Paid Social Launch (DTC)

Overview

Paid Social Launch (DTC) established a repeatable testing system across Meta and TikTok to find winning creative fast and scale with guardrails.

Goal: profitable acquisition with a clear learning cadence. Constraint: limited creative bandwidth, so we focused on high-leverage tests.

Testing framework

• Angles: pain-based, outcome-based, and objection-handling concepts
• Hooks: first 2 seconds optimized for scroll-stopping patterns
• Offers: bundles, free shipping thresholds, limited-time promos
• Landing pages: message-match + simplified checkout path

Creative iteration

We built a library of reusable components: headlines, UGC beats, benefit bullets, and proof overlays. Each ad included clear hierarchy with bold benefit, short testimonial, direct CTA, and links to product proof.

1. Instrumentation: Conversion API + event QA to reduce attribution gaps
2. Weekly sprints: concept → script → edit → ship (with scoring)
3. Scaling: controlled budget ramps and stopping rules

Results

• 2.1× ROAS improvement
• -28% CPA in 6 weeks
• Clear creative insights to feed the next quarter of campaigns

Artifacts: creative scorecard and testing plan.