Jessie Healy

eCommerce Growth & Facebook Ads Marketing Consultant

Building DTC brands to 7 & 8 figures. Co-Founder of Webtopia. Founder of Ecomm Rockets. Podcast host - Ecommerce Impact. $50M spent on Meta & Google Ads. Ex-Etsy. 1X Exit.

My mission is to help you build a profitable, successful DTC brand through better advertising strategies.  Different stages of DTC growth need different types of support: Hitting your first 100k month is the first milestone. Putting in place the systems to get to $10M is a different kind of hard. For each stage in your eCommerce path, I have a solution for you. 

*Not Quite At 7 Figures - But Ambitious to Grow? Ecomm Rockets is my accelerator for early-stage eComm brands that provides growth marketing to get you to your first $100k months, for the next generation of iconic brands. A combination of mentorship, consultancy and teaching, this programme is perfect if you are ready to learn how to get the most out of your Meta and Google Ads. We can also include done-for-you ads management. 

*Established brand - keen to scale up? I have a range of consulting options and a network of partners, as well as very limited slots for full ads management - let me help you find the right fit for your brand's growth and Advertising challenges. 

Agency and Consulting: www.ecommgrowthcollective.com
Personal Website: www.jessiehealy.com

Accelerator: www.ecommrockets.com

Book a free strategy call: https://calendly.com/d/4dk-87x-f84T
The agency I founded and sold in 2023: www.webtopia.co

About Me: The $50 million I have spent on digital advertising for brands like Etsy, RealPlayer, Farfetch, Totter &amp; Tumble, ilabb, Baukjen and Candy Kittens has helped me crack the code to creating profitable ads and growth marketing strategies that convert.After a career spent working for consumer brands like Etsy - I struck out on my own as a freelancer in 2017, and then launched an agency which I grew over 5 years to 7 figures then sold it in 2023. I now work hands-on with brands again.

Not ready to chat just yet - why not sign up to my newsletter? https://ecommercecoach.beehiiv.com/

eCommerce Agency Founder & CEO | eComm Coach | Paid Social & Google Ads & Klaviyo Specialist

My Agency, Webtopia specialises in providing eCommerce businesses with highly optimised digital advertising on Facebook, Instagram, TikTok & Google, as well as Email Marketing with Klaviyo. Our team of 20 eCommerce experts focus on real results driving betweeen 3X and 15X return on investment for  our clients.
We make magic happen like: 

🌟15X ROAS for TWO YEARS (and counting) for an interior brand consistently
🌟Scaling a new brand to £150k a month spend and driving £600k in monthly revenue
🌟3 of our clients turning their side hustle into a million-pound-a-year business.

Jessie Healy 🎨

How to tell if your media buyer is still in 2020... 

1. Open Meta
2. Check if campaigns are set up with BOF/MOF/TOF

If yes... 

I am sorry but they are old school. 😖 

Convince me I am wrong!

Growing DTC brands to 7 & 8 figures. $50M spent on Meta & Google Ads. Ecommerce Marketing Coach & Consultant. Webtopia Founder (now acquired). 1X Exit. Podcast host - Ecommerce Impact Podcast. Ex-Etsy.

Just had devastating meeting with an eComm founder paying through the nose for a terrible rip off agency. 

This time $4K a month in agency fees. On a traffic campaign and a brand awareness campaign. 

Zero strategic advice. 

No creative strategy. 

No landing page help. 

No forecast. 

And campaigns optimised for traffic - which we all know doesn't work. 

All in the $5k bought her maybe 2 hours work for a junior agency employee to upload some ads that look like they were done in Canva. 

Agencies that take on these startup brands and then rinse them like this should be shot. 

There is a better way for new brands, and I am building it. 

My DMs are open if you are sick of this and looking for a solution.

🚨Meta just changed something that will affect how every performance marketer reads their ad results. 🚨

Click-through attribution now only counts actual link clicks.

Every other interaction has moved into a new bucket called Engage-Through Attribution. This replaces the old engaged-view metric and now applies across all formats, not just video.

The engaged-view threshold for video has dropped from 10 seconds to 5 seconds.

Meta’s internal data shows 46% of Reels purchase conversions happen within the first 2 seconds of attention 🤯

That stat alone explains why the change was overdue.

Here is what this means in practice.

Previously, a chunk of conversions that came from clicks on ads (not just outbound link clicks) were sitting inside click-through reporting. Now they are being separated. The click signal becomes cleaner. Engagement signals get their own lane.

In theory the total number of reported conversions should not change much. What will change is where those conversions appear inside the attribution breakdown.

If you want to understand the shift inside your own account, check two places inside Ads Manager:

- Compare Attribution Settings
- Breakdown by Attribution Setting

Both will show you where conversions are moving between click-through and engage-through.

So your data may look different because of this change which will make optimisation messy for a bit. 

Keep monitoring your overall blended ROAS and CAC and don't make any drastic account changes until it settles down.

I haven't jumped in here to tell you how the new agency is going behind the scenes....

