Managing Partner @ Brick | Ads & Creative for 100+ DTC brands - $300m+ in sales | I write content about paid ads, performance creative & e-commerce

We scale 7 to 9-figure DTC brands using a creative-first, full-funnel approach that blends paid ads, landing pages, and performance-driven creative.

Brick isn’t a bloated agency juggling 50 clients. 

We’re a boutique team of senior strategists, creatives, and media buyers working closely with a small group of brands we genuinely believe in.

Everything we do is grounded in research, strategy, and execution. No juniors, no handoffs, no fluff.

We’ve driven over $400M in trackable revenue for some of the fastest-growing DTC brands. Our work has been featured in Entrepreneur, Social Media Examiner, and other leading publications. More importantly, 92% of the brands we work with hit all-time revenue highs in under 90 days.

If you're spending on ads but not seeing consistent growth, we can help. 

We focus on fixing the bottlenecks that are holding your brand back—whether it's creative fatigue, poor landing page performance, or inefficient account structure.

Message me “GROWTH” or check the link in my featured section to see how we work.

Toby W.

Struggling to scale Meta Ads?

If your ad account isn’t built for scale, efficiency breaks with spend.

After helping 250+ DTC brands scale profitably, we’ve documented the exact Meta Ads framework we use internally.

I’m giving it away for free.

Inside the guide, you’ll learn:

✅ How to structure Meta campaigns for predictable scale
✅ A repeatable creative testing system to find winners faster
✅ Where most ad accounts leak performance as spend increases
✅ How to scale while protecting ROAS & CPA

If you want your Meta account set up to scale, this is for you.

To get a copy:

• Connect with me
• Like this post
• Comment “META”

I’ll send it straight to your inbox.

Toby Waller

I help eCom brands scale past $25M/yr with Ads + Retention. $450M+ in revenue | Moto, Leica, Kodak, Drake + 200+ more.

Most fashion brands don’t have a media buying problem.
 
They have a creative volume problem.

9/10 brands we audit aren’t testing anywhere near enough variety to let Meta do its job.

If your current approach looks like this:

 • Re-running the same carousel until it dies
 • 1–2 “hero” concepts per collection
 • Creative testing based on gut feel, not structure

You’re capping scale - even if performance looks fine.

I’ve pulled together 100+ high-converting ad creatives used by top-performing fashion brands to unlock scale through volume + variety.

Want access?

Like + comment “Fashion” and DM me - I'll reply with the deck.

Most beauty & wellness brands fail to scale because they:

🚫 Keep using the same ad angles
🚫 Don’t test enough different creative formats
🚫 Don't have a robust ideation process for new ideas

This swipe file fixes all of that...

100+ high-performing ad examples you need to test now for your beauty brand.

Want it? 

1: Like this post 
2. Comment ‘Beauty’
3. DM Me & I'll reply with the swipe file

Creative volume isn't your problem.

Most brands think they need 100 new ads per month.

What they actually need: 7-10 truly distinct creative angles.

We've catalogued 102 frameworks across every product category. 

The pattern is clear:

Winning accounts don't focus solely on volume.

They systematically test genuinely different approaches:

✅ Founder-led storytelling (not just "here's our story")
✅ Process/making-of content that builds product credibility
✅ Comparative positioning that reframes the category
✅ Lifestyle integration that shows the transformation
✅ UGC that addresses specific objections
✅ Interactive formats that stop the scroll

The difference between a $50K/month account and a $500K/month account isn't creative output.

It's creative diversity.

DM me if you want me and my team to dive into a deep audit across your creative and paid ads...

We'll show you where you're leaving growth on the table and how to break through your next revenue ceiling.

Creative Variety

We’re hiring a world-class Creative Strategist 🚀

This isn’t a junior role.

This role comes with real responsibility.

You’ll own creative ideation, testing, and iteration for some of the most recognisable DTC brands in the world - working directly with founders and senior operators to unlock scale.

We’re looking for the best of the best:

• Research-led, data-driven, and ruthless about what actually works
• Thinks in angles, insights, and systems - not random tests
• Wants to be deeply involved in brand growth, not hidden in delivery
• Hungry to level up inside a team that actively invests in your development

If you live and breathe performance creative, and want real ownership, this will be a fit.

Drop me a message, and I'll share the next steps 

{We must be connected}

We're scaling brands spending $100k+ per day on Meta.

The common thread?

Relentless optimisation of the boring, structural pieces that most teams overlook - the ones that compound into real scale.

Here are 5 we see time and time again:

1. Elite understanding of your economics

What we usually inherit:
 → Arbitrary CAC or ROAS targets
 → Blended metrics masking true new customer performance
 → Scale constrained by misunderstood payback and cash flow dynamics

What needs to be implemented:
 → True new customer CAC + contribution margin modelling
 → Payback period targets aligned to cash flow and inventory cycles
 → Scale decisions driven by unit economics - not surface-level ROAS

2. Rebuilding shallow creative portfolios

What we usually inherit:
 → Over-reliance on one format (usually UGC/testimonials)
 → Similar messaging dressed up as “new ads”
 → No creative built intentionally for placements

What we implement:
 → A balanced creative mix (UGC, product, educational, lifestyle, hi-res)
 → Hooks and angles mapped to buyer awareness stages
 → Placement-specific creative (Feed ≠ Stories ≠ Reels)

3. Be obsessive about learning from your customers

What we usually inherit:
 → Assumption that the current product range is “good enough”
 → Creative and offers forced to carry product gaps
 → No structured customer feedback loop into product strategy

What needs to be implemented:
 → Systematic customer insight mining (reviews, comments, support, surveys)
 → Clear feedback loops into product improvements and new SKUs
 → Product and offer expansion based on proven demand signals

4. Align ads to intent-specific landing experiences

What we usually inherit:
 → Everything sent to a generic PDP
 → Messaging disconnect between ad and page
 → One-size-fits-all post-click experience

What we implement:
 → Angle-matched landing pages
 → Problem-solution pages for pain-led ads
 → Comparison pages for competitor-aware traffic

5. AOV and offer architecture

What we usually inherit:
 → No structured upsell or cross-sell system
 → Discounts as the only lever

What we implement:
 → Bundles built from real purchase behaviour
 → In-cart and post-purchase upsell systems
 → Subscription and continuity offers where it makes sense

The uncomfortable truth:

Most brands don’t stall because their media buying isn't being micro-managed.

