Lorenzo | Meta Ads & Performance Creatives 📈
@lorenzo_pravata
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Helping eCommerce Brands scale past $100k/m with Paid Ads & UGC Creatives | $50M+ revenue generated for clients | Case Studies at
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I took my client from $1.1M to $2.7M in just 90 days.
I'm breaking down the 3 steps I followed so you can do the same for your brand.
- Breaking ad spend ceiling
- Testing new stealth creatives
- Doubling down on winning messaging
(🧵)
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To create Ads that convert...
You need a great Hook.
After spending $5M+ on FB Ads, I created a list of the best hooks to test in your creatives.
For 48 hours only, I'm giving this list away for FREE
Like + comment "hook" and I'll send it
(Must be following)
1K
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1K
To create Ads that convert...
You need a great Hook.
After spending $15M+ on FB Ads, I created a list of 500+ viral hooks to test in your creatives.
Like + comment "hook" and I'll send it.
(Must be following)
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Struggling to create the right ads to scale your eCom Brand?
I just created a swipe file with 100+ Static Ads, that you can create in 10 minutes.
These are the same formats my clients used to generate $10M+.
Like + Comment "static" and I'll DM it to you.
(Must be following)
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Auto DM broke after 300 DMs... let's try again
I created a 7-step mini-course...
Showing you how my 8-figure eCom clients create and test ads
Like + comment "guide" and I'll send it
(Must be following)
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85
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To create a great UGC Ad...
You need a great brief for your creators.
This is the step-by-step template my 8-figure eCom Clients use for their UGC briefs.
For 24 hours only, I'm giving this template away for FREE
Like + comment "brief" and I'll send it
(Must be following)
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Struggling to create the right creatives to scale your eCom Brand?
I created a 7-step mini course...
Showing you how my 8-figure eCom clients create and test ads
For 48 hours only I'm giving this guide away for FREE
Like + comment "guide" and I'll send it
(Must be following)
388
56
449
To create Ads that convert...
You need a great Hook.
After spending $15M+ on FB Ads, I created a file with the 5 hook formats that never fail for us with an example for each one.
Like + comment "hook" and I'll send it.
(Must be following)
437
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466
Podcast-style ads are killing it.
My clients spend over $100k/month on this format alone.
So I've created a mini-guide on how you can do the same
- Winning examples
- Why they're working
- Steps to follow when creating them
Like + comment "guide" and I'll send it over.
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To create UGC Ads that convert you need one thing:
An engaging hook.
After scaling 10+ brands, I've created a file of the best hooks I’ll be testing on my clients.
For 48 hours, I'm giving it away for FREE
Like + comment "hook" and I'll send it
(Must be following)
286
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My client just scaled from $1k/day to $8k/day.
With only 2 new UGC videos.
So I created a swipe file with 50+ winning UGC videos that can help you do the same.
Like + Comment ‘UGC’ and I’ll send it over
(Must be following)
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I just doubled the FB Ads Conversion Rate for my client with a simple landing page.
So I put together a swipe file of 7 high-converting landing page concepts to help your brand do the same.
Want access to it?
Like + RT + comment “landing” and I’ll send it
(Must be following)
226
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I just created a 10-page guide on creative iterations.
This is the process I follow to drive $20M in FB ads revenue by creating fresh weekly ads for my clients.
Just like & comment "guide" & I'll DM
(Must follow | 48hrs only)
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Struggling to find creators for your ecom Brand?
I just created a guide that will help you find 50+ creators in 30 minutes.
This helped my clients generate $10M+ with UGC Creatives.
Like + Comment "creator" and I'll DM it to you.
(Must be following)
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Last year I generated $305k through Black Friday week for a client.
Here's the exact roadmap to follow if you don’t want to miss out on sales this BFCM.
• Lead Generation
• Hype Sequence
• Ad Spend Scaling
Like + Comment "BF" and I'll DM it to you.
