Iterate

If there's no performance review yet, tell the user to run /performance first. You can't iterate without data.

Ad status context

Read ad statuses from Supabase before planning iterations:

deno task cli ad-status list <segment-slug>

Use ad statuses to inform decisions:

• live ads — these are running. Check performance data to decide: double down (create variants) or retire?
• approved ads — approved but not yet deployed. Consider deploying these before writing new ones.
• feedback ads — have review notes. Read the feedback — these might be worth rewriting rather than starting fresh.
• unreviewed ads — haven't been reviewed yet. Flag these to the user — they should be scored/reviewed before creating more variants.

Use this context to avoid creating variants of ads that are already struggling, and to surface opportunities (e.g. "3 approved ads haven't been deployed yet — want to launch those first?").

Iteration strategy

1. Double down on winners

Take the top-performing live ads and create 2-3 new variants that:

• Keep the winning hook but vary the body copy
• Keep the winning emotional angle but try a different hook format
• Keep the same structure but localise more specifically to the city

2. Fix or kill underperformers

For ads that aren't working:

• If the concept is strong but execution is weak → rewrite with a new hook
• If the concept itself isn't resonating → retire it and try an unused concept from concepts.md
• If targeting seems wrong → suggest ad set changes rather than new copy

For feedback ads that were never fixed, consider rewriting them now using the existing feedback notes.

3. Fresh angles

Look at the empathy work and concepts for angles that haven't been tried yet. Write 2-3 completely new ads that:

• Come from untested concepts
• Try a format not yet used (if only feed ads are running, write Stories/Reels)
• Test a creative variable from the brief (e.g., question hook vs statement hook, emotional vs product-first)

Output

Write new variants to <segment-folder>/ad-copy.md — append them clearly under an "## Iteration [N]" header so the original copy is preserved.

## Iteration 2 — [Date]

*Based on performance review: [date]*
*Strategy: [brief summary of what's being tested]*

### Winner variants

[new variants of top performers]

### New angles

[fresh copy from untested concepts]

### Retired
- [ad name] — retired due to [low CTR / no conversions / etc.]

Keep a clear record of what was tested, what worked, and what was retired. This becomes the institutional memory for the campaign.

Update ad status

After writing new variant ads, update ad statuses in Supabase via the CLI:

How to compute ad IDs

Ad IDs are slugified versions of the ad header. Use this algorithm:

slugify(header):
  1. Lowercase the header text
  2. Replace em dashes (—) with hyphens (-)
  3. Replace en dashes (–) with hyphens (-)
  4. Replace any run of non-alphanumeric characters with a single hyphen (-)
  5. Strip leading and trailing hyphens

What to write

• New variant ads → status unreviewed, empty feedback
• Don't touch existing entries (especially live, approved, or manually-set statuses)

# Set each new variant to unreviewed
deno task cli ad-status set <segment-slug> <ad-id> --status unreviewed

After writing, report how many new ads were added and remind the user to run /score on the new variants.