The problem

Gold prices sent “sell your gold” demand surging (US search interest roughly doubled H1 2026 vs. H2 2025). The client needed to scale paid-social lead volume without the usual penalty — CPL creeping up the moment you push spend — and without a film crew on retainer to keep an always-on funnel fresh.

What I diagnosed

The constraint wasn’t targeting or bidding; it was creative velocity. Always-on retargeting fatigues fast, and a precious-metals buyer can’t shoot new video weekly. If I could produce convincing video on demand, the funnel could scale on efficiency instead of budget.

The system I built

A ThruPlays > Key Events flywheel fed entirely by generative AI. I storyboarded each concept, animated it in Veo 3, and used Aurora inside Creatify to hold the same spokespeople consistent across shots — recurring avatars, not one-off clips. I ran the pipeline through Claude in Agent mode to version reels in volume and refresh weekly. Organic and paid shared one asset library: I owned the organic feed, ran the reels as the video-funnel creative, let accumulated view counts act as social proof that lowered prospecting costs, and personally answered 300+ high-intent comments on a single ad — turning the comment section into a live qualification layer. Retargeting was segmented by material (Gold, Silver, Jewelry, Coins).

The measurable result

Scaled monthly spend +109% to 4,085 website leads at an ~$8.89 blended CPL, with Silver the volume engine at a $6.37 CPL. And the funnel is maturing, not fatiguing: across the most recent 30 days, CPL fell in the core segments — Gold retargeting $14.14 (−13.3%), Jewelry $10.88 (−9.6%) — while lead volume grew +29.5% and +24.2%.

The fully-AI avatar ad was the clearest proof the generative creative does real work: 28 leads, +233% period-over-period, at a $12.19 CPL (−19.9%). A near-organic awareness layer added 1.68M in reach at a ~$1.44 CPM to keep the retargeting pool full.

All of it on 100% AI-generated creative — proof the engine carries a real, scaled program, not a test budget.

Why it’s repeatable

Creative is no longer the bottleneck. The same flywheel ports to new material verticals and into lifecycle/email with the audiences it already builds.

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The problem

A niche B2B buyer and no clear qualified pipeline from the obvious channel. LinkedIn — the default play for B2B — was spending without producing traceable, qualified demand.

What I diagnosed

LinkedIn’s intent signal for this specific category just wasn’t there. The buyers were surfacing in high-intent discussion communities and specific geographies instead. So rather than keep defending the “correct” B2B channel, I killed the losing spend and followed the intent — reallocating to a precision, geo-targeted Reddit build aimed at the highest-fit areas where the client had positive market signal.

The system I built

A precision Reddit traffic campaign targeting high-intent geographies, with CallRail closing the attribution loop so every inbound call traced back to source — Reddit doesn’t hand you clean lead attribution on its own, so the tracking layer is what made the channel provable. I also produced the campaign’s creative end to end: original, high-resolution install photography captured on location in San Diego, real installations in the field, which gave the ads authentic proof-of-work instead of stock or renders.

The measurable result

A ~$1.56 CPC that drove 19+ qualified, directly-attributed inbound calls (tracked in CallRail) from a channel that started at zero. The win isn’t a single magic metric, it’s the diagnosis-and-reallocation move: recognizing the default channel was a dead end for this buyer, finding the pocket of intent that actually converted, and instrumenting it so the result was defensible.

Why it’s repeatable

Channel-agnostic precision targeting + original creative I can produce myself + closed-loop call tracking is the transferable framework — it works on any niche B2B account where the obvious channel underperforms and the real intent lives somewhere less expected.

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Over the past three years, we successfully scaled ad spend by 300% while maintaining a 9x ROAS in a Meta Advantage+ campaign. By leveraging first-party data, product catalog retargeting, and a full-funnel strategy, we drove sustained revenue growth and improved audience engagement across both paid and organic channels.

Objectives

• Increase e-commerce ROAS and purchase volume while scaling spend.
• Diversify sales campaigns by implementing a Meta Catalog campaign to dynamically serve relevant products to potential customers at optimal conversion moments.
• Enhance first-party data tracking for more precise audience targeting and campaign optimization.

