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13 page types. 12 modules. Every framework, template, and tracking setup documented from 160+ presell page deployments.
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0.2% CTR to 0.8% CTR. Same product. Same audience. The only change was the creative system.
The D.R.I.V.E. Creative System behind $15M+ in managed Demand Gen spend. 8 DR Principles. 5 Sacred Creative Rules. 20 images per brief.
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Why Most Demand Gen Creative Gets Scrolled Past
CTR sitting at 0.2-0.3%. CPA climbing. You've tried new audiences, different bidding strategies, even turned the campaign off and back on. Nothing changes because the problem isn't targeting - it's the creative. Most Demand Gen ads look like product catalog pages dropped into someone's Gmail. Clean product shot, brand colors, "Shop Our Collection." The viewer's brain processes it as background noise in 0.4 seconds. We've audited hundreds of these. Average DR Principle score: 12 out of 80. (The brands that stop scrolls know that "Fall asleep in 11 minutes" works harder than "Better Sleep Starts Here." It's not better design - it's direct response principles applied to visual media.)
The deeper issue isn't individual images - it's the absence of a system. Running 20 versions of the same message instead of 4 distinct angles with a 5-image emotional journey. Writing headlines on gut feeling instead of scoring them against a 100-point rubric and killing everything below 70. Serving the same creative to cold audiences who've never heard of you and hot audiences who abandoned their cart yesterday.
How It Works
Step 1
Diagnose
Audit your current creative against 8 battle-tested DR Principles (Specificity, Visceral Language, Tension/Relief, Loss Framing, Borrowed Authority, Proof Integration, One Clear Action, Continuation). Then validate against Cooper's 5 Sacred Principles: max 3-4 text blocks per image, 50/30/20 visual hierarchy, congruency between visual and copy, one idea per image, mobile-first thumb-stop. You'll know exactly which creative gaps are bleeding budget within the first hour.
Step 2
Research
Extract the emotional truth behind your product using 5 questions that go deeper than features. Who is the one specific person? What deeper pain keeps them up at night? What exact customer language do they use? Then apply 3 copy principles (People Not Products, Feelings Not Features, 5-Year-Old Test) to turn product specs into copy that triggers the sensory cortex instead of the analytical brain.
Step 3
Ideate
Map your viewer's emotional journey across all 20 Demand Gen image slots. Five stages (Recognition, Hope, Belief, Desire, Action) each with specific DR Principle assignments, text overlay guidance, and creative pattern selections from 9 universal patterns across 4 families (Formula, Lifestyle, Urgency, Seasonal).
Step 4
Validate
Score every headline using a 100-point rubric with 6 dimensions: 3-Rule Filter (30 pts - Visualizable + Falsifiable + Unique), Relevance (20 pts), Clarity (15 pts), Proofability (15 pts), Uniqueness (10 pts), Visual Synergy (10 pts). Anything below 70/100 gets killed before it costs you money. Then validate persuasion depth using the 5-level Masterson Hierarchy - shallow feature-benefit angles (Level 1-2) get upgraded to transformation and core emotion angles (Level 3-4).
Step 5
Execute
Build your complete creative brief: 4 angles x 5 images per angle. Each image gets a 7-section AI prompt specification (scene composition, lighting, color psychology, product treatment, person direction, environment, style). Hand the brief to your designer, feed the prompts to Midjourney or DALL-E, or use Canva's AI tools. Every asset arrives with Cooper Framework validation, headline scores, and production notes.
The Solution
The Demand Gen Creative System
7 modules. 6 bonuses. Every principle, framework, and template we use internally to build creative that actually converts on Google Demand Gen.
This is the exact D.R.I.V.E. Creative System we run on accounts spending $5K-100K/month. Same 8 DR Principles. Same Cooper Framework. Same headline scoring rubric. Same emotional journey mapping. The only difference is you're building the creative brief instead of us.
Accounts that implement this system typically see CTR improve from 0.2-0.4% to 0.7-1.2% within the first 3-4 weeks. That's not a rounding error - it's the difference between a channel you're ready to shut off and a channel you want to scale.
Before & After
Before
- Generic product-on-white images
- 0.2-0.4% CTR on Demand Gen
- Creative fatigue every 8-12 days
- One creative angle (hope it works)
- Headlines based on gut feeling
- Same creative for all audiences
- $45-75 CPA on display
- Designer guessing what to make
After
- 20 strategically mapped images following the emotional journey
- 0.7-1.2% CTR within 3-4 weeks
- Creative rotation lasting 18+ days
- 4 distinct angles with built-in testing
- Headlines scored on 100-point rubric, 70+ threshold
- Cold/warm/hot creative temperature matching
- $25-35 CPA after implementing DR Principles
- Designer executing from a complete creative brief
Results Across 22 Accounts Using the D.R.I.V.E. Creative System
Creative Performance
| Metric | Before (median) | After 30 days (median) | Improvement |
|---|---|---|---|
| Demand Gen CTR | 0.31% | 0.88% | +184% |
| Demand Gen ROAS | 1.1x (break-even) | 2.8x | +155% |
| CPA on Demand Gen campaigns | $48 | $29 | -40% |
| Headlines killed before launch (scoring rubric) | 0% filtered | 58% filtered pre-launch | quality control |
Based on accounts spending $8K-60K/month on Demand Gen, implemented 2023-2025.
