Where to start with a new client. How to build audience personas. How to turn those into scroll-stopping angles. How to use the tools at every step without getting overwhelmed.
Where to start
Every new client month starts the same way. Do not open ChatGPT first. Do not start brainstorming. Get the lay of the land, then start building. Skipping these steps leads to generic content that doesn't fit the client.
Click each card for the step-by-step guide.
Check what's already running
Notion Meta Ads Tracker · Meta Ads Library · ChatGPT
Check Dianne's Meta Ads Tracker in Notion first
You don't have direct access to Meta Ads Manager — but Dianne (our Meta Ads specialist) maintains a tracker in Notion with all client ad activity. This is your first stop. Find the client, check their status and what ads have already launched. If anything looks unclear or outdated, message Dianne directly on Discord.
Open Meta Ads Tracker in Notion ↗Then go to Meta Ads Library to see what's live
The tracker tells you what's been launched — the Ads Library shows you what's actually running right now. It's public, no login needed.
facebook.com/ads/library ↗Set the filters correctly
Set Country → Australia. Set Ad category → All ads. Then type the client's name in the search bar and find their verified account. If there are multiple results, look for the one with the most followers or the blue tick.
Screenshot everything or feed it to ChatGPT
Don't screenshot ad by ad — that'll take forever. Instead, install the GoFullPage Chrome extension. It captures the entire page in one click, even the parts you have to scroll to see. Once installed, open the client's Ads Library results page, click the GoFullPage icon in your Chrome toolbar, and it'll save the whole thing as one long image.
Install GoFullPage Chrome extension ↗Alternatively, if Codex is available, ask it to run the Apify Facebook Ads Library scraper to pull the data automatically — no screenshots needed. Either way, once you have the ads, paste or upload them to ChatGPT and use this prompt:
Document your gap findings in Notion
Open the Strategies database in Notion ↗. Find the client's entry for the current coverage period (e.g. June–Aug). Click to open the page and paste your gap notes directly into the page body. This keeps everything documented and reviewable by the head or account manager at any time.
Know the client brief
Notion Strategies database · client intake notes
Open the Strategies database
This is where all client strategy pages live. Open it and look for your client. If they already have a page for the current period — great, open it. If they don't have one yet, you'll create it in the next step.
Open Strategies database in Notion ↗No page yet? Create one now
Since this is a newer process, the client might not have a strategy page yet. Click + New page at the bottom of the database. Set the title to the coverage period — e.g. June–August or June–Aug. Set the Client property to the right clinic. That's it — the page is created. Now open it.
Add your notes in the page body
The page body — the blank area below the properties — is where you put everything. Paste all intake info, audit findings, client restrictions, and notes here. This keeps everything in one place so the AM, the head, or future-you can always get back to it. Here's what to include:
June–August
📋 Client Brief
Two locations: Cockburn Central and Beeliar. Priority services this period: Veneers and Invisalign. Brand tone: modern, premium, clean. AM contact: Manoj.
🔍 Ad Audit — June 2026
Active ads: 3 videos (all Invisalign), 1 static (general). Missing: carousels, objection-handling, Gen Z angles, local trust video. No Veneers creative running at all.
⚠️ Restrictions & AHPRA Notes
No before/after framing. Manoj confirmed: no pricing in ads. Avoid "gentle" and "personalised."
👥 Audience Notes
Cockburn Central: young families, working couples, mid-income. Beeliar: newer suburb, slightly younger demographic. Build personas around professionals + young parents for Veneers, students/young adults for Invisalign.
✅ This Month's Priority
1. Veneer carousel — "how it works" explainer
2. Objection-handling video — Invisalign cost concern
3. 3x static ads — Veneers, different audience angles
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Check past pages if they exist
If this client has previous coverage periods in the database (e.g. a March–May page), scroll through it. What was approved? What did the AM flag? What performed well? Past context is valuable — you're never starting from zero if someone's worked on this client before.
Load it into ChatGPT Projects
Once your notes are in Notion, copy the key info (client brief, restrictions, audience notes) and paste it into the client's ChatGPT Project instructions. Every chat in that project will have the context loaded automatically — no re-pasting each time.
