H2Tab — May 2026 4-Week Creative Roadmap Tier 1 · 20 assets
Output of the May audit · Coverage Map locked · M2 hero this month, M1 maintenance, M3 Lapsed Buyer test
AND
This roadmap is the output of the H2Tab Strategy Engine Audit. Read the audit first if you haven't.
Signal · Last 90 / 30 / 7 Days
Motion · AND-H2Tab · pulled 2026-05-16
L90
Direction · 90d
$838K spend · 1.32x ROAS · $44 CPA
L30
Trend · 30d
$330K spend · 1.17x ROAS · $47 CPA
L7
Leading Edge · 7d
$77K spend · 1.18x ROAS · $45 CPA
Trend alert: ROAS softened L90 → L30 (1.32 → 1.17). Holding flat into L7. Instagram-organic format emerging in L7 only (3.28 / 2.51 / 2.24 ROAS) — not yet in the Coverage Map.
Winning · scale
Brecka Keynote-Speech1.69 ROAS · $31 CPA · M1.1
MOFUFounderAds2.82 ROAS · $22 CPA · M2.1
Testimonial-Video043.18 ROAS · $39 CPA · M2.1
3D Animation (HYDRO BATH)2.02 ROAS · $33 CPA · M2.3
Underspent · push the vehicle
Tweet statics1.97 ROAS · 1.6% of spend · M2.2
Sale statics3.25 ROAS · 0.3% of spend · M3.1
Instagram-organicL7 only · not in Coverage Map · flag
No New Production
Aesthetic Optimizer cluster0.66 ROAS · $64K spent · audit decision pending
Relief Seeker0.57 ROAS · banned language · rewrite or remove
Coverage Map · What's Active This Month
Activated · 3 macros (1 hero · 1 maintenance · 1 net new test)
17 coverage ads + 3 net new = 20 total
M2 · The Quiet Builder HERO THIS MONTH
Underspent in L90 at 7% of spend but 1.76 ROAS blended. Founder voice, testimonial proof, mechanism explainer. Grow toward 25-30% of spend.
12ads
└ M2.1 · Committed but Stuck
Vehicles: Testimonial-Video04 iteration · MOFUFounder variants
4
└ M2.2 · Trend-Burned Re-Evaluator
Vehicle: Tweet statics (push from 1.6% → 5%+ of spend)
4
└ M2.3 · Mechanism Believer
Vehicle: 3D Animation variants (HYDRO BATH style)
4
M1 · The Trust-Driven Optimizer MAINTENANCE
Was 62% of spend in L90. Holding here at 25% via Brecka Keynote iteration only. No new variants beyond the proven winner.
5ads
└ M1.1 · Brecka Loyalist
Vehicle: Brecka Keynote iteration · find a new hook that beats $31 CPA
5
M3 · The Value Seeker NET NEW TEST
Opportunity macro. First Lapsed Supplement Buyer test on the proven Sale static vehicle (3.25 ROAS at 0.3% of spend L90).
3ads
└ M3.2 · Lapsed Supplement Buyer · NET NEW
Untested in L90. Test on Sale static vehicle. Holding one variable constant (new persona, proven format).
3
20
assets · 5/week
By Bucket
Iterate underspent winners12
Maintenance (M1 Brecka)5
Net New persona test3
By Creative Job
TOF · Borrow Trust9
MOF · Show the Habit8
BOF · Give Them a Reason3
Vehicle Mix · This Month's Production
V1
Testimonial UGC
3.18 ROAS
V2
3D Animation
2.02 ROAS
V3
Tweet static
1.97 · push
V4
Sale static
3.25 · push
V5
Brecka Keynote
1.69 ROAS
V6 · MOFUFounder
(produce from Mar W3
winner template)
(produce from Mar W3
winner template)
Six vehicles in production this month. V3 Tweet static and V4 Sale static are the underspent levers — pushing from <2% combined L90 spend toward 8%+. V1 Testimonial and V2 3D Animation iterate the proven M2 winners. V5 Brecka is M1 maintenance only.
The 4 Weeks · Foundation → Reinforce → Scale + Test → Push + Plan
M2.1
Testimonial-Video04
3.18 ROAS
M2.3
3D Animation
2.02 ROAS
Week 1YOU ARE HERE
Foundation · iterate the underspent M2 winners
5 assets
Mix: 4 iterate · 1 maintenance
Job: 3 MOF · 1 BOF · 1 TOF
What Ships
M2.1Testimonial-Video04 iteration · 2 new hook variants on V1 vehicle.
M2.33D Animation · 2 new variants on V2 (HYDRO BATH style).
M1.1Brecka Keynote · 1 iteration variant on V5.
