Creative Strategist portfolio

One big idea, built into every ad.

Three brands. Pick one to see the core idea, the finished ads and the briefs.

Choose a brand

Core ideaWho changed this protocol, and when?

AudienceClinical operations, quality and regulatory leaders at biotechs of 11 to 200 people

Top of funnelGet noticed

→

Middle of funnelBuild trust

→

Bottom of funnelAsk for the demo

Click an ad to enlarge.

Top of funnel

Landscape 1.91:1 ad

Landscape 1.91:1 creative brief

Size: 1.91:1 (1200 x 628)

Layout: Text on the left, graphic on the right.

What it shows: A calendar with the inspection date circled and an “Inspection in 6 weeks” tag.

Text on the ad: “Inspection-ready in two weeks”. Support: “Trial documents in one validated home”

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Square 1:1 ad

Square 1:1 creative brief

Size: 1:1 (1200 x 1200)

Layout: Graphic on top, text below.

What it shows: A calendar with the inspection date circled and an “Inspection in 6 weeks” tag.

Text on the ad: “Inspection-ready in two weeks”. Support: “Trial documents in one validated home”

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Middle of funnel

Landscape 1.91:1 ad

Landscape 1.91:1 creative brief

Size: 1.91:1 (1200 x 628)

Layout: Text on the left, graphic on the right.

What it shows: An audit trail panel showing who approved, edited and reviewed a protocol, with a green tick.

Text on the ad: “Find any record in seconds”. Support: “Full history, signed and time-stamped”. Tag: “Audit trail on every file”

Button: No button

Goal: Build trust. Show how the answer works.

Square 1:1 ad

Square 1:1 creative brief

Size: 1:1 (1200 x 1200)

Layout: Graphic on top, text below.

What it shows: An audit trail panel showing who approved, edited and reviewed a protocol, with a green tick.

Text on the ad: “Find any record in seconds”. Support: “Full history, signed and time-stamped”. Tag: “Audit trail on every file”

Button: No button

Goal: Build trust. Show how the answer works.

Bottom of funnel

Landscape 1.91:1 ad

Landscape 1.91:1 creative brief

Size: 1.91:1 (1200 x 628)

Layout: Text on the left, graphic on the right.

What it shows: A submission pack checklist of signed documents with a full green progress bar.

Text on the ad: “Get a fixed quote for your study”. Support: “Before the call ends”. Tag: “Fixed quote per study”

Button: “Book a 20-minute demo”

Goal: Ask for the next step: book the demo.

Square 1:1 ad

Square 1:1 creative brief

Size: 1:1 (1200 x 1200)

Layout: Graphic on top, text below.

What it shows: A submission pack checklist of signed documents with a full green progress bar.

Text on the ad: “Get a fixed quote for your study”. Support: “Before the call ends”. Tag: “Fixed quote per study”

Button: “Book a 20-minute demo”

Goal: Ask for the next step: book the demo.

Top of funnel

Landscape 1.91:1 ad

Landscape 1.91:1 creative brief

Size: 1.91:1 (1200 x 628)

Layout: Text on the left, graphic on the right.

What it shows: A grey 12-month enterprise rollout card beside a green two-week Vaultline Bio card.

Text on the ad: “eTMF Software for Small Biotechs”. Ticks: audit trail on every file, e-signatures built in, live in two weeks

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Square 1:1 ad

Square 1:1 creative brief

Size: 1:1 (1200 x 1200)

Layout: Graphic on top, text below.

What it shows: A grey 12-month enterprise rollout card beside a green two-week Vaultline Bio card.

Text on the ad: “eTMF Software for Small Biotechs”. Ticks: audit trail on every file, e-signatures built in, live in two weeks

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Middle of funnel

Landscape 1.91:1 ad

Landscape 1.91:1 creative brief

Size: 1.91:1 (1200 x 628)

Layout: Text on the left, graphic on the right.

What it shows: A document checklist card with three green ticks.

Text on the ad: “Replace Your Shared Drives”. Ticks: starter SOP templates, migration included, per-study pricing

Button: No button

Goal: Build trust. Show how the answer works.

Square 1:1 ad

Square 1:1 creative brief

Size: 1:1 (1200 x 1200)

Layout: Graphic on top, text below.

What it shows: A document checklist card with three green ticks.

Text on the ad: “Replace Your Shared Drives”. Ticks: starter SOP templates, migration included, per-study pricing

Button: No button

Goal: Build trust. Show how the answer works.

Bottom of funnel

Landscape 1.91:1 ad

Landscape 1.91:1 creative brief

Size: 1.91:1 (1200 x 628)

Layout: Text on the left, graphic on the right.

What it shows: The 12-month enterprise rollout card beside the two-week Vaultline Bio card.

Text on the ad: “Vaultline Bio: Official Site”. Ticks: fixed quote per study, first-study migration included, no enterprise contract

Button: “Book a 20-minute demo”

Goal: Ask for the next step: book the demo.

Square 1:1 ad

Square 1:1 creative brief

Size: 1:1 (1200 x 1200)

Layout: Graphic on top, text below.

What it shows: The 12-month enterprise rollout card beside the two-week Vaultline Bio card.

Text on the ad: “Vaultline Bio: Official Site”. Ticks: fixed quote per study, first-study migration included, no enterprise contract

Button: “Book a 20-minute demo”

Goal: Ask for the next step: book the demo.