Wait — if we gave the client a 3-month plan and they approved it, can we still change the ads?
Yes, absolutely. The 3-month plan shows the client the overall direction — what services we're promoting, what formats we're using, and what the general strategy looks like. It's not a locked-in list of exactly which ads run. Month by month, we review performance data and adjust what's working, what we pause, and what we push more budget behind. If something isn't landing, we revise the creative and the approach. The plan is the strategy — the execution evolves with the data. You can always note any adjustments in the Notion page so the AM and client are across it.
Understand who books here
ChatGPT · Google Maps · suburb research
Look up the suburb
Google the clinic's suburb + "demographics" or "suburb profile". The ABS Census data and suburb profile sites (like suburbs.com.au or .id.com.au) give you median age, household type, income bracket, and common occupations. This takes 5 minutes and completely changes what angles you build.
Don't want to Google it manually? Use this prompt in ChatGPT or ask Codex to run it. It'll pull the relevant data, give you useful source links, and summarise the audience picture — all in one go.
💡 If you want Codex to pull live data from those URLs automatically, ask it: "Run this suburb research for [Suburb] WA and fetch the .id.com.au suburb profile page for me."
Use ChatGPT to build a local audience snapshot
Paste what you found into ChatGPT and ask it to build an audience picture. Use this prompt:
Cross-reference with the service mix
Now overlay the clinic's priority services. If the suburb skews young families → Invisalign and whitening angles make sense. If it's older professionals → implants and veneers. If it's a mix → you need content for both. This is how you decide which personas to build and which services to prioritise this month.
Build your personas
Before you build one — a quick explanation of what a persona actually is, because it's not what most people think.
❌ Not a persona
"Women, 30–45, interested in cosmetic dentistry, Perth suburbs."
That's a targeting filter. It tells you nothing about why she'd book, what she's afraid of, or what would make her stop scrolling.
✅ A real persona
"Emma, 34, sales manager. Client-facing every day. She's been thinking about veneers for two years but keeps putting it off because she's scared they'll look fake."
Now you know exactly what to say, what format to use, and what the creative needs to make her feel.
Here's what a completed persona looks like:
Emma
34 · Sales Manager
📍 Cockburn Central, WA
Daily context
Client-facing every day — presentations, meetings, video calls. Her appearance is part of her job.
Motivation
Wants to feel as confident as she looks. Teeth are the one thing she's self-conscious about in professional settings.
Biggest fear
Scared veneers will look fake or obvious. Doesn't want people to know she had work done.
What she scrolls past
Generic "get your dream smile" ads. Anything that feels salesy or pushy.
What stops her scroll
"How do you know if veneers will look right for you?" — it's the exact question she has, answered.
Once you understand what a persona is, go to Section 03 in this guide for the full ChatGPT persona builder prompt and six more worked examples. Always run it inside the client's ChatGPT Project so the suburb and service context is already loaded.
Full production flow
This is your complete workflow for a single client in a single month. Each step has a clear input, a clear output, and notes on which tool helps you get there faster. Follow this in order.
Audit the existing ad account
You don't have direct access to Meta Ads Manager — but you don't need it. Dianne (our Meta Ads specialist) maintains a live tracker in Notion with all client ad activity. That's your starting point for the audit. If something looks unclear or isn't updated, ask Dianne directly.
Open Meta Ads Tracker in Notion ↗
Maintained by Dianne · updated per client
Ask Dianne directly
If the tracker doesn't have the info you need or you're unsure about something, message Dianne on Discord. She owns the ad account data.
Here's what the tracker looks like and how to read it:
| Clinic name | Launched ads | Status | Ad Library | Notes |
|---|---|---|---|---|
| Absolute Dental West Perth | Doesn't have an ad account | — | — | |
| Absolute Smiles | ● Live | facebook.com/ads/… | — | |
| Anchorage Dental Care | ● Live | facebook.com/ads/… | — | |
| Glo Dental Clinic | ● Live | facebook.com/ads/… | — |
How to read the tracker
Ads are currently running. Check the Ad Library link to see what's active and screenshot the page with GoFullPage.
