Start with the decision
Before running research, decide what you need to learn.Find a format
Ask which ad structures repeat across winners: testimonial, demo, comparison, founder story, problem-solution, offer-led, or UGC.
Find a message
Ask which pains, desires, objections, and proof points show up across competitors and your own reviews.
Find a benchmark
Ask what good looks like for your market: pacing, offer clarity, visual density, hook style, and production quality.
Find the next test
Ask which variable to test next, not just which ad looks good.
Use three signal types
Competitor signal
What other brands are running now, which formats keep repeating, and which ads have stayed live long enough to be worth studying.
Customer-language signal
Reviews, Reddit, comments, support tickets, and sales calls. This is where hooks and objections usually come from.
Do not over-trust one source
Public ad-library data is directional. Your own ad account data is more specific but only reflects what you have tested. Reviews are emotionally rich but not always representative. The best research brief combines all three.If the agent sounds too certain, ask it to separate facts, public signals, and assumptions. Good strategy is honest about confidence.
Better prompts
- “Find same-league competitors, not category giants. I care about brands with similar production quality and budget.”
- “Analyze these ads for hook patterns, not visual style. I want the messaging logic.”
- “Compare competitor winners with our own best ads. Which variable should we test next?”
- “Extract the exact customer phrases from reviews that could become hooks.”
Research output should become context
When research produces a durable learning, save it. Examples:- Winning competitor formats.
- Objections that keep coming up.
- Claims that work or should be avoided.
- Benchmarks for creative performance.
- Audience-specific language.
Competitor research
Learn how Superscale finds and interprets competitor ads.