What Changed from v1

Item	v1 (2026-03-15)	v2 (2026-04-03)
A1/A2 landing page	Homepage (typeahead.ai)	/get: a conversion-focused page built for paid traffic
B1 landing page	/privacy (needed to build)	/features/privacy: already live, no build needed ✓
/vs/cotypist page status	Deferred (page not ready)	Live. C2 can launch now ✓
Page audit	Status unclear	All Set 01 pages confirmed live with checkout
UTM tracking	Not specified	Full UTM strings for all 6 ads
Budget guidance	Not specified	Per-ad-set allocation + scale/pause rules added
Milestones	Not included	Day 7 / 14 / 30 checkpoints added

Campaign Brief: Set 01

TypeAhead.ai · Meta Ads · First launch set

Objective

Drive Mac user downloads and $79 one-time license purchases via Meta (Facebook and Instagram) feed and Stories placements.

Product

TypeAhead: AI sentence completion for every Mac app. Runs as a local model (the AI runs entirely on the user's Mac, not on external servers). $79 once, no subscription.

Creative Status

⚠ Assets in production. All ad briefs complete.

Launch Blocker

Creative assets only. All landing pages are confirmed live and have working checkout buttons.

6

Ads in Set 01

3

Creative angles

5

Ad sets in Meta

Note on ad sets: In Meta Ads Manager, a campaign is the top-level objective (e.g. "get purchases"). Inside it, you create ad sets, each targeting a different audience with its own budget. Inside each ad set, you place the actual ads (images, videos, copy). This brief organizes Set 01 into 5 ad sets, one per audience angle.

2. The 6 Ads

Each ad has a primary text (the main body copy, shown below the image in feed), a headline (bold text below the image), and a description (smaller text, often hidden on mobile). Character limits are strict in Meta. Numbers in parentheses show the character count.

ANGLE A

Flow / Context Switch

Target audience: Mac users, knowledge workers (people who spend most of their day writing, emailing, or communicating), and anyone who already uses ChatGPT while writing.

Core message: You're constantly switching out of what you're working on to use AI. TypeAhead brings the AI to you, right where you're typing.

Ad A1: "The copy-paste tax"

Static image

Primary text (119 / 125 max)

Stop switching to ChatGPT mid-sentence. TypeAhead suggests completions right where you type. Every app. Tab to accept.

Headline (24 / 27 max)

AI in every app you use.

Description (22 / 25 max)

Local model. $79 once.

Landing page

typeahead.ai/get?utm_content=a1-flow-static live

Ad A2: "It's already there"

Video, 8 to 12 seconds

Primary text (117 / 125 max)

AI completions that appear as you type, in every app on your Mac. Tab to accept. Invisible when you don't need it.

Headline (25 / 27 max)

TypeAhead. Every Mac app.

Description (22 / 25 max)

Local model. $79 once.

Landing page

typeahead.ai/get?utm_content=a2-flow-video live

Why /get instead of the homepage: The /get page has checkout built in (no extra click to get to the buy page). It also reads the utm_content parameter from the URL and automatically changes the hero headline to match the ad. When someone clicks A1, they see the A1 version of the page. When they click A2, they see the A2 version. This matching is already coded. No dev work needed.

ANGLE B

Privacy / Local Processing

Target audience: Professionals who handle sensitive information and cannot or will not use cloud-based AI tools (lawyers, doctors, executives, compliance officers).

Core message: Your writing never leaves your Mac. No server processes it. No AI company trains on it. TypeAhead runs entirely locally.

Ad B1: "Your words never leave"

Static image, broad privacy targeting

Primary text (113 / 125 max)

Your emails shouldn't train someone else's AI. TypeAhead runs entirely on your Mac. Nothing leaves. $79 once.

Headline (27 / 27 max, at limit)

AI that stays on your Mac.

Trim option: "Private AI. On your Mac." (24 chars)

Description (21 / 25 max)

Zero data sent. Ever.

Landing page changed from v1

typeahead.ai/features/privacy live

Ad B2: "The lawyer angle"

Lawyer job-title targeting only

Primary text (120 / 125 max)

Lawyers: AI typing assistance that runs entirely on your Mac. Nothing leaves your device. Works in Clio, Word, Outlook.

Headline (26 / 27 max)

The AI tool IT will allow.

Description (21 / 25 max)

Local. $79 once. Yours.

Landing page

typeahead.ai/for/lawyers live

Why /features/privacy instead of /privacy: The /privacy page is the legal privacy policy document. It is not designed to convert visitors into buyers. The /features/privacy page is a full marketing page with privacy as the hero message, profession-specific use cases, and an inline checkout button. B1 is unblocked. No new page needed.

