Creative Media Buyer | Sharing what I learned after generating $100M with Facebook and TikTok ads. Posts, newsletters and courses about the strategies I use

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Deividas Tokaris

I'm speaking at Affiliate World Dubai.
7 years ago, I was living on noodles and €300/month as an unpaid intern.
 
Now I'm speaking at the same conference that's hosted:
 
→ Neil Patel
→ Ryan Holiday
→ Ezra Firestone
→ Nick Shackelford
→ Kasim Aslam
 
And 30+ other performance marketing legends over the years.
 
7,000 attendees. 110+ countries.
 
My imposter syndrome is having a field day.
 
What I'll be talking about:
 
→ The new era of creative performance
→ The creative testing system behind $60M in Meta ad spend
→ How we scaled Triple Scale from €200K to €800K in one year
 
If you're going to Dubai, please come say hi.
 
Discounted affiliate link in the comments.
 
P.S. I'll be on the same website as Ryan Holiday, author of The Obstacle Is The Way.
 
I still remember reading his books 5 years ago, when I couldn't afford a ticket to this conference lol

Founder @Triple Scale | Creative Meta Ads Growth Engine For 6+ Figure eCommerce Brands

I've hired 20+ media buyers and creatives for Triple Scale.
 
Each bad hire costs me $10K+ in wasted time.
 
That's why I built a complete hiring system.
 
The DTC Hiring Framework: Media Buyers & Creatives
 
What's inside:

→ Hiring decision tree
→ 3-step screening process
→ Interview question bank
→ Upskilling roadmap
→ Red flags checklist
 
Want it?
 
Like this post and comment "HIRE" below.
 
I'll send it your way. Make sure we're connected so I can DM you.

🔴 WANTED: European Media Buyers & Creative Strategists 🔴

Triple Scale is:

- 100% remote culture agency
- Flexible working time
- Growth-oriented
- Fast paced

We spend $60M per year on Meta ads and are looking for talent.

We are looking for someone who has at least 1-2 years of e-commerce experience.

It is a client-facing role, so we are looking for someone with decent English and communication skills.

Creative Strategist Application: https://lnkd.in/dNpgYJYu

Media Buyer Application: https://lnkd.in/dyd-t5qB

We will reach out to you if we feel that you are a fit.

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Courses Taken:
Year 1: Art Of Negotiation, Business English I/II, Entrepreneurial Competencies, Management, Political Philosophy, Microeconomics, Business English II/II, Business Mathematics, Business Statistics I/II, Macroeconomics, Business Psychology, Rhetoric.
Year 2: Accounting, Marketing, Business Statistics II/II, HR, Corporate Communication, War Studies, Cross-Cultural Management & Communication, Business Law, Knowledge & Innovation Management, Sales, Business Ethics & Social Responsibility.
Year 3: Digital Marketing, Research & Marketing Efficiency, International Business, International Marketing Strategy, International Trade & Marketing, Course Work, Final Thesis.

Final Thesis Grade: 10

I was living in United Kingdom for nearly 5 years, as a result, I had a chance to finish Middle school there. I have certificates of high English proficiency.

Subjects taken (Examination grades): Film studies (A), Religious studies (B), Mathematics (C), Statistics (C), English Literature (B), Cambridge IGCSE English Syllabus (B), Additional Science (B), Science (B).


Scale Your E-Commerce or Info Business To $2M+/mo Without Expensive Creative Production 🚀 Predictable Revenue With Facebook Ads, Creatives and Funnel Strategy 

You can scale an e-commerce or info product business to $2M/month with ugly Meta ads alone.

You don't need:

❌ Professional shot creatives
❌ Influencer marketing 
❌ TikTok channel
❌ CRO testing

We all have been lied to.

In reality, it's all about these 3 components:

✅ Acquisition channel efficiency to drive quality traffic
✅ Product market fit 
✅ Irresistible offer

Creative is just a medium to transfer the message to acquire traffic.

That is why our team at Triple Scale focuses on a holistic business view instead of only pressing the buttons in the ads manager.

