I'm the founder and owner of Y'all, a boutique performance creative and digital marketing agency that helps direct-to-consumer brands scale their paid acquisition channels.

Travis Halff

Helping DTC brands grow profitably with paid advertising and email marketing

As a Director of Digital Marketing, I specialize in driving growth and revenue through high-impact advertising and creative strategy. I manage and optimize Facebook Ads campaigns, develop data-driven creative strategies, and analyze performance to maximize ROAS. My expertise lies in crafting scroll-stopping ad creatives that capture attention and convert, leveraging consumer psychology to create engaging ad experiences.

I hold a Master’s degree in International Marketing from Middlesex University London, where I developed a deep understanding of global marketing strategies. Additionally, I have multiple certifications in Google Ads, LinkedIn Marketing Solutions, Reddit Ads, and more.

I’m passionate about digital marketing and eCommerce, always testing new tools and creative approaches to improve campaign performance and deliver exceptional results.

🚀 Want to improve your ad creatives and scale your campaigns? Book a free strategy session with me today! Let’s discuss how we can elevate your brand and drive real results.

📅 Schedule a call here: https://www.yall.co/#contact

Yassine El Boucham

🚨 HIRING a Designer (full-time) to join our team.

Comment "ME" below if you're interested and based in the Americas or tag someone who might be interested!

(previous experience working for an agency is a plus)

ChatGPT Ads are coming.
And everyone’s fixated on one thing

$60 CPM.

“Way too expensive”
“3× Meta”
“Who would pay that?”

But that framing misses the point.

CPM only matters if the impression is passive.

Meta = scrolling
ChatGPT = asking

That’s a huge difference.

When someone types a question, they’re not browsing
They’re actively trying to solve a problem right now.

That’s not awareness
That’s intent.

On Google, we already pay the equivalent of $50–$100 CPM

And nobody complains.
Because those impressions convert.

So the real question isn’t:
“Is $60 CPM expensive?”

It’s this:

"Will ChatGPT ads behave like upper-funnel awareness or lower-funnel demand capture?"

If it’s mid-funnel → $60 is pricey.
If it’s true high-intent → it might be cheap.

Same CPM.
Very different outcome.

The platform doesn’t set the prices
The intent does.

Beauty brand Jolie generated $4M+ in sales in their first year of business.

BUT HOW?

Jolie convinced their target audience to care about water quality for better skin and hair.

AND…

They used negative emotions to raise concerns.

Their BRILLIANT strategy is to offer a free water report on their landing page, urging customers to find out what chemicals are in their water. 

By simply entering their zip code and email, leads receive a custom report highlighting the chemicals in their local water.

RESULTS?

Prospects went from being curious about their water to being concerned about dry scalp, skin irritation and hair loss issues to wanting to URGENTLY buy the Jolie showerhead.

A masterclass in using negative emotions to drive positive sales outcomes.

Do you have another example like Jolie’s strategy? 🤔

This is why most ads feel generic.

They talk to people.
Not to situations.

Compression socks help athletes recover
Travelers use them to survive long flights without swelling

Dry shampoo keeps hair fresh between washes
Festival-goers use it when showers aren’t an option

Buying decisions aren’t demographic.
They’re contextual.

If your message isn’t tied to a moment,
it won’t feel relevant.

Segment by use case, not persona

Here's how:
1️⃣ Identify 5 situations when people reach for your product
2️⃣ Translate each use case into a promise
3️⃣ Build creative per use case
4️⃣ Send traffic to matching landing pages

If someone doesn’t think “this is for me,”
you’ve already lost.

taplio

The Battle

Travis Halff

Yassine El Boucham

Followers

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Performance ScoreYassine El Boucham's LinkedIn Performance

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taplio

The Battle

Travis Halff

Yassine El Boucham

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);}Yassine El Boucham's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreYassine El Boucham's LinkedIn Performance