How to Build Exhaustive Ad Themes That Convert

When it comes to performance marketing, variety is power. The best campaigns don’t rely on a single storyline — they explore multiple angles, crafted for diverse audience groups. But how do you make sure you’ve covered every possible theme for your ads?

At Sateri Media, we use a structured framework to ensure ad themes are both comprehensive and conversion-ready. While this method works best for a specific product (rather than a whole category), it is especially effective when developing video campaigns.

Step 1: Start With the Product

Choose a single focus product and list all its benefits and features.

Example: A protein bar

• Helps complete daily protein intake

• Keeps hunger at bay

  
  

Step 2: Translate Benefits Into Problems Solved

Each benefit must tie back to a real-world problem. This is where messaging begins to connect.

Example:

• Ensures convenient protein intake

• Works as a quick mid-morning or evening snack

• Doubles as a breakfast replacement

  
  

Step 3: Define Audience Groups

Identify the people who face these problems — and don’t forget the decision makers. Sometimes the buyer isn’t the end user, so both perspectives matter.

Example audience groups:

• Gym enthusiasts

• People who track protein daily

• Students with busy schedules

• Professionals working long hours

  
  

Step 4: Map Audience Expectations

Beyond core benefits, consider what these groups expect from your product. These expectations often unlock secondary but powerful messaging cues.

Example:

• Great taste alongside functionality

• Clean, transparent ingredients (no hidden additives)

  
  

Step 5: Layer in Content Formats

Now combine your “solution + audience group” pairings with different creative styles. This multiplies your content opportunities.

Common formats include:

• Usage/application videos (UGC style)

• Customer testimonials

• Before-and-after storytelling

• Expert validation (doctor, dietician, dermatologist, etc.)

• Influencer-led content (simple usage or skits)

• Founder-driven storytelling

• Brand-style explainer videos

  
  

Step 6: Build the Content Grid

Plot your solutions, audiences, and presentation formats on a grid. This gives you a clear overview of:

• Who you’re speaking to

• What pain points you’re solving

• How you’ll deliver the message

The result? Each “solution + audience” pairing can yield up to seven unique videos — creating a ready-made content library.

Step 7: Bring in the Experts

Finally, collaborate with your creative partners — copywriters, videographers, editors, and agency teams — to execute. The framework provides direction, but it’s the creative craft that brings it to life.

Final Word

Effective advertising is not about one perfect ad — it’s about building a system of themes that speak to multiple motivations and decision drivers. By following this framework, you’ll never run out of fresh, targeted ideas to fuel your campaigns.