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 🤣

Andromeda changed the game. Brands now need 10+ killer ads per week JUST to stay competitive.

I help marketing agencies build an AI Creative Output Engine 𝘪𝘯-𝘩𝘰𝘶𝘴𝘦 to serve this need.

Contact me for details.

About me:

-Worked with 350+ brands, including Hirsh Marketing, AdKings Agency, Joel Erway, Squatty Potty, Social Media Examiner, and more.

-Experienced in DTC and high-ticket coaching/courses.

-Specialized in copy, creative production systems, CRO, and growth strategy.

"Santiago is one of the best direct response copywriters out there. He has helped the agency and our clients to bring the most out of our copies. He takes his job seriously and always does his research, he has a thorough understanding of the avatars and possible pain points that the customers experience. We are very lucky to have him on our side!"​ Deividas Tokaris, Founder at TripleScale (fastest growing DTC agency in Lithuania)

“Santiago is the man! We're about to launch a second funnel with him. He already nailed the first. Based on our numbers, with just a few tweaks on our end, this is already set up to be a 7-8 figure business." Paul Leeds, Ex-Agora Copywriter

"Santiago helped us scale an offer from $0 to $300K in under 90 days, all from cold audiences." Darius Lukas, CEO & 7 fig coach

⚡ See results & testimonials at https://valuetising.com/results

Santiago Phoenix

The only 3 things you need to generate daily leads from LinkedIn:

1. Post
2. Send connection requests
3. Start conversations

Now, here's how that actually looks like:

1. Thought leadership content

Not random posts or screenshots of your coffee.

Thought leadership = Content that makes your ideal clients think: "This person gets it. This person sees what I'm dealing with. I need to talk to them."

2. Connection requests with YOUR target market

Get a list of companies in your target market. Filter it by people active on LinkedIn.

Then connect with decision makers DAILY.

Do this consistently and you'll build a thriving network.

3. Strategic outreach

Most people sell in the DMs. They treat LinkedIn like email spam.

Strategic outreach = Start conversations.

You comment on their post. You send a thoughtful message about something they shared. You reference an article they wrote.

The goal isn't to sell. The goal is to start a conversation.

• Content with no outreach = You're visible but don't drive sales. People see you but never talk to you.

• Outreach with no content = You're a stranger with a pitch. Just noise.

Content, connections, conversations. Do all 3 and LinkedIn can become a daily source of leads.

I help fractional CFOs and B2B firms book sales meetings through LinkedIn ⚡ Worked with 350+ companies, including EPIC M&A Advisors, Amata Law Offices, Joel Erway, and more.

After writing 1,000+ posts for B2B founders, here are the 3 hooks that work better than anything else:

Hook #1: The Mismatch

Set up two opposing truths that create tension.

Examples:

• "AI made it easier than ever to create content. And it made it harder than ever to stand out."

• "More marketing channels = less marketing impact."

• "The best salespeople talk the least."

Why it works: Your brain can't scroll past unresolved tension. It needs to know how both things can be true.

Hook #2: The Direct Callout

Name your audience. Make it personal.

Examples:

• "Founders: You're the best salesperson in your company. But you're capping yourself at 10-15 conversations a month."

• "B2B CEOs doing $5M+: Your biggest growth blocker is you."

• "If you're spending $10K/month on ads but $0 on content, read this."

Why it works: When someone sees their exact situation described, they stop. "Wait, this is about me."

Hook #3: The Uncomfortable Truth

Say what everyone thinks but is afraid to say outloud.

Examples:

• "LinkedIn can be a circus. Here's how to be different."

• "Nobody cares about your expertise. They care about what keeps them up at 2 AM."

• "Personal branding isn't about you. It's about your prospect."

Say things no one is willing to say outloud.

Test them out and let me know!

I'm done with the "AI just killed x" discourse.

It has become a marketing tactic for people trying to sell you their course/software.

-OpenAI was hiring for a copywriter a few months ago.
-An AI educator just hired me for a writing position.
-I see daily jobs for designers, creative strategists, etc all roles the AI bros say are 'dead'

Guys, AI is just technology. When you have:

-Person A: Just knows AI
-Person B: Knows AI + Has skills and experience

The second person wins, always.

What if instead of "AI is going to replace you" we talked about "AI is going to help you level up"? Instead of "I'm shrinking my team" you said "I'm 2xing my output with the same team"?

AI is not here to shrink our progress. It should allow us to play a bigger game, have bigger goals, and do more work that matters.

People can be such jrks.

5 LinkedIn posts that actually drive sales calls:

1. Case Studies

Results stand out from the noise. Show the impact of your work.