(Must be following)
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I've just doubled the FB Ads Conversion Rate for a client with a Listicle landing page.
That's why I've created a mini guide & swipe file of 8 high-converting templates so you can do the same.
Want access?
Like + comment “listicle” & I’ll DM it.
(Must follow)
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Skit conversation ads are killing it.
My clients spend over $150k/month on this format alone.
So I've created a mini-guide on how you can do the same
- Winning examples
- Why they're working
- Steps to follow when creating them
Like + comment "guide" and I'll send it over.
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I've created thousands of creatives that generated $15M last year.
I never forget one thing when producing them:
Awareness levels.
I've just created a file of creative formats for each level you can test this Q2.
Like + reply "level" and I'll DM it.
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Struggling to create high-performing creatives?
I’m sharing the scriptwriting process we use to generate hundreds of winning ads per month.
This is the same process I used to generate $20M+ for my clients with UGC creatives.
Like + Comment "script" and I'll DM it to you.
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Struggling to create the right creatives to scale your eCom Brand?
I just created a document with 9 of the best creative formats.
These are the same formats I used to generate $10M+ for my clients.
Like + RT + Comment "creatives" and I'll DM it to you
(Must be following)
169
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I’ve just recorded a 9-minute vid breaking down the steps I’ve followed to scale my client from 40k to 300k a month in 60 days.
I dive into research, creative strategy, campaign structure, etc.
Like + comment “300” and I’ll send it.
Free for 48 hours.
(Must be following)
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I took my client from $1.1M to $2.7M in 90 days.
I've just created a 12-page guide on how you can do the same.
- Breaking ad spend ceiling
- Testing new stealth creatives
- Doubling down on winning messaging
Like + Comment "guide" and I'll DM it to you.
(Must be following)
196
14
196
My client spent $500k on this format:
Street Interviews.
I've just created a 5-page guide on these types of creatives so you can do the same for your brand.
Like + Comment "guide" and I'll send it over.
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Struggling to find winning angles for your ad creatives?
I’m sharing the 5 SOPs we use to drive research for our 7/8 figure DTC clients.
This helped my clients generate $10M+ with UGC Creatives.
Like + Comment "research" and I'll DM it to you.
(Must be following)
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Are you struggling to scale your eCom Brand?
You need to know your unit economics.
This is the calculator I use on my 8-figure eCom clients to figure out their target CPA and maximize profitability.
Like + comment "calc" and I'll send it for FREE.
(Must be following)
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Last gifting season I generated $2.5M through winning creatives.
Here's a 3-step guide on how to do the same for your brand.
Like + comment "Gift" and I'll DM it.
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It's not Black Friday yet...
But I've just created a FREE guide on BFCM:
• Statics
• Videos
• LP
These QUICK iterations allowed me to generate more than $3+ Million last Black Friday
(You can set them up in 1 hour)
Like + comment "BF" and I'll DM it.
(Must be following)
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I took my pet brand client from $43k to $103k in 3 months.
I've just compiled the steps we took to get there in this 9-minute case study:
• Creative Strategy
• Landing Page Creation
• Product Page Optimization
Like + Comment "case" and I'll DM it to you.
(Must be
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My favorite UGC template:
1. Hook
2. Problem Agitator
3. Present the Solution
4. Specific Benefits/Features
5. Testimonial
That's all you need.
Focus on improving each module instead of testing multiple structures.
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I took my client from $40k to $300k/month in 60 days.
I’m going to break down the EXACT roadmap we used to get there:
• Audience Research
• Creative Strategy
• Campaign Structure
(Thread)
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Instead of just copying your competitor's ads...
Note down what they are trying to test and why.
Use these 10 questions to get the most out of your competitor's creative analysis.
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I took my client from $40k to $103k/month in 3 months.