Top of funnel

Feed 4:5 ad

Feed 4:5 creative brief

Size: 4:5 (1080 x 1350)

Layout: Graphic on top, headline and button below.

What it shows: Three shared drives and an inbox stacked with file versions, with a worried face.

Text on the ad: “Inspection in 6 weeks. Can you find every signature?” Support: “The panic is a document problem, not a people problem.”

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Story 9:16 ad

Story 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Tall layout: graphic at the top, text kept inside the safe zone.

What it shows: Three shared drives and an inbox stacked with file versions, with a worried face.

Text on the ad: “Inspection in 6 weeks. Can you find every signature?” Support: “The panic is a document problem, not a people problem.”

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Middle of funnel

Feed 4:5 ad

Feed 4:5 creative brief

Size: 4:5 (1080 x 1350)

Layout: Graphic on top, headline and button below.

What it shows: Two protocol versions side by side with a red mismatch mark and a puzzled face.

Text on the ad: “Three shared drives. One inspector.” Support: “Stop losing days to document history.”

Button: No button

Goal: Build trust. Show how the answer works.

Story 9:16 ad

Story 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Tall layout: graphic at the top, text kept inside the safe zone.

What it shows: Two protocol versions side by side with a red mismatch mark and a puzzled face.

Text on the ad: “Three shared drives. One inspector.” Support: “Stop losing days to document history.”

Button: No button

Goal: Build trust. Show how the answer works.

Bottom of funnel

Feed 4:5 ad

Feed 4:5 creative brief

Size: 4:5 (1080 x 1350)

Layout: Graphic on top, headline and button below.

What it shows: The Vaultline Bio protocol list with approved documents and a smiling face.

Text on the ad: “Ready to stop dreading inspection day?” Support: “See your own documents loaded in a 20-minute demo.”

Button: “Book a 20-minute demo”

Goal: Ask for the next step: book the demo.

Story 9:16 ad

Story 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Tall layout: graphic at the top, text kept inside the safe zone.

What it shows: The Vaultline Bio protocol list with approved documents and a smiling face.

Text on the ad: “Ready to stop dreading inspection day?” Support: “See your own documents loaded in a 20-minute demo.”

Button: “Book a 20-minute demo”

Goal: Ask for the next step: book the demo.

Top of funnel

Frame 1, 9:16 ad

Frame 1, 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Opening frame: the scene, a caption and a small tag.

What it shows: A dark green frame: a laptop with an “Inspection tomorrow” checklist and a worried face.

Text on the ad: Caption: “pov: it's the day before the inspection”. Tag: “and nobody knows which SOP is current”

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Frame 2, 9:16 ad

Frame 2, 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: End frame: logo, one line and a tag.

What it shows: A dark green end card with the Vaultline Bio logo.

Text on the ad: “there's a calmer way”. Tag: “one workspace. every change signed.”

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Middle of funnel

Frame 1, 9:16 ad

Frame 1, 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Opening frame: the scene, a caption and a small tag.

What it shows: A white frame: the protocol list with a puzzled face.

Text on the ad: Caption: “how a 30-person biotech finds any SOP in 10 seconds”. Tag: “no more version chaos”

Button: No button

Goal: Build trust. Show how the answer works.

Frame 2, 9:16 ad

Frame 2, 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: End frame: logo, one line and a tag.

What it shows: A white end card with the logo.

Text on the ad: “search. found. signed.” Tag: “protocol amendment 3, history included”

Button: No button

Goal: Build trust. Show how the answer works.

Bottom of funnel

Frame 1, 9:16 ad

Frame 1, 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Opening frame: the scene, a caption and a small tag.

What it shows: A green frame: the document checklist and a smiling face.

Text on the ad: Caption: “book the demo, get the fixed quote”. Tag: “20 minutes. your documents. real price.”

Button: No button

Goal: Ask for the next step: book the demo.

Frame 2, 9:16 ad

Frame 2, 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: End frame: logo, one line and a tag.

What it shows: A green end card with the logo.

Text on the ad: “your quote is waiting”. Tag: “fixed price per study”

Button: Pill: “Fixed quote per study”

Goal: Ask for the next step: book the demo.

Top of funnel

Thumbnail 16:9 ad

Thumbnail 16:9 creative brief

Size: 16:9 (1920 x 1080)

Layout: Huge outlined headline on the left, a big emoji face on the right, a pill along the bottom.

What it shows: A worried face beside three overlapping shared-drive windows.

Text on the ad: “The question inspectors always ask”

Button: Pill: “Who changed this protocol?”

Goal: Get noticed. Name a problem the buyer already feels.

Shorts 9:16 ad

Shorts 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Centred headline with a face above it and a tag pill below.

What it shows: A worried face above the question on dark green.

Text on the ad: “Who changed this protocol?” Tag: “The question inspectors always ask”

Button: Pill tag

Goal: Get noticed. Name a problem the buyer already feels.

Middle of funnel

Thumbnail 16:9 ad

Thumbnail 16:9 creative brief

Size: 16:9 (1920 x 1080)

Layout: Huge outlined headline on the left, a big emoji face on the right, a pill along the bottom.

What it shows: A puzzled face beside shared-drive windows.

Text on the ad: “This SOP mistake fails inspections”

Button: Pill: “Is it hiding in your shared drive?”

Goal: Build trust. Show how the answer works.