They stall because their unit economics, product strategy, creative system, and offer architecture aren’t built to support scale.

You can patch tactics for a while.

But eventually, structure becomes the ceiling.

If growth feels capped… It’s usually hiding in one of these.

Hiring: Senior Creative Strategist

We're looking for someone who can own creative strategy for our 7-9 figure DTC brands.

You need to be:

✅ A savage with direct response creative strategy who proactively hunts for pockets of opportunity.

✅ Insanely granular with analysis - figuring out exactly why things work and why they don't.

✅ 10/10 attention to detail. Nothing slips through the net.

✅ A good eye for design principles and basic design skills.

✅ Someone who grinds and wants to help our clients dominate.

You'll own creative ideation, testing, and iteration for brands doing 8-figure months.

Real responsibility. Real influence on outcomes.

Fair warning: This isn't just a 9-5. 

This is ownership, accountability, and relentless focus on results.

If you're systems-oriented, research-driven, and ready to prove you're one of the best creative strategists in the game - message me.

$20M in 90 days.
From ~$170K to ~$210K per day.

LinkedIn's character limit won't let me write everything we actually did for this brand...

So here's the bullet list version for ya'll:

→ Analyzed 18 months of support tickets, had leadership call 50+ customers, audited every creative. Found they'd been speaking to their smallest, noisiest audience while ignoring the segment doing most of the buying. 
Enthusiasts cared about specs. Most buyers just wanted something that worked. Complete messaging repositioning across every touchpoint.

→ Separated testing and scaling environments. Dedicated testing campaigns with 15-20% of budget to prove creative before it touched scaling budgets. Winners graduated to scaling campaigns optimized for scale, not learning.

→ Killed competing campaigns creating auction overlap. Consolidated to a few core campaigns with clear objectives. Account simplification unlocked efficiency improvements before we touched creative.

→ Shifted from polished brand content to raw founder UGC. iPhone videos with authentic storytelling outperformed $5K studio productions. 35% higher engagement, 28% lower CPA.

→ Leant into angular diversity, not volume for volume sake. When one angle fatigued, others kept performing because they reached different audiences.

→ Expanded to Canada, UK, Australia with localized creative and offer testing. Added 30% to total spend at maintained efficiency.

→ Tested offer structure over lazy discounting. BOGO frameworks, product bundles that increased AOV 23%, threshold offers. A $100 product with $20 of bonus items converts better than the same product at $80 while protecting margin.

→ Rebuilt landing pages as advertorials. Improved site speed (mobile 13→66, desktop 32→96) and implemented progressive disclosure for objection handling. Lifted CVR 18%.

→ Implemented systematic creative rotation. Monitored frequency caps, CTR degradation, and hook rate decay. Refreshed at the angle level, not the ad level.

→ Built feedback loops between creative performance and product messaging. What worked in ads informed email, SMS, and site copy. What converted on landing pages informed new creative angles.

→ Got global CVR to 2.8% (previous peak was 1.9%). The compounding effect of better traffic quality, aligned messaging, faster site speed, and smarter offer structure.

The result: $20M in 90 days. 
37% YoY growth.
Healthy unit economics.

We didn't chase breakthroughs. We stacked optimizations.

Better structure + authentic creative + smarter offers + post-click experience = better efficiency = more scale.

Most brands try to scale before they've built the foundation. 

They add budget to broken systems and wonder why performance degrades.

Research isn't sexy. Account audits aren't glamorous. 

But they're the difference between growth that scales and growth that stalls.

Our goal isn't a 100-client agency.

Far from it. 

It's to be the most effective partner for a small group of elite brands.

That's it.

I'm watching my team execute at a level I didn't think was possible. 

Media buyers, creative strategists, email team - all moving in lockstep.

Besides the metrics. Here's what really tells me we're onto something:

- Clients introducing us to their network unprompted 
- Clients asking if we need testimonials (not the other way around) 
- DMs from partners saying they've never seen returns like this

All three happened this week. 

From brands we only started with in Q4/Q1.

The compound effect when you align the right people around the right clients is absurd.

You found a winner. Congrats. 

Now what?

It wasn’t luck.
It was a signal.

Most brands miss this.

They scale creative without understanding why it worked.

They recycle winners instead of reverse-engineering them.

Here’s the 4-step system we use to scale Meta ad accounts from $50k to $500k/month:

✅ Review the top 20 ads
✅ Run a message + visual analysis
✅ Extract scroll-stopping hooks, angles & motifs
✅ Brief 5–10 net-new concepts to test

It’s simple. It’s scalable. And it compounds over time.

We recently used this exact process to help an apparel brand unlock their biggest month ever.

Reverse Engineer

Every week, I audit accounts spending $100K > $1m/month+ on Meta.

They’re “testing aggressively.”

But here’s what that actually means in practice:

→ 5 UGC creators saying the same hook in different kitchens
→ 3 versions of the founder story with new B-roll
→ 4 testimonial cuts with the same message
→ 6 statics with one value prop in different colours

18 ads launched.
3 concepts tested.

This is the illusion of testing - tons of output, zero hypothesis diversity.

Takeaway: More ads don’t equal more insights. 
Without angle diversity, you’re just repeating yourself louder.

Your best creative has 10X more juice left in it than you think. 

Here's how to extract it:

Video ads:

New hooks (change text overlay or reshoot opening 3 seconds)
Swap in different leads while keeping the rest identical
Same script, different creators
Change b-roll (especially powerful for AI VO ads)
Speed up/slow down pacing
Cut to core message or extend with more proof
Test different testimonials

Static ads:
Winning visual + new headlines
Winning headline + new visuals

For native-style ads: 
Use AI tools to swap the person/main subject across demographics

The key: 
Change one variable at a time.

