A complete paid advertising playbook for Sev7n Bait — built from a deep competitor analysis of Z-Man, 6th Sense, and NLBN, and grounded in the insights from your onboarding call.
Key metrics and context from the onboarding call that shape the entire ad strategy.
Avg. Order Value
$0
Target: $50+
Email List
0+
Warm retargeting asset
FB Monthly Views
0+
When posting consistently
Primary Platform
Strongest organic reach
Unique Underspin Hooks
Multiple collar colors — no competitor offers this variety. This is a genuine product moat.
Extreme Durability
Baits last 10–20x longer than traditional soft plastics. This is the core value proposition.
Authentic Founder Story
Stanley is a real Gulf Coast fisherman. His personality and passion are the brand — lean into it.
Creative Color Names
Known for unique, memorable color names. This is brand IP that builds community.
A breakdown of the paid advertising strategies of Z-Man, 6th Sense, and No Live Bait Needed — the brands Stanley identified as his top competitors and inspirations.
"The Science & Art of Fishing"
Ad Strengths
Copy Style
Technical, feature-driven, authoritative
Key Lesson for Sev7n
Education builds authority. Stanley should create how-to content around the Underspin Hook rig setup.
"Premium Products for Serious Anglers"
Ad Strengths
Copy Style
Benefit-driven, direct, aspirational
Key Lesson for Sev7n
Consistent visual identity matters. Stanley's Blade Runner font and chartreuse green are his brand signature — use them everywhere.
"It's Not A Hobby, It's A Life Style"
Ad Strengths
Copy Style
Authentic, social proof-heavy, urgent
Key Lesson for Sev7n
NLBN is the closest model to what Sev7n should build. Volume testing, UGC, and a strong lifestyle identity are the keys.
NLBN's volume advantage is their biggest moat — they're testing at 35x the rate of 6th Sense.
A prioritized breakdown of the ad formats Sev7n Bait should run, in order of recommended priority and expected ROAS.
UGC / Founder-Led Video
Reels / Feed VideoFacebook + Instagram
Highest authenticity, lowest CPM, best for cold audiences. Stanley's personality IS the brand.
Pro-Staff Tutorial Video
Feed VideoFacebook + Instagram
Builds authority. Show how to rig the Underspin Hook, when to use the Chubby vs Slammer, etc.
Customer Testimonial Carousel
CarouselSocial proof at scale. Use real customer reviews and catch photos. NLBN runs 20+ of these.
Product Showcase Static
Single ImageFacebook + Instagram
Retargeting and catalog ads. Clean product photos with price + CTA. Low cost, high intent.
Start here. Stanley's organic audience is here.
› Cold audience campaigns targeting Gulf Coast fishing interests (35–55 male)
› Warm audience retargeting from page followers + video viewers (3-second views)
› Lookalike audiences built from the 5,000-email list
› Catalog retargeting for website visitors who didn't purchase
› Lower CPM than Google, easier to acquire first customers
After Facebook is profitable. High-intent buyers.
› Google Shopping (requires Merchant Center setup with all SKUs)
› Target keywords: "best redfish lures", "underspin jig heads", "inshore soft plastics"
› Retarget Google non-buyers on Facebook (the full ecosystem loop)
› Competing against Bass Pro, Cabela's, NLBN, Tackle Warehouse
› Requires higher budget — start Facebook first to build data
Stanley has 8 terabytes of content. The question isn't whether to film — it's how to film with a strategy. These are the exact techniques that drive conversions for fishing brands.
The first 3 seconds determine everything. 73% of video ads fail because they look like ads. Use a pattern interrupt.
Don't just hold up the bait — show it working. Underwater footage, the hookset, the fight, the catch.
This is where you explain WHY this bait is different. Keep it to one core message per ad.
Testimonials are NLBN's biggest weapon. Build this into your content from day one.
Tell them exactly what to do. Don't be subtle. Direct response ads need direct CTAs.
The "Iteration" Strategy (From Your Call)
When a video goes viral, don't just repost it. Identify the hook that worked, then create 10–50 variations of that same hook. Change the angle, the opening line, the location — but keep the core hook intact.