To scale your brand to $2M/month in predictable revenue, you need the following:

✅ A reliable partner that will free up your time to focus on the product
✅ Holistic strategy approach to grow your business
✅ Effective creative strategy

Over the past 5 years, I spent $30M on Facebook, TikTok and Snapchat ads and helped 30+ e-commerce and info product businesses grow to over $2M/month.

Our goal at Triple Scale is to help even more brands like this.

Why?

We want to help you reach:

→ Dreams
→ Social Status
→ Lifestyle Freedom

We also share free education for up-and-coming media buyers who want to impact this world.

Subscribe to my newsletter to get access to free learning resources: https://www.scaletriple.com/newsletter

If you are an e-commerce or infor product owner wanting to grow to $2M/month in predictable revenue, DM me!

1:1 STRATEGY CALL

NEWSLETTER

Triple Scale

Jana Koleva

🔴 WANTED: Taylor Swift of Creative Strategy 🔴

We are looking for an ambitious Creative Strategist based in Europe.

We are:

- 100% remote culture agency
- Flexible working time
- Growth-oriented
- Fast paced

We are looking for someone who has at least 1 year of experience crafting Meta ad creatives.

It is a client-facing role, so we are looking for someone with decent English and communication skills.

If you know someone who is a fit, connect us, and we will give you a referral fee!

DM me if interested.

I hand-picked over 500 high-performing Meta ads.

This is a full library of creatives I started collecting 6 years ago.

This is an all-in-one template that my team uses to:

✅ Get fast results within the first week.
✅ Increase creative production efficiency.

These ads work for:

📦 Consumer packaged goods
🚚 Subscription products
🐕 Pet products
🏡 Home Decor
👄 Cosmetics
🏋️ Fitness
👠 Fashion
And many more...

Some of the templates include:

✅ Buzzfeed Style
✅ Before & After
✅ Bullet Points
✅ Carousels

This will help you:

→ Increase creative performance in a week.
→ Give your designer examples to copy.
→ Ideas and inspiration for your brand.

Comment "Templates" + Connect, and I will send it to you.

In 2025 Mark Zuckerberg declared war on media buyers.
 
In an interview he said "we're going to get to a point where you tell Meta what your objective is, and we do everything else - targeting, copy, creatives."
 
Most media buyers panicked. I didn't.
 
Because Zuckerberg also said: "You won't need anything, except being able to read the results that we spit out"
 
And THAT'S the key part.
 
Because even if AI creates infinite ads and does all the targeting...
 
Businesses will still need someone to read the results. Interpret them. And make strategic decisions out of them.
 
That someone is a Creative Strategist 🔥
 
If you're a media buyer, do this:
-Learn how to read the story data tells
-Learn WHY people buy
-Learn what makes a business scale vs get stuck (it's more than ads)
 
That's what brands will pay $10K+/month for.
 
What's your take on Zuck's vision? Are you worried or excited?
 
P.S. Share this to help other media buyers see what's coming. I shared this in 2025 but it's now more relevant than ever.

I haven't cooked or cleaned my house in years.
 
My partner doesn't mind.
 
Here's why...
 
For years, I thought I had to do everything myself in my agency to keep quality high.
 
I was stuck at $10K/month launching campaigns, briefing creatives, and handling client calls.
 
Until I realized there's only so much one person can do.
 
Now?
 
→ Media buyers handle campaigns.
→ Creative strategists handle ideation.
→ Project managers handle operations.
 
We manage $60M+/year in ad spend while I focus on strategy, relationships, and growth.
 
→ Freelancer mindset: "I need to do it myself to keep quality"
→ Agency owner mindset: "I need to build systems so others can deliver quality"
 
→ Freelancer income: Capped at your hours × your rate
→ Agency owner income: Scales with team output
 
→ Freelancer growth: Linear (you get better)
→ Agency owner growth: Exponential (team gets better)
 
The hardest part?
 
Letting go of control.
 