Shorts 9:16 ad

Shorts 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Centred headline with a face above it and a tag pill below.

What it shows: A puzzled face above the question.

Text on the ad: “Is it hiding in your shared drive?” Tag: “This SOP mistake fails inspections”

Button: Pill tag

Goal: Build trust. Show how the answer works.

Bottom of funnel

Thumbnail 16:9 ad

Thumbnail 16:9 creative brief

Size: 16:9 (1920 x 1080)

Layout: Huge outlined headline on the left, a big emoji face on the right, a pill along the bottom.

What it shows: A smiling face beside the audit trail panel.

Text on the ad: “What 20 minutes can fix”

Button: Pill: “See your trial files loaded”

Goal: Ask for the next step: book the demo.

Shorts 9:16 ad

Shorts 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Centred headline with a face above it and a tag pill below.

What it shows: A smiling face above the offer.

Text on the ad: “See your trial files loaded” Tag: “What 20 minutes can fix”

Button: Pill tag

Goal: Ask for the next step: book the demo.

Ad specs checked October 2026. Figures and customer details are samples.

Ad briefs

Briefs for the LinkedIn, Instagram and X ads, shown by the stage of the funnel they serve.

V-01LinkedIn single image ad

Your audit date is set. Is your trial master file ready?

Headline: Inspection-ready trial documents in two weeks

Goal: Demo requests (BOFU). Budget: High. Button: Request demo.

Creative brief: Dark green background. Large type: “Your audit date is set.” An inspector speech bubble reads “Who changed this protocol?”. Logo bottom left. Mint tag: “Two weeks to inspection-ready”. One idea only, high contrast.

Measure: Cost per qualified demo; click-through rate.
A/B test: Headline: pain (audit date) vs speed (two weeks).

V-02LinkedIn Thought Leader ad (boosted founder post)

Who changed this protocol, and when?

Goal: Warm up decision makers (MOFU). Budget: High. Button: Learn more.

Creative brief: Founder talking to camera, 30 to 45 seconds, plain background, captions burned in. Open on the question in the first 3 seconds. No logo intro.

Measure: Cost per engaged view; profile visits; demo requests from the ad.
A/B test: Video vs text-only post.

V-03LinkedIn video ad

Three shared drives. One inspector. One question.

Headline: Find any trial document and its history in seconds

Goal: Awareness (TOFU). Budget: Medium. Button: Learn more.

Creative brief: 15-second video. 0 to 3s: speech bubble “Who changed this protocol?” over three open folders. 4 to 11s: workspace, search, record opens, history panel slides in. 12 to 15s: logo and “Walk into your next inspection ready.” Captions on.

Measure: View rate at 3 seconds; cost per click; retargeting pool size.
A/B test: Opening hook: question vs scene.

V-04Instagram Reel ad

Your audit date is set.

Headline: Inspection-ready in 2 weeks

Goal: Retargeting and reach (TOFU). Budget: Low. Button: Learn more.

Creative brief: 9:16 version of the Monday Reel. On-screen hook in the first 2 seconds. Native feel, sound optional, captions on. End card holds on the logo and “Book a demo” for 2 seconds.

Measure: Cost per landing page view; frequency (cap at 3 a week).
A/B test: Hook line: audit date vs inspector question.

V-05X promoted post with website card

Inspector: who changed this protocol?

Headline: Inspection-ready trial documents in two weeks

Goal: Demo requests (BOFU). Budget: Medium. Button: Learn more.

Creative brief: Card image 1.91:1: dark green, “Who changed this protocol, and when?” with the logo. Keep the card headline under 50 characters so it never truncates.

Measure: Cost per link click; cost per demo request.
A/B test: Dry humour post vs plain benefit post.

Core ideaYour EHR contract should not cost more than your new wing.

AudienceHospital CIOs, CFOs, nursing and operations leaders

Top of funnelGet noticed

→

Middle of funnelBuild trust

→

Bottom of funnelAsk for the walkthrough

Click an ad to enlarge.

Top of funnel

Landscape 1.91:1 ad

Landscape 1.91:1 creative brief

Size: 1.91:1 (1200 x 628)

Layout: Text on the left, graphic on the right.

What it shows: A hospital wing marked “On budget” versus an EHR quote stamped “Change order”.

Text on the ad: “One fixed price. Live in 90 days.” Support: “EHR for community hospitals”

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Square 1:1 ad

Square 1:1 creative brief

Size: 1:1 (1200 x 1200)

Layout: Graphic on top, text below.

What it shows: A hospital wing marked “On budget” versus an EHR quote stamped “Change order”.

Text on the ad: “One fixed price. Live in 90 days.” Support: “EHR for community hospitals”

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Middle of funnel

Landscape 1.91:1 ad

Landscape 1.91:1 creative brief

Size: 1.91:1 (1200 x 628)

Layout: Text on the left, graphic on the right.

What it shows: A three-step bar (Setup, Training, Go live) with a flag at the end.

Text on the ad: “A dated plan, not a growing quote”. Support: “See all 90 days from week one”. Tag: “Live in 90 days”

Button: No button

Goal: Build trust. Show how the answer works.

Square 1:1 ad

Square 1:1 creative brief

Size: 1:1 (1200 x 1200)

Layout: Graphic on top, text below.

What it shows: A three-step bar (Setup, Training, Go live) with a flag at the end.

