TikTok and Meta ads for DTC Brands | Creative Strategist | UGC Producer|Founder of Tok-Vibes.com

Hi, I’m Oli!  a creative strategist who helps DTC brands turn scrolls into sales. I blend storytelling and data to build ads that not only grab attention but also drive growth. Here’s what I do best: I dig deep into your ad data and customer psychology to find out what truly makes your audience click. Then I craft fresh ad concepts (often leveraging UGC and AI content) grounded in those insights. The result = Campaigns that lower your CAC, boost ROAS, and scale your revenue sustainably. Over the past 5+ years, I’ve helped startups and global brands alike smash through growth plateaus:🔹 Scaled Loop Earplugs to exceed a $18M Q4 sales goal by 33%. (Yes, we overshot the target by a mile!)🔹 Drove 3.5X ROAS on $150K ad spend for a DTC accessory brand by reinventing their creative strategy (20% above benchmark performance)🔹 Cut CPA by 18% for a skincare client and found new customer angles that led 5 out of 50 test ads to drive 70% of their online revenue.I’m a founder, too... I launched an accessory brand with an innovative first product that I designed myself. I partner with you, founder-to-founder, treating your business like my own. If something isn’t working, I’ll tell you. If I spot an untapped opportunity, I’ll seize it. My approach in a nutshell: Test, learn, iterate. 📊 I run structured ad tests (thanks to my nerdy side that loves numbers) and then double down on the creatives that perform. No fluff, no ego.. just actionable insights and winning ads. And because I started as a content creator myself, I excel at producing ads that feel real and relatable (not like those stiff “agency” ads). On a personal note, I’m a bit of a nomad and nerd: I’ve lived on 3 continents, speak English &amp; French, and once grew a fitness Instagram to 15k followers just by talking about protein pancakes. 🥞 (Turns out, authentic content really does attract an audience...a lesson I carry into my ad strategies!). When I’m not optimizing campaigns, you can find me in a Reformer Pilates class and having lunch on a terrace with a friend.Ready to scale your DTC brand with ads that convert? Let’s chat. 😊 Send me a DM or book a call through my profile link, and let’s spark your next phase of growth.

Oli Cimet

We started cussing in our ads.
Performance went through the roof.

Here's why.

Client sells to blue collar guys. Construction workers, mechanics, tradesmen.

These dudes don't say "I'm quite dissatisfied with my current solution."

They say "this shit doesn't work."

So we stopped writing ads that sounded like a marketing team wrote them.

We wrote ads that sounded like their customers talk.
"Retire this shit."
"Rate: excellent. Because we're not f*cking around."

The client was nervous. "Can we really say that?"
I said let's test it.


Clean version: 1.6x ROAS.
Raw version: 3.2x ROAS.

Double the performance. Same product. Same offer. Just different words.


Your customer should watch your ad and think "this is for me" before they even see the product.
That only happens when the tone matches.
Match the mouth. Not the brand guidelines.

undefined undefined

QuickFrame Creator: Meta Platform Expert

QuickFrame Creator: TikTok Platform Expert

Certified Personal Trainer & Nutrition & Postnatal Coach

Visual communication -  Front End 

Back-End Web Developer

Fashion Styling and Editorial Certification

Google Digital Marketing & E-commerce

Meta & TikTok ads for DTC Beauty & Health brands | Performance Creative Strategist | Ecom | Startups to Fortune 500s

Tok-Vibes is a small creative strategy team that crafts ad campaigns rooted in psychology and boosts performance. 

I'm an expert in growing DTC businesses, but outside of work I've:

Lived on three different continents, built a holistic health brand, and became a Pilates reformer lover.

Creative Strategy Studio for 7-8 Figure DTC Brands | Performance Creative for Meta & TikTok | Creator of the Tok-Vibes Method™

McDonald's CEO called his own burger a "product" on camera.
Your customer can tell when you do the same thing in your ads.

Every time your ad says "our solution is this revolutionary ingredient" instead of just "This stuff ATE my morning routine. I'm not going back"

Every time your creator holds the product like a prop instead of something they actually use.