This is how you get more from each creative winner.

Most brands see a winner and spend a week building something new from scratch.

The sophisticated approach treats iteration like a controlled experiment.

$20.1M in sales & 39% YoY growth. 
A huge part of that came from our Google Ads strategy. 
Here's the full breakdown ⤵

The foundational mistake most brands make:

They jump to tactics without understanding what they're optimizing for.

We spent weeks in research before acting:

✅ Multi-year search trends to map demand curves 
✅ Profitability mapping across every SKU 
✅ Competitor analysis on creative diversity and offers 
✅ Landing page audit to identify where traffic was dying

This research revealed the core problem:

Google's PMax algorithm was optimizing for volume, not profit.

Their consolidated campaigns funnelled 60%+ of budget into low-AOV purchases (£25-£40) while starving high-margin hero products (£150-£250).

Classic algorithm behaviour.

More conversions = better performance in Google's eyes.

Even if those conversions are killing your margins.

Here's what we did:

1. Product Segmentation by Profit Architecture

Split PMax into three distinct campaigns:
✅ High-AOV hero products (£150-£250) 
✅ High-margin seasonal bestsellers (40%+ margins) 
✅ Volume drivers (for retargeting and list building)

Each with separate budgets, creatives, and bidding.

Result: 45% lower CPA on high-AOV products.

2. The Full Seasonal Cycle (Not Just "Scale During Peak")

Most brands turn budgets up in November and call it seasonality strategy.

We ran a three-phase cycle:

Phase 1 - Pre-Season Momentum (October) Early-bird campaigns 30 days before peak demand. Locked in conversions before competition heated up.

Phase 2 - Aggressive Peak Scaling (Nov-Dec) Increased budgets 92% while holding 4X ROAS. This is the critical bit - most brands either under-scale (leave money on table) or over-scale (kill profitability).

Phase 3 - Post-Season Retargeting (Jan) Extended revenue cycle by converting browsers who didn't buy during peak. Captured an additional 15-20% of peak revenue.

3. PMax Creative Rotation

Test 3-4 new variants every 10-14 days 
Scale winners across all campaigns within 48 hours 
Kill underperformers after 7 days

4. Landing Page Segmentation by Intent

Generic product pages = generic conversion rates.

We built dedicated pages for: 
✅ Seasonal traffic (messaging tailored to "right now" demand) 
✅ High-AOV browsers (heavy social proof, urgency, risk reversal) 
✅ Returning visitors (bundle offers, loyalty messaging)

The bottom line:

Most brands have a scaling problem because they have a precision problem.

Google Ads will happily spend your budget.

It won't spend wisely unless you force constraints that align algorithm behavior with profit goals.

Segmentation isn't a tactic. It's a forcing function.

I've seen brands with 100+ active ads struggle to break $500K/month. And brands with 50 scale past $5M. 
The difference?

One is making more ads. The other is testing more angles.

Creative strategy isn't about volume. It's about angular diversity.

Here's what that means:

Most brands think they need "more creative." So they brief their team:

"Make 10 new ads this month."

What they get back: 
10 variations of the same concept. Different hooks, different B-roll, maybe different talent. 

But fundamentally the same psychological approach.

That's not 10 ads. That's one angle with 10 executions.

An angle is the core strategic premise. 

The "why should I care" that everything else hangs on.

"This product solves [specific pain point]" = one angle
"This product delivers [aspirational outcome]" = different angle
"This product works differently than [expected solution]" = different angle
"You're already doing [behavior], this makes it better" = different angle
"Everyone else is wrong about [belief]" = different angle

Each angle appeals to different psychology, performs in different audiences, and fatigues independently.

What I see working at scale:

The brands spending $500K+ monthly? 

They're running 8-12 distinct angles simultaneously. Each angle might have 2-3 executions, but the strategic diversity is in the angles, not the volume.

They're not asking "Can we make more content?"

They're asking "What angles haven't we tested?"

Pain point vs aspiration. Social proof vs founder story. Education vs entertainment. Problem-unaware vs solution-aware.

When one angle fatigues, the others keep performing because they're reaching fundamentally different audience psychology.

The brands stuck at $200K are making their 47th iteration of the same winning ad.

The brands at $3M are testing their 9th completely different approach.

Your creative production bottleneck isn't volume. 

It's your angle diversity.

You don't need 50 ads a month. 

You need 5 genuinely different angles, each executed 2-3 ways.

Stop counting ads. Start counting angles.

This supplement brand was stuck selling to gym bros. 

We helped them hit $595k/month by talking to real people.

In early 2025, they came to us with solid traction in a niche audience, think high-protein macros, muscle recovery, bodybuilding lingo.

But our research showed something very different:

Their real growth potential wasn’t in gyms.

It was in busy, health-conscious women who wanted convenience, nutrition, and taste.

So we did what most agencies don’t:

We stopped guessing... and started listening.

🧠 Step 1: Deep Consumer Research (Not Just Surveys)

We went beyond surface-level insights:

✅ Poured through past survey data
✅ Analyzed 1000s of customer support tickets
✅ Reviewed post-purchase survey feedback via KnoCommerce
✅ Had the founders call customers to uncover why they really bought
✅ Cross-referenced with Google search data to understand intent

Insight: 60%+ of their customer base wasn’t fitness-focused... they were professionals, busy parents, women 30–50 who just wanted a quick, tasty, healthy option.

🧭 Step 2: Repositioning the Product Around Real-World Value

We rewrote the narrative from “macros & muscle recovery” to:

“Delicious, healthy breakfast in under 30 seconds”
“A filling, guilt-free way to start your day”
“Keeps cravings down. Keeps energy up.”

We rebuilt creative to match:

UGC + Reels from real customers, not influencers

Copy that focused on feelings (satiety, ease, flavor)

Lifestyle ads: women eating on-the-go, at work, with kids

The same product.

