Ad campaign teardown template

A teardown explains how a set of ads relates. Instead of collecting every edit as a separate idea, map the concept, what changes across versions and what your team can learn from the differences.

Turn a campaign sample into a readable concept map and a short handoff for your next planning meeting.

Define the campaign sample

Public sources do not always identify campaigns. Treat your grouping as a research convention: a shared product, offer or message observed during a stated period.

Record why you believe these ads belong together.
Keep ad references and observation dates attached to the grouping.
Label uncertain relationships rather than inventing a campaign structure.

Separate concepts from variations

A new crop is not necessarily a new idea. Group ads by their central promise and demonstration, then describe the changes within each group.

Name each concept with a neutral descriptive label.
Record changes in opening, framing, creator, copy, offer or call to action.
Keep a counterexample that challenges your grouping.

Explain what the map makes visible

A useful teardown makes the next discussion shorter. Bring one repeated message, one variation worth studying and one unresolved question. Counts describe your sample only.

Describe the recurring proposition and how it is shown.
Identify which variation changes the idea and which only changes its presentation.
Choose a learning question for your own campaign, not a verdict on the competitor’s results.

A filled example

These invented examples explain how to use the fields. They are not advertiser results.

Grouping rule

Makes the campaign boundary explicit.

Ads featuring the same carry-on bag and packing demonstration, observed in one research session.

Concept

Keeps a repeated idea from being counted several times.

Pack a weekend in one bag.

Variation

Explains what changes within the idea.

One version opens on the packed bag; another starts with the items laid out.

Open question

Turns the teardown into a useful planning discussion.

Which opening makes the amount of storage easier to understand for our product?

Your reusable worksheet

AD CAMPAIGN TEARDOWN
Research date and source:
Product, offer or message:
Grouping rule:
Uncertain relationships:

CONCEPT (repeat per distinct idea)
Neutral label:
Core proposition:
Demonstration:
References:

VARIATIONS
Opening changes:
Framing or creator changes:
Copy or offer changes:
Presentation-only changes:
Counterexample:

HANDOFF
Repeated message:
Variation worth studying:
Missing evidence:
Question for our own campaign:
Owner and next step:

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What this research can tell you

Multiple public ads do not prove scaling, budget or success. This worksheet describes the set you reviewed; it does not reconstruct an advertiser’s private campaign or account.

Bring the references together in Barry

Keep each concept together in a named Barry board, then share the board alongside your teardown. Saving and sharing are Pro features; viewers open shared boards on desktop without an account.

Create your board Take the tour

Continue your research

Competitor ad research template

A free competitor ad research worksheet with sampling rules, observation fields and a filled example. Copy it without signing up.

Creative strategy brief template

Turn ad research into a creative strategy brief with a clear question, audience, proposition, evidence and production constraints. Free worksheet and example.