Every time your script sounds like a template instead of a person...

Your customer feels it. And they scroll.

The brands winning are the ones that feel the most real.

Not "our proprietary formula supports gut health."
More like "I stopped bloating in a week and I'm genuinely mad I didn't try this sooner."

One sounds like a brand. The other sounds like a person.

Your customer buys from people. Not logos.

Start talking about it like someone who actually uses it.

No alternative text description for this image

$310K in revenue.
$112K in ad spend.
Still not profitable.
And that was the plan.
Most founders see a revenue number and assume profit.

A skincare brand hit $310K/mo.

 From the outside, it looks like a massive win.

The reality: $112K in ad spend. Plus COGS, transaction fees, vendors, admin. The math barely breaks even.
On purpose.
Because the founders made a strategic decision: acquire as many subscription customers as possible at break-even before competitors catch up.

Short-term profit? Zero.

Long-term value? Thousands of recurring subscribers who pay every month without another dollar of ad spend.

This is a real strategy. But it's not the right strategy for everyone.

If your margins are thin, you can't afford to scale at break-even.

If you don't have subscription revenue, there's no "long game" to play.
If your product doesn't retain customers, you're just buying expensive one-time purchases.

Before you "scale aggressively," answer this:

What's the 6-month value of every customer you're acquiring?
If you don't know that number, you're not scaling.
You're gambling.
Know your CLTV before you crank your budget. That's the difference between aggressive growth and aggressive waste.

You know that ad you pulled from Ad Library? Your customer saw it 3 weeks ago. From them.

A client came to me doing $120K/mo.

Solid product. Solid team. Ads were "working."

But growth was flat. Same revenue for 4 months straight.

I pulled their ad account. Then I pulled their top competitor's Ad Library.
Nearly identical.

Same hooks. 
Same script structure.
Same angles. 

Your customer already saw that ad. From them.

Same audience. Same feed. Same message. Different brand.

So when your ad shows up, it doesn't feel new. 
It feels like a rerun.

And people scroll past reruns.

We scrapped everything.

Went into Reddit threads, Amazon reviews, Reviews, Youtube,Tiktok

Found 4 pain points their competitor wasn't even talking about.

Built new concepts around those.

First month: 3 out of 4 outperformed anything they'd run in the last 6 months.

Because we said something different to an audience that was tired of hearing the same thing.

Your Ad Library isn't your strategy.
Your customer's unspoken problems are.

"F*** Meta Ads. I'm done."
I hear you.
But your competitors aren't done.
They're still in your customer's feed. 
Still testing. Still showing up.
And the customer you spent months warming up? 
They're about to buy from someone else.
Meta didn't break. It stopped rewarding lazy creative.
Same ad. Same format. Same angle for 6 months? 
The algorithm is bored. 
Your audience is bored.
The brands scaling right now are testing new angles weekly. 
Mixing formats. Making ads that feel like content.
Before you quit, ask yourself:
When's the last time you made something your customer would actually want to watch?
Don't quit the platform. 
Fix the creative.
The founders leaving right now are making it cheaper for the ones who stay.

"Struggling with [problem]? Meet [product]."
You've seen this ad. So has everyone else. 400 times this week.
74% of new web content is now AI-generated. Every brand is using the same tools to write the same copy with the same hook-USP-CTA formula.
The internet is drowning in ads that sound like ads.
And your customer can smell it instantly.
They don't read your USP. They don't click your CTA. They scroll past anything that feels like a template.
What stops them?
Something that sounds like a person, not a brand.
Not "Are you tired of acne?"
More like "My dermatologist was shocked when..."
One is an ad. The other is a mirror.
Your customer stops for mirrors. Not billboards.
The dead internet killed copy that sounds like copy.
The brands still winning? They sound human.

The brands spending $400K+/mo that keep scaling are the ones that treat creative like a production system

At $400K+/mo in ad spend, your #1 bottleneck isn't budget. It's creative.

