Q. You’re launching ads for a mortgage broker targeting homeowners interested in cash-out refinancing.

You have a budget for 3 new video ads this week.

Which concepts do you test first? *

A) Explainer video: “What is a cash-out refi?”

B) Founder talking head explaining the product

C) Problem-first hooks (debt stress, home repairs, big expenses) with relatable POV

D) High-production brand video showcasing the office

E) Repurposed competitor ads with your branding

Q. After 3 days running 5 ad variations:

Ad A: High CTR (4%), poor lead quality, CPL $85
Ad B: Low CTR (1.2%), strong lead quality, CPL $32
Ad C: Average CTR (2%), lowest CPL ($28), good quality
Ad D: High CTR (3.8%), high CPL ($90)
Ad E: Low spend, not enough data yet

What do you do NEXT? *

A) Kill everything except highest CTR ads

B) Scale Ad C budget immediately 5× times

C) Create 5-10 new ad variations of Ad B’s angle with different hooks

D) Pause all ads and wait for more data

E) Rewrite the landing page copy

Q. A Meta campaign for a finance coaching client shows:

CTR: 4.2%
Landing page conversion rate: 0.8%
CPL: $95 (target is $35)

What’s the MOST LIKELY problem? *

A) Audience targeting too broad

B) Facebook Pixel is broken

C) Ad creative is misleading or doesn’t match landing page expectations

D) Offer isn’t compelling enough

E) Need more budget

Q. We’ve just signed a new client: Alpine Credits

Website: https://alpinecredits.ca/

Your task is to launch their first paid ad campaign.

DO NOT create ads or write copy.
We’re interested in your process and reasoning.

Walk us through how you would approach this:

How would you get context? (business, offer, audience)
What would you test first? (ad angle or hooks, and why?)
How would you turn that idea into an ad? (focus, format, tone)
How would you evaluate early results and decide next steps?

If it’s easier, you can record a short Loom video (or similar tool) walking us through your thought process instead of writing.

Please be specific and explain your reasoning. *

Q. Submit ONE example of your work (video OR script).

You may submit either:

Option A: ONE lead-generation video ad, ...OR

Option B: ONE lead-generation ad script

Please include:

Video link (Drive / Dropbox) for Option A, or script text for Option B
Industry + platform
Your role
Results like CPL, CTR, etc. (if available)

*If you do not have a past video or script:
Write a 30-second video ad script for Alpine Credits (https://alpinecredits.ca).
Choose one of their core services (e.g. personal loans, auto loans, or home financing).

Provide Details Below: *

Email (must match the email from your application) *