Text on the ad: “A dated plan, not a growing quote”. Support: “See all 90 days from week one”. Tag: “Live in 90 days”

Button: No button

Goal: Build trust. Show how the answer works.

Bottom of funnel

Landscape 1.91:1 ad

Landscape 1.91:1 creative brief

Size: 1.91:1 (1200 x 628)

Layout: Text on the left, graphic on the right.

What it shows: A quote document stamped “Fixed price”.

Text on the ad: “See your fixed quote in 30 minutes”. Support: “And your dated 90-day plan”. Tag: “Fixed quote, dated plan”

Button: “Request a walkthrough”

Goal: Ask for the next step: request a walkthrough.

Square 1:1 ad

Square 1:1 creative brief

Size: 1:1 (1200 x 1200)

Layout: Graphic on top, text below.

What it shows: A quote document stamped “Fixed price”.

Text on the ad: “See your fixed quote in 30 minutes”. Support: “And your dated 90-day plan”. Tag: “Fixed quote, dated plan”

Button: “Request a walkthrough”

Goal: Ask for the next step: request a walkthrough.

Top of funnel

Landscape 1.91:1 ad

Landscape 1.91:1 creative brief

Size: 1.91:1 (1200 x 628)

Layout: Text on the left, graphic on the right.

What it shows: The Setup, Training, Go live bar with a flag.

Text on the ad: “EHR for Community Hospitals”. Ticks: fixed quote in writing, dated 90-day plan, built for under 200 beds

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Square 1:1 ad

Square 1:1 creative brief

Size: 1:1 (1200 x 1200)

Layout: Graphic on top, text below.

What it shows: The Setup, Training, Go live bar with a flag.

Text on the ad: “EHR for Community Hospitals”. Ticks: fixed quote in writing, dated 90-day plan, built for under 200 beds

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Middle of funnel

Landscape 1.91:1 ad

Landscape 1.91:1 creative brief

Size: 1.91:1 (1200 x 628)

Layout: Text on the left, graphic on the right.

What it shows: A hospital building with an “On budget” tag.

Text on the ad: “90-Day EHR Go-Live Plan”. Ticks: setup and data migration, training on your units, on-site go-live support

Button: No button

Goal: Build trust. Show how the answer works.

Square 1:1 ad

Square 1:1 creative brief

Size: 1:1 (1200 x 1200)

Layout: Graphic on top, text below.

What it shows: A hospital building with an “On budget” tag.

Text on the ad: “90-Day EHR Go-Live Plan”. Ticks: setup and data migration, training on your units, on-site go-live support

Button: No button

Goal: Build trust. Show how the answer works.

Bottom of funnel

Landscape 1.91:1 ad

Landscape 1.91:1 creative brief

Size: 1.91:1 (1200 x 628)

Layout: Text on the left, graphic on the right.

What it shows: The Setup, Training, Go live bar with a flag.

Text on the ad: “Hearthchart: Request a Walkthrough”. Ticks: fixed quote and dated plan, reference call available, one price and our team

Button: “Request a walkthrough”

Goal: Ask for the next step: request a walkthrough.

Square 1:1 ad

Square 1:1 creative brief

Size: 1:1 (1200 x 1200)

Layout: Graphic on top, text below.

What it shows: The Setup, Training, Go live bar with a flag.

Text on the ad: “Hearthchart: Request a Walkthrough”. Ticks: fixed quote and dated plan, reference call available, one price and our team

Button: “Request a walkthrough”

Goal: Ask for the next step: request a walkthrough.

Top of funnel

Feed 4:5 ad

Feed 4:5 creative brief

Size: 4:5 (1080 x 1350)

Layout: Graphic on top, headline and button below.

What it shows: A person at a desk with a laptop and a worried face, on wine red.

Text on the ad: “The new wing came in on budget. The EHR did not.” Support: “Why does every rollout cost more than the quote?”

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Story 9:16 ad

Story 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Tall layout: graphic at the top, text kept inside the safe zone.

What it shows: A person at a desk with a laptop and a worried face, on wine red.

Text on the ad: “The new wing came in on budget. The EHR did not.” Support: “Why does every rollout cost more than the quote?”

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Middle of funnel

Feed 4:5 ad

Feed 4:5 creative brief

Size: 4:5 (1080 x 1350)

Layout: Graphic on top, headline and button below.

What it shows: A nurse at a station with a shift-change clock and a puzzled face.

Text on the ad: “Nurses finishing charts after their shift?” Support: “Training on their own units fixes that.”

Button: No button

Goal: Build trust. Show how the answer works.

Story 9:16 ad

Story 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Tall layout: graphic at the top, text kept inside the safe zone.

What it shows: A nurse at a station with a shift-change clock and a puzzled face.

Text on the ad: “Nurses finishing charts after their shift?” Support: “Training on their own units fixes that.”

Button: No button

Goal: Build trust. Show how the answer works.

Bottom of funnel

Feed 4:5 ad

Feed 4:5 creative brief

Size: 4:5 (1080 x 1350)

Layout: Graphic on top, headline and button below.

What it shows: A hospital wing marked “On budget” beside a quote stamped “Change order”, with a smiling face.

Text on the ad: “Tired of EHR surprises?” Support: “Get one fixed quote and a dated plan.”

Button: “Request a walkthrough”

Goal: Ask for the next step: request a walkthrough.

Story 9:16 ad

Story 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Tall layout: graphic at the top, text kept inside the safe zone.