3 months since launching officially we are carefully adding one client per month - and we are loving how things are rolling so far.

Our first client is already 33% up year-on-year.

And yes, that’s real Shopify revenue, not Ads Manager numbers.

So how do we drive the growth?

There’s no single silver bullet, it’s about getting the foundations right and staying relentlessly focused on what moves the needle.

Here’s what’s working:
- Creative testing that actually pushes boundaries
- The right set up in Meta to let the algo do it's thing
- Deep understanding of the customer — not just demographics, but motivations
- A strong partnership with the client that gives us room to move fast and try bold ideas

Excited to see where we can take things with our other new clients.

This feels totally different to my first agency - I am flying a plane I have already built before, rather than flying the plane as I build it.

I have said it before, but I will say it again.

If you are a new eComm brand and you haven't yet generated at least some sales by advertising your products to strangers on Meta, Google or TikTok, then you're not ready to hire someone else to do marketing for your product.

If you hire an agency to run a channel you have no understanding of, your chance of getting ripped off is very high.

Opened X this week and the DTC echo chamber is losing its mind over the Manus to Meta Ads Manager integration.

Hot take: I am not ready to hand Meta (Manus) my ad account.

Let me explain.

AI will absolutely change the media buyer role. It already is. Creative testing, reporting, budget shifts, anomaly detection. A lot of the repetitive work is on borrowed time.

But here is where I struggle.

Why would I blindly trust a Meta owned AI platform to tell me how to run ads on Meta?

Meta’s objective is clear. Increase advertiser spend. Increase revenue per advertiser. 
Improve platform yield.

My objective is different. Maximise profitable growth for the brand I represent.

To do this I have to exploit the algorithm better than my competitors, do things a bit differently, find loopholes and sweet-spots, I am not going to this by drinking the Meta Cool Aid.

It is the same reason I do not use Google Analytics as the single source of truth for Google Ads performance. Platforms grade their own homework.

As media buyers, our job is not just to push buttons and maximise platform ROAS, or even just contribution margin. There are often myriad, nuanced and competing objectives to balance.

Our job is to understand:
- How the algorithm behaves
- Where attribution breaks
- How cash flow impacts scale
- What inventory constraints look like
- What margin actually allows

No AI sitting inside the ad platform has full visibility of that context.

Will I test Manus? Of course!

If it can automate reporting, surface patterns faster, or suggest creative angles, that is a win.

But fully autonomous campaign optimisation?

I am sceptical.

The platform does not own that context. I do.

So convince me I am wrong.

Would you hand full control of your ad budget to an AI built by the same company that profits from your spend?

This year marks 10 years since I first hired someone to teach me Meta ads (and 20 years since I started on Google ads!)

It's wild to me that I am still opening up accounts and seeing stuff like this:

Brand spending $20k/month across 14 campaigns, 40+ ad sets. Most campaigns are stuck in learning. Half the ads have under 500 impressions. No signal, no scale, just noise.

Another account stuck with the same 5 ads since summer. Frequency is over 9. CPAs are rising fast. They're still running the same static image with the same hook, wondering why performance is falling off a cliff.

One DTC brand has 40% of their spend hitting past customers... inside their “prospecting” campaign. No exclusions. Creative with no information or benefit messaging.

They're paying Meta to re-sell to people who already bought and scratching their heads at high CAC.

The tactical fixes aren’t complicated. An experienced media buying can restructure an account like this in a few hours.

Yes - it's true - the creative strategy, landing pages and messaging have got harder with increased competition and ad-cost.

But what is wild to me is the fact that the basics aren't even there in so many accounts, still.

I'll say it again though - in case you have still missed it:

Meta rewards simplicity, signal density, and creative testing.

Stop over complicating media buying set up. Start launching more creative tests.

"Meta completely ignores audience exclusions.” True or false? 
Meta have finally confirmed the answer in their latest developer update...

Meta does NOT ignore exclusions, but they are now only a signal, albeit a stronger one than 'interests'. 

This is how it actually works now: 

Meta have said they essentially have hierarchy of 'signals' that they take into account. CRM and pixel data are at the top.

Interest targeting sits way down the bottom of their signal hierarchy, and is now really just loose guidance for when other signal is weak.

Interests, demographics, even gender targeting are no longer hard rules. 

My experience plays this out in reality - when you exclude past customers, website purchasers, or CRM lists, you absolutely reduce delivery to those people. 

I have seen the data. The overlap drops meaningfully, but not completely. It's a signal Meta is taking seriously. 

Meta’s targeting system is built around your objective, with your signals woven in. 
If you select Purchase, the algorithm is scanning for people most likely to purchase based on:

👉️ Your pixel data
👉️ Your conversion history
👉️ Your creative content, style, setting, layout, creators 
👉️ Your copy, headlines and keywords in your video 
👉️ Behavioral signals across the platform

It reads your ad. It interprets intent. It matches message to person.

So how does this shift impact campaign setup?

I always use exclusions when I want to reach new customers. That is non negotiable.