The algorithm is hungry. You're feeding it the same 4 ads it already optimized for. It's chewing through your audience faster than you can refresh the content.
Then you blame "audience fatigue" or "platform changes."
It's not fatigue!!!!!

It's starvation. 

You starved the algorithm of new creative.

Here's the ratio that works at scale:
For every $100K/mo in spend, you need 8-12 new creatives per week.
Not random concepts. Strategic variations built from what's already working.
Break down your winners:

What hook stopped the scroll?
What visual held attention?
What angle drove the click?

Now rebuild each element with slight twists. 
same body different format 
Same hook but in a static
new creator
Same angle, new format....

The brands spending $400K+/mo that keep scaling are the ones that treat creative like a production system. 

Not a brainstorm session every other Tuesday.

Volume isn't the opposite of quality. It's how you FIND quality.

My highest-performing ad last month was built from 3 dead ads.

Here's the method:

Ad 1 died at 1.4x ROAS. But the hook had a 42% thumb-stop rate..
Ad 2 died at 1.2x ROAS. But the body story held people for 18 seconds. Great retention.
Ad 3 died at 0.9x ROAS. But the CTA had a 4.1% click-through. Way above average.

Each ad failed as a whole. But each had one part that worked.

So I stitched them together.

Hook from Ad 1 + Story from Ad 2 + CTA from Ad 3.

Result: 3.4x ROAS. Scaled to 5fig ad spend quick.

I call this the Frankenstein method.

Most brands look at ads as pass/fail. Winner or loser.

I look at ads as parts. Hook. Story. Proof. CTA.

A "failed" ad with a great hook isn't a failure. 

It's a hook you haven't paired with the right body yet.
Stop killing ads. Start harvesting them.

I heard a barista tell a customer yesterday:
"Sorry, we're out of oat milk. We've been out all week because I keep forgetting to tell my manager we need more."
The customer left.
That barista just showed me every founder's scaling problem in one sentence.
You know there's a problem.
You know how to fix it.
But you haven't systematized the fix.
In DTC terms:

You know your best ad is dying (the oat milk is running out)
You know you need new concepts (you need to reorder)
But you haven't built the system to flag it and act on it

Most brands don't fail because they don't know what to do.
They fail because they don't build the system that makes sure it gets done.

Every Meta Ads tutorial teaches you to sell the problem.
That works for some industries. but it can kill your brand.

Nobody has a "pain point" about t-shirts for example.
Nobody googles "my current hoodie is ruining my life."

Fashion isn't a solution. It's an identity.

For these products, you need to stop testing pain points. Start testing identities.

Not "premium cotton, relaxed fit."

More like "this outfit ATE and I need everyone to know."

The fashion brands scaling past $100K/mo right now aren't pitching their clothes.

They're making you want to be the person wearing them.
That's the ad.

If you're stuck and wondering why the ads aren't adsing 

it's because some frameworks weren't built for you.

some needs its own playbook.

Stop testing "Women 25-45."
Start testing "Women who bought competitor X in the last 30 days."

Here's what happened when I tightened targeting for a skincare client:
Broad test: $180 CPA, 1.4x ROAS
Competitor purchaser test: $35 CPA, 3.1x ROAS
Why?
People who JUST bought a solution are still in "seeking" mode.
Either they're not satisfied yet, or they're comparison shopping, or they want to stack products.
They're warm. They have budget. They're in-market right now.
Your best customer isn't "interested in skincare."
It's "bought skincare in the last 60 days and is still searching."

I heard a story the other day about a founder who almost died.
Heart attack at 34. Woke up in the ICU thinking about all the things he never built.
A year later, he launched a business doing the thing he'd been "planning to do eventually."
Hit $500K revenue in year one.
Here's what he said changed:
"I stopped waiting for perfect. Perfect was killing me slower than the heart attack."
Before: spent 3 years researching, planning, perfecting the idea.
After: launched in 6 weeks with a landing page and a prayer.
The business he built in 6 weeks outperformed the one he'd spent 3 years planning.
Turns out the biggest risk isn't launching too early.
It's never launching at all.

