchen Trick"
"7-Second Morning Ritual Stops Nerve Burning"
"Pulled From 60 Minutes: The Pink Salt Method"
"Neurologist Reveals: $3 Beats $800 Gabapentin"

Descriptions (Below Headline)

"Click to watch before this is taken down"
"Watch the 7-second ritual before they silence us"
"Free recipe — no email required"
"Limited time: see the method now"

Funnel Integration

Landing page structure + UTM tracking

Recommended Funnel Flow

Meta Ad

User clicks

Pre-sell Bridge Page (optional, boosts CVR)

60-90s video OR text "my story" page. Single CTA button.

Affiliate VSL Page

The money page.

Order form / Checkout

Conversion event fires here.

Thank you page

Upsell redirect.

UTM Tracking Format

?utm_source=meta&utm_medium=cpc&utm_campaign=npsalt_A_cold&utm_content=101&utm_term=price_anchor

utm_source — always "meta"
utm_medium — "cpc"
utm_campaign — [offer]_[A/B/C]_[cold/warm]
utm_content — creative number (e.g., "101")
utm_term — hook archetype used

Compliance Red Flags

What Meta will reject — and what to use instead

🚫

Your creatives are already compliance-aware, but double-check every new ad copy against this list before submitting.

❌ Banned Elements

Before/after medical transformations
Close-ups of diseased skin/feet
Direct disease names in headline ("neuropathy", "diabetes")
Pills, capsules, syringes in foreground
"Cure" claims or "reverses X"
Sensational language ("miracle", "shocking")
Targeting based on medical conditions directly
Clinical-looking before/after UGC

✅ Safe Equivalents

Lifestyle context (bare feet, walking canes, shoes by door)
"Nerve discomfort" instead of "neuropathy"
"Many Americans" instead of disease demographics
"Try this 7-second ritual" instead of "cure"
"Might help with" instead of "heals"
Pink salt jars, mugs, recipe cards
Testimonial language with personal pronouns

⚖️

When Meta rejects an ad:

Read the rejection reason carefully
If wrong (60% of the time), appeal with calm, factual language
If right, kill the ad — don't relaunch same creative
Note the triggered element for future batches

KPI Dashboard

What to track daily + target benchmarks

Daily Google Sheet Columns

Date | Total Spend | Total Conversions | CPA | ROAS | Best Ad | Best Ad ROAS | Worst Ad | Kills Today

Target KPIs (US Market, 55-75 Women, $97 offer)

Metric	Target
CPA target	$40-60
Break-even ROAS	≥ 1.0x
Scale ROAS	≥ 1.5x
Kill ROAS	< 0.5x after $150
CTR minimum	1.5%
CPM range	$20-35

Week 1 Benchmarks

30%+ of ads profitable
3+ winning creatives identified
Total spend $1,500-2,500
25-50 conversions
Overall ROAS 1.2-1.8x

Week 4 Benchmarks

8-15 winning creatives across batches
Daily spend $1,000-5,000
ROAS 1.5-2.5x
LAL audiences deployed + scaling
Own VSL/bridge page being tested

Daily Cheat Sheet

Print this — stick it on your monitor

☀️ Every Morning (Before Checking Ads)

Coffee, then metrics
Screenshot yesterday's top 3 + bottom 3
Log to Google Sheet
Check affiliate network conversions

🎯 Every Day — In This Order

Pause ads over $75 spend with 0 conversions
Duplicate ads with ROAS > 1.5 into LAL audiences
Rotate any ad with frequency > 3.0
Hide/delete negative comments on any ad
Generate next batch via kie.ai if rotation needed

📊 Every Friday

Full week's spend vs. revenue report
Identify top 5 creatives of the week
Generate 25 new creatives from next batch
Plan Monday's launch of new adset
Screenshot winners for swipe file

Escalation Paths

When things break — exactly what to do

🚨 If the account gets flagged

▼

Pause all ads immediately
Review all creatives/copy for compliance issues
File Meta business verification appeal
Do not launch new ads until account is healthy
Use backup ad account (always keep 3+ warmed)

📈 If CPMs spike 40%+ in one day

▼

Check if Meta algorithm has a broader issue
Check if competitors are flooding the same audience
Reduce budgets by 30% temporarily
Introduce 5 new creatives from an unused batch
Wait 48 hours before further decisions

📉 If conversions drop but CPCs hold

▼

Check landing page — loading? Technical issue?
Check affiliate network — payout/tracking issues?
Check Meta Pixel — purchase events firing?
Check for seasonal/news interference

💀 If a winning ad suddenly dies

▼

Creative fatigue — frequency > 4.0 → rotate out
Audience saturation — increase LAL % or add broad
Competitor copying → stay ahead with DIY authenticity
Do NOT repost same creative immediately — wait 14 days