Client has no active Meta ads. This is a blank slate — note it and flag to the AM if ads are part of the scope.
Lists the ad titles that have been created or launched. Use this to see what topics and formats have already been used — and what's missing.
Direct link to the client's Meta Ads Library page. Open it, use GoFullPage to screenshot, then feed to ChatGPT for the audit.
Research competitors with Apify + last30days
Run two things in parallel: Apify tells you what your specific competitors are doing, and last30days tells you what's working across dental and healthcare marketing on Meta right now. Together they give you a much sharper brief than either would alone.
Codex — competitor audit via Apify
Codex — trend research with last30days (run straight after)
Build audience personas for the client
Personas are the foundation of everything. Without them, you're writing to "anyone" — which means you're writing to no one. A persona gives each piece of creative a specific person to speak to. You need 4–6 per client, each tied to a different service or life situation. See Section 03 below for the full persona-building process.
Map personas to audience angles and formats
Now you take each persona and decide: what creative angle speaks to this person, and what format delivers it best? A professional worried about their smile in meetings needs a different format than a Gen Z person who wants to look unfiltered on camera. Match the angle to the person and the format to the angle.
Write scripts and copy briefs
Before you start writing, do a quick last30days check on what hook formats are landing on Meta right now. 2 minutes here means your first draft is grounded in current platform behaviour instead of gut feel. Then use ChatGPT to draft — always draft, never final. Your job is to take the output and make it sound real. Then AHPRA-check everything before it leaves your hands.
Codex — last30days hook research (run this first)
ChatGPT — video script draft prompt
ChatGPT — AHPRA compliance check
Brief designers and video editors
Your brief is their instruction set. If it's vague, the output will be vague. Every brief needs enough information for the designer or editor to do their job without having to ask you questions. Verbal handoffs don't count — write it down.
Brief for graphic designer
Brief for video editor
Review finished creatives and AHPRA sign-off
When creatives come back from designers and editors, you do a full review before anything goes live. Check that the brief was followed, the copy wasn't changed, and the visual doesn't imply any clinical outcomes. The head spot-checks — but you are the first line of defence.
Building audience personas
A persona is not a demographic. "Women aged 25–45" is not a persona — it's a targeting filter. A persona is a specific person with a specific reason they'd be thinking about a dental treatment right now. That specificity is what makes the creative feel personal.
❌ Not a persona
"Female, aged 30–45, interested in cosmetic dentistry, located in Perth suburbs."
This is a targeting parameter. It tells you nothing about why she'd book, what she's afraid of, or what would make her stop scrolling.
✅ A real persona
"Emma, 34. Works in sales, client-facing every day. She's been thinking about veneers for two years but keeps putting it off because she doesn't know if it'll look natural. She's scared of looking fake. She'd respond to 'how do you know if veneers will look right for you?'"
ChatGPT — persona builder prompt
Emma, 34
Sales manager · Cockburn Central
Motivation
Client-facing every day. Wants to feel as confident as she looks on the outside.
Fear
Scared veneers will look too fake or obvious. Doesn't want people to know she had work done.
Best format
Short video — "how do you know if veneers are right for you?"
Jordan, 26
Content creator · Fremantle
Motivation
On camera constantly. Their appearance is directly tied to their income and brand.
Fear
Worried about the cost and recovery time. Can't afford to be "off camera" for long.
Best format
Reels-style short video — relatable, fast-cut, no talking head
Priya, 29
Getting married in 8 months · Beeliar
Motivation
Big milestone coming. Will be photographed hundreds of times. Wants to love her photos.
Fear
Not knowing how long the process takes — worried she's left it too late.
Best format
Carousel — "how long do veneers actually take?" timeline explainer
Liam, 22
Uni student + part-time work · Joondalup
Motivation
Wants to look good IRL, not just filtered. Tired of being self-conscious in photos.
Fear
Cost. Assumes it's unaffordable. Doesn't know there are payment options.
Best format
TikTok-style short video — myth-busting or "what does it actually cost?"
Mark, 41
Small business owner · Harrisdale
Motivation
Been thinking about it for years. Keeps putting it off. Genuinely doesn't know where to start.
