Coverage comes first because without it, hook strategy is guesswork. You can write a precise, well-targeted hook for a persona the account has never built creative for — and the algorithm has nothing to learn from. Coverage is what decides how many distinct buyer signals the account is generating at any given time. Hooks then determine which buyers each signal calls in. If coverage is narrow, every hook variation is fishing in the same water regardless of how well it is written.
Lifecycle is what keeps the first two from resetting every few months. A well-covered account with strong hooks will eventually build winners — and most accounts treat those winners as finished assets to protect rather than signals to extend. That is when the dependency forms. Managing the lifecycle means the signal from a winner keeps working after the original ad has run its course, because the extensions were built before they were needed.
Each step below links to a playbook. Read them in order, or jump to the part of the system that matches the problem in front of you.