Media buying — Meta & TikTok
Full-funnel campaign architecture, budget scaling without ROAS decay, US/EU Tier-1 and worldwide.
SPEND: $3k–200k/mo MANAGED
FIELD NOTES OF A PERFORMANCE MARKETER — EST. 2020
HERE'S
6+ years running Meta & TikTok for US and EU brands. 33 case files on record. Every claim on this page is backed by a real ad-account screenshot.
FOR TEAMS SPENDING $10K+/MO ON ADS. NOT THERE YET? BOOKMARK ME.
DIAGNOSIS
The pattern is always the same. Months one and two: new creatives, tests, energy, a good report. Month three: the same creatives, a quieter report, and a ROAS line that started bending the wrong way. Nobody killed anything. Nobody tested anything.You kept paying a retainer for autopilot.
Results decay because testing stopped — not because "the market changed", not because "iOS", not because Mercury is in retrograde. My whole system exists to make stopping impossible: aggressive, scheduled, documented testing, forever.
THIS PAGE IS FOR YOU IF
NOT FOR YOU IF
SERVICES — WHAT I ACTUALLY DO
Full-funnel campaign architecture, budget scaling without ROAS decay, US/EU Tier-1 and worldwide.
SPEND: $3k–200k/mo MANAGED
Avatar research → angle matrix → high-volume creative production: statics, UGC, GIF, carousels, memes, art-inspired. AI-assisted, human-directed.
1000+ CREATIVES / 10 MONTHS (ONE ACCOUNT)
Message-matched multi-landing systems, conditional-logic lead forms, TOFU/MOFU/BOFU communication that qualifies while it converts.
FORM CR 0% → 12% DOCUMENTED
See the form in action →A/B evidence over opinions. Creative-level ROAS tracking, pattern extraction from winners, 80/20 iteration. You see every number I see.
KILL LOSERS. SCALE WINNERS. WEEKLY.
Retention and nurture layers that squeeze more out of the traffic you already paid for.
40+ CAMPAIGNS SHIPPED
Don't know what you need?
Most engagements combine 2–3 of these. The audit call figures out which.
Request an Audit →EVIDENCE — ALL 33 FILES ON THE TABLE
Clients stay redacted — the numbers don't. Each file opens the full breakdown: problem, system, creatives, screenshots, results. The strongest 8 are on top; the rest of the archive unseals below.
$400→$130
customer acquisition cost
[REDACTED] — B2B FinTech app
8,000
purchases / month at 2.8–3.2 ROAS
[REDACTED] — legacy board-game brand
$1.5M
sales · avg contract $150k · CPA <$1k
[REDACTED] — luxury window & door manufacturer
$105K
B2B revenue in 4 months · 263 partners
[REDACTED] — B2B diagnostic-kit supplier
$150–180k
monthly ad spend, scaled profitably
[REDACTED] — housing marketplace
$300→$130
CPA, stable · $80 in high season
[REDACTED] — preventive-medicine diagnostics
2 CONTRACTS
signed in 2.5 months · from 876 leads at $11
[REDACTED] — villa developer
3.3
blended ROAS at $50–80k/mo spend
[REDACTED] — board-game publisher
$100→$30
per home-seller lead · top 250 US cities
[REDACTED] — real-estate wholesaling co.
4 CONTRACTS
signed in 2 months · CPL $150 → $60–80
[REDACTED] — real-estate wholesaling co.
$200→$80
per lead · $2.5–3k/day ad spend
[REDACTED] — US real-estate platform
$100→$40
per lead · $5–10k/day ad spend
[REDACTED] — US real-estate platform
$50→$30
per qualified lead · $7 per FB lead
[REDACTED] — real-estate agency (Bali, Turkey, Kyiv)
5×
ad spend scaled · $3k → $15k+/mo
[REDACTED] — Bali real-estate agency
$200→$65
per lead · form CR 0% → 12%
[REDACTED] — window replacement service
24 CARS
sold · $224–552 CPA per car
[REDACTED] — Canadian auto dealership
$126
per qualified B2B lead · 18.9% application CR
[REDACTED] — manufacturing consulting
133%
of KPI · ~200 enrollments, retargeting only
[REDACTED] — senior-dev EdTech course
$40
CPA worldwide · was $100–200
[REDACTED] — travel-insurance provider
3,892
leads at $3.37 avg CPL · 110% of sales plan
[REDACTED] — agro e-commerce marketplace
$150k/mo
ad budget · CPL $250 → ~$150
[REDACTED] — crypto/trading app
$20→$12
per purchase · ROAS 450%
[REDACTED] — top dietary-supplements brand
$70→$30
per purchase · $20–30k/mo spend
[REDACTED] — premium brain-supplement brand
$5
per purchase · $2 lead · $80k/mo TikTok
[REDACTED] — multi-product e-com
$3k→$8k
monthly spend · purchase ≤$10
[REDACTED] — functional coffee brand
0→300+
sales/month · CPL $0.5–1
[REDACTED] — sex-wellness brand
40+
email campaigns designed · 11 US states
[REDACTED] — US real-estate marketing agency
2000%
ROAS · CPL $8–9 · Meta + LinkedIn
UNIT School of Business
300k
visitors · ER 0.3% → 1.2%
[REDACTED] — offline entertainment venue
$4.50
CPA · 44 leads → 18 paying clients
Pasta e Vino — restaurant
$1
per lead · ROAS 450% on Black Friday
[REDACTED] — local shoe retailer
572%
ROI · CPA $1.50 · 14 new clients
[REDACTED] — permanent-makeup salon
$22
spend · 8 leads · 3 contracts closed
Own services (yes, I run ads for myself)
EARLY FILES INCLUDED. SMALL BUDGETS, SAME LOOP.