What it shows: A hospital wing marked “On budget” beside a quote stamped “Change order”, with a smiling face.

Text on the ad: “Tired of EHR surprises?” Support: “Get one fixed quote and a dated plan.”

Button: “Request a walkthrough”

Goal: Ask for the next step: request a walkthrough.

Top of funnel

Frame 1, 9:16 ad

Frame 1, 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Opening frame: the scene, a caption and a small tag.

What it shows: A wine red frame: a quote stamped “Change order” and a worried face.

Text on the ad: Caption: “our new wing: on budget. our EHR: change order 3”. Tag: “why is it always the software”

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Frame 2, 9:16 ad

Frame 2, 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: End frame: logo, one line and a tag.

What it shows: A wine red end card with the logo.

Text on the ad: “there's a fixed-price option”. Tag: “one quote. in writing.”

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Middle of funnel

Frame 1, 9:16 ad

Frame 1, 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Opening frame: the scene, a caption and a small tag.

What it shows: A white frame: the Setup, Training, Go live bar and a puzzled face.

Text on the ad: Caption: “what a 90-day EHR rollout actually looks like”. Tag: “week by week, no surprises”

Button: No button

Goal: Build trust. Show how the answer works.

Frame 2, 9:16 ad

Frame 2, 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: End frame: logo, one line and a tag.

What it shows: A white end card with the logo.

Text on the ad: “setup. training. go-live.” Tag: “dated from week one”

Button: No button

Goal: Build trust. Show how the answer works.

Bottom of funnel

Frame 1, 9:16 ad

Frame 1, 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Opening frame: the scene, a caption and a small tag.

What it shows: An amber frame: the Setup, Training, Go live bar and a smiling face.

Text on the ad: Caption: “30 minutes. one fixed quote. one plan.” Tag: “no more change orders”

Button: No button

Goal: Ask for the next step: request a walkthrough.

Frame 2, 9:16 ad

Frame 2, 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: End frame: logo, one line and a tag.

What it shows: An amber end card with the logo.

Text on the ad: “ready when you are”. Tag: “request a walkthrough”

Button: Pill: “Fixed quote, dated plan”

Goal: Ask for the next step: request a walkthrough.

Top of funnel

Thumbnail 16:9 ad

Thumbnail 16:9 creative brief

Size: 16:9 (1920 x 1080)

Layout: Huge outlined headline on the left, a big emoji face on the right, a pill along the bottom.

What it shows: A worried face beside a hospital marked “On budget”.

Text on the ad: “Why EHR projects blow the budget”

Button: Pill: “Three things nobody tells you”

Goal: Get noticed. Name a problem the buyer already feels.

Shorts 9:16 ad

Shorts 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Centred headline with a face above it and a tag pill below.

What it shows: A worried face above the headline on wine red.

Text on the ad: “Three things nobody tells you” Tag: “Why EHR projects blow the budget”

Button: Pill tag

Goal: Get noticed. Name a problem the buyer already feels.

Middle of funnel

Thumbnail 16:9 ad

Thumbnail 16:9 creative brief

Size: 16:9 (1920 x 1080)

Layout: Huge outlined headline on the left, a big emoji face on the right, a pill along the bottom.

What it shows: A puzzled face beside a quote stamped “Change order”.

Text on the ad: “A 90-day EHR plan, explained”

Button: Pill: “Setup. Training. Go-live.”

Goal: Build trust. Show how the answer works.

Shorts 9:16 ad

Shorts 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Centred headline with a face above it and a tag pill below.

What it shows: A puzzled face above the headline.

Text on the ad: “Setup. Training. Go-live.” Tag: “A 90-day EHR plan, explained”

Button: Pill tag

Goal: Build trust. Show how the answer works.

Bottom of funnel

Thumbnail 16:9 ad

Thumbnail 16:9 creative brief

Size: 16:9 (1920 x 1080)

Layout: Huge outlined headline on the left, a big emoji face on the right, a pill along the bottom.

What it shows: A smiling face beside a quote stamped “Fixed price”.

Text on the ad: “What a walkthrough shows you”

Button: Pill: “Your quote. Your dates.”

Goal: Ask for the next step: request a walkthrough.

Shorts 9:16 ad

Shorts 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Centred headline with a face above it and a tag pill below.

What it shows: A smiling face above the headline.

Text on the ad: “Your quote. Your dates.” Tag: “What a walkthrough shows you”

Button: Pill tag

Goal: Ask for the next step: request a walkthrough.

Ad specs checked October 2026. Figures and customer details are samples.

Ad briefs

Briefs for the LinkedIn, Instagram and X ads, shown by the stage of the funnel they serve.

H-01LinkedIn single image ad

Your EHR contract should not cost more than your new wing.

Headline: EHR for community hospitals: one fixed price

Goal: Walkthrough requests (BOFU). Budget: High. Button: Request demo.

Creative brief: Wine background. Left: a hospital wing rendering with “On budget”. Right: an EHR quote with “Change order” stamps. Amber headline: “One fixed quote.” Logo bottom left.

Measure: Cost per qualified walkthrough; click-through rate.
A/B test: Headline: price vs timeline.

H-02LinkedIn Thought Leader ad (boosted founder post)

The new wing came in on budget. The EHR did not.

Goal: Build trust with senior buyers (MOFU). Budget: High. Button: Learn more.

