Winning ads on repeat.
Creative strategy
for dog wellness brands
spending $30K+/month on Meta.
Your winning ad will fatigue.
I make sure the replacement
is ready before it does.
Your next winner is probably hiding in your reviews.
Most brands find two or three ads that work and hammer them until performance slides.
Meanwhile, their customers are describing what they want, what stops them, and what finally gets them to buy — in reviews the ads never touch.
That gap is where your next winner is hiding — and
it’s what I find.
The ads sell the science.
The reviews keep saying "magic dust." That gap is the next ad.
How I work
Research first: your customers’ actual words and your market’s actual objections. I map what your ads say now against what your buyers keep saying instead.
The gaps become angles. The angles become concepts, tested head-to-head against your control on one deciding metric.
Winning concepts earn more iterations — and I’m already building the replacement before fatigue hits.
Start here
The UGC Refresh
$500 refundable test deposit
I find the one angle your reviews keep handing you that your ads aren’t using and turn it into one test-ready creative package — 5 UGC scripts or 2–3 finished videos, my call, based on what gives your account the cleanest test.
Seven days, head-to-head against your current control. Same audience, same budget, one metric agreed before launch. The test runs in your existing ad account — you or your media buyer launches it; I build the creative and the testing plan.
The $500 deposit is my entire fee — and it’s mine only if the new creative wins.
If it doesn’t, you take it back.
Either way, you keep every asset.
The Rescue Angle Guarantee
If the new ads don’t beat your control on the metric we agreed to before launch, you choose: your full deposit back, or a second refresh built on a genuinely new customer angle at no added strategy fee.
Take the refund,
and I'll match it with a $500 donation to a dog rescue you pick.
If the ads win, I’ll add two extra hooks to the winning concept — free.
The retainer
From $3K/month · 3-month minimum
Every account hits the same Tuesday: performance slips, and someone asks, “What do we run now?”
The retainer exists so the answer is always: we already know.
Once the test gives us our first signal, I keep the pipeline ahead of fatigue: review and market research, angle mapping, new concepts, finished statics and video, a testing calendar, and a monthly report on what’s fading, what’s working, and what we test next.
You keep the ad account — you or your media buyer runs it.
I own the creative system around it.
Why me
The “Dr.” is an earned doctorate in rhetoric — the study of why people respond to one message and ignore another. The bachelor’s underneath it is in engineering — the habit of measuring whether they actually did.
Twenty-plus years as a marketing executive and creative director taught me to apply both. Finding the customer language your ads are missing isn’t a new trick; it’s the same training, pointed at your reviews.
You can see the method applied in spec creative strategy for a dog dental-treats brand — clearly labeled as spec work, shown as built.
I trained through Sean Ferres’s Creative Strategist program and produce AI-assisted video in-house.
Who this is for
Dog wellness brands — treats, supplements, dental, and toppers — actively running Meta ads.
Best fit: brands spending $30K+/month on Meta.
Brands spending $10K+/month can still start with the UGC Refresh.
See what your account is missing
Bring your best-performing ad; I’ll show you the customer angle I’d investigate next.
Prefer email?
Send one best-performing ad and your site. I’ll reply with the first thing I’d test against it.