Creative strategy
Creative is one of the main growth engines in paid ads today. I connect creative decisions to campaign data, audience insight and business results, so every ad has a reason to exist.
Plan angles by how aware the buyer is (unaware, problem-aware, solution-aware, product-aware), not by taste.
One clear idea per ad, with the hook written for the first 3 seconds or the first line.
Fewer ads, each with enough spend to give a clear answer.
Judge by cost per lead or cost per purchase and by lead quality in the CRM, then cut, scale or iterate.
| Metric | What it tells me |
|---|---|
| Hook rate | Who stops |
| Hold rate | Who keeps watching |
| Click-through rate | Who is interested |
| Cost per lead or purchase | Who converts |
| Lead quality in the CRM | Who becomes business |
No single metric tells the story. A strong hook is not a result.
Evidence
On a direct-to-consumer brand I tested 640 ads on Meta (Apr to Oct 2026): 7,146 purchases at CA$47.6, platform-reported ROAS 1.93. The founder video converted at a lower cost than the UGC video that had the better hook rate. Lesson: hook rate shows who stops, cost per purchase shows who buys.
For a Canadian contractor, founder videos, a white paper and CRM remarketing changed where leads came from: 528 Meta leads at CA$48 each, after 22 leads the year before.
Platform-reported figures for the periods shown. Client names are private.
A direct message from the person behind the business, built around the buyer’s questions.
Audience-led stories and demonstrations with a clear angle, hook and offer.
Show the product in use and the problem it solves.
A clear visual, message and offer that the buyer can read at a glance.
A sequence of ideas, product details or proof that builds toward the call to action.
Useful information that answers a buyer’s question and creates a reason to enquire.
I mix static and video in every test, because the best format changes by audience and offer.
Selected creatives coming soon
Selected creatives from 2026 accounts. Brand names and logos are hidden.
Template
Arabic and English creative written for the audience, not translated. Scripts and copy in clear Modern Standard Arabic or English, seasonal moments such as Ramadan planned ahead, and WhatsApp as the call to action where it fits.
Gulf experience
For an Omani brand selling authentic Hojari frankincense from Dhofar, I owned the paid media strategy, wrote the creative briefs, briefed creators and designers, and managed a freelance creative team.
جودة عالية ورائحة نقية لعشاق اللبان الفاخر.