Content and creative for performance
What content actually means here.
Content is the single biggest lever in paid media. On mature accounts, creative drives 70% of variance in performance — bigger than audience, bidding or budget. A campaign with the right creative beats a campaign with the wrong creative by multiples, not percentages.
We build a content system: ad copy, statics, video scripts and landing pages, produced on a cadence and judged by the same metrics as media. Every asset is tagged, every variation is tracked, every loss is documented so the next batch is better.
Our writing is not brand voice for its own sake. It is specific, concrete, and built around one or two ideas the audience can repeat after one read. We start from interviews — sales calls, customer reviews, support threads — not from a blank page.
Creative is not a deliverable we ship and forget. It is a library we keep feeding, because the best ad of this month will stop working in three.
What you actually get.
Ad copy library
A rolling set of hooks, primary texts and headlines — tested weekly against a clear benchmark.
Landing pages
Long-form and short-form landers engineered for paid traffic, with clear conversion hypotheses.
Video scripts
UGC, founder-led and studio formats written for the first 3 seconds, not the last 30.
Creative briefs
Tight briefs for editors and designers so production stays on pattern and off vibe.
Message testing
Structured tests on hooks, angles and offers before production scales.
Content audits
Review existing assets, rank by performance, retire losers and double down on winners.
How this engagement runs.
- 01
Research
Interviews, sales calls, review mining and competitor teardown. Harvest real customer language. - 02
Angle bank
Build a running list of angles, hooks and proof points ranked by confidence and novelty. - 03
Write
Produce copy and scripts in batches, matched to the funnel stage and audience. - 04
Test
Ship with clear hypotheses, run against a control, kill or scale based on statistical wins. - 05
Scale
Turn winners into templates. Vary hook, visual, caller and setting to extend creative lifespan.
The stack we use.
Representative outcomes.
Questions we get, answered plainly.
Do you write in English and Spanish?
We write in English. For Spanish-language creative we partner with native speakers rather than translating, because translated ad copy almost always underperforms native copy in A/B tests. If you need bilingual campaigns, we will bring the right writer in.
How many ad variations do you produce per month?
For most accounts we ship 12–20 new creative variations per month — a mix of fresh hooks, variations on winning angles and new formats. The cadence depends on budget; high-spend accounts burn through creative faster and need more.
Do you handle video production?
We write scripts, direct shoots and edit. We do not run in-house studios, but we have a bench of editors and UGC creators we trust. For founder-led video, we coach and direct remotely; for UGC, we brief and QA.
How do you measure creative?
By the metrics that tie to revenue: hook rate, CTR, cost per lead, cost per qualified lead and ROAS. We do not evaluate by likes, shares or brand lift unless those are explicit goals. Every creative ships with a hypothesis and a benchmark.
Do you build landing pages?
Yes. We design and build landing pages in Webflow, Unbounce or inside your CMS. Every page has a conversion hypothesis, a primary action, and proper tracking wired to your ad accounts and CRM.
Can you work with our existing designers?
Yes. We often act as the strategy and copy layer on top of an in-house design team. We write scripts and briefs, they execute, we review against the performance benchmark. This pattern works well when the in-house team knows the brand and we bring the performance discipline.