Sample Week 1 Schedule

Hour-by-hour what to do

Monday — Launch Day

9 AM: Set up campaigns A, B, C
10 AM: Launch all three
11 AM: Confirm ads delivering
3 PM: Screenshot delivery
EOD: Do nothing

Tuesday

9 AM: Check metrics (read-only)
3 PM: Monitor, don't touch
EOD: Note any rejections

Wednesday (48h in)

9 AM: Full metrics review
10 AM: Pause bottom 3 ads only
3 PM: Monitor
EOD: Document learnings

Thursday

9 AM: Look for winners (ROAS > 1.5)
10 AM: No scaling — just note
3 PM: Refresh any ad with freq > 2.5
EOD: Prep weekend creatives

Friday

9 AM: Week 1 review (full sheet)
10 AM: Horizontal scale top 3 ads
3 PM: Launch 10 new from Batch 01
EOD: Monitor weekend

Saturday / Sunday

Check 2x per day (morning + evening)
Only pause disasters, don't scale
Weekends distort learning
Respond to negative comments

Team FAQ

Quick answers for your media buyer

Can I use the same ad copy for all 3 campaigns?

▼

No. Campaign A gets premium authority copy. Campaign B gets short punchy red-square messaging. Campaign C gets long-form first-person DIY testimonial copy.

How many creatives per adset?

▼

3-5 is the sweet spot. Fewer than 3 = fatigue too fast. More than 5 = diluted spend.

When can I add retargeting campaigns?

▼

After week 2, once you have ≥ 1,000 video viewers 50%+ and ≥ 500 landing page visitors in your custom audiences.

CBO or ABO?

▼

Start with ABO (adset-level budgets) for week 1-2. Move to CBO once you have clear winners. Never mix them.

Minimum daily budget to launch?

▼

$150/day minimum across all 3 campaigns. Under that you won't get enough data. $250-500/day is the sweet spot for a proper 72-hour test.

How often should I generate new creatives?

▼

Weekly. 25 new prompts from the next batch file every Friday, launched the following Monday.

What if I'm losing money after week 1?

▼

Don't panic. Review: (1) is the offer converting on the landing page? (2) are the highest-spending ads losing the most? If yes to both, the problem is audience or creative. Pause bottom 50%, keep only profitable learners, regenerate from a different batch.

Can I use these creatives on TikTok or YouTube?

▼

The 1:1 thumbnails work for YouTube pre-roll. The 9:16 creatives work for TikTok. Don't cross-platform on day one — master Meta first.

Nerve Pain Pink SaltLaunch & Scale System

What You Are Launching

The Offer

What's Already Built For You

Your Creative Library

Creative Library Summary

Launch Week Checklist

Day 0 — Pre-Launch Setup (30 min)

Business Manager

Creative

Tracking

Day 1 — Launch the 3-Campaign Test (45 min)

Campaign A Premium Authority (Cold Traffic)

Campaign B Red Square Hook Test (Message Isolation)

Campaign C DIY Testimonial (Emotional/Retargeting)

First 72 Hours

Hour 0-24

Hour 24-48

Hour 48-72

Hour 72 — First Decisions

72-Hour Metrics Decision Table

Week 1 Optimization Routine

☀️ Morning (15 min)

🌤 Afternoon (15 min)

🌙 Evening (0 min)

Scaling Rules

Qualification Checklist for Scaling an Ad

Method A Vertical Scaling (Fast)

Method B Horizontal Scaling (Safer)

When to Kill an Ad

Creative Rotation Strategy

Week 1

Week 2

Week 3

Week 4 onwards

Which Batch to Generate Next?

Ad Copy Templates

Primary Text #1 — Price Anchor Hook

Primary Text #2 — Lawsuit/Rage Hook

Primary Text #3 — Personal Testimony

Headlines (Rotate)

Descriptions (Below Headline)

Funnel Integration

Recommended Funnel Flow

Meta Ad

Pre-sell Bridge Page (optional, boosts CVR)

Affiliate VSL Page

Order form / Checkout

Thank you page

UTM Tracking Format

Compliance Red Flags

❌ Banned Elements

✅ Safe Equivalents

KPI Dashboard

Daily Google Sheet Columns

Target KPIs (US Market, 55-75 Women, $97 offer)

Week 1 Benchmarks

Week 4 Benchmarks

Daily Cheat Sheet

☀️ Every Morning (Before Checking Ads)

🎯 Every Day — In This Order

📊 Every Friday

Escalation Paths

🚨 If the account gets flagged

📈 If CPMs spike 40%+ in one day

📉 If conversions drop but CPCs hold

💀 If a winning ad suddenly dies

Sample Week 1 Schedule

Monday — Launch Day

Tuesday

Wednesday (48h in)

Thursday

Friday

Saturday / Sunday

Team FAQ

Can I use the same ad copy for all 3 campaigns?

How many creatives per adset?

When can I add retargeting campaigns?

CBO or ABO?

Minimum daily budget to launch?

Nerve Pain Pink Salt
Launch & Scale System