ANGLE C

Price / One-Time vs Subscriptions

Target audience: Mac power users, people who pay for Grammarly or ChatGPT Plus, and people watching Cotypist (a direct competitor with similar functionality).

Core message: You're paying hundreds a year for AI tools. TypeAhead is $79 once. You own it. No renewals.

Ad C1: "The subscription math"

Static designed graphic

Primary text (113 / 125 max)

Grammarly: $144/yr. ChatGPT Plus: $240/yr. TypeAhead: AI autocomplete in every Mac app. Local model. $79, once.

Headline (25 / 27 max)

Pay once. Own it forever.

Description (21 / 25 max)

AI for every Mac app.

Landing page

typeahead.ai/vs/grammarly live

Ad C2: "Cotypist switcher"

Now unblocked

Cotypist is a direct competitor: also local AI autocomplete for Mac. This ad targets people who are interested in Cotypist but uncertain about its pricing.

Primary text (125 / 125 max)

If Cotypist's pricing has you watching closely — TypeAhead is $79 once. Same local AI autocomplete. Your writing never leaves your Mac.

Headline (23 / 27 max)

$79 once. Yours permanently.

Description (21 / 25 max)

Local. Every Mac app.

Landing page was deferred in v1

typeahead.ai/vs/cotypist live

3. Landing Pages: Full Status

Every ad in Set 01 sends traffic to a dedicated page. All pages have a working checkout button that takes the user directly to Stripe (the payment processor). All Set 01 pages are confirmed live. Do not send paid traffic to /privacy (the legal document).

URL	Status	Used by	Checkout
typeahead.ai/get	Live	A1, A2 (broad flow angle)	✓
typeahead.ai/features/privacy	Live	B1 (privacy, broad audience)	✓
typeahead.ai/for/lawyers	Live	B2 (lawyer targeting)	✓
typeahead.ai/vs/grammarly	Live	C1 (price vs Grammarly)	✓
typeahead.ai/vs/cotypist	Live	C2 (Cotypist switchers, was deferred in v1)	✓
The pages below are live and ready for Set 02
typeahead.ai/for/doctors	Live	Set 02: doctors	✓
typeahead.ai/for/executives	Live	Set 02: executives	✓
typeahead.ai/for/writers	Live	Set 02: writers	✓
typeahead.ai/for/sales	Live	Set 02: sales reps and SDRs (Sales Development Representatives, people who send outreach emails at volume)	✓
typeahead.ai/for/mac-users	Live	Set 02: Mac power users	✓
typeahead.ai/privacy	Do not use for ads	Legal policy document only. No checkout.	✗

4. Audience Targeting

Meta lets you choose who sees your ads based on location, device, job title, interests, and past behaviors. This section defines the target audience for each ad set. Each ad set should be set up with its own audience so you can see which angle performs best.

Ad Sets A1 + A2 → typeahead.ai/get

Broadest audience in Set 01. These are general Mac users who already use AI tools and feel the friction of switching apps.

Device: macOS (Mac users only)
Job type: product managers, marketers, consultants, designers, writers (knowledge workers)
Interests: ChatGPT, Notion, AI writing tools, productivity apps
Age 25 to 45, higher income skew

Ad Set B1 → typeahead.ai/features/privacy

Privacy-conscious professionals who handle sensitive information but are not exclusively lawyers (that's B2).

Interests: VPN tools, privacy apps, local-first software
Job titles: attorney, physician, compliance officer, financial advisor
Not running lawyer job-title targeting here. That targeting is reserved for B2 so the audiences don't overlap and compete against each other.
Lookalike audience: once there are enough buyers (typically 100 to 1,000 customers), Meta can find new users who share similar characteristics. This is called a "lookalike." Revisit once the buyer list grows.

Ad Set B2 → typeahead.ai/for/lawyers (narrow)

Narrow profession-specific targeting. The ad copy calls out lawyers by name, so only run it to people with legal job titles.

Job title targeting only: attorney, lawyer, counsel, paralegal
Industry: legal services, law firms
Run as a separate ad set. The copy is profession-specific and will read as off-target to anyone outside legal.

Ad Set C1 → typeahead.ai/vs/grammarly

People who are already paying for writing tools and are therefore primed to understand the value of TypeAhead's one-time pricing.