What I do not do anymore is create five ad sets split by micro interests thinking I am “controlling” audience targeting.

When business friends become real friends. This is Mike Koziol.
 
He coached me when I was in the early stages of my agency, only making 200K a year, right up to when I became a seven-figure agency and in the top 1% of female-owned businesses in the UK.

Mike was there for me on every step of the journey, warts and all.

He coached me through the highs and lows and helped me grow a sustainable business that I was able to then sell and have a successful exit from a couple of years ago.
 
I was lucky enough to meet up with Mike in Portugal last year and then this year he came all the way to New Zealand to visit me.

Here we are in Queenstown, having the best time ever, talking a bit too much shop but also talking life, relationships, philosophy, and everything in between.

We even managed to get to a gig and dance in a vineyard under the sun. He met my family, my friends IRL.

Business at the end of the day is about connection, and shared values.

So glad we met by chance all those years ago in an online community!

ps. we walked on foot from lake level up to this viewing platform while others took the easy route in the gondola - a bit of a metaphor there on how we both approach life.

I don't use engagement pods to grow. 

27k people decided to follow me because I (try to) have something useful to say. 

I am not here to hack the algorithm, not the Meta one or this one. 

I believe in sustainable marketing, not BS tricks. 

The End.

Are you still using Ads Manager metrics to measure your creative? 😬 
You are already behind. I was too, watching: CTR. Engagement rate. CPM. Conversion rate.

I believed if the numbers looked good, the creative was good.

Then everything changed.

Meta is not just looking at hard metrics anymore.

The GEM/Andromeda system is actually watching your ads.
Understanding what they are about.
Assessing whether they are unique.
Deciding who they are for.
Choosing when to show them.

If you are only looking at Ads Manager numbers to judge your creative, you are already behind.

After 15 years in eCommerce, I have learned that you have to run to keep up. Creative analysis is no longer manual pattern spotting in a spreadsheet. The algorithm is interpreting context, themes, repetition, and differentiation at scale.
So I started testing a tool that keeps me a step ahead of Meta: 

Aggero. 

This thing is wild. 

It analyses creative in a similar way Meta does.

It has been trained on 7 million hours of content.

And the most interesting part is its “Drivers and Drainers” feature.

It tells you:
• What elements are driving engagement
• What is quietly killing performance
• Which hooks actually hold attention
• Where viewer drop-off happens

As of this week, it plugs directly into your ad account. You can analyse live ads and see exactly what needs to change to get them working harder.

This is where creative strategy is heading.

Not guessing. Not colour-coded spreadsheets.

Machine-level pattern recognition applied to your own ads.

You can keep analysing the old way.

Or you can understand how the platform is really judging your content.
If you want to test the tool, comment 'CREATIVE' and I will ping you the details. 
@Aggero, #AggeroPartner

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Myths about DTC eComm:

- You can't scale if your AOV is less than $30
- You shouldn't enter a category that is already competitive 
- You can never compete against established players with huge budgets 
 
Reality:
 
✅ Native Deoderant has a price point of $13 and scaled to $100M in two years 
✅ True Classic entered one of the most competitive fashion categories - basic tees, and has done $250M in revenue since launching in 2019
✅ HiSmile competes against toothpaste giants and is set to hit $200M in revenue. 
 
Don't believe everything you read - know your customer and your category and you can prove the rule makers wrong.

Spicy debate topic alert! 

Is anyone using the traffic objective to drive top of funnel awareness to feed ASC and other conversion campaigns? 

An account I'm auditing is doing this - with 0 conversions coming from traffic campaigns but very high ROAS in the ASC. 

Some would say turn off the traffic objective, it's driving garbage traffic that is of no value - and that is certainly what I would have said this until very recently. 

But as Meta no longer lets us limit our conversion campaigns to truly cold audiences, I am wondering if there is some validity to using traffic to build out a full funnel and have more cold traffic for the ASC and conversion campaigns to convert. 

But the question then becomes, how do you test whether the traffic campaigns are helping your funnel - aside from doing a test that keeps all other variables the same, and monitoring for 30-60 days to see if your overall funnel performance declines without the upper funnel spend.

What does everyone think? Are traffic campaigns now a valuable part of a DTC funnel? If so, how do we track their efficacy?

Until recently - I thought the only thing holding back a product brand from growing was hitting a profitable customer acquisition cost (CAC) or ROAS. 

Once you hit that number, you can theoretically start to print money by scaling. 
 
It's why we love eComm - as long as your addressable market is big and you solve a big problem, once you crack ads it is off to the races. 
 
Right? I thought so! 
 
But I have been super shocked discover a tonne of businesses actually suffer from the oposite problem. 
 
They are hitting a great CAC and acquiring customers profitably. 
 
But they don't grow because they see media spend as a cost instead of as a growth lever, or they don't feel confident in which channel will actually give a profitable ROI. 
 
Example - a brand doing $80k in monthly revenue, spending $2000 per month paid ads with a 8X tracked ROAS and a blended ROAS of 40X. 
 