2. Direct Call Out

Call out the exact problem your ideal client is dealing with.

When you describe a problem in detail, people assume you have the solution.

3. Contrarian Take

Challenge what everyone else in your industry is saying.

If everyone goes right, go left. Then back it up with results.

4. The Origin Story

Share your journey in this industry. This creates more trust that any credential could.

People respect others who've overcome difficulties.

5. Your Process

Show your method in 3 simple steps.

Works in markers where everyone is overwhelmed.

Show more, talk less.

Posting on LinkedIn is NOT enough.

You need 3 systems working together:

 #1: Connect

Build your network with the right people.

Get a CSV of decision-makers in your market. Then connect with 20 of them daily (don't surpass this or you'll trigger LinkedIn's police).

The goal: Get in front of 500-1,000 ideal clients over 90 days.

Without this, your content reaches random people instead of ideal clients.

#2: Content

Create thought leadership content for that narrow list of 1K-2K target companies.

Not random posts. Not copy & paste trends. Not what you had for breakfast.

Share case studies. Call out their pain points. Challenge industry assumptions. Break down your frameworks.

The goal: Make your ideal clients think "This person gets it AND has a proven solution. I need to talk to them."

Without this, you're just another cold DM they ignore.

#3: Conversation

Don't wait for inbound. Proactively start conversations.

The goal is to book calls, not close deals in the DMs.

Without this, you get likes but your calendar stays empty.

Connect = Get in front of the right people

Content = Get seen consistently and build trust

Conversation = Turn that trust into sales calls

Connect → Content → Conversation

You need all 3 to make LinkedIn work.

Stop posting on LinkedIn if you want clients.

Most people post and get zero clients.

Not because LinkedIn doesn't work. Because they're "posting" instead of creating thought leadership with their ideal client.

You can't be a thought leader to everyone (unless you're Oprah). You need to pick a specific market, find 1k-2k companies there, and then write for THEM.

B2B writing is different from B2C writing. In B2C, you're writing to a broad market where you hope to pull some of them.

In B2B, you know exactly who you're writing for. You can narrow this to specific names, companies, and roles. This means you can write content specific to THEM, their daily realities and problems.

Then offer a solution.

Stop posting like you're an Instagram influencer. That might get you likes and social validation.

But to make LinkedIn a source of high-quality leads... pick a market. Find your smallest viable audience. Then tailor your entire strategy to them.

That's how you become a thought leader in a way that translates to more business.

"You're brilliant. Your offers are great."


You're just not posting online, so nobody knows it.

But you're too in the weeds.

You post for a week, then stop. Life gets too busy.

Even with AI, consistency is the real challenge. Because you don't just want to post "whatever", you want to post HIGH quality content that attracts your ideal clients...

And equally as important, it represents you. Your voice, your brand, your values, your vision.

Most founders don't realize there are ghostwriters. They learn your voice, understand your market, and help you create high-quality content that FEELS in your voice - exactly as if you had written it.

A great ghostwriter will:

-Study your voice until they kinda become you

-Create a bridge between you and where your customers are.

-Consistently publish content that reinforces that bridge.

It sounds in YOUR voice, and attracts inbound leads. It is both brand-building and sales-generating.

As a founder (aka the Chief Visionary Officer of your company), this is the highest leverage hire you can make. In my humble, totally biased opinion 😂

It's crazy how many founders and thought leaders don't know you can hire a ghostwriter instead of feeling "bad" for not posting consistently online.

Your job is to cast the vision. Not spend 5 hours every week staring at a blank LinkedIn post.

That's what a ghostwriter does for you.

Curious about working with a ghostwriter, but not sure what that entails? Message me and I can explain :)

If you want to grow your LinkedIn, you need to actively chase growth.

-Research what's working
-Model proven hooks
-Dive into your own data

Content is a product and you're finding where demand is.

Analyze, iterate, and optimize until you find what works.

Then scale it.

Creative director for personality-led businesses. Helping investors, authors, and B2B founders turn their online presence into 10x sales and opportunities ⚡ Worked with Hirsh Marketing, Joel Erway, and 350+ more.

Your LinkedIn About section is a sales page. Not a resume.

When someone lands on your profile, they're asking: "Can this person solve my problem?"

Your About section should answer that question in under 10 seconds.

Here's a simple template you can use:

Start with WHO you help.

Not "I work with businesses." Be specific. "I help B2B SaaS companies doing $2M-$10M fix their broken sales funnel."

Then explain the PROBLEM you solve.

What keeps them up at night? What have they tried that didn't work? Show them you understand their world.

