Demand Gen creative that scales
from “good idea” to “system”
We build the creative strategy, scripts, asset plan, and production-ready specs your Google Ads Demand Gen campaigns need to test faster, learn cleaner, and scale what works—without guessing.
Want full execution too? Demand Gen Campaign Management Prefer performance assets? Performance Max Asset Creation
Demand Gen creative deliverables
Everything is designed to reduce ambiguity: what to make, why it should work, how to test it, and what “good” looks like.
Concepts & angles
We develop multiple creative angles tied to a single audience tension, then translate them into testable concepts.
- Offer framing + “why now” hooks
- Competitor differentiation cues
- Proof points you can show (not just claim)
Scripts, storyboards & shot lists
A production-ready plan for short-form video and modular scenes that can be remixed across variants.
- Hook → value → proof → CTA sequencing
- On-screen text + pacing guidance
- Notes for UGC, founders, or product demos
Static asset sets
Image creative built as a system: headline variants, proof modules, and visual layouts you can scale.
- Multiple layouts per concept
- Text-safe and readable designs
- Variant map (what changed, and why)
Asset spec sheet (YouTube + Demand Gen)
A clear checklist for sizes, ratios, length constraints, brand rules, and QA—so nothing gets rejected or under-delivered.
- Format guidance for each placement type
- Safe-area + subtitle considerations
- Upload-ready naming conventions
Landing page message alignment
We map each angle to landing page sections to keep message continuity (and prevent “bait-and-switch” bounces).
- Above-the-fold match checks
- Proof placement + objection handling
- CTA ladder recommendations
Testing roadmap
A prioritised test plan so you’re not guessing what to iterate next—and you can learn faster with fewer variables.
- Hypothesis-first test design
- Variant sequencing guidance
- What to keep constant vs. change
Our creative process
Structured enough to scale, flexible enough to fit your brand voice and production realities.
Diagnose (what’s actually driving demand)
We align on the offer mechanics, the buying context, and what success means. This prevents “creative churn” and keeps testing tight.
- Offer + ICP snapshot (what converts, for whom, and why)
- Production constraints (people, budget, timeline, assets available)
- Brand safety and compliance notes (claims, approvals, restrictions)
Angles (turn insights into testable hypotheses)
We translate your strongest differentiators into angles that can be expressed across video and static assets—with one core idea per test.
- Hook library (pattern interrupts + curiosity + clarity)
- Proof inventory (what you can show on-screen)
- Objection map (what stops action, and how we answer it)
Scripts (make it shootable and repeatable)
Short-form works when it’s structured. We build modular scripts so a single shoot can generate multiple variants.
- Storyboard and shot list per concept
- On-screen text, pacing, and CTA placement
- UGC + founder delivery notes (if relevant)
Design direction (consistent, scalable visuals)
We define a visual system that can expand across variants without creating brand drift.
- Layout options and typography hierarchy
- Template guidance for scale
- Image style and proof presentation rules
Specs + QA (avoid rejections, reduce waste)
We package everything with clear specs and QA rules so assets are platform-ready the first time.
- Demand Gen + YouTube spec sheet
- Text-safe areas, readability, captions, file hygiene
- Naming conventions and upload organisation
Test plan (learn cleanly, then scale)
We deliver a prioritised roadmap that tells you what to test first, what to keep constant, and how to iterate with confidence.
- Variant map (one hypothesis per test)
- Sequencing guidance (what to test before what)
- Iteration rules (when to refresh, kill, or scale)
What this solves for teams running Demand Gen
Less guesswork. More controlled testing. Better creative hygiene for scaling budgets.
“We need more winners”
You don’t need endless random variants. You need a creative system that produces new hypotheses on-demand.
- Angle library → concept sets → repeatable templates
- Clear “what changed” per variant so learning sticks
- Refresh roadmap that prevents creative fatigue
“Our creative feels off-brand (or too safe)”
We balance scroll-stopping patterns with your brand rules—so performance doesn’t create brand drift.
- Design direction and proof presentation rules
- Claim safety and compliance constraints built in
- Consistency across video, static, and landing pages
“We’re wasting spend on weak placements”
Creative and placements work together. We help ensure your assets and safety controls match your tolerance.
- Asset guidance by placement type (what plays where)
- Creative intent mapping (what the user is thinking)
- Optional: Placement Audits & Brand Safety
“We can’t tell what’s working”
We recommend measurement guardrails so creative tests don’t collapse into noisy data.
- Hypothesis-first variant planning
- Test sequence that avoids overlapping variables
- Optional: Conversion Tracking Setup (GA4 + GTM)
Packages & pricing
Choose the level of creative system you need right now. All packages are one-time projects.
$1,700 CAD
Reduce production risk with a clear plan you can execute fast.
- 1 concept + angle direction
- Hook + CTA guidance
- Basic script/story outline (if video)
- Asset checklist and production notes
- Spec sheet for YouTube + Demand Gen
Assumptions: production not included (available as an add-on). Typical timeline: ~7 business days.
$4,800 CAD
Multiple concepts for testing with stronger direction and alignment.
- 3 concepts with scripts / storyboard guidance
- Static layout directions + copy variants
- Sequencing guidance (what to test first)
- Landing page message alignment map
- Workshop / working session
Assumptions: production not included (available as an add-on). Typical timeline: ~2–3 weeks.
$12,500 CAD
A full creative system for scaling across angles, formats, and refreshes.
- 6 concepts + refresh directions
- Systemised templates and production notes
- Variant map + testing roadmap
- 30-day testing readout notes
- Executive summary + next-quarter plan
Assumptions: production not included (available as an add-on). Typical timeline: ~4–6 weeks.
Timeline
Typical delivery depends on package and approvals. We keep it tight with weekly kickoff slots.
- Foundation: ~7 business days
- Growth: ~2–3 weeks
- Scale: ~4–6 weeks
What we need from you
We’ll keep requests lightweight. The best inputs unlock better creative faster.
- Offer + ideal customer context
- Brand guidelines (or examples you like)
- Proof inventory: reviews, stats, outcomes, screenshots
- Approvals flow (who signs off, and how fast)
Content & asset proof
Creative systems work when the underlying assets are genuinely useful, referencable, and aligned to intent.
We do not take on two direct competitors in the same industry and service area at the same time on Tier 2 plans and up. Ask if your niche and location qualify.
A single high-value asset can compound across channels: it earns links, drives engagement, and becomes creative fuel for paid tests.
View case study
Clear intent mapping and better assets lift performance everywhere—organic discovery, paid creative relevance, and on-page conversions.
View case studyFAQ
Answers that help you scope the work and set expectations clearly.
Do you produce the final videos and designs, or just the strategy?
What makes Demand Gen creative different from Search or Performance Max?
How many variants should we test at once?
Can you align creative to landing pages and conversion tracking?
Do you support YouTube assets as well?
What if we already have creative—can you optimise it?
Get your Demand Gen creative plan
Step 1: send your details. Step 2: book a time that works (Calendly opens instantly after submission).