This might sound crazy - why don't they just scale spend so they can make more money? I'ts wild. I have seen this in multiple businessses now, particularily those that started out in wholesale or retail where marketing is seen a cost. 
 
They simply haven't grasped that in DTC, the more you spend, the more you make. 
 
The problem seems to be that they don't feel confident enough in their agency to give them more money and they lack the knowledge to know what is working. 

The result - for every business that can't seem to crack ads, there is another business sitting on a goldmine with no idea what they have, and not mining it all. 
 
Has anyone else come across this?

Most brands build ads backwards and it’s exactly why they stay stuck. Instead of starting with the customer, they start with guesswork.

If your ads feel random right now, go back to the source: your buyer.

That’s where the answers and the revenue are hiding.

Which path are you taking right now: the shortcut, or the strategy?

2 ways to create ads, only 1 builds an iconic brand

Last week, Google announced that products from Etsy and Wayfair will now be shoppable directly within its agentic AI search experience.

For anyone in eCommerce, this is not just another product update. It is a structural shift in how discovery, consideration, and purchase happen.

Years ago, I worked at Etsy running Google Shopping. One of the biggest challenges we tackled was making an enormous catalogue of one of a kind products actually discoverable by Google’s crawlers.

We were not dealing with 5,000 SKUs neatly organized into standardized attributes. We were dealing with millions of unique, handmade, vintage, custom items. Each with its own nuances. Each needing to match to a real user query like:

“14k gold minimalist ring under 200”
“Mid century walnut credenza 60 inches”
“Personalized leather anniversary gift”

The heavy lifting was in organising the feed. Making sure Google could understand not just that a product existed, but exactly who it was for and when it should appear.

The goal was to surface the most relevant unique product at the exact moment of intent.

What is changing now is where that moment happens.

With agentic AI search, Google is not just returning links. It is interpreting intent, curating options, and enabling checkout within the experience. That compresses the funnel dramatically.

Discovery, comparison, and transaction are converging.

For marketplaces like Etsy and Wayfair, if the last decade was about ranking in search results and Google shopping queries, the next one is about being structured in a way AI can interpret, trust, and transact on your behalf.

And the same goes for eComm brands - your product data is not a back office function. It is a growth channel, and this update makes this even more the case. 

What are you doing to be ready for this shift?

Meta creative testing structure we start with on most accounts: 

1. Winning creative - running in Advantage Plus Shopping Campaigns (ASC) 

2. Testing creative - CBO, broad audience, very few exclusions. Each persona gets its own ad-set. Once a creative starts to perform - scale 'in place' - because moving creative can kill the winning streak, but duplicate into the ASC. Add new creatives into this structure and new ad-sets when you have a net-new concept or persona with a set of ads. 

3. Set up new creative testing ad-sets within the CBO to ensure creative diversity. 
 
Continue to increase budget to winning campaigns. 
 
Does this work for you? What other structures do you use for testing?

"Everyone has a plan until they get punched in the face."

The Middle East situation was the punch we didn't expect in eComm this week. 

Mike Tyson said it about boxing. It also applies to global supply chains rn. 

What looked like another Red Sea style disruption has turned into something far bigger for global commerce.The Strait of Hormuz is now declared a closed military zone.

For operators this is what it means right now:

- The Suez Canal is now blocked. Carriers are already planning routes around the Cape of Good Hope, adding 10 to 15 days to transit times and burning far more fuel.

- Air freight demand is surging. When sea lanes slow down, high value categories move to air. Electronics and pharma capacity is already being bid up.

- Oil pushing past $85 feeds straight into the cost stack. Packaging production, freight surcharges, and even the last mile van all get more expensive.

This becomes a margin and cash flow situation. 

What can you do now to stay front footed? 

1. Do not wait for delivery delays to happen. Update shipping pages and post purchase emails now. Customers handle the truth far better than surprises.

2. Think about freeing up cash flow to order more stock now, so you have a big buffer if delays happen down the line. Build more buffer into your timelines. 

When supply chains get punched in the face, the brands that stay calm, communicate clearly, and protect stock levels are the ones still standing when things settle.

What else are you doing to prepare or react? 

ps. I know this is a business post - but my thoughts are with anyone currently living in a conflict zone.

With all the changes lately - I wanted to share the Meta Ads Structure that is working for my clients right now. This works for eComm brands from $0-$

Open article: Steal My Exact Meta Media Buying Structure in 2026 by Jessie Healy 🎨 • 2 min read

Steal My Exact Meta Media Buying Structure in 2026

Low AOV doesn’t just hurt your margins.

It makes paid acquisition feel “impossible”.

Here’s a quick AOV boosting idea that you should incorporate into your email + CRO strategy: 

👉 Make your default path a bundle (and send traffic + emails to the bundle page, not individual products).

Most brands do the opposite:

- Ads land on a single product
- Email pushes a single product
- The bundle is hidden in a menu (if it exists at all)

If you want higher AOV, you have to stop treating bundles like an optional add-on.