Fear
Pain, time, and not knowing if it's "worth it" for someone his age.
Best format
Static ad — simple, direct, low-pressure CTA to consultation
Sarah, 38
Mum of two · Treeby
Motivation
Been putting her own needs last for years. Kids are older now. Finally ready to do something for herself.
Fear
Guilt about spending on herself. Worries it's vain. Needs permission to prioritise herself.
Best format
Warm video — emotional angle, no hard sell
From persona to angle
An angle is the emotional lens through which a creative speaks to one person. The same service — veneers — has six different angles depending on who you're speaking to. Here's how to build them.
Step 1 — Pick the persona
Start with one specific person. Emma, 34, sales manager. Not "professional women."
Step 2 — Name their tension
What's stopping them from booking right now? Emma's tension: she's worried it'll look fake.
Step 3 — Reframe the tension
The angle addresses that tension directly. "How do you know if veneers will look right for you?" — it's the question she has, answered.
ChatGPT — angle generation prompt
Tool usage for strategists
You don't need to use every tool. You need to use the right tool at the right step. Here's exactly where each one fits into your workflow and what to ask it to do.
| Workflow step | Tool | What to ask it | Your job |
|---|---|---|---|
| Gap audit | Meta Ads Manager Manual | Review active ads by format and service. Note what's missing. | Create the gap list |
| Competitor research | Apify via Codex Codex | Scrape Facebook Ads Library for 2–3 competitors. Summarise hooks and formats. | Review the brief Codex outputs. Identify the gap. |
| Persona building | ChatGPT You refine | Use the persona builder prompt. Generate 5 personas per client. | Edit out any generic ones. Add local suburb context. |
| Angle generation | ChatGPT You refine | Run the angle generation prompt for each persona. | Cut generic angles. Keep only the ones that feel specific and real. |
| Script drafting | ChatGPT You edit | Use the script draft prompt. Generate the first version. | Rewrite the hook. Cut anything that sounds like an ad. AHPRA check. |
| Copy for statics | ChatGPT You edit | Prompt: "Write headline, body copy, and CTA for [persona] + [service]." | Sharpen the headline. Make sure CTA is soft, not pressured. |
| AHPRA compliance check | ChatGPT You confirm | Run the AHPRA check prompt on all final copy. | Review every flag. If unsure, escalate to the head. |
| Competitor deep dive | NotebookLM You interpret | Upload Apify results + past strategies. Ask "what patterns emerge?" | Pull key insights into your creative brief. |
| Trend & hook research | last30days via Codex Codex | Ask Codex to use last30days to research what hooks, formats, and angles are working on Meta right now. | Use findings to validate your angle choices before writing scripts. |
Sample client week
Here's a worked example using Glo Dental — two locations, focus on Veneers and Invisalign, account manager is Manoj. This is what your Monday-to-Friday looks like when you own this client for the month.
Client details
This month's gap (example)
Account audit + competitor research
Log into Glo's Meta Ads Manager. List all active creatives by format and service. Note what's missing. Then ask Codex to run Apify on 2 nearby competitors — pull their active Facebook ads and summarise the hooks and formats they're using.
Build 5 personas for Veneers + Invisalign
Open Glo's ChatGPT Project (or set one up if it doesn't exist). Run the persona builder prompt twice — once for Veneers, once for Invisalign. Review, cut generic ones, add context about Cockburn Central demographics.
Map personas to angles and formats
Take each persona and run the angle generation prompt. For each one, decide which format fits best — video, static, or carousel. Cross-reference with the gap audit: you need carousels and an objection-handling video, so prioritise those angles.
Write scripts and copy briefs
Draft scripts for the priority videos using the script prompt. Draft copy for the 2 carousels. Draft headlines and CTAs for 3 static ads. Run everything through the AHPRA check prompt. Edit until it sounds human and specific.
Brief designers and video editors
Write a brief for each designer job (2 carousels + 3 statics) and each video editor job (2 videos, 3 hook variations each). Send briefs in writing — no verbal handoffs. Link to brand assets from Notion for designers.
Review finished creatives
Designers and editors deliver. You review every piece against the brief. Check copy is unchanged, sizes are correct, naming convention is applied, and nothing implies a clinical outcome. Flag issues and request corrections same day.