Trusting someone else to do the work.
Training them to think like you.
Building SOPs for everything.
 
But once you do...
 
You unlock a completely different level of scale.
 
What's holding you back from building a team?

My 2025 wrapped:
 
✅ Did my first Hyrox and half marathon
✅ 4x revenue compared to 2024
✅ 5x profits compared to 2024
✅ Travelled 15+ countries
✅ Bought my first home
✅ Got my dream car
 
Sounds great, right?
 
Here's what it actually cost:
 
❌ Gained 5kg from stress eating
❌ Slept 4-5 hours per night for 6 months straight
❌ Cancelled plans with friends about 47 times
❌ Had 3 moments where I genuinely questioned if it was worth it
❌ Survived on kebabs and energy drinks
 
The team:
 
→ Grew from 8 to 20 people
→ Spent $60M+ on Meta ads for clients
→ Became the only Lithuanian agency endorsed directly by Meta
 
Leadership lessons I learned the hard way:
 
→ Hiring A-players is expensive. Not hiring them is more expensive.
 
→ Delegating feels like losing control. Not delegating means you stay stuck.
 
→ Your team will make mistakes. Fire the mistake, not the person (unless they don't learn).
 
The best part of 2025?
 
The people.
 
My team is insane (in the best way).
 
Shoutout to everyone who helped make this happen.
 
To 2026: Let's do it again, but with more sleep.
 
What was your biggest win in 2025?
 
P.S. I got the whole team Triple Scale jumpers for Christmas. We all wore them on our last team call. Looked like a cult. 10/10 would do again. 😂

When to Kill Ads.
(Reality After Spending $60M/Year)
 
Your ego has no place in media buying.
 
What separates good from great media buyers is speed of execution.
 
Ask:
 
Has this creative spend at least 1x my target CPA?
 
→ If NO, let it run.
→ It YES, ask:
 
Did it bring at least 1 sale with that spend?
 
→ If NO, kill it.
→ If YES, let it run.
 
Keep monitoring. As long as it brings sales within the target CPA, let it run.
 
Nothing else matters. The market decides, not you.
 
Affiliate marketers get this. They're not emotionally tied to the product. They just care about getting a sale.
 
That's the mindset you need.
 
It either gets a sale or it doesn't.
 
Be ruthless with data. Your job is to find winners and scale them.

You don't need school to make money.
 
I'm living proof.
 
The university rejected me.
 
So I took an unpaid internship instead.
 
12 hours a day. €0 salary.
 
Living on €300/month.
My friends were partying.
 
I was learning Meta ads.
 
3 years later?
 
I was making $10K/month.
 
Now I run a 20-person agency managing $60M/year in ad spend.
 
The market doesn't care about your diploma.
It cares about:
 
→ Can you solve problems?
→ Can you deliver results?
→ Can you prove it?
 
School teaches theory.
The real world pays for skills.
 
And skills come from:
 
→ Working for free to get access
 
→ Documenting everything you learn
 
→ Testing, failing, iterating
 
→ Getting on high-spend accounts fast
 
→ Becoming indispensable
 
A degree might open doors.
But skills keep them open.
 
And in 2026, you can learn any skill for free.
 
What will you master?

What I'd Tell My Younger Self

If you're unsure what skill to master in the age of AI, here's what to do:
 
1. Write down every skill you've learned in the past 3 years
2. Circle the ONE thing people ask you for help with most
3. Delete everything else from your calendar for 30 days
4. Spend 80% of your time on that one skill
5. Say no to everything that doesn't make you better at it
 
The goal isn't to be good at 10 things. The goal is to be exceptional at one.
 
I spent years trying to be good at everything: Design, copywriting, sales, strategy.
 
Then I focused on one thing: Creative testing for Meta ads.
 
Now brands pay us to do that 1 thing exceptionally well.
 
Looking back at old photos, I realized I was always a leader. I just didn't know it yet.
 
This is a picture of my class and me during our graduation ceremony. I was always seeking to be in the front and lead people.
 