Make the bundle the default:

“Starter bundle” as the hero
“Best value” bundle (anchor it)
“Deluxe bundle” for price anchoring
Clear comparison table
One-click add to cart

Then align your email:

Abandoned cart flows for bundles
Post-purchase cross-sell built around “complete the set”
Campaign emails that sell the bundle outcome, not the SKU
Bundling is one of the cleanest levers in eComm.

Because it makes the same traffic worth more. The key thing to monitor though is to raise AOV without tanking conversion rates. Figure out the break-even conversion rate and make sure you are above that. 

If you already have bundles: are you actually sending traffic to them, or just hoping customers find them?

Tomasz Sledz

Running ads that 10x your business | Helping brands with media buying | Spent 20 000 000$+ on ads. | Driving results that Soar | DM for a 1:1 Power Hour | Business Consultancy | Funnel Optimization | Paid Social Ads

Your ads are spending.
But your results are stuck.

Read this. ↓

You launch a few new creatives.
They work for a week.
Then CAC climbs, ROAS drops, and scaling breaks again.

So you do what most brands do:
You blame the media buyer.
You tweak targeting.
You "optimize" the account.

But the real issue is simple:
You do not test enough new angles, fast enough.

You have spend.
You have a product that sells.
You just do not have a creative system that keeps performance alive while you scale.

That's what we build.

I'm Tomasz, founder of Impact Media.
We craft research-based direct-response ads, both video and static, built to scale.

What we install:

✅ Deep customer research and angle mining
✅ High-volume creative production (often 100+ ads per month)
✅ Fast testing system to find winners
✅ Scale plan that keeps CAC under control
✅ Funnel and offer fixes when ads need it

Who we've worked with:

Icybear Dental • BioID Health • Dr. Forbes Riley • Crucial Four • Pure Over • Olive + Crate • Star Magic Healing • Awkward Media • 1FIT • Jope • Munera Ventures • Pela Terra • Absolute Dogs • A-OK9 • 3Y Health • Energized Health • EcoWise Supplements • Cadence • Secret Element • Seller Champ

(And other 8-9 figure business covered under NDA)

What this looks like in the real world:

→ 234 ads launched in 6 weeks
→ $50,254 spent
→ $208,265 generated
→ Stock sold out, 1,000+ new customers in a month

If your brand is doing real revenue, but ads are not scaling, send me a DM with "SCALE".

I'll show you the exact gaps in your creative system and what to build next.

Chief Marketing Officer

R.I.P creative strategists. Claude Cowork just killed the job.

I've tested every AI on Meta ad creative. GPT-5. Gemini 3. Llama. None of them got it.

Then Claude Cowork dropped. And everything changed.

I spent 12 hours building a workflow specifically for Meta ads. Fed it $25M worth of winning creative data. Tested it against my best-performing campaigns.

The results:

→ 50+ research-backed ad concepts in under 60 minutes
→ Hook variations that match proven scroll-stoppers
→ Angles mapped to every awareness stage
→ Creative briefs my team can execute same-day

This isn't AI writing generic copy.
This is a system that understands why your ads work and builds more of them.

What used to take my creative strategist a full week now takes an hour. And the output is better.

For brands spending $50K-$500K/month on Meta:

- Your creative team is guessing which angles to test
- Your winners die and nobody knows why
- You're paying $8-15K/month for a strategist who can't keep up with volume

Claude Cowork fixes all of it.

I packaged the entire workflow into 61 copy-paste prompts:

✅ The Ad Concept Generator (50+ ideas in one session)
✅ The Hook Pattern Extractor (reverse-engineers your winners)
✅ The Awareness Stage Mapper (right message, right audience)
✅ The Creative Brief Builder (hand it straight to your team)
✅ The Fatigue Predictor (knows when ads will die before they do)

This took me $25M in spend to figure out. Yours for free.

Comment "COWORK" and I'll send it over.

(We need to be connected for me to DM you)

♻️ Repost and I'll include the full case study showing how this system generated 100+ winning concepts in 30 days.

I scale 7 to 8-figure brands with ads | $30M+ managed | 100+ creatives per month | Scale to $1M/month spend

I've managed $30M+ in Meta ad spend and built a dashboard that tells you if your creative can scale.

Most brands don't know they're dying until ROAS tanks.

The pattern is always the same:
- Creative fatigue kills the account
- Nobody tracks it
- By the time you notice, you've burned 2-3 weeks of budget

So I built the system I wish I had.

Paste 14 numbers from Ads Manager. Takes 5 minutes.

The dashboard auto-calculates 25+ metrics and tells you exactly where you're bleeding:

→ Creative fatigue rate (are your ads dying faster than you're replacing them?)
→ Top 3 concentration risk (one fatigue spike away from disaster)
→ Hook decay rate (catches fatigue before ROAS drops)
→ Creative runway (how many weeks until your winners die?)
→ Launch deficit (are you killing more ads than you're launching?)
→ Win rate trend (is your creative research getting stale?)

Green, yellow, red scoring. You see your creative health at a glance.