I'm breaking down the exact strategy so you can do the same:
• Creative Strategy
• Landing Page Creation
• Product Page Optimization
🧵
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Here’s the exact strategy I would follow to scale a Sportswear brand like
@wolaco
through ad creatives:
~~
1. Customer Research
After compiling about 50+ reviews from:
- Product Page
- Review Sites
- Reddit
I’ve created the following customer avatar: (steal the format if you
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The key to win with ad creatives this 2024:
Speed.
This is the process we use to generate ads in seconds with AI:
(Save this for later)
~
1. Audit Existing Footage
You need to make sure that you have enough to work with.
A mistake we had been making in the past was
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99% of eCom Product Pages I see don't clearly answer these questions:
- Who is this product for?
- What problems does it solve?
- How does it solve them?
Too much clever.
Not enough clarity.
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Here’s how to brainstorm ad concepts:
Combine an avatar, a specific detail, and a format.
1. An Avatar, with its respective pains, desires, and awareness level.
2. A Specific Detail from their persona and their current state (this can be a current pain, lifestyle situation,
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I’ve seen two of my clients scale after a big shift…
They were focused on:
• Strategy
• Facebook Ads
• Google Ads
• Creatives
• Landing Pages
• Products
But when we took over the ad accounts, creatives, and overall strategy.
They put a huge focus on their products:
•
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After spending $5M+ on Facebook Ads...
I found 10 SIMPLE but powerful Facebook ad optimizations that can instantly boost your e-commerce revenue.
Trust me, they make a difference 👇
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Here’s the exact strategy I would use to scale a DTC shampoo brand like NoNothing with Facebook Ads:
- Customer Research
- Concept Selection
- Creative Production
Let’s go:
1. Customer Research
The 2 steps we follow to understand customers:
First, the research itself, and
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If you want to create winning ads for your eCom brand...
You need to be obsessed with:
• Studying your audience and their pain points
• Finding new hooks
• Testing different creatives formats
• Analyzing your ads
• Creating iterations of your winning creatives
4
7
37
Facial expressions are proven to stop the scroll in your creatives.
Research shows that the expression that draws more attention is fear.
Have hooks that include creators with a fearful facial expression.
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ROAS can tell you if an ad works, but not why.
To understand the 'why,' focus on these metrics:
- Attention:
Hook Rate (3-sec views/ impressions)
- Interest:
Avg watch time, or Hold Rate (15sec views/ 3sec views)
- Desire:
Outbound CTR%
- Action:
ROAS or CPA
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Every winning ad has one thing:
A killer script.
I'm breaking down the 5 elements every scriptwriting brief we create has:
(Save this for later)
~~
1. Visual & Narrative Elements Used
Everything from the type of captions that will be used to the graphs or visuals that will
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Facebook Ads Hack:
Swap generic ad copy for specific benefits.
Instead of saying: "Our product is high-quality, innovative, and affordable."
Say: "Our product saves you time, boosts your productivity, and saves you money in the long run."
Benefits >>> Features.
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How testing different hooks turned my client’s existing creative into a winner:
1. Asking provoking questions that make users stop.
2. Demonstrating clearly how the product improves their life.
3. Visuals that instantly grab viewers' attention and captivate their interest.
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Stop the scroll in your creatives by:
• Using facial expressions
• Stating a problem
• Use a shocking or satisfying visual
But remember to never disconnect that initial hook from the rest of the video.
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Authentic Storytelling Creatives in 3 steps:
1. Understand your audience
2. Leverage real emotions & experiences
3. Integrate authentic elements into production
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Your target ROAS is 3.
It’s at 0.5 right now.
Is testing the same angle going to help?
Don’t bother.
Each new creative you test needs to be different.
Once you find a winner, THEN go for small iterations.
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True Story:
You own a slippers brand.
All of your ad creative scripts talk about how your products are "easy to slip on" and "perfect to run errands in".
But you never show this in your ads.
You hire creators but never have them show instead of just telling.
See the problem?