But it finally spoke to the people actually buying it.

🚀 Step 3: Creative x Media Buying Synergy

Most brands create ads in a vacuum.

We built a feedback loop between creative and media buying.

Here’s how:

Creative briefs were built using top-performing hooks and past winners

Weekly reviews to identify trends

Modular creative approach: Swappable hooks, offers, CTAs

Result?

35% higher engagement and 28% lower CPA with Reels vs. static.

📊 Step 4: Strategic Scaling, Not Spray & Pray

We scaled winners slowly: +20-30% budget every 2–3 days

Doubled down on ASC+ and segmented campaigns by persona

Recycled & refreshed past winners for retargeting

Built persona-specific landing pages aligned with the new messaging

We didn’t just “spend more.”

We created a scalable system.

🧪 Step 5: CRO & Offer Testing That Moved the Needle

Built new landing pages per persona (conversion uplift: +18%)

Simplified navigation + branding for first-time buyers

Introduced tiered discounts to increase AOV

Added post-purchase surveys to fuel future creative

Raised site speed scores from 13 → 66 (mobile)

💥 Results:
282% increase in monthly revenue YoY
$595k revenue 
34% increase in subscriptions
22% drop in CPA

If your brand has plateaued or you're only speaking to one version of your customer, you're leaving scale on the table.

Everyone’s seen IM8 broken down by now.

But most people are still missing what actually made it work.

After spending time properly dissecting their execution, it’s clear that a lot of the real leverage points are either misunderstood or completely glossed over.

What they built isn’t impressive because of the headline numbers.

It’s impressive because of how deliberately the system was designed.

A few things in particular are worth studying:

1. Their “Creator Army” is a production system, not an influencer play

IM8 didn’t rely on a handful of big names and hope for virality.

They built a distributed creator operation:

• 50–200+ micro-creators
• Hundreds to thousands of assets per month
• Centralised briefs + creative direction
• Licensing top performers for paid
• Small-budget testing at scale
• Scaling only what proves performance

Creators aren’t a channel.

They’re a manufacturing layer for paid media.

This is why they can sustain 3,000+ active creative variations without losing focus on one core offer.

Most brands bottleneck on creative.

IM8 engineered the bottleneck out of the system.

2. Offer depth, not product breadth

IM8 didn’t scale by launching more SKUs.

They did the opposite:

One core product.
No flavours.
One primary bundle.

Then they tested thousands of angles against the same offer.

Depth of offer > width of catalogue.

This is why they can run thousands of ads without fragmenting learnings or operational focus.

Most brands expand product lines to chase growth.

IM8 expanded message density around a single economic engine.

3. Funnel congruence is what unlocked 80% subscription conversion

Their subscription rate isn’t one clever trick.

It’s alignment across the entire funnel:

Defaults to subscription.
Pricing favours subscription.
Messaging frames transformation, not purchase.
Social proof validates the subscription choice.
Bonuses + guarantees remove risk.

Every element reinforces the same decision.

Most brands optimise pages in isolation.

IM8 optimised the system.

4. Their stubborn obsession with LTV is what makes everything else work

Subscription isn’t an add-on.

It is the business model.

That changes everything:

How aggressive they can be on CAC.
How much they can test.
How fast they can scale.

They’re not optimising for short-term ROAS.

They’re optimising for long-term economics.

That’s what gives them strategic freedom.

The bigger lesson:

IM8 didn’t win by being more aggressive.

They won by being more deliberate.

They removed complexity.

They built infrastructure for creative scale.

They aligned the entire funnel around lifetime value.

They let the algorithm handle targeting and focused humans on messaging.

Most brands are still trying to scale ads.

IM8 scaled a system.

That’s the difference.

Think your account is hitting a ceiling?

Here's how to tell if creative is actually the bottleneck👇🏼

Most brands blame Meta's algorithm, iOS, or audience saturation when performance plateaus.

But 90% of the time, the problem is creative infrastructure.

Here's a simple diagnostic you can run in 10 minutes:

Check #1: Pull your creative library

Count how many unique concepts you've tested in the last 90 days.

Not variations. Not hook swaps. Actual distinct concepts.

Compare to your monthly spend:

$10-30k/month → you need 7-10 concepts
$30-60k/month → you need 15-20 concepts
$60-100k/month → you need 20-30 concepts

If your number is 50% below these benchmarks, creative volume is your constraint.

Check #2: Look at your top 5 performing ads

How long have they been running?

If your best performers are 30+ days old and you don't have fresh winners graduating to replace them, you're one fatigue cycle away from a performance crash.

Healthy accounts have new winners graduating weekly. Stagnant accounts ride 2-3 ads until they die, then scramble.

Check #3: Calculate your hit rate

Total concepts tested ÷ concepts that scaled profitably = hit rate

If your hit rate is above 40%, you're not testing aggressively enough. 

You're playing it safe with concepts too similar to what's already working.

If your hit rate is below 15%, your creative strategy is broken. 

You're guessing, not testing hypotheses.

Sweet spot: 20-30% hit rate with high testing volume.

Check #4: Review your account structure

Are you testing new creative in the same campaigns where you're scaling winners?

If yes, you can't diagnose what's working. 

When performance drops, you don't know if:

Your winner fatigued
New tests are dragging down averages
Budget increases triggered learning phases
Testing and scaling need separate environments.

Check #5: Audit your production cadence

When was the last time you launched new creative?

If it's been more than 7 days, you don't have a production system, you have an ad hoc scramble.

Sustainable scale requires predictable creative flow. 

Weekly launches minimum at $30k+ spend.

What your answers mean:

If you failed 3+ of these checks, creative infrastructure is your bottleneck.

The fix isn't complicated, but it requires investment: 

→ Separate testing from scaling campaigns 
→ Build a weekly creative calendar 
→ Hire or contract production capacity that matches your spend 
→ Set clear kill criteria so bad creative dies fast 
→ Accept that 70-80% of tests will fail

The pattern I see constantly:

Brands scale spend from $15k to $60k without scaling creative production.

