This episode reveals how top DTC brands scale Facebook Ads by prioritizing product-centered video creatives. Moshe Saraf of Pareto Solutions shares their "Creative Leasing Model," where 80% of their focus is on creative development and optimization. Learn how to structure campaigns simply and craft video ads with an engaging first frame that highlights key value propositions or pain points to maximize ad signals and drive performance.
Key takeaways
Dedicate 80% of your Facebook Ad efforts to creative development and optimization, rather than just campaign structure or targeting.
Craft the first frame of your video ads like a landing page, directly addressing a key value proposition or significant pain point to immediately capture attention.
Simplify your Facebook Ad campaign structure to just one or two core campaigns to enable greater focus on creative execution and testing.
Avoid narrowly defining your Facebook audiences; instead, provide broader signals to the algorithm to optimize discovery of relevant users and improve scalability.
When selling DTC, focus intensely on creating product-oriented video ads that showcase the product's benefits and solutions.
On today’s episode, Kunle interviews Moshe Saraf, Founder and CEO of Pareto Solutions, an elite performance marketing agency headquartered in Tel Aviv, Israel. They specialise in promoting direct-to-consumer and unicorn brands such as eko, Fiverr, NectarSleep, Mixtiles, The Flex Belt, Uprightpose, Puls.com If you live in the US or the EU, chances are that you will most likely have not only seen one of Pareto's fast-paced, product-oriented ads but also purchased a product or service (like Kunle has), that the agency has promoted on Facebook or Snapchat. The focus of our conversation today was on creative led media buying on the Facebook Advertising Platform. Here is a summary of some of the most important points made, Pareto Solutions operate a Creative Leasing Model - this means that they exclusively work with brands with a monthly Facebook ads spend starting from $500,000 - the take on $200,000 as a test to prove their expertise and control not just campaign structure but more importantly control all creatives. When they demonstrate their entire campaign and creative structure to be better, the lease out their creatives to the clients. They apply an 18% campaign management fee to the $200,000 spend and then a 7.5% fee on the campaigns leasing their ad creatives. Moshe says that they spend 80% of their time and focus on eCommerce ads campaigns on either creating creatives or optimising existing creatives. When selling direct-to-consumer you essentially want to create product-oriented ads Their campaign structure is incredibly simple - it is comprised of just 2 campaigns The first frame of creatives are hugely important for engagement - craft them like you craft a landing page - you want to address either the key value or a key pain as early as possible in your creative. Do not limit signals to Facebook by limiting audience sizes or focusing on narrow audiences. ----------- SPONSORS: This episode is brought to you by: Klaviyo This episode is brought to you
What does this episode say about paid acquisition?
Dedicate 80% of your Facebook Ad efforts to creative development and optimization, rather than just campaign structure or targeting.
What does this episode say about dtc strategy?
Craft the first frame of your video ads like a landing page, directly addressing a key value proposition or significant pain point to immediately capture attention.
What does this episode say about brand & content?
Simplify your Facebook Ad campaign structure to just one or two core campaigns to enable greater focus on creative execution and testing.
What does this episode say about ai & automation?
Avoid narrowly defining your Facebook audiences; instead, provide broader signals to the algorithm to optimize discovery of relevant users and improve scalability.
What does this episode say about paid acquisition?
When selling DTC, focus intensely on creating product-oriented video ads that showcase the product's benefits and solutions.