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Find your product’s benefits with 3 questions:
1. How does my product improve my customer’s life?
2. What positive outcome or result can they expect?
3. What emotional need does my product fulfill?
Remember to always highlight benefits over features in your creatives.
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This ad is killing it for my client.
Let me break down the 3 components we used to turn the creative into a winner:
1. Humor + Relatability
Using the phrase "My horse is not an artist but an architect" is unusual and absurd, which can keep the viewer's attention.
What also
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I’ve interviewed 12 potential creative strategists for my agency.
Had them go through a full process:
• Research
• Scriptwriting
• Creative Analysis
Here are the 3 mistakes that they kept making (and how to avoid them):
~
1. Basic Customer Personas
Most of them did a
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I don’t care if the CTR is 5%.
If the ad you're testing is not driving sales, after 3x you target CPA - turn it off.
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My favorite UGC template:
1. Hook
2. Problem Agitator
3. Present the Solution
4. Specific Benefits/Features
5. Testimonial
That's all you need.
Focus on improving each module instead of testing multiple structures.
0
10
29
Facebook Ad Hack:
Don't just focus on one ad creative. Test different angles and formats to keep your ads fresh and appealing to your audience.
Try different types of videos, carousel ads, and even user-generated content.
Variety is the spice of Facebook Ads.
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Here’s the exact strategy I would follow to scale a pet food brand like BoneItUp through ad creatives:
1. Existing Creative Analysis
BoneItUp sells homemade dog treat kits that allow the buyer to create their dog’s own treats for them.
Let’s take a look at one of their active
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How to create highly targeted landing pages:
Include every element needed to convey information about:
•What the product is
•Why they are selling it
•Why someone needs it
•How to buy it
Handle as many of your customer's objections on your landing pages.
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Here’s the exact strategy I would drive to scale a meal prep DTC brand like InspiredGo.
- Customer Research
- Concept Selection
- Hook Iterations
Let’s go:
1. Customer Research
After gathering over 50+ reviews from:
- Product Page
- Review Sites
- Social Media Channels
I’ve
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25
Cheat code for stopping the scroll:
Double Hooks
It's why all of our hook rates are above 30% for our clients.
Here's why this one works so well:
1. Initial Scroll Stop + Curiosity
The first hook uses motion and humor that plays with expectations.
The word "knock you out"
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A concept all top brands need to master:
Customer Awareness
Here's how it helps our clients spend over $200k/month:
(Save this for later)
~~
1. Messaging Sorted
Every single customer is currently sitting in one of those 5 levels.
Depending on where they are, key phrases
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Yesterday, I got triggered by a
@CTtheDisrupter
fanboy.
Here’s what happened:
Inside this community, a guy claimed that “cost caps, bid caps, and ASC campaigns don’t work”.
“You can’t scale a brand with them”.
“They only grab low-hanging fruits”.
That’s when I knew I had
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How I analyze creatives effectively:
(Without complicating it)
• Attention: 3sec views/impressions
• Interest: Average watch time
• Desire: Outbound CTR
• Action: ROAS
8
4
22
If you want to create winning ads for your brand...
You need to be obsessed with:
• Studying your audience and their pain points
• Finding new hooks
• Testing different creative formats
• Analyzing your ads
• Creating iterations of your winning creatives
3
2
25
6 Things That Help to Stop the Scroll:
1. Use Motion
2. Utilize UGC
3. Add Captions
4. Make it Human
5. Generate Curiosity
6. Be Satisfying and Impactful
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2
24
Facebook Ads Hack:
Use social proof to boost credibility and trust with your audience.
Instead of saying: "Our product is amazing!"
Say: "Check out our 5-star reviews from satisfied customers."
Let your happy customers do the talking for you
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24
Want to improve your Fb Ads performance?
These are the creative formats I always test after generating $10M+ for DTC brands:
• Problem, Agitate, Solution
• Direct Response UGC
• Founder's story
• 3 reasons why
• Before & After
• Us vs. Them
• Split screen
• Sale ads
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This is why you need to use Reddit for your ad creatives.