They wonder why they hit a ceiling at <$100k in spend.

It's not the market. It's that their creative engine can't support the volume their budget requires.

You can't deploy $2,000/day efficiently with 4 active creatives. The math doesn't work.

Run this diagnostic on your account right now.

If creative volume is your constraint, you know exactly what to fix.

Creative is your targeting mechanism. 

Audience selection has become largely irrelevant. 

Meta's ASC, Google's Performance Max, and TikTok's Smart+ all use creative assets as the primary signal for audience discovery. 

Manual targeting parameters have minimal impact on delivery. Most brands haven't rebuilt their production systems to match this shift. 

They're still optimizing for a model that no longer exists. 

The previous paradigm: 
Precision targeting, limited hero assets, long development cycles, targeting-led optimization. 

The current reality: 
Broad targeting, systematic testing infrastructure, rapid iteration, creative-led optimization. 

This creates a specific operational challenge: 

Brands need systems capable of 8-10 testable concepts weekly while maintaining strategic coherence. 

Our implementation framework: 

1. Strategic testing allocation - Structure your testing program to identify patterns, not just winners. 

Run creative against intentionally diverse audience segments within your broad targeting to understand which creative angles drive efficiency in which contexts. 

This reveals creative-audience fit patterns that inform production priorities. 

2. Systematic variation - Build a tagging taxonomy that tracks creative variables independently (hook type, problem framing, social proof format, CTA style). 

This lets you isolate which specific elements drive performance, not just which complete ads work. 

Most brands test whole ads and learn nothing transferable. 

3. Internal capability development - Train media buyers on basic design tools.

Use AI for headline variation at scale (20+ versions from each winning angle). 

This removes production bottlenecks from the testing pipeline. 

4. Offshore execution leverage - Deploy offshore talent for variation work, performance tagging, and competitive analysis. 

Reserve internal capacity for strategic decisions and creative direction. 

Results from a recent implementation: Beauty brand constrained by production capacity. 

30-day outcome: creative output increased from 20 to 60 monthly assets. 

The structural advantage belongs to mid-market brands ($25M-$250M annual). 

They can execute creative decisions without enterprise approval friction. 

The platforms have fundamentally changed the leverage points for paid acquisition. 

Brands that rebuild their creative systems accordingly will compound advantages over time.

My name is Lachezar, founder of LJV Media.

We help 7-,8- & 9-figure eCommerce brands grow by profitably acquiring new customers at scale. 

We install into their funnel the same ad creative system that is being used by 9-figure eComm giants to generate $100M+ in annual sales.

Clients include brands such as Hush Blankets, Mauvais, Biktrix, Thought Catalog, AvalonKing, Magic Windows, NutriCanine, and over 50 more fast-growing DTC brands. In the past 12 months, we've generated over $50M in revenue through direct-response ad creatives.

If you want to work with us, book a call with me here: https://www.ljv-media.com/schedule

Lachezar Voynov

I just finished a 26-page PDF breaking down Meta Andromeda and how it allowed our clients to generate $51M in revenue last year.

At the end of the PDF, I share the 10 best-performing ad creatives for the year, including VSLs, ASMR, AI-generated ads, and the “Whistleblower” format.

You’re not going to see a more valuable document. It’s everything you need to feed Meta with the right signals so it can find your target customers.

The PDF covers:

1. The Retrieval Stage: How NVIDIA-powered AI picks which ads to show.

2. UGC 2.0: How to "force" the algorithm to find new audience segments using Format Diversity.

3. The 5 awareness stages that unlock the hidden 80% of your market.

4. The Winners: 10 ad formats that scale past $1M in spend.

This isn't a "tips and tricks" PDF.

It’s the 2026 playbook for scaling to $20M+ revenue.

💬 Comment “send” and I’ll DM it to you! We need to be connected!

Talks about eComm, Ad Creative Strategy & AI | Producing winning ad creatives for 8- & 9-figure eComm brands

I just finished a 29-page PDF breaking down what Creative Diversity is & how it allowed our clients to profitably spend $25M on Meta in 2025.

At the end of the PDF, I share 16 ad creative formats you can leverage to diversify your ad creatives and allow Andromeda to find your target customers at the lowest possible cost.

These formats have generated billions of impressions and millions in revenue.

This is information that 95% of eComm marketers dream of having.

It is the internal framework we follow to scale our clients past $1m/month in revenue.

The PDF covers:

1. What Creative Diversity really means (and how it’s linked to Meta’s ad retrieval system)

2. The different ad creative elements that allow Andromeda to place your ads in different segments for maximum reach

3. Technical implementation best practices after generating $51M on Meta last year (you won’t find this anywhere on the internet)

4. The top 16 ad formats that scale past $1M in spend and generate billions of impressions

With AI, information is abundant.

But technical implementation based on tens of millions in revenue isn’t.

This is the 2026 playbook for scaling past $20M+ revenue.

💬 Comment “send” and I’ll DM it to you! We need to be connected!

This video has 400M organic views on YouTube shorts.

The brand has 30M+ subscribers on their organic social channels generating billions of views every month.

Yeah, AI might replace boring UGC content.

But I don’t think it’s ever going to replace originality, humour and creative ideas.

Such videos work because they are human, weird and impossible to ignore.

If you want to win in 2026, that’s what your content strategy (paid and organic) needs to be.

eComm client: We need more Top-Of-Funnel ads.

Agency: Why?

eComm client: The ads we’re currently producing in-house are only speaking to people who know us. We’re not reaching new audiences, and our ad frequency increases fast.

Agency: Alright, we got you.

Agency:

Delivers TOF ads.

Ad frequency stays close to 1.1.

CPMr is close to CPM. Indication that the new ads are reaching new people.

If your CPMr is close to your CPM, that means Meta is showing your ads only to new audience segments and is not recycling the same people.

eComm client: Our ROAS is down, your ads are not working.

Agency: TOF ads will almost always have a higher CPA and lower ROAS. You are targeting people who don’t know you, so they are less likely to buy immediately after seeing your ads.

