I'm a creative strategist for pet, health and beauty brands in the UK, US and Australia. I research your customers and your competitors, turn what I find into new ad concepts, then write, produce and edit the ads, ready to launch and test properly.
Free · one finished ad · within 5 working days
Video coming soon
Watch: how I make an ad, from customer reviews to the final cut. About 5 minutes.
Who I work with
Not for brands starting from zero. Without enough spend, a test can't tell you anything.
What I do
Working out what to say, to whom, and in what order to test it is the job of a creative strategist. I do that, then I make the ads.
01 · Research
Your reviews and your competitors' reviews, Amazon, Trustpilot, Reddit and forums, their ads, and the organic content and comments on Instagram and Facebook. What people with the problem are struggling with, what they want, and how aware they already are.
What are they saying about the brands they tried before you?
02 · Strategy
The research becomes a foundational doc for your brand: avatars, pains, desires, objections, awareness level, and the claims your market is tired of hearing. Then a roadmap of concepts to test, in order.
Who is this ad for, and what do they need to believe?
03 · Creative
Scripts on nine beats, hooks that sell the second line, footage from you, creators or AI scenes, and an edit modelled on the longest-running ads in your niche.
Would this survive being read out loud?
04 · Testing
Every concept launches as its own ad set in one ABO campaign, with 3–5 variations inside and one creative per ad. We read the results, kill what isn't working and build on the winners.
Which concept is Meta putting the money behind?
Why one ad isn't enough
Everyone with the problem looks like one audience. Inside it are groups who believe different things, doubt different things and stop for different ads. One ad can't talk to all of them. So each group gets its own concept, and each concept gets its own ad set.
Example: everyone whose dog has a sensitive tummy
Tap a group to see the ad that reaches it.
Solution aware
We've changed his food four times since spring.
Unaware
He's always had a dodgy tummy. That's just him.
Solution aware
Probiotic chews are just expensive treats.
Most aware
He won't touch anything that isn't a treat.
Product aware
I like the look of it. Is it worth three tubs?
Problem aware
Show me a dog like mine.
Problem aware
Show me how it actually works.
Most accounts keep talking to one or two of these groups. Your free ad starts by mapping yours: who your ads reach, who they miss, and which group to go after first. Get yours →
Send me your brand. I'll go through your live ads, your reviews and your competitors' ads and reviews, find a group of buyers your ads aren't reaching yet, and make a finished ad for them. It's yours to keep, whether we work together or not.
Your website, your Instagram and roughly what you spend on Meta.
2 minutesYour live ads and reviews, plus your competitors' ads and what their customers say.
2–3 daysFinished, edited and captioned, ready to test in its own ad set.
Within 5 working daysIf you run it, send me the ad-level results after a week. I'll tell you what worked and what I'd test next.
10 minutesConcept work
Unofficial concepts for real UK brands, made to show how I work. Every line traces back to a review, a forum post or a gap in the category's ads.
Skincare · Seb Skincare
“The hardest part of my makeup was never my eyes. It was the bit either side of my nose, because that's where it flaked through by lunch.”
The brand's ads lean on product shots and reviews. This concept adds a human voice, and an argument almost nobody in the category makes: why wash-off products can't fix it.
Unofficial concept · AI-generatedPet · Dear Doggo
“You've done it four times since spring, and you still take three poo bags on a twenty-minute walk.”
Their best ad has run for over 1,000 days on one angle. This concept opens a second door: the owner who has already tried four foods.
Unofficial concept · AI-generatedSpec concepts are unofficial: not commissioned by, and not affiliated with, the brands shown. Scenes are AI-generated. Quoted reviews are real and quoted word for word.
Ways to work
The core offer is the New Buyer Sprint: one concept for a group of buyers your ads aren't reaching yet, five finished ads, launched as its own ad set. For a brand spending £5k a month on Meta, it costs about three days of ad spend. I work with three brands at a time.
One new concept for a new group of buyers, ready to launch as its own ad set.
Run the ad set as planned for 7 days, at £20 ($25) or more a day, and send me the ad-level results. If none of the five ads beats the average hook rate of your video ads over the previous 30 days, I'll make your next concept free.
Hook rate is 3-second video plays divided by impressions: the share of people who stopped scrolling. Sales also depend on your offer, your landing page and how the ads are run. Whether people stop and watch is down to the ad, so that's the part I put my name to.
Black Friday is 27 November. A concept needs about a week of testing before real spend goes behind it, so the last start date for Black Friday is Wednesday 4 November.
For most health and wellness brands, January is the big month. Concepts you'll scale in January get tested in December, so the last start date is Friday 4 December.
Want two concepts at once? Starter is £895. Already have a winner? The Iteration Pack (£295) gives it five new variations. Want a steady flow? Monthly is £1,150. Everything included →
Who you work with
You talk to the person who does the research, builds the strategy, writes the scripts and cuts the ads. Nothing gets lost between a strategist, a copywriter and an editor, because they're the same person.
I'm Arda. I started as a video editor, then spent my own money learning Meta ads on my own e-commerce projects. Now I run creative strategy and production for e-commerce brands, focused on DTC brands in pet, health and beauty in the UK, US and Australia. I'll tell you when an idea is weak, including mine.
Common questions
For each concept: a Customer Language Report (avatars, awareness level, and what your customers and your competitors' customers say, in their own words), the concept itself, five finished video ads (the main ad plus four variations), primary text and headlines, a Hook Bank of 10 more opening lines, a launch plan, and a read of the results after 7 days.
No. I make the creative and hand over the launch plan: one ABO campaign, one ad set per concept, one creative per ad, and a kill rule agreed up front. You or your media buyer run it, and I'm happy to work alongside your agency.
With a mix of your existing footage and product shots, creator UGC, and AI-generated scenes where they make sense. AI is a production tool, never a fake customer: in a live ad, a testimonial comes from a real one.
Scripts are written with the advertising rules of the market you sell in: in the UK the CAP Code and, for pet products, the VMD's rules on feed claims, and in the US the FTC's rules on claims and endorsements. Anything borderline is flagged for you to approve. I'm not a lawyer, so the final sign-off on claims is always yours.
Because nobody asked me to make them. They're concepts for real brands, made to show how I think. They're labelled as unofficial and aren't affiliated with the brands.
The free ad comes back within 5 working days. A New Buyer Sprint usually takes five to seven working days from the onboarding form, with scripts sent for your approval before anything is produced.
Some won't, and that's what testing is for. Every New Buyer Sprint comes with the hook rate guarantee: run the ad set as planned for 7 days at £20 ($25) or more a day and send me the results. If none of the five ads beats your video ads' average hook rate over the previous 30 days, your next concept is free.
Brands starting from zero. You need a product that already sells and roughly £5k ($6k) a month or more on Meta, or each concept won't get enough spend to tell you anything. It's also not for brands after media buying, influencer management or the cheapest possible creative.
You're invoiced in pounds by ARDA DEMIRTAS LTD, a UK limited company, and pay by card or bank transfer through Stripe.
One finished ad on a new concept, built from your customers' reviews. Free, within five working days, and yours to keep, whether we work together or not.