Upload to Meta and queue next week
Upload approved creatives to Glo's Meta Ads Manager. Apply naming convention before upload. Set up campaigns and ad sets correctly. Then flag which clients are next up for the following week to the head.
Performance review
Publishing creatives isn't the end of your job — it's the beginning of the feedback loop. Every month you review performance, document what you find, and use those findings to make the next month's content sharper. All of this lives in the Notion Strategy page so everything is in one place and you can feed it straight to ChatGPT when planning the next cycle.
Step one
Ask Dianne for a performance export from Meta Ads Manager, or check the Notion Meta Ads Tracker for the client. You're looking at four things:
Cost per result
The main number. How much did it cost to get one click, lead, or message? Lower is better. If it's creeping up month on month, the creative is fatiguing.
Click-through rate (CTR)
What percentage of people who saw the ad clicked it. A low CTR means the hook or creative isn't earning attention — people are scrolling past.
Frequency
How many times the same person has seen the same ad. When this gets too high, people stop engaging — they've already seen it. This is creative fatigue in real time.
Leads / messages / bookings
The actual business result — did people enquire or book? If CTR is fine but leads are low, the landing page or offer might be the issue, not the creative.
Step two
✅ Keep running
Leave it running. Don't touch what's working. Make a note in Notion: what's working and why you think it is — this informs next month's angles.
🔄 Test a variation
Don't kill it — create a hook variation. Same angle, same service, different opening line or visual. Ask editors to cut a new hook while the original keeps running.
🛑 Change it up
Pause the creative. Build a new one with a different angle, different persona, or different format. Feed the performance data to ChatGPT and ask why it might have underperformed.
Not sure what the numbers mean? Let ChatGPT interpret them for you.
You don't need to be a data analyst. Once you have the numbers from Dianne or the tracker, paste them into ChatGPT and it'll tell you exactly what's happening and what to do next. Here's how to do it properly.
Open the client's ChatGPT Project first
Always start from inside the client's project — not a general chat. This means ChatGPT already has their brand, strategy, and past content loaded. It can interpret the numbers in context, not in a vacuum.
Get the data from Dianne or the Meta Ads Tracker
Ask Dianne for a performance export for the client, or take the numbers directly from the Meta Ads Tracker in Notion. If Dianne sends you a file (CSV or PDF export), you can upload it directly into the ChatGPT chat — no need to type anything out manually. If she sends the numbers via chat or message, just copy and paste them in using the prompt below.
Upload the file or paste the numbers — then use this prompt
If you're uploading a file, attach it to the chat first then send the prompt. If you're pasting numbers manually, fill in the template below. Either way, ChatGPT will interpret the data and tell you exactly what to do.
ChatGPT — interpret my ad performance (upload file or paste numbers below)
Step three
Once you've documented the performance review in the Notion Strategy page, copy everything — the audit, the strategy, and the performance notes — and paste it into the client's ChatGPT Project. Use these prompts to get clear direction for the next cycle.
ChatGPT — analyse last month's performance and give direction
ChatGPT — build next month's creative plan from performance data
Step four
Use this structure in the page body so every strategy page is consistent. When you open the page next month — or hand it to someone else — everything is right there. Copy the headings below and fill them in as you go through the month.
June–August
📋 Client Brief
Two locations: Cockburn Central and Beeliar. Priority services: Veneers and Invisalign. Brand tone: modern, premium, clean. AM: Manoj.
🔍 Ad Audit
What was already running before we started. Gap list: formats missing, services under-represented, creatives needing refresh.
👥 Audience Notes & Personas
Suburb demographics, audience groups, built personas per service.
🎯 This Month's Strategy
What we built: format mix, services promoted, audience angles, scripts approved.
📊 Performance Review
Fill this in at the end of the month or mid-month check-in.
— Best performing creative: [name] · CTR: [x%] · CPR: [$x]
— Worst performing: [name] · why it likely missed
— Frequency flags: [which creatives need refreshing]
— Leads/bookings this period: [number]
— What to carry forward · What to drop · What to test next
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