The Result First
CuriosityClick to see example →
The Problem/Solution
Pain PointClick to see example →
The Controversy
IntrigueClick to see example →
The Tutorial Tease
EducationClick to see example →
The Social Proof
ProofClick to see example →
The Comparison
Vs.Click to see example →
The Personality Hook
Brand VoiceClick to see example →
The Seasonal Urgency
UrgencyClick to see example →
Ready-to-use copywriting formulas and real ad copy examples tailored to Sev7n Bait's products, voice, and target customer.
Focus on the three products Stanley identified as his top performers. Build bundles to increase AOV from $34 to $50+.
Primary Ad Product
Ad Angle
Durability + Performance
Target Audience
Redfish & Speckled Trout anglers, Gulf Coast
Bundle With
Underspin Hooks
Target AOV
$50+
This is the hero product. Run UGC-style video ads showing it in action. Film underwater footage of the action.
Differentiator Product
Ad Angle
Uniqueness — nobody else has multiple collar colors
Target Audience
Serious inshore anglers who rig their own baits
Bundle With
Top Shelf Slammer + Chubby
Target AOV
$45+
This is the true product moat. Run educational tutorial ads showing how to rig it and why the collar colors matter.
Secondary Ad Product
Ad Angle
Versatility — works for multiple species and techniques
Target Audience
All-around inshore anglers
Bundle With
Underspin Hooks
Target AOV
$40+
Use as a bundle add-on. Run retargeting ads to people who viewed the Slammer or Underspin pages.
Implementing a free shipping threshold at $50 alone adds ~$15 to the average order value.
The Gulf Coast Starter Kit
Top Shelf Slammer (2-pack) + Underspin Hooks (6-pack)
$55–$65
Gets new customers to the free shipping threshold immediately
The Redfish Destroyer Bundle
Top Shelf Slammer + The Chubby + Underspin Hooks
$70–$80
Everything needed for a full redfish trip. High perceived value.
Free Shipping Threshold
Free shipping on all orders over $50
Current AOV: $34.50 → Target: $50
Customers will add $15 of product to avoid shipping costs. Proven to increase AOV.
A phased, prioritized action plan to get Sev7n Bait's paid advertising up and running in 30 days.
Week 1–2
Share Meta Business Manager access with agency
Set free shipping threshold to $50 on Shopify
Create 3 product bundle SKUs in Shopify
Install Facebook Pixel on Shopify store
Set up Google Tag Manager + Google Analytics
Add UTM parameters to all social media links
Film 5 UGC-style videos using the hook formulas above
Post 4–5x per day on Facebook to build data
Week 2–3
Launch cold audience campaign (Top Shelf Slammer)
Build lookalike audience from 5,000-email list
Set up retargeting campaign for website visitors
Launch warm audience campaign (page followers)
Film 3 tutorial videos (how to rig Underspin Hook)
Collect and share 5+ customer testimonials/catch photos
A/B test 2–3 video hooks per product
Set up email welcome sequence for new subscribers
Week 3–4
Review performance data — kill underperformers
Scale budget on winning ad creatives
Launch bundle-focused ads to increase AOV
Identify the best-performing organic video and create 10 variations
Set up Google Merchant Center (product catalog)
Launch Google Shopping campaign (Phase 2)
Weekly performance review call (Fridays 1pm)
Identify next 30 days of content and ad creative
ROAS
2.5x+
Return on Ad Spend. For every $1 spent, aim for $2.50+ in revenue.
CPA
<$15
Cost Per Acquisition. How much it costs to get one new customer.
CTR
>2%
Click-Through Rate. Measures how compelling your ad creative is.
AOV
$50+
Average Order Value. The free shipping threshold is the lever here.
Hook Rate
>30%
% of people who watch past 3 seconds. Measures hook effectiveness.
Hold Rate
>20%
% who watch 25%+ of the video. Measures content quality.
CPM
<$20
Cost Per 1,000 Impressions. Lower = more efficient audience targeting.
Conv. Rate
>2%
Website conversion rate. If low, the landing page needs work.