The thinking behind the ads.
And the system that repeats it.
I take a product, find the message that actually sells it, and scale that message across Meta.
one message, many formats
M E T A A C Q U I S I T I O N P A R T N E R S H I P S · R E S E A R C H - L E D P A I D S O C I A L F O R E C O M
Production stopped being the bottleneck.
T H E O L D R U L E
Quality. Speed. Cost. Pick two.
N O W
AI: pick all three.
So can everyone else.
AI is a vehicle, not a strategy. Multiply a weak message and you get a lot of weak message, faster.
So what is actually left to compete on.
“The person who understands their customer best beats the person with better tools. Every time.”
The moat is no longer the output. It is the thinking behind each ad, and the systemisation of that thinking.
Product
Painful, validated, profitable
Research
Four foundational documents
Argument
One winning message
Funnel
Matched to awareness
Multiply
Formats, volume, data
Every stage produces a document, not an opinion. That is what makes it repeatable across clients.
Product: criteria, not vibes.
The product is roughly 20% of the outcome. Ads and funnel are the other 80%. But that 20% has hard gates.
Pain gate
Immediate and felt now. It has to be getting in the way of a normal day, not something they'll regret in ten years.
Margin gate
Sell at 3x cost of goods, minimum $30 gross. The only number in the business I fully control.
Validation gate
Someone else is already doing volume with it. Real traffic, not revenue estimators — those are guesses.
P A I N D E P T H
Lower means the pain is felt today, so the copy has less work to do.
The fundamentals did not move.
Sixty to eighty percent of a copywriter’s time has always gone into research. That has not changed. What changed is that it now takes an afternoon instead of three weeks.
Market Intelligence Dossier
Voice of customer, competitors, existing solutions
Customer Avatar
Identity, fears, emotional journey
Offer Brief
Big idea, unique mechanism, objections, funnel
Six Necessary Beliefs
The belief chain that has to be true to buy
“There are an absolute ton of options on Amazon and they all look like crap.”
Real buyer, forum. Not a persona I invented.
Find the winning message, not the winning ad.
C H A S I N G W I N N I N G A D S
One asset. When it dies you start again.
F I N D I N G T H E W I N N I N G M E S S A G E
The message compounds across every format.
Every creative I make has to prove one of these six. If I cannot name which one, I do not make it.
Match the message to the temperature.
How direct an ad is decides which page it’s allowed to land on. Get this wrong and you’ll blame the lander for a matching problem.
Native static
→ Advertorial
Editorial hook
→ Listicle
Problem-first UGC
→ Quiz or advertorial
Demo, comparison
→ Sales page
Offer static
→ PDP to checkout
S H O R T F U N N E L
Ad › PDP › Checkout
Works. But the ad has to do all the selling, and there’s almost nowhere left to raise order value.
L O N G F U N N E L
Ad › Pre-sell › Sales page › Checkout › Upsell
Now the ad only has to sell the click. More formats become usable, and order value has room to grow.
Whoever can afford to pay the most to acquire a customer wins.Dan Kennedy
Multiply the message.
Now, and only now, volume earns its keep. One proven argument becomes many formats.
Foundational docs
Concept or swipe teardown
Image ads to find the message
Video from the proven message
Top performers remade at higher quality
Images first, because they’re cheap and fast — the quickest way to find out which argument lands. Video comes after the message is proven.
Realism is not the goal any more. That problem is solved. The argument is the goal.
one message, many formats
Where the guessing actually dies.
You never lose money on ads. You buy data. Every metric has a target, and every target that’s missed has a known fix.
S O F T M E T R I C S — T H E A D S
- CPC
- under $1.50
- CTR
- 3%+
- CPM
- $40–50
- Hook rate
- 50% min
- Hold rate
- 25% min
- Frequency
- under 1.5 cold
H A R D M E T R I C S — T H E F U N N E L
- Conversion rate
- 3–5%
- Add to cart
- 10%
- Cart to purchase
- 30%
- Order value
- 2x front end
- LTV:AOV
- 3:1
- Cost per customer
- under half AOV
The only question after launch: Where is the breakdown occurring? Not, is the product a loser. There is always one constraint. Find it, fix it, relaunch.
- [ x ]Two to three days per test — speed beats patience
- [ x ]Cut at break-even margin, or 3x target cost per customer
- [ x ]Seven profitable purchases before anything gets scaled
- [ x ]Test angles on the ad side, don't build a new page per angle
Average around 75% across all of these and the account is profitable. Not one of them has to be perfect.
Pricing.
S T A R T E R
Get a research-led Meta engine running.
$1,000/mo
Flat. No percentage of spend.
Stack value $5,400/mo
Book a callG R O W T H
Own everything after the click.
$2,000/mo
+ 10% of ad spend
Stack value $14,900/mo
Book a call| Deliverable | Starter | Growth |
|---|---|---|
| Market intelligence dossier | incl | incl |
| Customer avatar + offer brief | incl | incl |
| Belief architecture + objection bank | incl | incl |
| Pixel, CAPI & tracking build | incl | incl |
| Meta media buying & scaling | incl | incl |
| New creative concepts | 6–8 | 15–20 |
| Hook, angle & format testing | incl | incl |
| Automated daily summary | incl | incl |
| Weekly report + WhatsApp group | incl | incl |
| Strategy call | Bi-weekly | Weekly |
| Growth only | ||
| Advertorials / editorials | — | 2 per mo |
| Quiz funnel build | — | incl |
| Store CRO split-tests | — | 2–3 per mo |
| Email & SMS lifecycle | — | incl |
| Bundles & AOV testing | — | incl |
C R E A T I V E O U T P U T
STARTER 30–50 assets/mo
GROWTH 75–200 assets/mo
Every concept ships as hooks, cuts, formats and statics.
2-month minimum / Meta only / Ad spend billed direct to client — MIN AD SPEND: Starter $50/day · Growth $5,000/mo
What you actually get.
Week 1
Product gates cleared. Full research stack, all four documents delivered.
Week 2
Big idea, belief chain, funnel architecture matched to awareness level.
Week 3
First creative batch live. Every asset tagged by belief and funnel stage.
Ongoing
Twenty-plus creatives a week. Weekly numbers review. Scale the message, swap the format.
What you never get: random creative, untagged tests, or “let’s try this and see what happens.”
The output is cheap. The thinking is the product.
Questions.
Let’s find the message that sells your product.
Two-month minimum. Meta only. I’ll tell you on the call if it isn’t a fit.