Next, how you're DIFFERENT.

Why you vs. the other 500 people who do what you do? Your unique approach, your track record, your framework.

End with a CLEAR next step.

"Book a call." "DM me AUDIT." "Download my free guide." One action. Make it easy.

That's it.

1. Who you help
2. What problem you solve
3. Why you're different
4. Next step

Most B2B owners write it like a bio: "I'm a passionate entrepreneur with 15 years of experience..."

Use this template to actually drive interest from it 💡

Your LinkedIn Featured section is a funnel. Most people treat it like a blog.

They pin random articles. Old blog posts. Maybe a video they made 2 years ago.

You're wasting prime real estate.

When someone lands on your profile, the Featured section is the FIRST thing they see. Before your About. Before your experience.

What if you treated it like a conversion tool instead of a portfolio?

Here's the 4-item funnel I recommend:

1. CTA.

Link to your calendar. An application form. A DM invite. One next step. Make it easy.

2. Case study or client result.

Lead with proof. "How I helped [Client Name] generate $200K in 90 days." This builds credibility immediately.

3. Lead magnet.

A free resource in exchange for their email. "50 LinkedIn Topic Ideas" or "The B2B Sales Funnel Template." This captures leads who aren't ready to buy yet.

You can add more things, but these are the basic ones that make sense.

3 items. 5 minutes to set up. Making the most out of your LinkedIn.

Copywriter & Creative Lead. I’ve generated $50M+ for high-ticket companies. Worked with Hirsh Marketing, Joel Erway, and 350+ more ⚡

Advertising used to be about finding the right audience.


The game was find people, show them your offer, let the sales roll in.

The best media buyers could find a 50K lookalike that worked for months.

But that edge is gone.

Meta's AI now does targeting better than any human ever could.

It analyzes 10,000x more data points than you can see.

So where did the competitive advantage move?

→ Creative strategy.

When the algorithm handles targeting, creative becomes the targeting.

A micro-niche angle ("hormone-safe skincare for new moms") does more targeting work than any interest box ever did.

The new GOATs of direct response aren't the ones finding audiences.

They're Creative Strategists.

They understand:

• Human psychology (what makes people stop scrolling)

• Data interpretation (what the numbers really mean)

• Systematic testing (how to find winners faster)

• The creative-business relationship (how a hook impacts CAC)

They don't just "make ads look pretty."

They're social psychologists with a budget.

And guess who are the best to transition into this role? Copywriters.

They already understand customer psychology, angles, and funnels.

They just need to understand the numbers behind creatives, and what formats convert on social media.

Add a bit of project management and leadership, and you have a killer creative strategist!

Creative IS the targeting now.

Want to get clients from LinkedIn? Position first, then reach out.

The strategy is simple:

1. Connect with 50-100 ideal clients on LinkedIn
2. Post 2-3x per week for 4-6 weeks (they see your content in their feed)
3. Then DM them with something useful

By the time you message them, they already know who you are. You're not a stranger anymore.

You've shown up consistently. You've demonstrated expertise. You've earned the right to start a conversation.

This is why cold outreach feels icky... and why "just posting" doesn't work.

You need both to make LinkedIn work.

The combination of positioning + strategic outreach is how you turn LinkedIn into a client acquisition machine.

Creating content for people in the "decision" stage (not awareness stage) converts 10x better in B2B.

Most B2B owners create awareness-stage content (101 guides, "what is X?" posts, beginner tips).

They're trying to educate people who don't even know they have a problem yet.

That's a long, expensive game.

Here's what converts 10x better: Create content for people in the decision stage.

They understand the problem. They've already invested in a solution. They're just wondering if there's something better.

**This changes everything about your content:**

Instead of "What is email marketing?" you write "3 mistakes your current email provider won't tell you about."

Instead of "Why you need a CRM" you write "How to know if your CRM is costing you deals."

Instead of educating from zero, you're speaking to people who are already 80% of the way there.

**How to find them:**

Use LinkedIn Sales Navigator. Filter by job title, company size, and industry. Then look at who's following your competitors or engaging with their content.

Connect with them. Post content that addresses the gaps your competitors leave. Show them what they're missing.

They're already spending money on this problem. You're just showing them a better way.

Stop chasing people at the top of the funnel. Target the decision-makers at the bottom.

That's where the revenue is.

Most companies don't have a "creative strategy" problem.

They have a creative operations problem.

The problem is not finding the right hook, creative or angle...

It's having the PEOPLE + TEAM to ideate, launch and test great ads - every single week.

I see brands jumping into launching 10+ ads per week. The first week, everything's great.

The second week, you're riding the winners but are not testing anything new.