Creative brief: Founder photo or short talking-head video, 30 seconds, captions on. Open on the sentence about the wing. Keep the tone calm and practical.

Measure: Cost per engaged view; comments from target titles; walkthrough requests.
A/B test: Photo vs video.

H-03LinkedIn video ad

Go-live slipped again?

Headline: A dated 90-day EHR plan for community hospitals

Goal: Awareness (TOFU). Budget: Medium. Button: Learn more.

Creative brief: 15-second video. 0 to 3s: calendar months flip and the go-live date slides right. 4 to 11s: 90-day bar fills in three segments. 12 to 15s: logo and “Get your fixed quote and 90-day plan.” Captions on.

Measure: View rate at 3 seconds; cost per click.
A/B test: Calendar hook vs invoice hook.

H-04Instagram Reel ad

Charts finished before shift change.

Headline: EHR built for community hospitals

Goal: Retargeting and nurse-leader reach (TOFU). Budget: Low. Button: Learn more.

Creative brief: 9:16, 15 seconds. A nurse finishes a chart at a station five minutes before shift change. On-screen hook in the first 2 seconds. End on the logo and “Request a walkthrough.” Captions on.

Measure: Cost per landing page view; saves and shares.
A/B test: Nurse scene vs CFO scene.

H-05X promoted post with website card

Hospital wing: on budget.

Headline: One fixed quote. A dated 90-day EHR plan.

Goal: Walkthrough requests (BOFU). Budget: Medium. Button: Learn more.

Creative brief: Card image 1.91:1: wine background, split layout, “On budget” beside “Change order”. Logo bottom left.

Measure: Cost per link click; cost per walkthrough request.
A/B test: Contrast post vs question post.

Core ideaBill the hour you worked, not the hour you remembered.

AudienceSolo lawyers and small law practices of 1 to 10 people

Top of funnelGet noticed

→

Middle of funnelBuild trust

→

Bottom of funnelAsk for the free trial

Click an ad to enlarge.

Top of funnel

Landscape 1.91:1 ad

Landscape 1.91:1 creative brief

Size: 1.91:1 (1200 x 628)

Layout: Text on the left, graphic on the right.

What it shows: Sticky notes with one labelled “Friday evening”.

Text on the ad: “Bill the hours you actually worked”. Support: “Legal billing for solo lawyers”

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Square 1:1 ad

Square 1:1 creative brief

Size: 1:1 (1200 x 1200)

Layout: Graphic on top, text below.

What it shows: Sticky notes with one labelled “Friday evening”.

Text on the ad: “Bill the hours you actually worked”. Support: “Legal billing for solo lawyers”

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Middle of funnel

Landscape 1.91:1 ad

Landscape 1.91:1 creative brief

Size: 1.91:1 (1200 x 628)

Layout: Text on the left, graphic on the right.

What it shows: A green tick on a “Trust account reconciled” card.

Text on the ad: “Trust accounting, one click”. Support: “No spreadsheet. Monthly report built in.” Tag: “Trust accounting built in”

Button: No button

Goal: Build trust. Show how the answer works.

Square 1:1 ad

Square 1:1 creative brief

Size: 1:1 (1200 x 1200)

Layout: Graphic on top, text below.

What it shows: A green tick on a “Trust account reconciled” card.

Text on the ad: “Trust accounting, one click”. Support: “No spreadsheet. Monthly report built in.” Tag: “Trust accounting built in”

Button: No button

Goal: Build trust. Show how the answer works.

Bottom of funnel

Landscape 1.91:1 ad

Landscape 1.91:1 creative brief

Size: 1.91:1 (1200 x 628)

Layout: Text on the left, graphic on the right.

What it shows: A spreadsheet grid with an upload arrow.

Text on the ad: “Start free for 14 days”. Support: “No card. Import your clients today.” Tag: “14 days free, no card”

Button: “Start free, no card”

Goal: Ask for the next step: start the free trial.

Square 1:1 ad

Square 1:1 creative brief

Size: 1:1 (1200 x 1200)

Layout: Graphic on top, text below.

What it shows: A spreadsheet grid with an upload arrow.

Text on the ad: “Start free for 14 days”. Support: “No card. Import your clients today.” Tag: “14 days free, no card”

Button: “Start free, no card”

Goal: Ask for the next step: start the free trial.

Top of funnel

Landscape 1.91:1 ad

Landscape 1.91:1 creative brief

Size: 1.91:1 (1200 x 628)

Layout: Text on the left, graphic on the right.

What it shows: An invoice card (Invoice 0042, $1,050.00) with a Pay now button.

Text on the ad: “Legal Billing Software”. Ticks: track time automatically, invoice in one click, clients pay online

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Square 1:1 ad

Square 1:1 creative brief

Size: 1:1 (1200 x 1200)

Layout: Graphic on top, text below.

What it shows: An invoice card (Invoice 0042, $1,050.00) with a Pay now button.

Text on the ad: “Legal Billing Software”. Ticks: track time automatically, invoice in one click, clients pay online

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Middle of funnel

Landscape 1.91:1 ad

Landscape 1.91:1 creative brief

Size: 1.91:1 (1200 x 628)

Layout: Text on the left, graphic on the right.

What it shows: A running timer (00:42:18) labelled “Probate review”.

Text on the ad: “Trust Accounting Software”. Ticks: built-in trust accounting, one flat price of $59 a month, up to three lawyers. Tag: “Trust accounting built in”

Button: No button

Goal: Build trust. Show how the answer works.

