On social, the creative decides the cost per result. I direct it.
Targeting on Meta and TikTok is mostly automated now. What separates an account that works from one that doesn't is what people see: the hook, the offer, the format and how often it changes. I write the briefs, direct the angles and formats, brief your designer, studio or creators, and judge every ad on what it costs per result, not on whether anyone likes it.
- VenueRooftop launch walk-through 41.7%12s average watch · scaled
- OccasionIndependence Day video 29.0%10.5s average watch
- DiscountEid al-Adha offer 1.3%2.2s · retired
- OccasionMother's Day offer 0.9%1.1s · retired
Brief, angles, formats, test, scale. Every two weeks.
- 01
Brief
What the ad has to achieve, who it is for, the one thing they should take away, and the proof we have. One page, written by me, before anyone opens a design tool.
- 02
Angles
Three to five ways in: the offer, the occasion, the proof, the place, the person. Each becomes a hook that can be tested on its own.
- 03
Formats
Reels and Stories, carousels, statics, Spark Ads and creator content. Built for the placement it will run in, not one asset squashed everywhere.
- 04
Test
New creative every fortnight against the current winner, same audience, same budget. Judged on cost per result, click-through rate and, on video, how long people stay.
- 05
Scale and retire
Winners get the budget and get remade in new formats. Losers come off before they cost anything else. The numbers go back into the next brief.
Four numbers, none of them likes.
Cost per result
The result the campaign is for: a purchase, a lead, a conversation, a six-second view.
Watch time
On TikTok and Reels, how long people stay. Rewayat's rooftop launch held viewers for twelve seconds; discount creative held them for one.
Click-through rate
Whether the hook earns the click at all. A high CTR with a low conversion rate means the ad promised something the page didn't deliver.
Frequency and fatigue
When the same people have seen the same ad too often, results fade. New creative is the cheapest fix there is.
The thinking, the brief and the verdict. Your team or mine does the making.
I direct the creative; designers, studios and creators produce it. What I bring is the part most accounts are missing: someone deciding what to say, in which format, to whom, and then judging every ad on what it cost per result. If you have a designer, a studio or creators, I brief them and manage the tests. If you don't, I produce simple creative myself or bring in people I've worked with.
- A one-page creative brief per campaign: objective, audience, hook, proof, format, call to action
- Angle and hook options, written out, ready to shoot or design
- Platform-specific formats: Reels, Stories, carousels, Spark Ads, creator content
- A fortnightly test calendar with a clear winner and a clear loser each round
- Creator and influencer briefs, where that's the right route
- The results fed back into the next brief, so the account learns