Production Efficiency and Revenue Impact
| Metric | Before (median) | After system adoption (median) | Improvement |
|---|---|---|---|
| Creative production time per brief | 8+ hours | 4 hours | -50% |
| Asset library size (4-angle architecture) | 5-10 random images | 80 strategic images (4 angles x 5 images x 4 ratios) | +700% |
| Demand Gen as % of total revenue | 0% (turned off or break-even) | 18% of total revenue | new channel |
| View-through conversion rate | not tracked | 1.8% on cold audiences | measurable |
Based on 22 accounts across skincare, supplements, fashion, pet products, home goods, and electronics verticals.
What's Inside
See What's Inside
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Bonuses
Bonus 1: AI Image Prompt Library
50 proven AI image generation prompts organized by product category and emotional journey stage. Each prompt includes scene descriptions, style directives, and text overlay placement. Works with Midjourney, DALL-E, Stable Diffusion, and Canva's AI tools. Saves 20+ hours of prompt development.
Bonus 2: Text Overlay Copy Templates
64 fill-in-the-blank text overlay templates organized by DR Principle (8 templates per principle). Each includes the formula, 3 finished examples, and scoring guidance. Copy, customize, and apply to any product in minutes.
Bonus 3: Creative Brief Template
The complete fill-in-the-blank brief that generates a 20-image specification from scratch. Includes the 4-angle framework, emotional journey mapping worksheet, headline scoring sheets, and production notes for designers.
Bonus 4: Headline Scoring Rubric Worksheet
The scoring system in printable/digital format. Covers all 6 headline types with scoring criteria, examples of 70+ and sub-70 headlines for each type, and a performance tracking sheet.
Bonus 5: Aspect Ratio Guide
Complete specifications for all 4 required Demand Gen aspect ratios. Includes safe zones for text placement, platform-specific guidelines, and the design workflow that produces all ratios from a single master design.
Bonus 6: How to Use AI Tools With This System
Step-by-step prompts and workflows for using ChatGPT, Claude, and other AI tools to accelerate every stage of the D.R.I.V.E. system - from emotional truth extraction to headline generation to creative brief assembly. Includes copy-paste prompt templates for each module.
What This Is (and Isn't)
What This Is
- A complete creative strategy system for Google Demand Gen campaigns
- Built from 50+ DG accounts and $15M+ in managed Demand Gen spend
- 8 direct response principles with scoring criteria and application rules
- Immediately actionable - build your first brief this weekend
- Applicable to any ecommerce product category
- A one-time purchase with lifetime updates
What This Isn't
- A design tool or image editor (you'll need Canva, Figma, or a designer)
- A beginner's guide to Google Ads (you need active campaigns or plans to launch Demand Gen)
- A "set it and forget it" automation - you're building creative strategy, which requires thought
- A Meta/Facebook ads course (principles transfer, but this is built for Google Demand Gen specifically)
Is This For You?
This is for you if:
- You're spending $5K+/month on Google Ads and running (or planning to run) Demand Gen campaigns
- Your display/Demand Gen CTR is below 0.7% and you know creative is the bottleneck
- You want a system, not random inspiration - frameworks that work every time
- You're willing to spend a weekend building your first creative brief
- You have a designer, AI tool, or Canva account to produce the final images
- You manage Demand Gen for clients and want a repeatable creative process
This is NOT for you if:
- You haven't set up Google Ads yet (start with the basics first)
- You only run Search campaigns and have no plans for display/Demand Gen
- You want someone to create the images for you (check our DFY services)
- Your product catalog has fewer than 5 SKUs (the testing framework needs product variety)
Tested Across These Verticals
SupplementsSkincareFashionHome GoodsElectronicsPet ProductsFood & BeverageFitness Equipment
What You Get
The D.R.I.V.E. Creative System (7 modules)
BonusBonus 1: AI Image Prompt Library (50 prompts)
BonusBonus 2: Text Overlay Copy Templates (64 templates)
BonusBonus 3: Creative Brief Template
BonusBonus 4: Headline Scoring Rubric Worksheet
BonusBonus 5: Aspect Ratio Guide
BonusBonus 6: How to Use AI Tools With This System
The Guarantee
30-Day Implementation Guarantee
Build one complete creative brief using the D.R.I.V.E. system. If your Demand Gen CTR doesn't improve within 30 days of running the new creative, send me the brief and your before/after metrics. I'll refund every cent.
Frequently asked questions about The Demand Gen Creative System
Ready to Build Your First Brief?
The system takes one weekend to learn and one creative brief to prove.
The GuaranteeSecure checkout via StripeLifetime access
The Demand Gen Creative System