If you want to scale, you have to make sure you’re filling your funnel with new people otherwise, at some point, your results will start declining, and you would not know what the issue is.

eComm client: We need a 3x ROAS.

This is why most eComm brands hit a revenue ceiling.

They optimize every single ad for immediate ROAS.

Then wonder why they can't scale past their warm audience.

Here's the reality:

Your ad account needs two types of ads:

1. Bottom of Funnel

> Target: Warm audiences who know your brand
> Goal: Immediate conversions
> Expected ROAS: 3-6x
> Frequency: High (3-5+)

2. Top of Funnel

> Target: Cold audiences who've never heard of you
> Goal: New customer reach through education and problem creation
> Expected ROAS: 1.3x-1.7x
> Frequency: Low (1-1.5)

The brands stuck at $300k/mo are running 100% bottom-of-funnel ads.

They get great ROAS initially. Then it drops. Then they panic.

Why? They've exhausted their warm audience and never invested in reaching new people.

The brands scaling past $1m/mo know that.

If you’re looking for Top of Funnel that would allow you to scale into new audience segments, we’re accepting 3 new brands during the month of February.

My DMs are open.

We're looking for a Creative Strategist.

If you know what Creative Diversity is, how to navigate Andromeda, and have the skillset to write a 5-minute mini-VSL ad, send me a DM or apply below!

I’ve interviewed 100+ creative strategists in the last year. Here’s how you can tell someone is a real A player.

1. Foreplay dashboards for creative inspiration

Bad candidate: "I don't have one."

If someone doesn't save ads, they're not actively studying the DTC space or tracking creative trends.

Top candidate: Immediately shows you 3+ organized dashboards by category (awareness stage, format type, industry vertical).

2. Ask them what ‘creative diversity’ means

Bad candidate: "Producing diverse ad creatives for your ad account."

Top candidate: Breaks down the exact elements they diversify:

> Target customer avatar (moms vs. busy professionals vs. fitness enthusiasts)
> Awareness stage (unaware, problem-aware, solution-aware)
> Format (UGC, VSL, founder story, testimonial, street interview)
> Hook structure (question, stat, story, pattern interrupt)
> Visual style (organic, polished, lo-fi, high-production)

Then shows you 5 examples they've created across different formats.

3. Go deep into their research process

If your research process is "looking at Atria or Foreplay for inspiration," you're not a strategist. You are useless, and AI will replace you.

Dashboards are for inspiration, not strategy.

Real strategists start here:

> Customer research
> Market research
> Product research

Top candidates walk you through this entire process with examples from past clients.

Bad candidates say "I look at what's working and make our version."

Ryze has 5500 active ads, and all of them are proof that the 2022 version of UGC is dead.

If your strategy is testing 10 different hooks for the same video, you are wasting your money.

Andromeda, Meta’s new retrieval engine, punishes repetition.

If your ads look visually similar, Meta's "Creative Similarity" report will cut your reach before you even scale.

To win in 2026, you need more than just UGC.

We call it UGC 2.0, you can call it whatever you want.

At our agency, we don't just produce content anymore. We build Creative Diversity Systems.

Last year, we created 5,000+ unique ad creatives that drove 2 billion impressions.

We didn't do it by making more "talking head + broll" videos.

We deployed radically different ad creative formats:

> The Whistleblower: Unexpected visuals (like masks) to stop the scroll.

> The In-Store Roast: Discrediting competition by going to a store and visually demonstrating their weaknesses.

> AI Podcasts: Funny, high-authority segments that feel native to the feed.

> Whiteboard videos: Educational pieces that don't look like ads.

Each of these formats feeds Andromeda a different signal. Each signal unlocks a different audience segment.

Ryze has 5500 active ads for a reason.

It’s because creative diversity is the only way to scale past $1M/month without your CAC exploding.

You can’t buy your way out of weak creative.

Are you entering Q1 with a bunch of content creators or a Creative Strategy that actually understands the algorithm?

P.S. We're now looking for a world-class Creative Strategist to join our team. If that's you, my DMs are open.

this is what my 40-hour work week looks like as an ad creative agency founder:

> sales: 8h/week
> marketing: 15h/week
> operations: 10h/week
> team training & check-in calls: 10h/week
> hiring: 5h/week
> improving our service: 15h/week
> trying to figure out AI: 5h/week
> monitoring client results: 10h/week
> client check-in calls: 10h/week
> staying on top of social media trends: 5h/week
> writing my LinkedIn posts: 5h/week
> listening to podcasts: 5h/week
> checking email: 5h/week
> scrolling twitter: 10h/week
> watching YouTube videos: 5h/week

i’m so glad I chose having freedom to do whatever I want to do rather than working a 40-hour/week corporate job 🥲

What do you do if your team starts getting abused by your clients?

We just delivered a new ad to Kasper last week.

Kasper’s team launched it on Meta.

A few hours later, Kasper sent us a message that got me scared when I first read it due to his language.

I thought we did something wrong.

It turns out that the ad we delivered to Kasper is working so well that all he wants is the same video with no captions so his team can translate it in local language.

The ad creative was stealing all the ad spend.

It had 14% click-through-rate.

It had 10x lower cost-per-click compared to the rest of the ads in the same campaign.

It had a frequency close to 1, which meant that the ad was attracting net new customers only.

We obeyed. Kasper received what he wanted 40 minutes later.

We love Kasper.

Be like Kasper.

Work with LJV Media.

My calendar is open.

how to build a $1m/month eComm store: my thoughts after seeing our clients generate $51M in revenue last year

we just produce ad creatives

i can’t take full credit for all the $51M in sales

but I have the opportunity to look under the hood of brands scaling extremely fast

> one of our clients scaled from $100k/mo to $1m/mo in 11 months
> another one went from $600k/mo to $2m/mo in 12 months
> another one went from $0 in monthly ad spend to $1m/mo in spend in 4 months

here are the 4 foundations you need to have in order to build a $1m/mo Shopify store

1. good. f***ing. offer.

i’m not talking about the lazy approach: a % discount

i don’t like % discounts because they teach customers “i’m just going to wait until this gets discounted again”

a good offer can do more for your business than a new winning ad ever could

the best offers I’ve seen work for our clients were:

> a bundle offer with complimentary products that belonged together to offer maximum results. Higher AOV, higher perceived value, higher margin.