You hired more people to move faster.
You just gave more people access to your mess.

There's a winning ad in your pipeline right now that won't go live this week.
Not because it's bad.

Because it's stuck between Notion, Slack, Asana, and a Google Drive folder nobody can find.

Brief in one tool. Feedback in another. Assets in a third. Approval in a fourth.

Every handoff is a delay. Every delay is a day you're not testing.

And every day you're not testing is a day your competitor is.

You don't have a talent problem. You have a system problem.

The fastest creative teams don't have the best people.

They have one system where everything lives.

Briefs. Scripts. Feedback. Assets. Status. All in one place.

Centralized = fast.
Fast = more tests.
More tests = more winners.
More winners = more revenue.

Before you hire another strategist, ask yourself:
Can everyone on your team find what they need in under 30 seconds?
If not...
 that's your bottleneck.

 Not your people.

The "aspirational" ad strategy is dying.
Your customer doesn't want to see a dream.
They want to see themselves.

For years, the playbook was: show the perfect version of life. Make the customer want that. Sell the product as the bridge.

It's not working like it used to.

A skincare brand switched from aspirational content to educational, conversational content.

Instead of flawless models with perfect skin, they featured real people talking openly about their skin struggles.

Comments went from "nice ad" to actual conversations.

People tagged friends who had the same skin issues.

Shares doubled.

CPMs dropped because the algorithm rewards engagement.

Aspirational ads get watched. Conversational ads get shared.

And shared > watched. 

Every time.


Your customer doesn't need to be sold a dream. 

They need to feel understood.
Make ads that start conversations.
Not commercials.
The algorithm rewards the brands people actually talk about.

The clients who want the most creative concepts are usually the ones who need the fewest.
Client came to me: "We need 50 per week."
I asked: "How many winners do you have right now?"
Them: "One. But it's dying."
Me: "Then you don't need 50 concepts. You need 20 iterations of your one winner."
Most brands treat creative like quantity game.
More concepts = more chances to win.
Wrong.
Your winning ad contains every signal you need. Milk it.
I'd rather have 1 proven concept with 10 strategic variations than 50 random concepts hoping something sticks.
When you find gold, don't go looking for silver.

Flight attendant told me during boarding:
"I check the same 6 things before every flight. Same order. Every time. Been doing it 20 years."
I asked: "What if you skip one?"
She looked at me like I was insane. "I don't. That's the point."
That's the difference between amateurs and pros.
Amateurs rely on motivation.
Pros rely on systems.
My pre-launch checklist for every ad concept:

Hook passes 3-second test?
Script passes customer language test?
CTA is friction-aware?
Brief includes shot list?
Editor has reference ads?
Tracking is live?

Same order. Every time.
I don't FEEL like checking. I just check.
That's why my win rate is 40% and not 5%.
Systems beat motivation every single time.

Your best ad died after 12 days.
It wasn't a bad ad.
You just don't have a system to replace it.
At $500K+/mo, creative fatigue isn't an occasional problem.
It's a daily reality.
The algorithm burns through creative faster at scale because you're reaching more people faster. 

An ad that lasts 30 days at $5K/mo might last 10 days at $500K/mo.

If your response to fatigue is "we need to brainstorm new ideas"....you're already behind
By the time you brainstorm, brief, produce, and launch, you've lost 2-3 weeks of declining performance.

You should always have 2 weeks of creative in the pipeline AHEAD of what's running.

While this week's ads are live, next week's are in editing, and the week after is in scripting.

Log every creative in one place.

 Track what's working, what's fatiguing, what's dead. 

Not in your head. In a system your whole team can see.

When a winner starts declining, the replacement is already queued.
That's not creative genius. It's a production calendar.
The brands that scale past $500K/mo don't have better ideas.
They have better pipelines.