Success isn't about addition. It's about subtraction.
 
What's the one thing you can be top 10% in the world at?

How to Find Success In Business

Most eCommerce brands are ONE Zuckerberg update
away from shutting down. 👇
 
All it would take is:
 
"Your ad account has been restricted."
And they'd be in serious trouble.
 
Just put yourself in that situation:
You wake up to the notification.
 
Your stomach drops.
You try to stay calm…
 
But the math hits you.
 
80% of your revenue comes from Meta ads.
 
You can't cover:
 
→ Inventory costs
→ Team salaries
→ Your own bills
 
And now?
 
No traffic.
No sales.
No cash flow.
 
Panic kicks in.
You start scrambling:
 
→ Appeal the restriction
→ Try Google Ads
→ Beg influencers for posts
→ Post desperately on social
 
But the reality is:
 
Google takes weeks to learn.
Influencers want $10K upfront.
Organic won't pay the bills this month.
 
This is the nightmare scenario most eCommerce founders fear.
But in reality?
 
It's easily avoidable if you have strong business fundamentals.
I know because I've managed $60M in Meta ad spend.
 
I've seen brands get wiped out by account restrictions.
And I've seen brands barely flinch.
 
The difference?
 
The ones that survive don't just run good ads.
They run good businesses.
 
Here's what protects you:
 
→ High LTV (customers come back without ads)
 
→ Strong email list (you own the audience)
 
→ Repeat purchase rate above 30%
 
→ Diversified traffic (Meta + Google + organic)
 
→ Healthy profit margins (can afford higher CPMs)
 
Because here's the truth:
 
Meta WILL change the algorithm.
Your account MIGHT get restricted.
CPMs WILL spike during Q4.
 
But if your business fundamentals are solid?
 
You'll survive.
 
Because your business isn't held together by one traffic source.
 
It's held together by customers who love your product and keep coming back.
 
So stop building a house of cards on Meta's platform.
 
Start building a business that could lose Meta tomorrow and still be fine.

I worked without pay for months.
My friends didn't understand.
 
That happened 6 years ago when I started as an unpaid intern.
 
But... I kept going.
 
And fast forward to today, I've:
 
→ Managed $60M+ in ad spend
→ Built a 20-person agency
→ Scaled 40+ ecommerce brands
→ Hit $100K/month revenue
 
But it wasn't easy.
 
Back then, I was grinding 12-hour days while my friends were partying.
 
I worked 2 unpaid internships at the same time during summer.
 
My first paycheck was $700. I bought a TV and a PlayStation 4.
Life felt good.
 
But now, I've built systems that run without me.
 
→ Media buyers handle campaigns
→ Creative strategists handle ideation
→ Project managers handle operations
 
And we manage $60M+ annually.
 
You still need resilience.
You'll still face rejection.
 
But now you can scale 10x faster with the right team and systems.
 
So if you ever felt behind, rejected, or stuck...
Be patient.
It's building you.
 
But make sure you're learning from people who've been there.

Success as a Media Buyer

4 Business Metrics Media Buyers Must Understand
(What Founders Care About)
 
Most media buyers talk ROAS, CPA, and CTR.
But founders care about profit.
 
If you can't speak the language of business, you'll never get paid like a strategist.
 
There are 4 metrics that matter:
 
Metric 1: Average Order Value (AOV)
 
How much revenue you generate per transaction.
 
Higher AOV = you can afford higher CPAs and still be profitable.
 
I always try to shot for $150+ AOV. It allows room to scale.
 
How to improve it: Bundle products, add upsells at checkout, offer quantity discounts.
 
Metric 2: Lifetime Value (LTV)
 
The total revenue a customer generates over their entire relationship with the brand.
 
→ Subscription brands can afford 0.6x ROAS on first purchase
 
→ One-time purchase brands need 2-3x ROAS minimum
 
→ High LTV brands win long-term
 
With solid LTV you can lose money on the first sale and still scale.
 
Metric 3: Conversion Rate (CVR)
 
The percentage of people who buy after clicking your ad.
 
