For DTC health and wellness brands spending $30K+/mo on Meta

Your account is talking. Most of it is noise.

I help DTC health and wellness brands spending $30K+ a month on Meta find their next winning ad by owning their creative strategy. Every concept is checked against your whole ad library first, so you never pay to test the same idea twice.

Account diagnostic● Live
Top spender ROASPASS
Premise diversity, top 50 adsFLAG
High-CTR ad, low ROASFALSE POSITIVE
New concepts vs. 60+ adsetsNEW PREMISE
Funnel splitTOFU · MOFU · BOFU
Next actionTest 3 premises vs control
€93K30-day Meta spend in the portfolio I build for
4,066Purchases in that 30 days
15DTC health funnels built creative for
60+Adsets checked for prior art on one account
What I do

Strategy and creative direction. I direct, I don't edit.

I own the thinking behind your ads, from research to the final cut. Your editors and media buyer keep doing what they do best.

01 · Research and angles

Find the next reason to buy

Customer research, account audits and angle mining, then a testing plan that says what to kill, keep and scale.

02 · Briefs, scripts and statics

Build the ads

Statics with on-image copy, video scripts, native ads and briefs your team can launch the same week.

03 · Creative direction

Brief and review the cuts

I brief your creators and editors, review every cut against the brief, and send notes until it's right.

No editing. No Ads Manager. Your team runs the account, I run the creative.

Audit log

Your winner is getting tired. Your next 20 ads are the same ad.

When a winner fades, most teams order more creative. New hooks. New colours. A fresh face. Same premise underneath. Here is what that looks like from inside real accounts.

24% CTR
0.51 ROAS

The ad everyone loved was losing money.

Shock imagery pulled clicks at a rate that would make anyone celebrate. It sold at half of break-even. If you judge on CTR, you scale the wrong ad.

I judge on CPA, ROAS and purchase volume. Clicks are a symptom, not a result.

Account-level figure · DTC digestive health brand · audited by me

40 / 50
same body copy

Hundreds of ads. One idea.

Of the top 50 spenders, 40 shared essentially the same body copy. The account was learning which image worked. It had learned almost nothing about why people buy.

That is visual learning with no premise learning. More variations will not fix it. A new reason to buy will.

Account-level figure · DTC respiratory health brand · audited by me

Sometimes the ad is not the problem at all. So I find the leak first, then write.

Receipts

The accounts I build for, straight from Triple Whale.

A portfolio of DTC health brands across Europe and Canada. Campaign names are blurred to protect my clients.

Triple Whale attribution table, last 30 days, Meta only, 64 campaigns with names blurred. Totals: 2.04 Triple ROAS, 4,066 purchases, €190,270 conversion value, €22.92 CPA, €93,208 spend. Two ad rows in one ad set are highlighted green at 127 and 42 purchases.
Last 30 days · 64 campaigns2.04 ROAS · 4,066 purchases · €93.2K spend · €22.92 CPA
Triple Whale attribution table, last 7 days, Meta only, 28 campaigns with names blurred. Totals: 1.76 Triple ROAS, 953 purchases, €45,069 conversion value, €26.81 CPA, €25,554 spend.
Last 7 days · 28 campaigns1.76 ROAS · 953 purchases · €25.5K spend · €26.81 CPA

Account-level figures for the whole portfolio. I build creative for these accounts; not every ad in them is mine.

The Leak-First Method

Diagnose. Check. Stage. Test.

Four steps, in this order, every round. Skipping the first two is how accounts end up with 300 ads and one idea.

01 / FIND THE LEAK

Audit the account

Triple Whale and Meta data, ad by ad. What actually sold, what only got clicks, and which stage of the funnel is carrying the spend.

02 / CHECK PRIOR ART

Search your library

Every concept is checked against every adset you have run. If it has been tested before, it gets stamped duplicate and cut before you pay for it.

03 / STAGE THE PREMISES

Build by funnel stage

New reasons to buy, split across TOFU, MOFU and BOFU. Statics with on-image copy, written for Meta's health rules from the first draft.

04 / TEST AND ITERATE

Run it against your control

A win rule agreed before launch. Then kill, tweak or scale. New hook on a proven body, or a proven angle in a new format.

Work

Recent statics, built for live accounts.

