Gevity Workshop Workbook

Turn campaign ideas into a plan you can act on. Develop the offer, sharpen the creative, and work through the decisions before launch.

Bring sharper questions, stronger creative, and a clear next step to your work.

Published

September 21, 2026

Includes

1 file

Related services

Digital Advertising , Growth Marketing

Get the workbook

Get practical tools for your next campaign, and put the ideas to work.

Keep the thinking on paper

Give your campaign a clear direction before opening Ads Manager. Use the workbook to connect the offer, creative, budget and measurement in a plan your team can act on.

Inside

The First Test Blueprint, three pages covering the goal, offer, audience, creative, budget and review plan.
The Hook Sheet, two pages for developing different opening ideas for one offer.
A six-box campaign board and a two-page group planning exercise.
Six Fix My Funnel scenarios with fictional businesses, example figures and space for your reasoning.

Use it with a real decision

Fill in what you know about your offer. When a field is uncertain, record the assumption and how you would check it. Example thresholds and budgets are prompts for planning, not promises of results.

The First Test Blueprint and Hook Sheet are also available separately.

Fictional workshop scenario Adapted classroom exercise. All names, businesses and figures are fictional; amounts are planning examples, not forecasts.

Priya Raman

Built an app that does the tax and budgeting maths for freelancers

I just need to find the right people to target.

Sells: Free download, then $8 a month after a 14-day trial
Where she is: 400 downloads, all from friends and one Reddit thread
Wants: 500 downloads a month
Her plan: $300 for the month, launching on Facebook, Instagram, TikTok, Reddit and LinkedIn at the same time
How she measures: Checks the App Store dashboard every morning and counts installs
For this exercise: No app event integration has been verified. Priya can run a click test while she investigates it.

1 / 3 Name the constraint

What is actually blocking her?

Her own answer is targeting. Read the facts again before you agree.
- Her audience needs a tighter interest stack.
  
  Not this one
  
  Audience choices matter, but narrowing them does not create a missing install signal. Verify measurement before judging an acquisition campaign.
- She has no verified app-install signal for the ad platform.
  
  Strongest choice
  
  An App Store total tells Priya how many installs occurred. It does not, by itself, verify ad attribution or provide the platform with an install event to optimise against. She needs to check her app measurement setup.
- The creative needs replacing before anything else.
  
  Not this one
  
  There is not enough evidence to blame the creative. A click test can compare hooks, but an install campaign needs a verified install signal first.
From the public workshop · Slides 32 and 40
2 / 3 Choose the next test

She has $300 and one month. What is the next test?
- Split the $300 across five platforms this month.
  
  Not this one
  
  That leaves $60 per platform for the month. Five different auctions and creative contexts would make a small test harder to interpret. Check the chosen platform’s minimum budget before planning any paid test.
- Launch an install campaign before checking app measurement.
  
  Not this one
  
  The test cannot answer an install question until the event setup is verified. Finishing measurement may be the most useful work this month.
- If budget minimums allow, test three hooks on one platform using clicks.
  
  Strongest choice
  
  This is a creative test Priya can label honestly. It can compare response to three ideas while she checks app measurement. If the budget cannot support a useful test, hold it and use interviews or organic creative feedback first.
From the public workshop · Slides 26 and 31
3 / 3 Choose the metric

For the click test she can run now, what does she judge?
- Total installs in the App Store dashboard.
  
  Not this one
  
  This total mixes sources and does not attribute an install to a tested ad. Keep it as business context, not proof of this traffic test.
- Cost per install, even though the install signal is unverified.
  
  Not this one
  
  That would imply measurement she has not established. Once install attribution and paid conversion are verified, she can evaluate acquisition economics.
- Clicks and cost per click by hook, with downstream installs explicitly unproven.
  
  Strongest choice
  
  For this traffic test, record clicks, click rate and cost per click alongside each hook. Decide the review date and spending limit first. A click result is useful creative evidence; it is not install or paying-customer evidence.
From the public workshop · Slides 31, 45 and 47

The immediate lesson: separate a creative click test from an install campaign. Verify measurement and customer economics before treating clicks as acquisition.