Square 1:1 ad

Square 1:1 creative brief

Size: 1:1 (1200 x 1200)

Layout: Graphic on top, text below.

What it shows: A running timer (00:42:18) labelled “Probate review”.

Text on the ad: “Trust Accounting Software”. Ticks: built-in trust accounting, one flat price of $59 a month, up to three lawyers. Tag: “Trust accounting built in”

Button: No button

Goal: Build trust. Show how the answer works.

Bottom of funnel

Landscape 1.91:1 ad

Landscape 1.91:1 creative brief

Size: 1.91:1 (1200 x 628)

Layout: Text on the left, graphic on the right.

What it shows: The Invoice 0042 card with a Pay now button.

Text on the ad: “Solobrief: Free 14-Day Trial”. Ticks: 14 days free with no card, import clients from a spreadsheet, one flat price of $59 a month. Tag: “14 days free, no card”

Button: “Start free, no card”

Goal: Ask for the next step: start the free trial.

Square 1:1 ad

Square 1:1 creative brief

Size: 1:1 (1200 x 1200)

Layout: Graphic on top, text below.

What it shows: The Invoice 0042 card with a Pay now button.

Text on the ad: “Solobrief: Free 14-Day Trial”. Ticks: 14 days free with no card, import clients from a spreadsheet, one flat price of $59 a month. Tag: “14 days free, no card”

Button: “Start free, no card”

Goal: Ask for the next step: start the free trial.

Top of funnel

Feed 4:5 ad

Feed 4:5 creative brief

Size: 4:5 (1080 x 1350)

Layout: Graphic on top, headline and button below.

What it shows: A wall clock at 9:04 pm with a worried face, on cobalt blue.

Text on the ad: “It's 9 pm. You're billing from memory.” Support: “Half those hours are guesses.”

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Story 9:16 ad

Story 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Tall layout: graphic at the top, text kept inside the safe zone.

What it shows: A wall clock at 9:04 pm with a worried face, on cobalt blue.

Text on the ad: “It's 9 pm. You're billing from memory.” Support: “Half those hours are guesses.”

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Middle of funnel

Feed 4:5 ad

Feed 4:5 creative brief

Size: 4:5 (1080 x 1350)

Layout: Graphic on top, headline and button below.

What it shows: A spreadsheet with an upload arrow and a puzzled face.

Text on the ad: “One wrong trust entry and you're explaining it to the bar.” Support: “Reconcile in one click instead.” Tag: “Trust accounting built in”

Button: No button

Goal: Build trust. Show how the answer works.

Story 9:16 ad

Story 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Tall layout: graphic at the top, text kept inside the safe zone.

What it shows: A spreadsheet with an upload arrow and a puzzled face.

Text on the ad: “One wrong trust entry and you're explaining it to the bar.” Support: “Reconcile in one click instead.” Tag: “Trust accounting built in”

Button: No button

Goal: Build trust. Show how the answer works.

Bottom of funnel

Feed 4:5 ad

Feed 4:5 creative brief

Size: 4:5 (1080 x 1350)

Layout: Graphic on top, headline and button below.

What it shows: A phone showing an invoice with a Pay now button, and a smiling face.

Text on the ad: “Ready to stop billing from memory?” Support: “Try it free. Switch in an afternoon.” Tag: “14 days free, no card”

Button: “Start free, no card”

Goal: Ask for the next step: start the free trial.

Story 9:16 ad

Story 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Tall layout: graphic at the top, text kept inside the safe zone.

What it shows: A phone showing an invoice with a Pay now button, and a smiling face.

Text on the ad: “Ready to stop billing from memory?” Support: “Try it free. Switch in an afternoon.” Tag: “14 days free, no card”

Button: “Start free, no card”

Goal: Ask for the next step: start the free trial.

Top of funnel

Frame 1, 9:16 ad

Frame 1, 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Opening frame: the scene, a caption and a small tag.

What it shows: A cobalt frame: the Invoice 0042 card and a worried face.

Text on the ad: Caption: “pov: friday night, rebuilding your week from memory”. Tag: “every solo lawyer knows this feeling”

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Frame 2, 9:16 ad

Frame 2, 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: End frame: logo, one line and a tag.

What it shows: A cobalt end card with the logo.

Text on the ad: “there's an easier way”. Tag: “a timer that runs while you work”

Button: No button

Goal: Get noticed. Name a problem the buyer already feels.

Middle of funnel

Frame 1, 9:16 ad

Frame 1, 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Opening frame: the scene, a caption and a small tag.

What it shows: A white frame: a “Trust account reconciled” card and a puzzled face.

Text on the ad: Caption: “solo lawyers: stop reconciling trust in a spreadsheet”. Tag: “do this instead”

Button: No button

Goal: Build trust. Show how the answer works.

Frame 2, 9:16 ad

Frame 2, 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: End frame: logo, one line and a tag.

What it shows: A white end card with the logo.

Text on the ad: “one click. reconciled.” Tag: “report done”

Button: No button

Goal: Build trust. Show how the answer works.

Bottom of funnel

Frame 1, 9:16 ad

Frame 1, 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Opening frame: the scene, a caption and a small tag.

What it shows: A yellow frame: the invoice card marked Paid and a smiling face.

Text on the ad: Caption: “switching software in one afternoon”. Tag: “14 days free. no card.”