Check out this comment:
Let your customers do the talking.
”It will probably outlast me” can be part of a winning static or script.
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When creating ad creatives for your eCom brand...
Don’t forget the basics:
• What problem your product solves
• How it benefits the customer
• What action they should take
Clarity and relevance are key.
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2
24
Specific avatars are key to high-impact creatives that scale your DTC brand.
Steal the customer avatar format we use:
- Avatar Name
- Detailed Demographics
- Lifestyle and Behaviours
- Awareness Level
- Other Solutions Tried
- State Before The Purchase
- Day-to-day After The
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2
22
When creating ad creatives for your eCom brand...
Make sure they clearly communicate:
• What problem your product solves
• How it benefits the customer
• What action they should take
Clarity and relevance are key to driving conversions.
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4
23
After spending $5M+ on Facebook Ads, the first creative optimization I focus on is creating an effective hook.
Good hooks are fundamental to scaling your ad account.
These are the steps I follow to create a great hook 👇
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9
22
I’ve just analyzed Hugger Comfort’s active FB ad creatives.
Here’s the exact strategy I would drive to scale a cramp relief product in 2024:
- Own Creative Analysis
- Competitor Creative Analysis
- New Elements to Test in Their Creatives
Let’s go:
~~
1. Own Creative Analysis
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90% of growth for my clients comes from simplifying efforts
• Choose the best product
• Create high-converting creatives
• Focus on a simple landing page
Efficiency generates a higher impact
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Here’s how our creatives convert by being short and impactful:
Instead of lengthy product descriptions, we use short, powerful testimonials.
This not only saves space to keep the viewer's attention but also adds credibility.
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1
22
One of the main reasons we went from $47k/m to $103k/m for this pet brand client:
Listicle Landing Pages
Before us, all active ads they had led to a category page that lacked clarity, specificity, and enough education about the product.
We took advantage of our client’s new
5
2
22
@IstvanicMarin
For a client with a 400€ product nothing worked.
Then we tried to close the shop saying we were sold out. And ran ads to our landing page, where we explained that the product was sold out and to leave the email to know when we relaunched.
Started an email sequence and launched
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1
22
Ignore these metrics if you don´t want your eCommerce brand to be successful...
13 crucial eCommerce Metrics to track (And why they matter for your brand):
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I’ve just analyzed Enhanced Labs winning FB ad creative.
Here’s the exact strategy I would drive to scale a supplement brand in 2024:
- New formats
- New angles
- New hooks
Let’s go:
1. Existing Creative
The hook is perfect.
It opens a clear narrative behind the importance
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1
20
The best tip I can give after scaling a client to $20 Million in sales:
Focus on acquiring customers.
Don't waste time on retention for now.
Here’s how in 5 quick points:
~~
1. Product quality first
If your product is a winner then retention is a given.
Focus on refining
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I’ve generated $50M+ for DTC brands using Fb Ads.
I’m sharing our entire scriptwriting process that produces ad creatives that scale.
Let me break it down in 5 steps:
1. Understand Time Real Estate
Every second counts.
The term “time real estate” comes from utilizing both
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3
21
If I were doing ad creatives for PonyJet…
These would be the exact angles I would use to scale their revenue in Q1:
~
Research and Buyer Personas
PonyJet is a very straightforward product.
This doesn’t mean that there’s no need to create buyer personas.
We took 50+ reviews
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1
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All of our hook rates are above 30% for our new client.
Here are the best-performing ones:
1. *“I’ve just turned (action) into easy mode!”*
2. *“Here’s how I gave myself an (action) tutorial!”*
3. *“I’ve been trying to get into (activity), but it feels so frustrating”*
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2
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Want to scale your eCom brand?
Start with the basics:
- check out the Facebook ads library
- study your niche's top companies
- note their tactics
- distill their strategies into core principles
- apply them to your own ads.