Interests: Grammarly, grammar tools, writing software
Behavioral: has considered or used Grammarly
Lookalike based on Grammarly users (once buyer data is available)

Ad Set C2 → typeahead.ai/vs/cotypist

High-intent Mac enthusiasts who already understand this product category. Also the best audience for retargeting (people who visited the site but didn't buy).

Interests: Cotypist, Mac productivity, local AI tools
Community: Mac enthusiasts (r/macapps on Reddit is a proxy for this audience on Meta)
Retargeting layer: people who visited typeahead.ai but did not complete a purchase. Retargeting means showing ads specifically to previous site visitors, who are more likely to convert than cold audiences.

5. UTM Tracking

What are UTM parameters? UTM parameters are short tracking tags added to the end of a URL. When someone clicks an ad link with UTM tags, analytics tools (like GA4) record which specific ad drove that visit and, if they buy, which ad drove the purchase. Without UTMs, you can see total traffic but you can't tell which of your 6 ads drove it. Copy each URL below into the Meta Ads Manager destination field for the corresponding ad.

A1: Flow static image

/get?utm_source=meta&utm_medium=paid_social&utm_campaign=set01&utm_content=a1-flow-static

A2: Flow video

/get?utm_source=meta&utm_medium=paid_social&utm_campaign=set01&utm_content=a2-flow-video

B1: Privacy, broad audience

/features/privacy?utm_source=meta&utm_medium=paid_social&utm_campaign=set01&utm_content=b1-privacy-broad

B2: Privacy, lawyers

/for/lawyers?utm_source=meta&utm_medium=paid_social&utm_campaign=set01&utm_content=b2-privacy-lawyers

C1: Price vs Grammarly

/vs/grammarly?utm_source=meta&utm_medium=paid_social&utm_campaign=set01&utm_content=c1-price-grammarly

C2: Price vs Cotypist

/vs/cotypist?utm_source=meta&utm_medium=paid_social&utm_campaign=set01&utm_content=c2-price-cotypist

Bonus: the /get page reads the utm_content value and automatically swaps the hero headline to match the a1 or a2 ad variant. No additional dev work needed.

6. Creative Assets Checklist

Each ad needs specific image or video files delivered at exact dimensions. Meta serves different placements at different aspect ratios: 1:1 is square (used in desktop feed), 4:5 is slightly taller than square (best for mobile feed), and 9:16 is full vertical (Stories and Reels). Always deliver at the highest pixel count listed.

Asset	Ad	Type	Dimensions (px)	Status
A1-square	A1	Static image (1:1 square)	1440 × 1440	▢ In production
A1-tall	A1	Static image (4:5 tall)	1440 × 1800	▢ In production
A2-feed video	A2	Screen recording (4:5 tall, for feed)	1080 × 1350	▢ In production
A2-stories video	A2	Screen recording (9:16 vertical, for Stories)	1080 × 1920	▢ In production
B1-square	B1	Static image (1:1 square)	1440 × 1440	▢ In production
B1-tall	B1	Static image (4:5 tall)	1440 × 1800	▢ In production
B2-square	B2	Static image (1:1 square)	1440 × 1440	▢ In production
B2-tall	B2	Static image (4:5 tall)	1440 × 1800	▢ In production
C1-square	C1	Designed comparison graphic (1:1)	1440 × 1440	▢ In production
C1-tall	C1	Designed comparison graphic (4:5)	1440 × 1800	▢ In production
C2-square	C2	Static comparison image (1:1)	1440 × 1440	▢ In production

Note on C1: this is a "designed graphic" (a clean comparison layout with logos and pricing) rather than a product screenshot. See creative brief for the receipt concept.

7. Pre-Launch Fixes Required

⚠

B1 headline is at the character limit

Current: "AI that stays on your Mac." (27 characters, exactly at Meta's 27-character limit)

This is technically valid but leaves zero buffer. If a character gets flagged or there's a rendering issue, it breaks. Recommend trimming.

Option A: "Private AI. On your Mac." (24 characters)

Option B: "AI that lives on your Mac." (26 characters)

✓

C2 headline is fixed

"$79. Yours permanently." (23 characters). Done.

⚠

Add UTM tracking strings in Meta Ads Manager

When setting up each ad in Meta, paste the full UTM URL from Section 5 into the destination URL field. Without this, you cannot tell in GA4 which specific ad drove a purchase.

⚠

Verify the Meta pixel fires on purchase

The Meta pixel is a small piece of tracking code installed on the website. When someone completes a purchase, it reports back to Meta. Meta uses this signal to understand who bought and to find more people like them. If the pixel isn't set up correctly, Meta cannot optimize the campaign and you cannot measure ROI. Verify it fires on the thank-you / confirmation page after checkout on /get, /for/lawyers, /features/privacy, /vs/grammarly, and /vs/cotypist.

