creative strategy
for dtc brands spending $100K+ a month on meta

$3.5m+ from my concepts. spend more, nc cpa flat

organic looking ads, built on research and high level strategy
Lena Ristova
$1.2mlargest monthly ad spend run
$25.08new customer cpa ยท held flat
โˆ’29.9%cpm ยท as spend rose 138%

process + portfolio walkthrough

watch the walkthrough
5+ years

direct response copywriter first. strategist second

read the $27K yapper
receipts

results

recent wins

proof of spend

90 days. 58 campaigns.
$0
$8,529,450.60
tracked conversion value
271,356
purchases attributed
58
live campaigns
whole account, i led creative. my concepts below
where i was creative leadwhole account numbers
recent top spendersmy concepts, ranked by spend
dark: whole account. light: my concepts. tap for the screenshot
the ads behind the numbers

creative samples

the $27K yapper · case study 03

inside a winner

$26,934 in 30 days. 1.28m impressions. $20.99 cpm
scalp care · creator to camera · 3 hooks, 17 shots
01the hook+
“if you have scalp psoriasis and any of these three pictures look familiar, do not make the same mistake i made for 23 years”three shame images, then a warning. she sees herself before she hears product
02the wound+
“i was scratching in my sleep until i bled. blood under my fingernails”specific and physical. earns the next 60 seconds
03the graveyard+
“hydrocortisone. t/gel. clobetasol. dovobet. methotrexate. then biologics. five grand a month, injections, for life. hard pass”her whole history, mispronounced on purpose. the viewer’s own history read back
04the scene+
“my derm goes, this is a lifetime commitment. i just sat in the car. like for a while”the low point the story climbs out of
05the bridge+
“diane, my hairdresser of 20 years, the one i’d been ghosting because the scales got so bad”a named peer delivers the answer. the creator never sells
06the mechanism+
“every shampoo, every steroid is hitting that layer. not your skin. you’ve been treating the top of an iceberg for 23 years”one reframe explains 23 years of failure. now the product has a reason to exist
07the proof+
“the patch behind my left ear. started fading. the itching just stopped. not less. stopped”one patch, one ear. small proof beats big claims
08the cta+
“make sure you’re on the official site, i almost ordered from a knockoff. 30 day money back too, so”a friend warning you, not a brand selling you
why revenue stops following spend

why your agency's creative stopped working

the team

you met the founder. you got a coordinator

the retainer

you pay per asset. nobody's paid to kill a bad one

the roster

same team runs your competitors. one angle library, recycled

the research

research happened once, at kickoff. your customer changed

the fix isn't another agency. one person owns the research, the angles and your team

sound familiar? send me one ad. get my free ad teardown
full funnel

more than a creative strategist

pre-landers, page audits, offer, copy. creator sourcing if you need it

step 01

research nobody in your category has

seven passes. reviews, reddit, comments, tiktok, amazon, forums. competitor vault, offer matrix, language bank, objection log, avatars.

most strategists ship what ai gives them. i read the data myself.

step 02

avatars your writers can sell to

five to twenty per brand. pains, buying behaviour, the objections that kill the sale, hooks by awareness stage.

the angle map comes from these. angles nobody in your category has run.

step 03

your team audited, then trained

i sit with your founders and editors and read the briefs. nine in ten generic ai scripts is a systems problem, not a talent one.

every winner traced to its avatar and funnel stage.

step 04

the system that closes the gap

here, a training hub. editors on a $1.2m/mo account didn't know why a winner was winning, so i tore down 20 and taught them.

elsewhere a tracker, an objection library. built to the gap, in your tools.

unprompted

what founders send me

“This is the exact type of insight I need, especially as a solo founder. A lot of these decisions I make are very one-sided. It’s good to have a different perspective on it.”
PayPal notification, end of year bonus
unprompted. never invoiced
Inbound message from a brand spending 1M a month
inbound referral. $1M/mo on meta
want this on your account? start with one ad. get my free ad teardown
the offer

a winner in 90 days. guaranteed

first concept live by week two. beat your best ad in 90 days or month three is free. done by me

the engine
from$5,000USD/mo
plus 10% of revenue from my concepts. capped at $10,000/mo
  • market research, built from scratch
  • angle map and persona matrix
  • 5 to 10 scripted, briefed concepts a week
  • creator and editor briefs
  • weekly testing readout in triple whale
  • training materials for your team, if needed
  • weekly strategy calls, if needed
  • creator sourcing, if needed
90 day minimum. full terms on the call
get my free ad teardown
not ready for the engine? start with the diagnosis. $2,500 USD, 30 days. why revenue stops following spend, what to run first. credited if you continue
different structure in mind? bring it to the call
the specifics

FAQ