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20
UGC Creatives have generated $1M+ for my clients.
I’ve used my favorite template every time.
(Save this for later)
Let me break it down in 1 minute:
~
1. HOOK
This is the most crucial element.
The visual should be:
• Surprising
• Unexpected
• Oddly Satisfying
The main
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3 Questions you need to answer about your customers:
1. What awareness level are they in?
2. What other solutions have they tried?
3. What is their emotional state before & after the purchase?
For example for a pet’s safe chewing product:
1. Solution-aware (majority)
2.
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I love this 3-reasons why ad from True Classic.
I’ll break down why I think it’s so great…
And what we can extract from it:
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1
20
Wondering how to create compelling Facebook Ads that resonate with your audience?
Follow this easy UGC template:
• Attention-grabbing intro
• Empathize with pain points
• Introduce solution
• Highlight benefits
• Use social proof
1
5
19
Speed is king.
Here’s how we go from idea to concept faster for our clients:
1. We take existing footage
2. Generate new scripts with new concepts in mind
3. Create as many variations by changing the hook and testing longer and shorter ads
4
1
19
To increase retention in your ad creatives…
1. Use Motion
2. Design For Sound Off
3. Manage Your Time Real Estate
An efficient management of Time Real Estate means, not using audio to explain something that’s being shown.
If you’re showing a happy creator utilizing our
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Story-driven creatives hook like crazy.
What most brands are testing right now is to open the curiosity loop twice.
Check this one out:
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1
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After generating $10M for my clients this year alone.
It’s clear that mastering creative analysis is needed to scale.
Let me break down my thought process for each metric.
Amount Spent and ROAS
Winner creatives aren’t the ones with the highest ROAS.
Winner creatives are the
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Here’s the exact strategy I would follow to scale a Sleep & Stress brand like
@aeyla_official
through ad creatives:
1. Research and Archetype Building
We’re going to be focused on their Dual Pillow.
First, I researched various sites & their reviews about pillow types &
3
4
19
This simple static ad is killing it for our client.
I'm going to break down the 3 things that make it perform so well
(Save it for later)
4
1
20
Getting my client's brand past $100k/m is easy.
1. Focus only on one high-margin product
2. Generate proven creatives with solid research behind them.
3. Create landing pages specifically for FB Ads
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Have your ad concepts be efficiently different from one another.
What do I mean by this?
Each angle should respond to a specific:
• Problem
• Demographic
• Awareness level
More variety when testing means relatability with more potential customers.
Which leads
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1
19
After generating $50M+ for DTC brands…
Here’s one of our most valuable processes for creating winning creatives:
Customer Review Mining.
Most agencies mine 20 reviews and call it a day.
Here’s how you’re supposed to do it:
1. Search Everywhere
Reviews from the product page
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Why this static performed so well for our client:
1. Clear Value Proposition: Phrases like "Long lasting," "Good for dental health," and "Fresh and Odorless" address common concerns for pet owners, making the product desirable.
2. Attractive Offer: The limited-time offer banner
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Low hook rate in your creatives?
Stop the scroll with AI:
1. Rewrite the initial 3 seconds
2. Generate an AI image that’s impactful/satisfying
3. Keep it connected with the rest of the creative
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Here’s one of the AI images we used for one of our client’s creatives.
Here’s the prompt that we used to generate it:
Can you create a before & after, split-screen image that shows hyperpigmentation in a woman between 25-35, please have this image be 9:16 as well.
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Most DTC brands get caught up with creative ideas.
“This angle has to work, we’ve done our research”
But you need to focus on speed & quality.
Here are 3 rules you have to follow to win this 2024.
1. Test different concepts quickly.
Develop a streamlined process for
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Here’s how we go from review to winning creative:
1. Take a use case that is mentioned
2. Expand the avatar from that review
3. Generate a narrative-driven creative by tackling pain points & desires
4. Present the product as the bridge between the both
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