2. a winning ad creative pipeline

that’s why our clients come to us

last year we produced an ad that became a top spender for

every
single
ad
account
we
worked
with!

with Andromeda, your goal is to build ads that are distinct from each other regarding

> target customer
> awareness stage
> angle
> format
> style

you can’t scale with bad content

the top-performing ad creative formats for us in 2025: founder-led content, mini-VSL ads, ASMR, emotional storytelling slideshow, authority figure ads (chiropractor recommends, pediatrician recommends, etc.)

not the overused UGC

3. solid email strategy

just use Omnisend

don’t overpay for features you don’t use

Omnisend offers the smartest pricing out of every other email marketing platform

and a $68 ROI on every $1 you spend with them

these are the automations you must have:

> back in stock - 5.34% conversion rate
> welcome sequence - 2.91% conversion rate
> abandoned cart - 2.04%
> shipping confirmation - 1.68%
> order confirmation 1.28%

email will be responsible for ~35% of your total revenue

don’t mess this one up!

i have a discount code for Omnisend

30% off during the first 3 months

use code LACHEZAR

4. organic presence

scaling is all about distribution

the more views you can get the more sales you can make

take the brand Mini Katana LLC, for example

30M+ social media subscribers

billions of views across TikTok, Instagram and YouTube

amplify that with paid ads

you’re on track for well over $1m/month

#OmnisendPartner

Brand partnership • Talks about eComm, Ad Creative Strategy & AI | Producing winning ad creatives for 8- & 9-figure eComm brands

How I’ve structured my agency for growth & efficiency:

The fulfilment team is divided into pods.

Each pod looks like this:

> 1 Project Manager
> 1 Creative Strategist
> 3 Video Editors
> 1 Graphic Designer

All full-time team members.

Each pod has a scheduled daily huddle.

On Monday, we set the agenda for the week with all due dates and projects that must be finished this week.

Tue - Thur: 15-minute pod check-in calls where we track each team member’s daily KPIs.

Friday - we analyze what tasks have been completed, and if there’s anything that hasn’t been, we discuss the reason for that and how we can make sure it doesn’t happen again.

Since we implemented this workflow, our on-time project completion has doubled, and the whole team is perfectly aligned on what needs to be done.

Meetings are led by an Ops Manager.

Ops Manager reports to me daily.

The bigger the team gets, the tighter the communication has to be.

We’re now looking to hire one more creative strategist who understands creative diversity and knows how to write long-form VSL ads. If you are one, my DMs are open.

🚨 HELP NEEDED URGENTLY! Meta’s police are going after our agency for producing ad creatives that print money.

One of our ads recently crossed $500,000 in generated sales for a client.

One of our clients scaled past $1m/month last year.

Another one of our clients scaled past $2m/month last year.

We’ve created at least one ad that became a top-spender for each DTC brand we’ve worked with in 2025.

And already, in 2026, a client is about to scale past $100k/mo after being at $30k in December.

Now Meta wants to make us ‘one of only 50 agencies in Europe to be directly managed by Meta’.

What the hell is that?

Is it good or is it bad?

Are we in trouble?

P.S. We’re still onboarding DTC brands that want to scale with more winning ad creatives. My calendar is open.

2025 recap: ad creative agency edition

This was definitely the most challenging year I faced as an agency founder.

But also the most successful one.

A few highlights:

💰 Our clients spent a total of $25M on our ad creatives
💻 We got invited to become 1/50 agencies in Europe to be managed by Meta
🔥 Grew the team to 13 people
👀 2M+ impressions on my posts across social media
💲 Onboarded a billion-dollar business to our client roster
🤝 Signed a partnership with one of the top eCommerce agencies in the world
📈 Helped 2 eComm clients scale past $1M/month
⬆️ We created at least 1 ad that became a top-spender for every single client we’ve worked with in 2025

All thanks to an incredible team that’s hungry to learn and become better every day.

Wishing everyone a successful 2026!

2026 ad creative trends. 👇

Last year, our clients spent $30M on Meta ads, generating over 2 billion impressions.

Here’s where I think the biggest ad creative opportunities in 2026 lie for eCommerce brands looking to scale on Meta.

1️⃣ Long-form will be key

If you analyze your competitors, you will see most of them run 30s - 45s ad creatives.

The 15-second "UGC ads" are dying because everyone is doing them.

If you want to scale past $1m/mo you have to get good at telling your story and explaining to your ICP why everything they’ve tried in the past has failed and why you are the best option on the market.

You can’t do that in a 30-second ad.

2️⃣ Scaling via Market Segmentation

Last year, we took a client from $100k/mo to $1m/mo.

We did this by perfectly understanding who our target customer is and defining different sub-avatars groups.

This made our ads much more relevant to smaller groups of people, which allowed us to efficiently scale without saturating the market with 1 core message.

3️⃣ Scaling into the upper stages of awareness

A person with a headache doesn’t realize it’s connected to the toxins their mattress releases while they sleep.

This is the Unaware stage of awareness. People don’t know they have a problem until you reveal it to them.

It is the hardest to crack, but the most profitable once you do.

Most advertisers are too lazy to do the research required to sell here. They just lead with the discount.

We lead with education until we become the only brand worth listening to.
2026 isn't about "better hooks."

It’s about better psychology and creative diversity.

