Pre-call research
Walk into the call already knowing their business.
When someone books, Setupp reads their company's website, looks up the ads they run on Meta and Google, picks out the ones that have run longest, checks their competitors, and writes you a brief with questions to ask.
- On Pro, Team and Business
- 100 researched bookings a month on Pro, 300 on Team and 1,000 on Business.
- Ready before you open it
- It runs when the booking lands and takes under a minute.
- The company, never the person
- Public websites and public ad libraries only. The booker never sees it.
One booking, researched
Their business, their ads and their rivals, on the booking.
Atlas Run booked a call. Before anyone opened the booking, Setupp had read their website, counted their ads on Meta and Google, and checked who they compete with.
A brief you can read in a minute
What they sell, who buys it, their pricing and their stage, then three things worth raising and three questions to ask.
Their Meta ads
How many are live on Facebook and Instagram, how long each has run, and which have run for 30 days or more.
Their Google ads
Search, YouTube and Shopping ads for their domain, from Google's Ads Transparency Center.
Who they compete with
Up to three competitors, found with a web search, with their own ad counts beside them.
The tools on their site
Ad pixels, shop platform, email tool: whatever their homepage code gives away.
Pre-call research
Their website and ads
Atlas Run (atlasrun.com), researched 11 Aug
Atlas Run sells running shoes and apparel direct to runners online, with a sock subscription on the side. Most of its paid effort is on Meta and YouTube, and its longest running ads all lead with a 60 day trial, which is likely the offer that sells.
- Sells
- Road and trail running shoes, running apparel, and a sock subscription at $18 a month.
- Customers
- Everyday and club runners in the US and the UK, buying online.
- Pricing
- Shoes from $140. The subscription is $18 a month.
- Size and stage
- An established online brand, hiring for growth roles and launching in new markets.
- Marketing
- Meta and YouTube carry most of the paid effort, with Google Shopping behind them. The site runs on Shopify with Klaviyo for email.
Worth raising
- Their 60 day trial ad has run for 142 days in 4 copies, so it is likely their best performer. Ask what it converts at before pitching new angles.
- They are launching in three new markets, and every live ad is in English with prices in dollars.
- Trailmark runs about twice as many Meta ads, mostly customer videos. Atlas Run's are studio shoots.
Questions to ask
- Which of the three markets launches first, and does the creative need to be in the local language?
- Is the 60 day trial the offer you want to lead with in the new markets?
- Who makes your ads today, and how many new ones go live in a month?
Seen on their website
Meta ads (Facebook and Instagram)
Meta Ad Library38 active ads on the page Atlas Run. The longest has been running 142 days.
Likely winners: active for 30 days or more, longest first.
- Run 60 days. Keep them or send them back.142 days running, 4 copies, video
Every pair comes with a 60 day trial. Free returns, even if they are muddy.
Open the ad - The sock subscription runners keep97 days running, 2 copies, image
Fresh pairs every eight weeks for $18 a month. Skip or stop whenever you like.
Open the ad - The Ridgeline 2 is back in three widths41 days running, carousel
Our trail shoe, now in narrow, regular and wide.
Open the ad
Google ads (Search, YouTube, Shopping)
Ads Transparency Center64 ads for this domain, from Atlas Run Inc. The longest shown for 210 days.
Competitors and their ads
How it runs
It starts when they book, and it is done before you look.
They book with a work email
Setupp takes the company from a website they give on your form, or from their email's domain. A personal address such as Gmail is skipped.
Setupp reads and looks it up
Their homepage, about and pricing pages, Meta's Ad Library, Google's Ads Transparency Center, and a web search for competitors. It takes under a minute.
The brief is on the booking
In your dashboard, in the meeting document from Team, and as a CSV with every ad and competitor in it.
An ad still running after 30 days is probably working.
Nobody keeps paying for an ad that loses money. So Setupp lists the ads that have run for 30 days or more first, longest first, and notes when one ad runs in several copies, which usually means it is being scaled. It calls them likely winners, because spend and results are not public for most ads.
About the company, never the person.
Research reads public websites and the public ad libraries run by Meta and Google. Nothing about the person who booked is looked up: no social profiles, no LinkedIn, no search for their name. The booker never sees any of it. The privacy policy says the same.
Questions
Questions about research.
What does pre-call research look up?
When someone books, Setupp reads their company's website (the homepage, plus the about and pricing pages when they are linked) and notes the tools in its code, such as an ad pixel or the shop platform. It counts the company's live ads in Meta's Ad Library and Google's Ads Transparency Center, lists the ones that have run longest, names up to three competitors and counts their ads too, and writes a short brief with questions to ask. Pro researches 100 bookings a month, Team 300 and Business 1,000.
Does research look into the person who booked?
No. It is about the company only. Setupp starts from the domain of a work email address, or a website typed into your booking form, and never from a personal address such as Gmail. Nothing about the person is looked up: no social profiles, no LinkedIn, no search for their name. The research is shown to your workspace only, and the booker never sees it.
How does Setupp know which ads are working?
It does not know for certain, and it says so. An ad that has been running for 30 days or more is probably paying for itself, because nobody keeps paying for one that is not. Setupp lists those first, longest running first, notes when one ad runs in several copies, and calls them likely winners. Spend and results are not public for most ads, so the brief never states them as fact.
Stop taking calls you would have declined.
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Free for one host, for as long as you like. You don’t need a card or a sales call to start.
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