Sample Monday brief

What lands in your inbox at 7 AM Monday.

Below is a real brief from a plant-based DTC food brand on the Starter plan. Same four sections every week, same direct voice, one specific copy test at the bottom. Length scales with your plan: Starter targets 300 to 400 words, Growth 400 to 550, Scale 550 to 700.

EDGEBRIEF

Dr. Fuhrman entered new keywords this week

cleanleafnaturals.com · Week of April 20, 2026

Headline shift

Amazon pulled its generic text ads from every tracked keyword this week. Last week they held the only paid text-ad position on "oil-free salad dressing," "salt-free dressing," and "vegan condiments." This week, all gone. The category top-of-page is uncontested. Whoever runs text ads next week will face zero headline competition.

Competitor breakdown

Dr. Fuhrman: new entrant on shopping ads with VegiZest Organic Garlic Seasoning at $18.99 on "oil free condiments." First appearance on this keyword set in tracked memory. No text ads, no brand-defense activity on his own name search, which is a gap.

PlantFusion: no category keyword activity this week. Brand search shows three defensive shopping ads, all in supplements and protein powders, outside your category. Worth revisiting whether they're the right tracked competitor for you in Settings.

Hilary's: silent across the board. No keyword ads, no brand defense, nothing changed.

Whitespace

"Oil-free salad dressing" and "vegan oil-free dressing" have zero text ads above the fold. The shopping carousel on those terms is entirely third-party retailers (Walmart, Fruitful Yield) carrying generic SKUs. No category-native brand is speaking directly to the buyer who already typed those exact words.

This week's action

Test "Oil-Free, Salt-Free Dressings Made for Plant-Based Eating" on "vegan oil free dressing." Reason: the text ad slot is empty this week, every shopping result there is a retailer reselling, so a direct-brand text ad with a specific dietary callout will own the click at zero competition.

You're receiving this because you track competitors on Edgebrief. Manage keywords and competitors at edgebrief.io.

How to read it

  • Headline shift: the single most important change in the paid landscape this week. Lead with this.
  • Competitor breakdown: per tracked competitor, what they're running, what changed, and whether they're actually competing on your category right now. Includes brand-name search activity (defense vs conquest).
  • Whitespace: one specific gap nobody is owning right now on the keywords you track.
  • This week's action: one concrete copy test with a specific keyword, headline, and reason. Concrete enough to brief a copywriter tomorrow.

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