For brands spending $50K-$500K/month on Meta:
- Your media buyer is reacting to problems instead of predicting them
- Your creative team doesn't know which ads are about to die
- You're scaling into fatigue without realizing it

This dashboard fixes all of it.

Benchmarks from $30M+ in spend built in. Yours for free.

Comment "HEALTH" and I'll send it over.

(We need to be connected for me to DM you)

♻️ Repost and I'll include the video walkthrough showing exactly how to use it.

I've run ads for Acquisition.com Portfolio and other 8-9 figure businesses. Most brands I talk to still don't understand this one thing:

Creative is targeting.

Meta's algorithm handles audiences now. Your job is feeding it the right creative for each awareness stage.

Most brands blast the same ad to everyone. Cold traffic, warm traffic, retargeting. Same hook. Same angle. Same offer.

Then they wonder why CPAs keep climbing.

Eugene Schwartz figured this out 60 years ago. 5 levels of awareness. 5 different messages.

→ Unaware: They don't know they have a problem
→ Problem Aware: They know the problem, not the solution
→ Solution Aware: They know solutions exist, not yours
→ Product Aware: They know you, haven't bought yet
→ Most Aware: They just need the right offer

Your static ads, UGC, VSLs should strategically map to these stages.

I've managed $30M+ in Meta spend. The brands that scale past $100K/month all have this dialed.

The ones stuck at $20-50K? They're running the same 3 ads to everyone and hoping something sticks.

I put together the exact framework I use on day 1 with every client.

The "Andromeda" Creative Strategy Framework includes:

✅ The awareness stage breakdown (know exactly which ads to run where)
✅ Creative mapping template (match ad types to buyer stages)
✅ The research-first methodology behind $30M in spend
✅ Why "creative is targeting" and how to use it

Comment "CREATIVE" and I'll send it over.

(We need to be connected for me to DM you)

♻️ Repost and I'll include the full strategic memo I give to new clients.

🚨 We're hiring a Full-Time Creative Strategist at Impact Media

We're a performance marketing agency that's manage over $1 mil+ monthly in Meta ad spend for 7-8 figure brands 

We work across e-commerce (D2C), B2B, and lead generation, so you won't be stuck in one niche. Real budgets, variety, and creative freedom to test at scale.

This is a full-time, fully remote position. Not a freelance gig.

What you'll actually do day-to-day:

Research (40%) - Use tools like Foreplay and Meta Ad Library to find winning angles and concepts, then turn that into actionable creative briefs.

Copywriting (30%) - Write high-converting ad scripts for video and static ads across multiple clients. You'll use AI tools to move faster, not as a crutch, but as a multiplier.

Visual Direction (15%) - Develop the look and feel of ads and brief designers and editors on how a concept should come to life.

Creative Collaboration (15%) - Work closely with our Creative Director and brief the production team directly when needed. Clear vision and sharp feedback matter here.

Who we're looking for:
- 1-2+ years of hands-on Meta ads experience (non-negotiable)
- Strong understanding of direct response, you know what makes people stop scrolling and click
- Experience writing video scripts and static ad copy
- Comfortable using AI tools daily to research, write, and iterate faster
- Familiar with Monday.com and Slack
- Perfect English communication skills
- Detail-oriented and self-driven
- Preferably based in or near CET timezone, but open to strong international candidates

The logistics: 
✅ Full-time only, no freelancers or part-time 
✅ Fully remote 
✅ Daily team sync at mid-day CET 

We plan ahead and get tasks to you at the start of each week, but flexibility is essential. Clients send feedback, things shift, and we need someone with full-time availability to move quickly when that happens.

Why this role:
- Lean, high-performing team. 
- 1000 creatives tested per month. 
- Real budgets.
- Full autonomy over your work.

How to apply:

Connect with me and send a DM with:
1. Your portfolio or ad examples
2. A summary of your relevant experience
3. Why you'd be a great fit
4. Your salary expectations

I'll be reviewing applications personally and scheduling calls with the right candidates.

If you don't have Meta ads experience, this isn't the right fit, but feel free to tag someone who'd be perfect for it 👇

I've spent $30M+ on Meta ads. I just built a creative scaling calculator that gives you my creative volume formula for scaling past $100K/month:

Most brands hit $50K/month and crash.

The pattern is always the same:
- 5 ads carrying the whole account
- No creative pipeline behind them
- ROAS dies and nobody saw it coming

I tracked every failure pattern across 200+ accounts. Built the math into one sheet. You just paste 8 numbers from Ads Manager which takes 3 minutes.

Here's what it spit out:

→ Your exact creative burn rate per week
→ How many ads you need launching monthly to stay alive
→ Which ad formats are fatiguing 40% faster than others
→ Your concentration risk score (most brands score "critical")
→ The spend ceiling your current creative volume supports
→ When your next ROAS drop will hit based on decay curves

Green. Yellow. Red. One glance.

Benchmarks from $30M+ in spend baked in.

I packaged the whole thing:

→ The calculator spreadsheet
→ My creative volume formula for scaling past $100K/month

Comment "SCALE" and I'll send it over.

