When creating ads, the "Assist Me" feature asks you to select an awareness level. This is based on Eugene Schwartz's classic marketing concept - different customers need different messages depending on where they are in their journey.
Think of awareness as a funnel. At the top, people don't even know they have a problem. At the bottom, they're ready to buy. Your ads should match where your audience is.
They don't know they have a problem yet.
Your ad should grab attention and introduce a pain point or desire they haven't considered. This is pure pattern-interrupt - stop the scroll and create curiosity.
Ad Goal: Capture attention with bold visuals and create curiosity about a problem or opportunity.
Don't: Pitch your product, show pricing, or use CTAs like "Buy Now"
Do: Create intrigue, make them feel something, hint at a problem they didn't know they had
They know they have a problem but don't know solutions exist.
Your ad should empathize with their struggle and hint at a solution. They're frustrated and stuck - validate their experience and give them hope.
Ad Goal: Connect emotionally with their pain point and introduce hope that a solution exists.
Don't: Pitch your product directly, jump straight to the solution
Do: Show deep empathy, validate their pain, hint that there IS a way out
They know solutions exist but don't know about YOUR product.
Your ad should differentiate your offering and highlight unique benefits. They're actively comparing options - show them why you're different.
Ad Goal: Showcase what makes your solution unique and better than alternatives.
Don't: Assume they know you, be generic, push for immediate purchase
Do: Clearly articulate what makes you different, show unique benefits
They know about your product but aren't convinced yet.
Your ad should build trust with social proof, testimonials, or demonstrations. They're interested but have doubts - overcome objections with proof.
Ad Goal: Build credibility and trust through proof, results, or guarantees.
Don't: Explain what you do (they already know), be vague about results
Do: Show concrete proof, feature testimonials, address objections, reduce perceived risk
They know your product and are ready to buy.
Your ad should present an irresistible offer with urgency and a clear call-to-action. They just need a reason to act TODAY.
Ad Goal: Drive immediate action with a compelling offer, discount, or limited-time deal.
Don't: Waste space on education, be subtle, bury the offer
Do: Lead with the offer, create urgency, make the CTA bold, drive immediate action
Create different ads for each stage:
The "Assist Me" button generates prompts tailored to each awareness level, using your brand's customer avatar, pain points, and offer details for maximum relevance.