My Pilates instructor taught me more about creative strategy than any marketing course.
She said: "Your body will compensate. If your core is weak, your shoulders will do the work. You'll still get through the movement, but you're building the wrong muscles."
That's exactly what broken creative strategy looks like.
Weak hook? Founders compensate with bigger budgets.
Weak offer? They compensate with more concepts.
Weak product-market fit? They compensate with "better" creators.
You get through the month. But you're building the wrong thing.
The best strategists don't compensate. They fix the weakness.
Sometimes the insight comes from weird places.

Your customer is scrolling "spring glow up" content right now.
Your ads still look like January.

Here's the problem with most creative teams:
They don't write briefs inspired from their customer's feed.

They haven't opened TikTok as a CONSUMER in weeks. 
They don't know what formats are getting pushed.
 They don't know what their audience is actually watching at 10pm on a Tuesday.
And then they wonder why the ads feel off...

Your customer's feed changes every season. Every month. Sometimes every week.

Right now it's spring break prep. Glow ups. Reset routines. Fresh starts energy.

If your ads aren't matching that, they feel stale. 
Not because the product changed. 
Because the MOMENT changed and your creative didn't.

 and it's not complicated. It just takes discipline.

1. Create a fresh Instagram account just for your brand.
Follow your brand + Follow 10-15 creators in the niche. 
Then just scroll.

Within 48 hours, the algorithm starts serving you exactly what your customer sees every day.

That's not your feed. That's THEIR feed.

The content the algorithm pushes to that account is literally a map of what your audience is consuming right now. 

The formats. The sounds. The hooks. The vibe. All of it.

If your creative team isn't doing this, they're guessing.

2. Check TikTok Creative Center weekly.
ads.tiktok.com shows you what's actually performing. Not what you THINK is trending, what's driving real engagement and spend.
Top ads by category. Trending hashtags. Winning formats.
This isn't optional research. This is the brief.

3. Use Atria
What are the brands in your space running RIGHT NOW? Not last quarter. This week.
What formats are they testing? 

This takes 30 minutes a week. And it gives you more strategic insight than a 2-hour brainstorm session ever will.

Your customer's feed is the most honest creative brief you'll ever get.
It tells you what they watch.
What they save.
What they share.
What makes them stop scrolling.
If your team isn't consuming what your audience consumes, they're making ads blind.
And if they ARE doing this and your ads still feel stale?
You need a better team.

Open article: TikTok for Business | Marketing & Advertising on TikTok by ads.tiktok.com

TikTok for Business | Marketing & Advertising on TikTok

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

⚠️↓ Book a FREE Strategy Call With Me ↓⚠️

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.

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

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.

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.

We helped Lukas scale his fashion brand from basic ads to record Q4 revenue.
(here is how we did it)
 
When we started working together, he didn't have a creative testing strategy or a scaling structure.
 
Here is how we helped him break through:
 
Step #1: Identify the weak spots in the business.
 
→ Triple Scale audited the entire operation.
→ Found gaps in creative testing and scaling.
→ Mapped out a clear path forward.
 
Step #2: Introduce proper creative testing strategies.
 
→ Implemented our creative testing framework to find winning angles.
→ Taught the team how to test fast and kill losers faster.
→ Built a system to increase creative win rate.
 
Step #3: Fix the scaling approach.
 
→ Showed Lukas how to scale profitably without burning budget.
→ Connected him with specialists who made a significant impact.
→ Set up best practices for sustainable growth.
 
As a result of working with Triple Scale, Lukas:
 
→ Doubled revenues and profitability
→ Hit record Q4 revenue
 
"Triple Scale helped us to double our revenues and profitability. The team is very professional. They introduced us to best practices and helped us understand the next steps. I would recommend anybody who feels lost and wants to scale to work with them."
 
Proud to be part of the journey.

taplio

The Battle

Oli Cimet

Deividas Tokaris

Followers

Posts

Engagements

Likes

Performance ScoreOli Cimet's LinkedIn Performance

Performance ScoreDeividas Tokaris's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Oli Cimet

Deividas Tokaris

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);}Oli Cimet's LinkedIn Performance

Performance ScoreDeividas Tokaris's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreOli Cimet's LinkedIn Performance