# Dr.Strongbite — Launch Ad Set

Ten campaign angles for the Meta primary format. Each ad lives in its own file and links to its matching landing-page state in [`web/index.html`](../web/index.html).

## Ads

1. [Daily moment — `icewater`](icewater.md)
2. [Mechanism — `brick`](brick.md)
3. [Founder story — `accident`](accident.md)
4. [Category call-out — `foam`](foam.md)
5. [Confession — `oneside`](oneside.md)
6. [Social cost — `icecream`](icecream.md)
7. [Authority / evidence — `japan`](japan.md)
8. [Quiz-hook — `check`](check.md)
9. [Guarantee-forward — `emptytube`](emptytube.md)
10. [Cost-of-inaction maths — `maths`](maths.md)

## Rules in force

From Funnel Build §8/§9:

- Use first-person story or "for people who…" framing only — never second-person diagnostic framing such as "Do YOU have sensitive teeth?"
- No fluoride fear.
- No Tier-2/Tier-3 claims.
- Every destination carries `?a=<slug>`; the landing page echoes the angle back in its first line.
- The kill criterion is **cost per quiz completion**, not CTR.
- Launch all ten at low, even budget; cut the bottom half after about 50 completions each; double down on the top three.

Each file follows this format: **Primary text** · **Headlines** (rotate 3) · **Description** · **CTA button** · **Destination** · **Creative direction** · **Notes**.

## Launch grid

| Priority | Angles | Audience |
|---|---|---|
| Wave 1 (day 1) | [brick](brick.md) · [check](check.md) · [icewater](icewater.md) · [accident](accident.md) · [foam](foam.md) | Cold, broad UK 28–60 |
| Wave 2 (day 3–5) | [oneside](oneside.md) · [icecream](icecream.md) · [japan*](japan.md) | Cold, interest-layered (natural products, oral care) |
| Retargeting (always on) | [emptytube](emptytube.md) · [check](check.md) | Visitors − purchasers − `dentist_first` exclusion |
| Bench | [maths](maths.md) | Only if Waves 1–2 saturate |

\* `japan` is gated on the supplier spec sheet (§0.2).

Every ad's angle slug must exist in the `AD_ECHO` map in [`web/index.html`](../web/index.html) so the landing line matches the click. The exclusion audience (`dentist_first` event) applies to **all** sales campaigns — that's the honest branch's second tooth (Playbook §9.6), not an optimisation.