How I Work

My platform playbooks

Every platform needs a different approach. Here's the framework I use for each one — not black-box guesswork, but a repeatable system built from running real DTC budgets.

Meta Meta Ads

Full-funnel.
Properly structured.

Most brands run Meta like a single-level lottery. I build proper TOFU/MOFU/BOFU campaigns with audience logic that compounds — so the algorithm learns fast and costs drop over time.

4
phases to
profitable scale
01 — AUDIT
Fix the foundation first

Pixel health, event firing, attribution window, campaign structure. Bad data makes the algorithm guess. I fix the data before spending a pound.

pixel · events · attribution
02 — STRUCTURE
Build a funnel, not a campaign

Cold audiences. Warm retargeting. Existing customer exclusions. Each layer talks to a different buyer mindset — and the budget reflects that.

TOFU · MOFU · BOFU
03 — CREATIVE
Test fast, kill faster

Weekly creative rotation. Hook testing. Format experiments — UGC, static, carousel, DPA. Winners get scaled, losers get paused before they drag down the account.

creative testing · hooks · DPA
🔒
Client-only
04 — Scale without blowing CPAs
The exact budget scaling methodology I use to double spend without killing efficiency. Includes the 20% rule, campaign duplication logic, and when to trust Advantage+ vs. manual.

Want the full Meta playbook applied to your account?

Book a free audit
TikTok Ads

Content-native.
Scroll-stopping.

TikTok punishes anything that looks like an ad. I treat it like an editorial channel — creatives that earn attention first, sell second. The results speak for themselves.

3×
avg. CTR vs.
industry benchmark
01 — CREATIVE BRIEF
Native first, branded second

Every brief starts with "what would a creator post?" not "what does the brand want to say?" The hook has to earn the view before we earn the click.

UGC · creator briefs · hooks
02 — SPARK ADS
Amplify what's already working

Organic posts that gained traction get turbocharged via Spark Ads. Real social proof, real comments, real engagement — the algorithm trusts it more and so do buyers.

Spark Ads · organic amplification
03 — TESTING CADENCE
3 creatives minimum per week

TikTok's shelf life is brutal — creatives fatigue in days not weeks. The system I run keeps fresh content feeding in constantly so CPMs don't spike.

creative velocity · fatigue monitoring
🔒
Client-only
04 — Conversion optimisation on TikTok
Why TikTok attribution lies, how to read it properly, and the landing page changes that turn TikTok traffic into actual revenue — not just traffic spikes.

Want this approach running on your TikTok account?

Let's talk TikTok
Pinterest Ads

High intent.
Underpriced reach.

Pinterest is the most underrated platform in DTC right now. Buyers arrive already in discovery mode — CPCs are a fraction of Meta, and purchase intent is baked in. Most brands sleep on this.

↓60%
avg. CPC vs.
Meta equivalent
01 — KEYWORD STRATEGY
Pinterest is a search engine first

Before a single ad goes live, I audit the keyword landscape for your niche. Buyers on Pinterest search with buying language — "gifts for her under £50", "minimalist skincare routine". We meet them there.

keyword research · search intent
02 — VISUAL FORMAT
Pins that get saved, then clicked

Saves are social proof on Pinterest. I brief creatives specifically for the format — tall ratio, text overlay, lifestyle context — so paid pins blend with organic and get saved as well as clicked.

2:3 format · text overlay · lifestyle
03 — CATALOGUE ADS
Shopping ads that actually convert

Pinterest Shopping and Collection ads connected to your product feed. Dynamic targeting based on what someone's been pinning. High relevance, low friction to purchase.

Shopping Ads · Collections · product feed
🔒
Client-only
04 — Building a Pinterest flywheel
How to combine paid and organic pins so your account builds compounding reach over time — and why Pinterest's long content shelf life makes it uniquely powerful for DTC brands.

Not on Pinterest yet? You're leaving money on the table.

Let's fix that
The locked step in each playbook is shared during onboarding — it's the part that varies most by brand, budget, and where you are in your growth stage.