Hooks In Test This Week
"She'd been doing everything right and still felt off." M2.1 · missing piece
"The thing the wellness-literate already have in their glass." M2.1 · aesthetic optimizer
"This is what hydrogen does at the cellular level." M2.3 · mechanism
Success · Testimonial-Video04 iteration holds ROAS 2.5+ at 1.5x spend · 3D Animation variant beats $35 CPA
M2.2
Tweet static
1.97 ROAS
M2.1
MOFUFounder
new variant
MOFUFounder
new variant
Week 2
Reinforce · scale Tweet static + MOFUFounder
5 assets
Mix: 4 iterate · 1 maintenance
Job: 3 TOF · 1 MOF · 1 BOF
What Ships
M2.2Tweet static series · 3 new variants on V3. Push from 1.6% → 5%+ of spend.
M2.1MOFUFounder · 1 new variant off March W3 winner (2.82 ROAS proven).
M1.1Brecka Keynote · 1 iteration variant.
Hooks In Test This Week
"Not a wellness trend. 2,000+ peer-reviewed studies." M2.2 · study count
"The reason Brecka talks about hydrogen on every pod." M2.2 · credible voice
"Two minutes a day. One thing in the routine that works." M2.1 · founder voice
Success · Tweet static spend share 5%+ at ROAS 1.7+ · MOFUFounder variant beats $25 CPA
M3.2
Sale static · Lapsed
NET NEW
M3.2
Lapsed Buyer
UGC test
Lapsed Buyer
UGC test
Week 3
Scale + Test · first Lapsed Supplement Buyer test
5 assets
Mix: 2 iterate · 1 maintenance · 2 net new
Job: 2 BOF · 2 MOF · 1 TOF
What Ships
M3.2Lapsed Supplement Buyer · 2 net new test assets. Wave 1. Sale static vehicle (3.25 ROAS proven) · "Done buying supplements until I found this" angle.
M2.33D Animation · 1 scale variant (different angle).
M2.2Tweet static · 1 best-performer variant from Week 2.
M1.1Brecka Keynote · 1 iteration variant.
Hooks In Test This Week
"Done buying supplements until I found this." M3.2 · the last one
"They'd dismissed it as a gimmick until the tablet made it low-stakes." M3.2 · turning point
"Hydrogen water bottles cost $250. H2Tab is under $1 a day." M3.1 · price comparison
Success · Lapsed Buyer reaches 1k impressions/variant minimum · Brecka iteration beats $31 CPA OR holds ROAS at 1.5x spend
Lapsed Buyer winner
(if Wk 3 signal)
doubled variant
(if Wk 3 signal)
doubled variant
June roadmap
presented
Thu/Fri
presented
Thu/Fri
Week 4
Push · final wave · present June roadmap
5 assets
Mix: 3 iterate · 1 net new · 1 maintenance
Job: 2 TOF · 2 MOF · 1 BOF
What Ships + What's Built
M3.2Lapsed Buyer · 1 doubled-down variant off Week 3 signal (if hitting).
M2.1Testimonial / MOFUFounder · 1 best-performer variant.
M2.33D Animation · 1 best-performer variant.
M1.1Brecka Keynote · 2 final iteration variants.
EOMMonth-end Motion read · Lapsed Buyer verdict · June roadmap built and presented to client Thu/Fri.
Hooks In Test This Week
"They tried everything before this. Here's what changed." M3.2 · proof story
"Already taking creatine? This is the next thing in your stack." M1.1 · stack justification
"One tablet, one glass of water. That's it." M2.1 · simplest thing
Success · Lapsed Buyer verdict (Scale / Extend / No New Production) · M2 spend share 25%+ · June roadmap approved by client
No New Production · This Month
Existing ads keep running. We are not producing new variants this month for: Aesthetic Optimizer cluster (Bethany / Mazza / Creator briefs / Trybe UGC · 0.66 ROAS · $64K spent L90 · audit decision pending), Relief Seeker (banned-language persona · 0.57 ROAS · awaiting rewrite or removal). Both are open decisions on the audit and may move into June production depending on strategist sign-off.
Full Hook Bank · 12 Hooks Tagged to Micros
"She'd been doing everything right and still felt off." M2.1 · missing piece
"The thing the wellness-literate already have in their glass." M2.1 · aesthetic
"One tablet, one glass of water. That's it." M2.1 · simplest thing
"Two minutes a day. One thing in the routine that works." M2.1 · founder voice
"Not a wellness trend. 2,000+ peer-reviewed studies." M2.2 · study count
"The reason Brecka talks about hydrogen on every pod." M2.2 · credible voice
"You don't have a sleep problem. You have a hydration problem." M2.2 · reframe
"This is what hydrogen does at the cellular level." M2.3 · mechanism
"Done buying supplements until I found this." M3.2 · the last one
"They'd dismissed it as a gimmick until the tablet made it low-stakes." M3.2 · turning point
"Hydrogen water bottles cost $250. H2Tab is under $1 a day." M3.1 · price comparison
"Already taking creatine? This is the next thing in your stack." M1.1 · stack justification