We need to be connected for me to DM you.

We produce 100-170 ads per month. Most inhouse teams struggle to get 10 out the door.

The difference isn't talent. It's workflow.

I've watched brands hire great editors, great strategists, great media buyers. Then lose weeks to revision cycles, unclear briefs, and miscommunication.

One video takes 5 rounds of feedback. By the time it's approved, the trend is dead.

We fixed this with a 12-person team structure that syncs strategists, editors, and media buyers into one machine.

The system:

→ Strategists brief with research, not opinions
→ Editors know exactly what "good" looks like before they start
→ Media buyers flag winners and losers in real-time
→ Feedback loops are 2 rounds max, not 5

At scale, creative velocity is the only competitive advantage. The algorithm rewards volume. The brands testing 15-20 ads per week win. The ones testing 3-4 fall behind.

For brands spending $50K-$500K/month:

- Your team is slow because the process is broken
- Your editors are guessing what you want
- Your strategists aren't connected to performance data

This workflow fixes all of it.

I packaged our entire production system:

✅ Organizational chart (who does what, when)
✅ The feedback loop SOP (2 rounds max)
✅ Brief templates that eliminate guesswork
✅ How to sync strategy, editing, and media buying

Comment "WORKFLOW" and I'll send it over.

(We need to be connected for me to DM you)

♻️ Repost and I'll include the exact brief template we use for every ad.

We tested 600 research based ads in 6 months for one client.

(gemini 3.1 made it possible)

Star Magic needed volume. Not 10 ads a month. Not 20. Hundreds.

The old way: hire UGC creators, wait 2 weeks for deliverables, hope something works, repeat.

The new way: use Gemini 3 to generate scripts, angles, and hooks based on what's already performing. Then hand creators a brief they can't mess up.

The system:

→ Feed Gemini your top 10 performing ads
→ Extract the hook patterns, emotional triggers, and CTAs that work
→ Generate 50+ script variations in an hour
→ Brief creators with research-backed scripts, not vibes

We maintained profitable acquisition for 6 months straight. 2,941 new customers. High subscription retention.

Most brands can't produce enough creative to feed the algorithm. They test 5 ads, find 1 winner, ride it until it dies, then scramble.

This system keeps the pipeline full.

For brands spending $50K-$500K/month:
- Your UGC process is too slow
- Your creators are guessing what to say
- You're not testing enough volume to find consistent winners

I packaged the entire Gemini 3 UGC workflow:

✅ The prompt sequence for script generation
✅ Hook pattern extraction framework
✅ Creator brief template (research-backed, not vibes)
✅ The 100-ad testing calendar we used

Comment "UGC" and I'll send it over.

(We need to be connected for me to DM you)

A clinic owner told me: "We get 200 leads a month. Maybe 15 book. I don't understand."

I looked at their funnel. The problem was obvious within 5 minutes.

Their ads were generating curiosity. Not commitment.

People clicked because the hook was interesting. They landed on a page that looked fine. They filled out a form because it was easy.

Then they ghosted.

No call booked. No appointment scheduled. Just a CRM full of names that went nowhere.

This was BioID Health. Stuck at 120 patients per month for over a year. Spending £5K/month on ads that filled a pipeline nobody could close.

I've managed $30M+ in Meta spend. I've seen this pattern kill more clinics and high-ticket businesses than bad targeting ever has.

The fix wasn't the ads. It was the script.

We rewrote everything from the hook to the follow-up:

→ Ad scripts that pre-qualify before the click (filter out tire-kickers early)
→ Landing page headlines that match the ad promise exactly
→ Form questions that create micro-commitments
→ Follow-up sequences that assume the sale, not beg for it

Same clinic. Same offer. Same budget.

120 patients became 500+. £5K spend became £40K. Because now the leads actually wanted to show up.

Most businesses optimize the wrong thing. They tweak audiences, test placements, adjust bids.

The script is what converts. Everything else is noise.

I put together the exact scripts and headlines we used:

✅ Ad script swipe file (the copy that scaled 4x)
✅ Landing page headline templates
✅ The pre-qualification framework
✅ Follow-up sequence that converts form fills to bookings

Comment "SCRIPTS" and I'll send it over.

(We need to be connected for me to DM you)

I watched a brand burn $47,000 in 3 weeks because of one hook.

They had a winner. 4.2 ROAS. Scaling beautifully.

Then day 4 hit. ROAS dropped to 2.8. Day 7, it was 1.6. By day 12, they were losing money on every sale.

The founder called me panicking. "The algorithm broke. Meta hates us. What happened?"

Nothing happened. The hook just died.

I've managed $30M+ in Meta spend. I've seen this exact pattern hundreds of times.

Your best-performing ad isn't actually your best ad. It's just the hook that resonated with the warmest slice of your audience.

Meta shows it to the easiest buyers first. They convert. You celebrate.

Then it expands to colder people. Same hook. Same angle. Same words.

But these people need a different entry point. Your hook doesn't hit the same for them.

