The League / PULSE
PULSE
Social & Video
Meta Ads
YouTube
TikTok
Creates desire where nobody was searching. Owns the five seconds before the skip, and the part of the market that doesn't know it has a problem yet.
HOW PULSE WORKS
1
Diagnosis
Week 1 · Diagnosis- Frequency and CTR curve per creative, not per campaign
- Library audit: how many genuinely different angles exist
- Pixel and CAPI review: half of Meta's problems are signal, not creative
- Prospecting and retargeting separated
2
Production
Weeks 2–3 · Production- Testing matrix: angles by formats by hooks
- First creative batch, enough to rotate without repeating
- Structure that lets you read which angle wins, not just which ad
3
Rotation
Weeks 4–8 · Rotation- Replacement by frequency threshold, before CPM punishes you
- Winning angles scaled into new formats
- Audiences built on value events, not on interests
4
Feeding
Ongoing · Feeding- New creative batch every month, no exceptions
- Fatigue report per creative, with estimated date of death
- Meta purchases reconciled against GA4
DELIVERABLES
Month 1
Fatigue audit
Which creatives are dead, which are dying, and what not noticing cost you.
Month 1
Angle matrix
The message axes your category allows, prioritised.
Monthly
Creative batch
Enough volume to rotate without repeating.
Monthly
Reconciled report
Meta purchases next to GA4 and to your real sales.
THE NUMBERS
ROAS
On reconciled revenue, not on what Meta attributes to itself.
FREQUENCY
Watched per ad set. It's the leading indicator of CPM.
HOOK RATE
How many get past the first 3 seconds.
CPM
If it rises without a bid change, it's fatigue and not the market.
WHAT PULSE DOES NOT DO
Naming this is the difference between a specialist and a generalist with a big invoice.