THE SYSTEM WHICH RUNS EVERY DAY, WEEK AND QUARTER
This is the machine that produced every number on this page. It has no "coast" setting — step 6 feeds step 1 and the loop starts again.
Deep dive into audience problems, dreams, fears. No creative gets made before this.
Messaging angles built per avatar. Rework what worked, add new angles.
Statics, UGC, GIF, carousels, memes, art-inspired. Many formats, fast, AI-assisted.
Which angle, avatar, creative wins — tracked per creative, not per vibe.
Winning scripts broken into molecules to find the structural patterns.
80% recreating winners, 20% new bets. Scale winners. Kill losers. Repeat forever.
→ then we go back to 01 and do it again. that's the whole trick.
CASE FILE 000 — THE OPERATOR
SUBJECT: ELLY PAKHAR
Six years ago a business school ran a bake-off: three marketers, $150 of test budget, one week. I turned that week into a sale of their entrepreneur program and walked away with the account — it's still in the archive as CASE FILE 004, receipts included. We kept working together for years. That week set the doctrine: budget is never the excuse. If $150 has to perform, everything has to be tested.
People don't work on the creatives. No iteration, no new angles — they ride a winner until it's dead, react slowly, and then blame the ad account, the timeline, the US, Europe, the weather. Lack of action, dressed up as strategy. The whole system on this page — sprints, angle matrices, kill/scale — exists because I refuse to run accounts that way.
When the laptop closes, the creative engine doesn't:
"after I close my laptop, I am fashion."
SAME MUSCLE. DIFFERENT CANVAS. IT'S WHY THE ADS DON'T LOOK LIKE EVERYONE ELSE'S.
OBJECTION HANDLING — READ BEFORE GOING CHEAPER
MONTH 0
You hire the $800/mo option. They promise the same results.
MONTH 1
They duplicate your old campaigns and change the budget. "Optimizing."
MONTH 2
ROAS decays. Nobody tests anything. The report gets shorter.
MONTH 3
You're back on this page, two months of profit poorer. I've watched this loop for 6 years.
The first 2–4 weeks with me look unimpressive. That's the research-and-testing phase: avatars, angles, creative volume — spend goes out and the wins haven't compounded yet. If you need a hero graph in week one, I'm the wrong hire. And out of 33 documented projects, not every one is a triumph — a few accounts I couldn't fix, mostly where the offer itself was broken. I'll tell you on the audit call if yours smells like one of those. For free. Before you pay me anything.
At $10k+/mo in ad spend, the marketer isn't your biggest cost — wasted spend is. A cheap operator who lets ROAS drift 20% costs you more every month than the fee difference for a whole quarter. You're not buying reports. You're buying the testing loop that stops the drift.
THE COST OF COASTING — RUN YOUR OWN NUMBERS
Type in your real spend and ROAS. This isn't a guess about your business — it's your own math, run against a conservative estimate of how much ad budget underperforms when nobody's testing. Drag the assumption yourself.
Estimate only — based on your inputs and a conservative waste assumption you control. Not a promise of results. Saved on this device so we can pick up where you left off; it travels to Elly only if you send the audit request below.
LEFT ON THE TABLE — EVERY MONTH
$0
THAT'S PER YEAR
$0
EVERY MONTH YOU WAIT
$0
LAST PAGE OF THE FILE — YOUR TURN
30 minutes. I look at your account, tell you what's decaying and why — including whether I'm the wrong hire for it. No deck, no pressure, no "discovery call" theater.