8. Meta Campaign Structure

Campaign: TypeAhead Set 01 (Objective: Conversions / Purchase)

Ad Set A: Flow (contains A1 and A2)

Audience: Mac users, knowledge workers, AI tool interest

Destination: typeahead.ai/get

Ad Set B1: Privacy, Broad (contains B1)

Audience: Privacy interest, compliance-conscious professionals

Destination: typeahead.ai/features/privacy

Ad Set B2: Lawyers (contains B2)

Audience: Job title targeting only (attorney, lawyer, counsel)

Destination: typeahead.ai/for/lawyers

Ad Set C1: Price vs Grammarly (contains C1)

Audience: Grammarly interest, writing software users

Destination: typeahead.ai/vs/grammarly

Ad Set C2: Cotypist Switchers (contains C2)

Audience: Mac enthusiast community, local AI interest, site retargeting

Destination: typeahead.ai/vs/cotypist

9. Budget

Starting budget recommendation: $50/day total. This is the "learning phase" budget. Meta needs to show each ad to enough people to learn which audience responds. Spending too little per ad set means it never exits the learning phase and never optimizes. Spending too much before you have data means wasting money on unproven angles.

Ad Set	Suggested Daily Budget	Why
Ad Set A: Flow	$15/day	Broadest audience, highest volume potential. A2 video benefits from more impressions to gather watch-time data.
Ad Set B1: Privacy Broad	$10/day	Medium audience size. Privacy angle has a clear message-match. Test before scaling.
Ad Set B2: Lawyers	$5/day	Narrow job-title audience. Small reach, but high intent. Lower budget is appropriate. Monitor CPA closely.
Ad Set C1: Grammarly	$10/day	Strong message-market fit. Grammarly subscribers already pay for writing tools.
Ad Set C2: Cotypist	$10/day	Includes retargeting (highest-intent segment). Worth investing here.
Total	$50/day	Approx $1,500/month to run the full set

When to scale an ad set

CPA is below $79 (breaking even or better)
CTR is above 1.5% on images, 2%+ on video
At least 10 purchases recorded in the ad set
Scale gradually: increase budget by 20% every 2 to 3 days (large jumps reset the learning phase)

When to pause an ad set

Spent 2x the product price ($158+) with zero purchases
CTR below 0.5% after 3 days (the creative is not resonating)
CPA exceeds $120 after the first week
Do not pause in the first 48 hours: Meta is still learning

10. KPIs (Key Performance Indicators)

These are the numbers to track. Definitions are below each metric. The product sells for $79, so any CPA below $79 means the campaign is breaking even or profitable on the first purchase.

<$2.00

CPC target

Cost Per Click. How much you pay each time someone clicks the ad. Lower is better.

>1.5%

CTR target (image ads)

Click-Through Rate. The percentage of people who saw the ad and clicked it. 1.5% means 15 out of every 1,000 people clicked.

<$80

CPA target

Cost Per Acquisition. How much ad spend it takes to generate one purchase. At $79 product price, a CPA below $79 means the campaign pays for itself.

>2%

CVR target

Conversion Rate. The percentage of landing page visitors who complete a purchase. 2% means 2 out of every 100 people who arrive on the page buy the product.

>1.0x

ROAS target (month 1)

Return on Ad Spend. Revenue generated per dollar spent. 1.0x = break even. 2.0x = made $2 for every $1 spent. In month 1, the goal is just to break even while Meta learns. Scale later.

11. Review Milestones

What to check and when. Do not make major budget changes in the first 48 to 72 hours. Meta's algorithm is still in its "learning phase" and the numbers will look erratic early on.

Day 7

First look: creative health

Check CTR for each ad. Any ad below 0.5% is probably not resonating. Flag it.
Check if the Meta pixel is recording purchase events correctly. If purchases show in Stripe but not in Meta, the pixel setup has an issue.
Note which ad set is spending its budget fastest (typically higher CTR = higher spend).
Do not change anything yet. Just observe.

Day 14

Angle ranking: which message wins?

Rank ad sets by CPA (lowest = best). The winner tells you which message resonates most: flow, privacy, or price.
Pause any ad set that has spent over $158 (2x product price) with zero purchases.
If an ad set is performing well (CPA below $79), increase its budget by 20%.
Check if A1 (static) or A2 (video) performs better within Ad Set A. Put more budget behind the winner.

Day 30

Set 02 readiness: what have we learned?