Aim for at least 3%.
 
It it's below, you have a funnel problem, not an ads problem.
 
→ Test your landing page copy
→ Simplify checkout
→ Match your ad promise to the landing page
 
Metric 4: Profit Margin
 
This is what business owners actually care about.
 
How much money they have in their pocket after marketing + operations.
 
My advice: Shoot for at least 30% profit margin. The more the merrier.
 
If you want to get paid like a strategist ($10K+/month), understand:
 
→ How to increase AOV
→ How to maximize LTV
→ How to optimize CVR
→ How to protect profit margins
 
That's the difference between a media buyer and a growth strategist.

Why Founders Fire Media Buyers

Two days before I was supposed to speak in Dubai, war broke out in Iran.
I was already there.
 
The conference got cancelled. Bombs flew over my head. I was stuck for days.
 
I couldn't fly back home.
 
That was supposed to be my first major speaking gig at Affiliate World.
 
Instead, I spent days watching a war zone from my hotel window.
 
I remember thinking: "This is insane. I came here to speak about Meta ads."
 
The airport was closed. Flights were grounded. Every day felt like a coin flip.
 
Would I make it home?
 
Fast forward to now. I'm speaking at Affiliate World Europe.
 
July 9-10, 2026.
 
This time, I'm not taking it for granted.
 
Here's what I'll be covering:
 
→ The new era of creative performance
→ The creative testing system behind $60M in Meta ad spend
→ How we scaled Triple Scale from €200K to €800K in one year
 
7,000+ attendees. 35+ speakers. 110+ countries.
 
If you're going to be there, let me know.
 
Discounted affiliate link in the comments.
 
P.S. If you're on the fence about going, just book it. Life's too short to skip opportunities like this. Trust me on that one.

Stop trying to become a leader.
You're either born one or not.
 
That's terrible advice...
 
Leadership isn't something you suddenly become.
 
It's something you've always been.
 
Two photos prove it.
 
→ 1st grade, 2006: I'm standing in front during the ceremony.
 
→ University graduation, 2018: Same thing. Front row.
 
12 years apart. I didn't plan it.
 
But looking back, the pattern was always there.
 
Fast forward to today:
 
→ I lead a 20-person agency
→ Manage $60M+ in ad spend annually
→ Make decisions that impact 40+ brands
 
Everyone has leadership in them.
You just haven't recognized YOUR style yet.
 
Some people lead by building systems.
 
Some lead by connecting people.
 
Some lead by being in front.
 
The question isn't "Am I a leader?"
 
It's "What's MY leadership style?"
 
Because once you recognize it, everything changes.
 
You stop trying to lead like everyone else.
 
You stop forcing yourself into roles that don't fit.
 
And you start building around YOUR natural strengths.
 
What's your leadership style?

I was the team leader. We fought all season to get there.
Then, right before the finals, I broke my toe.
 
The pain was sharp. Every step hurt.
 
But I insisted on playing anyway. Because how you show up in hard moments defines you.
 
Not when things are easy. Not when everything's going your way.
 
When it hurts. When no one would blame you for sitting out.
 
That's when you see who you really are.
 
I was 13 years old playing in the finals at Copper Box Arena, London. Years later, I still think about that game.
 
I learned your team doesn't need you when things are easy.
 
They need you when things are hard.
 
That's leadership.
 
In business, it's the same:
 
→ When a client campaign tanks and you stay up fixing it
 
→ When ad costs spike and you figure out a new strategy
 
→ When a team member struggles and you coach them through it
 
You don't earn respect by showing up when it's easy.
 
You earn it by showing up when it's hard.
 
I played that finals game on a broken toe.
 
We lost. But I'd make the same choice again.
 
Because the alternative is living with the regret of not trying.
 
And that's worse than any loss.

In 2026, AI Creative Strategists will be the dark horse of DTC.
 
Automation creates a new opportunity.
 
When AI handles the execution, human strategy becomes MORE valuable.
 