P.S. We have 1 more open slot for an eComm brand wanting to scale with winning ad creatives before we reach maximum capacity. If you’re interested in working with us, my DMs are open.

what would you do if an ad has LOW frequency and LOW ROAS?

would you turn it off, or would you keep running it?

i think this is a great screening question for every paid media hire you'll make in your business because it will tell you how well people understand new customer acquisition

as an agency focusing on scaling up eComm brands and driving net new reach

the answer that I’d be looking for is:

keep it running and scaling it

a low frequency ad creative means that it’s being shown to completely new audiences which gives your brand more visibility and a long-term potential of turning those people into customers as they go through your funnel

most people don't understnad that

they're optimizing for short-term ROAS instead of understanding the full customer journey

when you see low frequency + low ROAS, you're looking at top-of-funnel performance 

these people have never heard of your brand

they're not ready to buy immediately

> you're building awareness with fresh audiences 
> you're introducing new people to your brand 
> you're creating future retargeting pools 
> you're establishing the first touchpoint in a multi-touch journey

the marketers who immediately kill these ads are the same ones who complain they can't scale past $50K/month

why? because they've exhausted their warm audiences and never invested in building new ones.

compare this to a high-frequency, high ROAS ad:

yes, it's profitable right now, but it's showing the same ad to the same people repeatedly

eventually, it fatigues, your audience pool doesn't grow, you hit a ceiling

the top 1% approach is to run BOTH simultaneously:

> High frequency, high ROAS ads (your cash cows milking warm audiences)
> Low frequency, low ROAS ads (your growth engine building future buyers)

allocate 60-70% of budget to proven winners, 30-40% to reach expansion

What would you do if an ad has LOW frequency and LOW ROAS?

The author can see how you vote. Learn more

here’s a Shopify store scaling with NATIVE ADS that you have to study

now, usually I would say that I prefer video content over static image content as 9/10 times video will give you more reach

but these guys have taken static image ads to another level

it’s all about direct-response marketing here and that’s their competitive advantage as 98% of online marketers can’t write a direct-response ad

> use your statics to spark curiosity
> use your ad copy to tell a story
> use an advertorial/listicle landing page to educate your customer

then make them an offer it would be stupid for them to say no to

Most DTC brands I see are still fighting for the most expensive 3% of the market.

That’s usually why you hit plateaus, you can’t break through.

According to the Larger Market Formula, only 3% of your audience is "ready to buy now".

The other 97% are:

> 17% are shopping around.
> 20% know they have a problem but no solution.
> 60% don't even know they have a problem yet.

Most cheap agencies and inexperienced in-house teams stay in the 3%. They run ads comparing prices or begging for a click.

You have to start living in the other 80%.

We recently scaled a client from $100k to $1M/month by identifying the "Unaware" and "Problem Aware" personas.

We didn't target "people who want magnesium."

We targeted "health-conscious people who wanted better recovery and a higher sleep score."

The Framework was:

1️⃣ Persona Diversity: Mapping out all your sub-avatars (runners, weightlifters, etc.)

2️⃣ Angle Diversity: Testing 15 messaging angles per persona.

3️⃣ Format Diversity: Using everything from 4-minute VSLs to 12-second emotional slideshows.

Andromeda rewards this diversity. If you only show the same style of UGC, Meta will keep showing your ad to the same narrow slice of people until your frequency kills your profit.

P.S. We’re looking for creative strategists who know how to navigate Andromeda and understand what Creative Diversity is. If you’re one, send me a DM.

Today is the last day for you to get access to this document.

It's a 26-page PDF breaking down what Meta Andromeda is (the most advanced ad retrieval system in the world), the system we used to navigate it and generate $51M in revenue last year...

and the top 10 ad creatives that drove millions of dollars in revenue.

I didn't gatekeep anything.

This could be the difference between failure and success for everyone advertising on Meta in 2026.

💬 Commend "send" and I will DM it to you. We need to be connected!

I just had to make a very difficult decision about my ad creative agency that might change everything for us.

Last month, I received the message below from one of our clients.

He was super excited about the fact that after testing 5 different agencies, from big to small, he finally received something good.

He finally found an agency that delivers.

So it made me think why that happens.

And I’ve realized that the only difference between us and every average $5000/mo creative agency is in the people that we hire.

We have better people.

People who can think and people who are not afraid of work.

People with high standards.

So I had to make a difficult decision.

We’re increasing our prices.

Which might price us out of the market. There are hundreds of agencies out there that are much cheaper than us.

But I’ve realized something: You cannot build an empire using cheap labor.

Most agencies are "content farms." They focus on:

> Churning out 100 generic videos for $2,000.
> Testing 20 different "hooks" for the same boring script.
> Hiring the cheapest talent they can find to protect their margins, not yours.

We are doing the opposite.

The reason we are increasing our fees is because I want access to the best talent in the world.

The best creative strategists.

The best video editors.

The best content creators.

The top 1% of talent doesn't work for "average" agency rates.

Strategy > Production.

We don't just "produce content." We engineer resonance.

We dive deep into the psychological triggers that make "staying in the same place" more painful for your customers than spending money.

If your creative doesn't have a soul, it’s just expensive noise.

The more AI content generation gets adopted, the more such videos will stand out on people’s News Feeds.

The video below is not an ad, but it very well could be.

2026 will be the year when AI content becomes mainstream enough that every eComm brand will create 50% of its content with AI.

Mark my words, the outcome would be exactly the same as it was with UGC.

1. Everyone gets super hyped about it
2. People who start early will reap huge rewards
3. Every single brand starts doing it.
4. Consumers become blind
5. The trend dies because it lacks a soul.

Same cycle every time.

But videos like the one below will never die.

You can’t prompt this level of chaos.

You can’t automate this level of timing.

You can’t "generate" this level of human energy.

Perfection is becoming a commodity.

Chaos will become a pattern-interrupt.

The winner in 2026 won't be the brand with the best prompts. It will be the brand that remembers humans still buy from humans.

taplio

The Battle

Toby W.

Lachezar Voynov

Followers

Posts

Engagements

Likes

Performance ScoreToby W.'s LinkedIn Performance

Performance ScoreLachezar Voynov's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Toby W.

Lachezar Voynov

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Toby W.'s LinkedIn Performance

Performance ScoreLachezar Voynov's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreToby W.'s LinkedIn Performance