Third week, you're copy & pasting ads from ChatGPT.

Fourth week, ROAS tanks and you're back in the cycle.

Meta requires DIVERSITY. Not just volume but truly quality creatives that speak to different sectors of your market.

That means:

-Researching your competitors
-Understanding your ideal avatar's pain points and motivators
-Defining your unique mechanism
-Writing copy + creating graphics that reflect this

And with Andromeda (Meta's last update), you need to be doing this WEEKLY to launch 10+ ads that keep ROAS high.

If you're bottleneck is creative production, let's talk. I can help you build the team + processes to scale your creative output (and keep up with Meta's updates!)

You're spending thousands testing ads.

What if you spent the same $ in content, and turned the posts that performed into ads?

The line between paid and free media is blurring.

The best ads are viral posts.

So instead of burning money testing...

You can post content daily, see what works, build an audience...

And then turn your best posts into ads.

It gives you massive leverage because a powerful brand 3-10x your conversions.

But you're also building a library of assets you can repurpose for your cold funnels and ads.

Win-win!

The best advertisers already do this, they go on TikTok and see what works organically. Then just turn it into ads.

You can do the same, just building an organic machine that lowers your cost to acquire customers, and builds TRUST (not just one-time sales).

This becomes massively important as you scale. Ads become more expensive, but content only gets easier and cheaper once you systematize it.

2 ways to build a personal brand:

1. Login daily to social media, think what you want to publish that day, quit after 2 weeks.

2. Systematize everything, batch content creation, and have a team helping you.

The biggest brands you see today (the Alex Hormozi, Dave Ramsey, etc), treat their content like a PIPELINE.

They have systems for:

-Coming up with ideas
-Drafting posts
-Quality control
-Publishing
-Repurposing everywhere

With a team and systems, one idea can become 30+ posts, giving them massive leverage.

If you're building a personal brand and you want to go big, this is a non-negotiable today.

Will AI replace copywriters? Here are some thoughts. I published more on my Instagram @santiagodigitale

I could immediately tell it was written with AI.

A client sent me her ads for review. I told her "I can tell you used ChatGPT."

It's not that AI is "bad". But when your copy is clearly AI-made, that does reduce trust.

Here are some things that made it obvious for me:

1. She was using "it's not this, it's that" —> Classic AI pattern.

2. Her language was vague, things like "leaders respond to signal" —> If you wouldn't say it in conversation, don't write it.

3. Using one-line paragraphs.
With no space in between.
Choppy sentences.
Kind of like this point.

4. She didn't create any emotion. The copy was accurate at best, but not a true reflection of way her ideal clients speak in their mind.

The best copy is a mirror of what your clients are afraid to say out loud.

Use AI to speed up great writing, but AI slop is NOT going to produce the results you want. I can guarantee that.

P.S. I created the graphic using AI 🤣  can you tell?

Most people waste money on ads.

And it's usually before they're not asking these 3 questions:

1. Is my market big enough to target with paid ads?

Ads are a volume play. If your total addressable market is 5,000 people, it's like trying to find a needle in a haystack.

I see this a lot with people trying to hit 7+ figure entrepreneurs with ads. Can you reach them? Yes. But you're going to pay a lot of money and go through a lot of tire kickers to reach them.

If you're in B2B, it's much better to upload a list of target companies and target them directly.

2. Can I afford to acquire customers at this price?

You should NEVER launch an ad without knowing your numbers.

If your product sells for $50 and costs $35 to fulfill, you have $15 to work with. 

But you also need to cover overhead, salaries, and profit. That leaves maybe $5-8 for customer acquisition.

If your cost to acquire a customer increases to $40, you're losing money on every sale.

You need to know:

• Your average order value (AOV)
• Your customer lifetime value (LTV)
• Your profit margin after all costs
• What you can afford to pay per customer

The math determines your entire strategy.

3: Can you produce enough creatives to compete?

Creative is the new targeting. The brands winning in 2026 are testing 20+ new concepts per week.

You don't need 1,000 ads, but you do need a system to produce and test them consistently.

Ask yourself: Do I have a creative engine, or am I relying on one ad to go viral?

Strategy. Numbers. Creatives.

That's how you put the odds in your favor from day one.

taplio

The Battle

Deividas Tokaris

Santiago Phoenix

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Performance ScoreDeividas Tokaris's LinkedIn Performance

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taplio

The Battle

Deividas Tokaris

Santiago Phoenix

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Deividas Tokaris's LinkedIn Performance

Performance ScoreSantiago Phoenix's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreDeividas Tokaris's LinkedIn Performance