The ad isn't broken. The hook is exhausted.

That brand I mentioned? We took over and launched 91 new ads in 3 weeks. Same product. Same offer. Different hooks.

→ Pain hooks for people who know they're struggling
→ Desire hooks for people chasing a result
→ Proof hooks for skeptics who need evidence
→ Contrarian hooks for people who think they've tried everything

One hook fatigues. The next picks up. Account stays stable.

They went from bleeding $47K to $180K profitable months. Not because we found one magic ad. Because we built a system that never runs dry.

I put together the exact hook bank we use internally:

✅ 50 proven hooks across static, UGC, and B-roll
✅ Hook categories mapped to awareness stages
✅ The research process for finding fresh angles
✅ How we launch 91+ ads in 3 weeks without burning out

Comment "HOOKS" and I'll send it over.

(We need to be connected for me to DM you)

We took a client's CPL from €59 to €19 in 30 days. No budget increase. No new audiences.

Just funnel friction.

Most high-ticket lead gen campaigns bleed money in places nobody checks.

The landing page asks for too much information. The hook attracts the wrong people. The form fields kill conversion. The follow-up sequence is too slow.

Every friction point costs you leads. At €50-80 per lead, that adds up fast.

This was a German SaaS brand in the legal space. Smart team, good product, terrible unit economics.

We audited the funnel and found 4 friction points killing their CPL:

→ Form had 7 fields (cut to 3)
→ Hook attracted tire-kickers (rewrote for qualified buyers)
→ Landing page buried the offer (moved it above the fold)
→ No urgency in the CTA (added scarcity)

Same spend. 3x more leads. Profitable acquisition in 30 days.

For brands running high-ticket lead gen:

- Your CPL is high because your funnel has friction
- Your sales team is drowning in unqualified leads
- You're optimizing ads when you should be optimizing the page

I put together the exact audit framework we used:

✅ The "Funnel Friction" audit checklist
✅ 3 script templates for high-ticket lead ads
✅ Form field optimization guide
✅ The landing page fixes that dropped CPL 67%

Comment "LEADGEN" and I'll send it over.

(We need to be connected for me to DM you)

♻️ Repost and I'll include the before/after breakdown of the campaign.

We scaled PureOver from $250/day to $1,400/day spend. $208,265 in 6 weeks.

Most brands try to scale and ROAS tanks the next day.

The pattern is always the same:
- They find a winner
- They increase budget
- Performance crashes
- They pull back and start over

PureOver was stuck in this loop for months before we took over.

The fix wasn't complicated. It was systematic.

Week 1-2: Creative volume. We launched 15+ new ads to find 2-3 more winners.
Week 3-4: Offer testing. Same product, different positioning. Bundles, bonuses, urgency.
Week 5-6: Scale the winners. Increase budget 20% every 3 days on ads with stable ROAS.

The 2-3-4 rule:

→ 2 weeks to build creative depth (you can't scale 1 winner)
→ 3 offers tested (same product, different angles)
→ 4 winning ads minimum before scaling spend

Most brands try to scale with 1-2 ads. That's not scaling. That's gambling.

For brands spending $50K-$100K/month:
- You're scaling too fast with too few winners
- Your offer isn't strong enough for cold traffic
- You're optimizing campaigns when you should be optimizing creative velocity

I put together the exact system we used:

✅ 1-page launch checklist
✅ The 6-week testing calendar
✅ Creative volume benchmarks by spend level
✅ Offer stack framework for cold traffic

Comment "SCALE" and I'll send it over.

(We need to be connected for me to DM you)

I've reviewed over 200 ad accounts.

Brands stuck at $50K/month almost always have the same problem. And they're blaming the wrong thing.

They think it's targeting. It's not.

It's creative velocity. And it's only half the equation.

At $50K/month you're pushing roughly $1,600/day through Meta.

The algorithm needs fresh creative to keep finding new buyers. Most brands launch 5 to 10 new ads per week. Maybe one sticks. Meanwhile, 2 to 3 of your current winners are already dying.

You're not scaling. You're running to stand still.

The brands that break past $100K/month test 20 to 30+ ads per week. Different hooks. Different formats. Different angles.

They're not looking for a magic ad. They've built a system.

But here's what most people miss: the ad is just the door.

If your ad is punchy but your landing page reads like a corporate brochure, you've lost them.

If your ad makes a bold promise but your landing page doesn't back it up with a story that deepens belief, you've lost them.

If someone clicks a listicle expecting a helpful comparison and lands on a hard pitch with zero context, you've lost them.

The customer journey has to be congruent from the first frame of the ad to the landing page. Same voice. Same promise. Same energy.

Brands scaling past $100K aren't just launching more ads. They're building front-end systems where the ad matches the advertorial, which matches the landing page. Each piece carries the reader forward without friction.

I've managed over $30M in Meta spend. The pattern never changes.

Brands stuck at under $30K think they have a targeting problem.

Brands growing past $100K know they have a creative and congruency problem.

How many ads did you launch last week? And does everything after the click match what you promised?

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