Button: No button

Goal: Ask for the next step: start the free trial.

Frame 2, 9:16 ad

Frame 2, 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: End frame: logo, one line and a tag.

What it shows: A yellow end card with the logo.

Text on the ad: “your free trial is ready”. Tag: “no card needed”

Button: Pill: “14 days free, no card”

Goal: Ask for the next step: start the free trial.

Top of funnel

Thumbnail 16:9 ad

Thumbnail 16:9 creative brief

Size: 16:9 (1920 x 1080)

Layout: Huge outlined headline on the left, a big emoji face on the right, a pill along the bottom.

What it shows: A worried face beside a running timer (00:42:18).

Text on the ad: “Solo lawyers lose this every week”

Button: Pill: “Is it your billable hours?”

Goal: Get noticed. Name a problem the buyer already feels.

Shorts 9:16 ad

Shorts 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Centred headline with a face above it and a tag pill below.

What it shows: A worried face above the question on cobalt.

Text on the ad: “Is it your billable hours?” Tag: “Solo lawyers lose this every week”

Button: Pill tag

Goal: Get noticed. Name a problem the buyer already feels.

Middle of funnel

Thumbnail 16:9 ad

Thumbnail 16:9 creative brief

Size: 16:9 (1920 x 1080)

Layout: Huge outlined headline on the left, a big emoji face on the right, a pill along the bottom.

What it shows: A puzzled face beside a spreadsheet.

Text on the ad: “The trust accounting mistake lawyers make”

Button: Pill: “Fix it in 10 seconds”

Goal: Build trust. Show how the answer works.

Shorts 9:16 ad

Shorts 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Centred headline with a face above it and a tag pill below.

What it shows: A puzzled face above the headline.

Text on the ad: “Fix it in 10 seconds” Tag: “The trust accounting mistake lawyers make”

Button: Pill tag

Goal: Build trust. Show how the answer works.

Bottom of funnel

Thumbnail 16:9 ad

Thumbnail 16:9 creative brief

Size: 16:9 (1920 x 1080)

Layout: Huge outlined headline on the left, a big emoji face on the right, a pill along the bottom.

What it shows: A smiling face beside a phone showing an invoice.

Text on the ad: “Set up in one afternoon”

Button: Pill: “Your first invoice today”

Goal: Ask for the next step: start the free trial.

Shorts 9:16 ad

Shorts 9:16 creative brief

Size: 9:16 (1080 x 1920)

Layout: Centred headline with a face above it and a tag pill below.

What it shows: A smiling face above the headline.

Text on the ad: “Your first invoice today” Tag: “Set up in one afternoon”

Button: Pill tag

Goal: Ask for the next step: start the free trial.

Ad specs checked October 2026. Figures and customer details are samples.

Ad briefs

Briefs for the LinkedIn, Instagram and X ads, shown by the stage of the funnel they serve.

S-01LinkedIn single image ad

Bill the hour you worked, not the hour you remembered.

Headline: Legal billing software for solo lawyers

Goal: Free trial signups (BOFU). Budget: Medium. Button: Sign up.

Creative brief: Cobalt background. Big yellow headline: “Bill the hour you worked.” Tilted invoice card with “Paid” pill. Logo bottom left.

Measure: Cost per trial started; click-through rate.
A/B test: Headline: keyword (legal billing) vs hook.

S-02LinkedIn Thought Leader ad (boosted founder post)

I used to bill on Friday nights.

Goal: Build trust (MOFU). Budget: Medium. Button: Learn more.

Creative brief: Founder selfie-style video, 30 seconds, captions on. Open on “I used to bill on Friday nights.” Natural, unpolished feel.

Measure: Cost per engaged view; comments; trials started.
A/B test: Video vs text-only.

S-03LinkedIn video ad

It is 9 pm. You are rebuilding your week from memory.

Headline: Track time while you work. Invoice in one click.

Goal: Awareness (TOFU). Budget: Low. Button: Sign up.

Creative brief: 15-second video. 0 to 3s: laptop clock reads 9:04 pm. 4 to 11s: timer runs, time becomes invoice lines, client taps Pay now. 12 to 15s: logo and “Start your 14-day free trial.” Captions on.

Measure: View rate at 3 seconds; cost per click.
A/B test: 9 pm hook vs question hook.

S-04Instagram Reel ad

It is 9 pm. You are billing from memory.

Headline: Free for 14 days

Goal: Free trial signups (TOFU to BOFU). Budget: High. Button: Sign up.

Creative brief: 9:16, 15 seconds, native feel. Open on the 9 pm laptop clock in the first 2 seconds. Quick cuts: timer, invoice, Paid. Yellow end card with “Start free”. Sound optional, captions on.

Measure: Cost per trial started; thumb-stop rate.
A/B test: UGC-style founder clip vs animated Reel.

S-05X promoted post with website card

Bill the hour you worked.

Headline: Legal billing for solo lawyers. Free for 14 days.

Goal: Free trial signups (BOFU). Budget: Low. Button: Learn more.

Creative brief: Card image 1.91:1: cobalt background, yellow “Bill the hour you worked.” and the tilted invoice card.

Measure: Cost per link click; cost per trial started.
A/B test: Short post vs thread-style post.

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Landing Page Strategist Social Media Manager Paid Ads Email/CRM Strategy CRM Lifecycle Back to home

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