We don't guess why an ad works. We score it.
A 100-point system that tells us why an ad converts — and exactly what the next iteration must add.
Without a framework, “what worked” is a vibe.
"It worked — let's make more like it."
No idea which ingredient drove the win, so the next batch is a fresh roll of the dice.
We score every winner 0–100.
The breakdown tells us why it converted and what the next iteration must add.
Briefing the winners is the single biggest separator between winning and losing ad accounts. Most brands skip it — we built a system around it.
Every creative, judged two ways.
"Is the proposition strong?"
A 100-point score — four things that decide whether the offer itself converts.
"Is the delivery viral?"
Six rules — whether the hook, story and format actually earn attention in-feed.
Strong on both = a control we can scale with confidence.
The 100-point score.
Urgent Problem
Does it hit a pain the buyer feels right now?
Unique Promise
Is the solution specific and different from everyone else?
Unquestionable Proof
Is there evidence that makes the claim believable?
Irresistible Offer
Is the deal good enough to act on now?
What the number means.
Broken
The proposition can't carry the ad — fix before spending.
Fixable
It works but leaves money on the table — patch the weakest component first.
Potential control
Strong across the board — scale and protect it.
A winner can score low — and that's the point.
A 50/100 ad that's winning isn't a contradiction — the low scores are a map. Each one tells us exactly what to add next.
- Proof scored low → next test adds testimonials.
- Offer scored low → next test adds a guarantee / risk-reversal.
- Urgency scored low → next test opens on the pain.
Every iteration is a hypothesis, not a guess.
Every weak score has a fix.
Open harder on the pain — a sharper, more visceral hook.
Test a new mechanism — a fresh reason it works.
Add testimonials, reviews, stats, or a live demonstration.
Add a guarantee, risk-reversal, bonus, or real urgency.
Six questions on every winner.
Angle name
The core idea in 3–5 sharp words.
Awareness level
Where the buyer's head is, and the jump the ad asks for.
Belief shift
The false belief out, the new belief in.
The "I want"
The core desire in the buyer's own words.
Identification
The self-image the buyer steps into.
The 100-point score
Every winner scored against the same four-part proposition test.
Built on the direct-response canon — Schwartz's five awareness levels, Bencivenga's proposition math.
Meridian “Outfit-in-One” scored 65/100.
22/25
20/25
9/25
14/25
65/100 — Fixable.
Hook is strong; the proposition is leaking on proof and offer.
- Proof 9/25 → add a customer testimonial + "10,000+ sold."
- Offer 14/25 → add free 30-day returns.
We test the patched version against the original — a hypothesis, not a hunch.
This is why our wins compound.
We can reproduce winners.
We know why an ad won, so we can rebuild the win.
We never waste an iteration.
Every test answers a specific weak score.
We know when to scale.
An 80+ is a control — an earned signal to put real budget behind it.
The score is step 3 of the weekly loop — see the whole process.
See the processWant to see it in action?
We'll score your current ads in a free creative audit — and show you exactly what to fix first.