Meta Creative Strategy Built for Pet Brands
Research, ad copy, and testing designed to find stronger angles faster.
A Few of the Brands I’ve Worked With:
Better Meta Ads Start With Better Evidence
Strong creative starts before the first hook gets written. It starts with the evidence already sitting in your product pages, customer reviews, comments, existing ads, and competitor creative.
That’s where I start.
I look for repeated questions, concerns, desires, objections, and buying reasons, then turn the strongest patterns into distinct hooks and ads that can be tested fairly against what’s already working.
The PETS Method
How I turn research into stronger Meta creative.
I pull together the evidence, look for the patterns that keep coming up, turn those insights into distinct hooks, and set up a fair test against what’s already working.
Pull Together The Evidence
I start with your product pages, customer reviews, comments, existing ads, competitor creative, and relevant industry sources.
For technical products, I also look closely at the approved claims and supporting product information.
That means building from real evidence, not assumptions, so every new hook starts with something worth testing.
Examine What Keeps Coming Up
I look for repeated questions, concerns, desires, objections, and buying reasons across the research.
The aim is to separate meaningful patterns from comments that appeared once and may not matter.
Those recurring themes give us a stronger basis for deciding which messages are worth turning into ads.
Turn It Into Three Hooks
I turn the strongest patterns into three distinct hooks, each exploring a different direction.
One draws on the language pet parents already use. One focuses on a genuine product strength. The third explores an angle your current ads or competitors may be overlooking.
Each hook gives you a meaningfully different idea to test, not three minor rewrites of the same message.
Set Up a Fair Test
Before anything runs, we agree on the control, the result we’re measuring, the budget, the objective, and the testing conditions.
That gives each hook a fair chance to prove whether it can beat the benchmark.
The goal isn’t only to find a winner. It’s to understand why one message gets a better response and use that information to decide what to create next.
"A talented writer and marketer"
Richard has helped us with content creation and strategy over a period of several months. He is a talented writer and marketer who can be relied upon to generate ideas and deliver excellent content on a consistent basis.
Heather Rose
Digital Marketing Manager, Earth Rated
Ready to Find Stronger Angles
for Your Meta Ads?
If your current ads are starting to feel repetitive, inconsistent, or harder to scale, I can help you find new angles worth testing and turn them into stronger ad concepts.
"Perfectly understood our needs and expectations"
We hired Richard to write an eBook and customer case study. He perfectly understood our needs and expectations, and delivered fantastic work that was a hit with the whole team.
Chelsea Rivera
Head of Content, Honest Paws
Let’s Find What Your Meta Ads Are Missing
Tell me where your ads are getting stuck, what you’re currently testing, and what you want to improve. We’ll look at the biggest opportunities and whether working together makes sense.