Here are the 3 skills that will skyrocket in demand:
 
Skill 1: Turning data into profits
 
AI can generate thousands of reports.
 
But someone needs to interpret them and DIRECT what the next move is.
 
→ Why did this creative work?
→ What are people buying most?
→ How do we replicate past success?
 
We've had ad reports for decades. It's turning them into money what changes the game.
 
Skill 2: Understanding WHY people buy
 
Brands need strategists who understand sales psychology.
 
→ What makes someone stop scrolling?
→ What objection is holding them back?
→ What emotion drives the purchase?
 
AI can create 1,000 ads. But it's a black box.
 
It can't generate truly new ideas and find what's missing in the ad account.
 
You're the creative director.
 
Skill 3: Leading creative teams
 
Managing designers, copywriters, and video producers is an art.
 
When AI automates ad creation, someone still needs to:
 
→ Set the creative direction
→ Brief the team on what to test
→ Connect creative strategy to business goals
 
Leadership is the one thing automation can't touch (for now).
 
Strategy. Creative direction. Leadership.
 
Media buyers who master these 3 skills will be the GOATS of DTC in 2026 and beyond.

The New DTC GOATs

Meta made ads easier to run.
But that created a bigger problem.
 
Now everyone can launch campaigns.
 
But most people still can't make them profitable.
 
The difference? Creative testing.
 
I'm speaking about this at Affiliate World Dubai on March 4th.
 
7,000 attendees. 110+ countries. The biggest performance marketing event in the world.
 
Here's what I'll cover:
 
→ The new era of creative performance
→ The creative testing system behind $60M in Meta ad spend
→ How we scaled Triple Scale from €200K to €800K in one year
 
My presentation will be 40% frameworks, 60% war stories from managing $60M/year in ad spend.
 
If you're going to Dubai, let's meet.
 
I want to hear what's working in your ad accounts right now.
 
Discounted ticket link in the comments.

The $60M Meta Ads System - FREE for the next 48 hours.

The last time 300+ people requested this.
We're doing it again 🔥

Comment ADS + connect and I'll send it.
-------------------------------------------------------------------------------
I broke down our NEW strategy behind $60M/year in Meta ad spend:

→ Sub-format iterations: static to testimonial, podcast, us-vs-them variations

→ Account consolidation keeping 80% of spend outside learning phase

→ LTV optimization vs traditional CPA targeting

→ AI tools for scalable creative output→ 1X CPA budget requirements for reliable testing data

This is the replay of a mastermind in Porto founders paid thousands to be in.

Comment ADS + connect and I'll send it your way.

P.S. Tell me if I look cute 🤣

DISCLAIMER: No Grogu was harmed in the making of this post 🤣

Performance Creative ⚡ Creating FB and TikTok ads

I engineer converting Meta ad creatives for CPG e-commerce brands.

Worked with many 6-7-8 figure brands, and have both agency and in-house work experience.

With 8-figures spent on ads I've made, I can help:

- Implement creative systems
- Find winning ads faster
- Make ads go vroom

Emilis Karvelis

My biggest kryptonite in my creative strategy career

has been falling for guru’s tricks time and time again.


I burned A LOT of energy doubting what I want to do.

Every year, every season it’s different.

Shoot, new GPT model came out, everything will change, I’ll get replaced…

Crypto is hot, this is a generational opportunity which I can’t miss…

TikTok Shop creators are printing cash, this is definitely a million $ play…


And now reflecting on those thoughts, none of them really came to fruition.

I’ve fallen into the magician’s trick.

Got consumed into the spectacle.


People who actually made money, were those who have deep exeperience in one specific field.

And when the timing and opportunity combines, spread information for the masses.

Optimizing for attention, urgency and conversions.


The lesson I’m learning tho, is to look at what high-level people do right now with a grain of salt.

And instead, look at what they did when they were at my level, years ago.

Most information is made for the mass consumption.

Whereas the edge is in niche communities and people.

Creative Strategist | scaling CPG brands with killer direct-response ad creatives

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