Calculate total ROAS for Set 01. Even at 1.0x, the campaign is self-funding.
The top-performing angle from Set 01 becomes the anchor angle for Set 02.
If privacy angle wins, Set 02 should expand to /for/doctors and /for/executives.
If price angle wins, Set 02 should run a broader price comparison campaign.
Write the Set 02 brief using this same format, informed by Set 01 data.

12. Launch Checklist

All 11 creative assets delivered and spec-checked against the dimensions in Section 6 B1 headline trimmed to 26 or fewer characters Meta pixel confirmed firing on the post-purchase confirmation page for all 5 landing pages UTM parameters from Section 5 added to destination URLs for all 6 ads in Meta Ads Manager 5 ad sets created in Meta Ads Manager with correct audience targeting per Section 4 Budget set per Section 9 ($50/day total, split across ad sets) Baseline screenshot taken of GA4 and Stripe before the first ad goes live (for clean "before" comparison) A2 video reviewed: captions added for Stories placement (most Stories play without sound) Day 7, 14, and 30 review dates calendared

13. Set 02 Preview

All profession landing pages are live and have checkout buttons. Set 02 can begin as soon as Set 01 has at least two weeks of data showing which angle (flow, privacy, or price) converts best. The winning angle from Set 01 informs which profession pages to prioritize.

/for/doctors

Privacy angle: HIPAA compliance concerns, nothing leaves the device

/for/executives

Privacy angle: board materials, M&A conversations, sensitive strategy docs

/for/writers

Flow angle: voice preservation, TypeAhead finishes sentences without replacing them

/for/sales

Flow angle: SDRs sending 80+ emails a day, speed and personalization

/for/mac-users

Price angle: Mac power users who love owning their tools, one-time purchase

/for/researchers

Flow angle: academic writing, notes, literature reviews

14. Glossary: Ad Terms

Quick reference for terms used throughout this brief.

Ad set

A group of ads within a campaign that share the same audience targeting and daily budget. One campaign can have multiple ad sets, each testing a different audience.

CPC (Cost Per Click)

How much you pay each time someone clicks on your ad. Lower is better. Target: under $2.00.

CTR (Click-Through Rate)

The percentage of people who see your ad and click it. 1.5% means 15 out of every 1,000 people clicked. A low CTR means the creative or copy isn't grabbing attention.

CPA (Cost Per Acquisition)

How much ad spend it costs to generate one purchase. At $79 product price, a CPA below $79 means you're making more than you're spending. Target: under $80.

CVR (Conversion Rate)

The percentage of landing page visitors who buy. 2% means 2 out of every 100 visitors purchase. A low CVR often means the landing page isn't making the case clearly enough.

ROAS (Return on Ad Spend)

Revenue earned per dollar spent on ads. 1.0x = break even. 2.0x = you made $2 for every $1 spent. In month 1, 1.0x is acceptable while Meta learns your audience.

Meta pixel

A piece of tracking code installed on the website. When someone takes an action (like buying), it reports back to Meta. Meta uses this to optimize who sees the ads and to build lookalike audiences.

UTM parameters

Short tracking tags added to URLs (e.g. ?utm_source=meta&utm_content=a1). Analytics tools read these tags and record which specific ad drove each visit or purchase.

Lookalike audience

Meta takes a list of existing customers and finds new users who share similar characteristics. You "seed" it with customer data. More customers = better lookalikes.

Retargeting

Showing ads specifically to people who have already visited your website but didn't buy. These are warmer leads than cold audiences because they already know the product exists.

Learning phase

The first 50 optimization events (purchases) in a new ad set. During this period Meta is exploring the audience. Performance looks erratic. Avoid large budget changes until the learning phase is complete.

Local model

The AI processing happens on the user's own Mac using a model file downloaded to their computer. No text is sent to external servers. This is TypeAhead's core privacy claim and competitive differentiator.

Feed placement

Ads that appear in the main scrolling timeline on Facebook or Instagram. Uses 1:1 (square) or 4:5 (taller than square) image/video formats.

Stories placement

Ads that appear between user Stories on Instagram or Facebook. Full-screen vertical format (9:16). These play with sound off by default, so captions matter.

Knowledge workers

People whose primary job involves writing, communication, research, or analysis (versus physical labor). Think: product managers, marketers, consultants, writers, lawyers, doctors.

SDR (Sales Development Representative)

A sales role focused on outbound prospecting: sending cold emails and LinkedIn messages to generate meetings. High email volume makes TypeAhead's speed advantage particularly valuable.