Strategy

Data & Tracking Optimization

• Audited event tracking and implemented Conversion API (CAPI) to improve first-party data accuracy and optimize conversion tracking.
• Clearly defined audience segment funnels in Advertiser Settings, ensuring more effective retargeting based on user behavior.
• Developed high-intent 1st-party audiences (Abandoned Carts, Initiate Checkout, Add to Cart) to improve targeting in Advantage+ campaigns.
  

Advantage+ & Catalog Implementation

• Created and launched a Meta Product Catalog, ensuring optimal structuring for campaign performance.
• Ran an Advantage+ campaign with a mix of product-category and all-product ads, allowing the algorithm to optimize towards top-performing creatives while preventing ad fatigue.
• Launched Advantage+ alongside traditional sales campaigns, segmenting catalog-based ads from static image ads for greater audience control.
• Drove retargeting within Advantage+ by dynamically engaging past customers and site visitors with relevant product ads.

Creative & Organic Expansion

• Developed and executed an organic strategy across Meta and LinkedIn to increase engagement and reinforce brand presence.
• Produced video content for ad campaigns to be used in a structured video funnel, driving more first-party users into the ecosystem.

Results

• 85% increase in AOV (Average Order Value)
• 150% increase in total sales
• 500% increase in ROAS in Q1 2022
• 9x ROAS sustained for 3 years
• $1.4MM in revenue driven solely from Advantage+ campaigns
• Scaled spend by 300% (2022-2025) while maintaining profitability
  

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Utilizing Advantage+ Shopping Campaign, a Reworked Promo, and New Creatives to Drive ROAS

BBQ Galore’s initial promotion offered 10-15% off grill bundles, but it failed to drive significant results. After analyzing customer behavior, it was theorized that dollar-off discounts would be more effective for high-ticket items like grills.

We revised the promo to offer up to $600 off on selected grill bundles, reworked the ad messaging and creative to emphasize the high value of the discount, and retargeted users who had engaged with the brand before as well as driving more new-to-brand sales.

Furthermore, we designed banners for the website to increase conversion rate and improve the AOV by adding language on the product page around triggering the promo. This had an immediate effect on AOV.

Results:

• 780% increase in ROAS and over 200% sales growth
• 368% lift to AOV due to clearer messaging about promotion
• This shift to a dollar-off promotion drove higher conversions and substantial revenue growth

Want to turn your business up to 11?

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Led grassroots campaign and produced vignettes to be featured on organic social, resulting in hundreds of shares and reaching the fundraising goal.

• Led creative direction for campaign and content on social and web
• Named a Top 10 Standout GivingTuesday campaign in 2019 by Classy, an online fundraising platform
• Met and exceeded $25,000 goal with no advertising budget
• Developed grassroots social and digital strategy

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1300x ROAS for 30th Walk for Life

Managed the social and digital strategy for Prisma Health Midlands Foundation’s signature fundraising events Walk for Life and Famously Hot Pink Half Marathon. Both events went virtual for the first time in 2020 creating a unique challenge.

• Redesigned walkforlifecolumbia.org to optimize user experience and implemented tracking to monitor digital engagement
• Increased online fundraising total by 6% YoY despite the first year of going virtual
• Developed creative and paid social strategy across Facebook and Instagram resulting in 1300% ROI
• Implemented Google Grants for the Foundation, accounting for $4200 in free revenue

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In an effort to remove arbitrary donation amounts, I developed a creative concept for our fundraising page that tied donation values to tangible items such as “TWO ISOLETTES for premature twins” which drastically boosted conversion rates.

The video was amplified through Google Ads, social media, and shares by news organizations and charities, while retargeted email and social media campaigns re-engaged past donors. This integrated approach helped the campaign reach its fundraising goal

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Created a motion graphics promo based on images I shot at the previous year’s tournament. Video was used as main promotion for the golf tournament.

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