Client statics from live DTC health accounts. A different format every time, each one built for a single funnel stage. Hover to pause.

Native ads

Native ads that read like a person, not a brand.

Long-form, first-person stories built from real customer language. The image, the headline and the full primary text, written to run as one piece.

SponsoredCreatine for women 50+ · candid phone photoClient

My neurologist told me the best thing I could do for my brain was build stronger legs.

She was right.

She just never told me what my legs were supposed to run on.

I'm 62.

And for two years I did everything they told me to do.

Candid phone photo from behind of a woman with grey hair in a fleece and leggings climbing outdoor concrete stairs on an overcast autumn day, a blurred thumb in the corner of the frame.
HeadlineThe Half Of The Advice Nobody Gives YouMy legs got stronger. My brain got worse. I couldn't figure out why.
Read the full ad

Three miles every morning. In the rain. In the dark. In January.

Dumbbells in my kitchen twice a week.

Seven hours of sleep, and no wine during the week.

All of it because of one sentence.

A neurologist gave a talk at our local library. Maybe forty of us in plastic chairs.

She said the most important tool you have against cognitive decline is your legs.

Strong legs.

That's it. And the whole room wrote it down.

She isn't the only one saying it…

One researcher says leg exercise cuts the chance of dementia by more than a third.

A doctor with millions of subscribers says ninety percent of the stimulation your brain receives comes from movement.

A 2025 paper argues that muscle loss doesn't just come along with cognitive decline. It helps cause it.

Four different people. Tens of millions of views between them.

All saying the same thing.

Move. Build the muscle. Your brain depends on it.

So I built the muscle.

Fourteen months. Three miles a day. Two sessions of weights a week.

Here's what actually happened.

My legs got stronger.

My knees stopped hurting on the stairs.

I went down a dress size.

And my brain got worse.

Not dramatically. Nothing you'd take to a doctor.

Just words going missing a half second longer than they used to.

Just reading the same paragraph three times and giving up on the book.

Just that flat gray feeling at three in the afternoon that a second coffee doesn't touch.

That's the part nobody prepares you for.

You do the thing. Properly. For over a year.

And the thing you were doing it FOR doesn't happen.

I nearly stopped walking.

Not out of laziness.

Out of something closer to insult.

Then I listened to all four of those talks again, back to back.

And I noticed something I had missed for fourteen months.

Every single one of them tells you to move.

Not one of them tells you what the movement runs on.

They hand you the demand.

And they never once mention the supply.

So I went looking for the supply.

Here it is, as simply as I can put it…

Every cell in your body runs on a tiny rechargeable battery called ATP.

Your muscles run on it.

Your brain runs on it.

When it's full, signals fire fast and clean. The word arrives when you reach for it.

When it's empty, the signal stalls. The word is right there and you can't get to it.

Your cells hold only a few seconds of it at a time. It has to be recharged, constantly, all day long.

And the molecule that recharges it is creatine.

Creatine isn't a drug or an herb. Your body already makes it, and it's in you right now.

Mostly in your muscle and your brain. The two hungriest tissues you have.

I always thought creatine was a bodybuilding thing.

Something a nineteen year old buys in a plastic tub at the mall.

Nobody ever told me it was already in my head. Doing a job. Every single time I spoke.

Now here is where it connects back to the walking…

After 50, your own creatine production drops by up to 35%.

And women store roughly 30% less of it than men to begin with.

So I was working with far less of the recharging molecule than I had at 40.

Meanwhile I had spent fourteen months deliberately increasing the demand.

More walking. More weights. More muscle.

All of it drawing on the same energy system.

I turned up the demand on a system nobody told me to supply.

And when supply is short, muscle gets served first.

The brain gets the remainder.

That was the whole answer.

I wasn't doing the wrong thing.

I was doing half of it.

But there was a second problem…

Nearly every tub on every shelf gives you five grams.

Five grams is the muscle dose. Worked out decades ago for young men lifting heavy things.

And if muscle takes first call, five grams disappears before it gets anywhere near your head.

So I looked up what the research had actually used.

Almost none of it was five. Especially in the studies on people our age.

Ten grams was the number that kept coming up.

Five for the body. Five for the brain.

You can't eat your way there. That's about four pounds of steak a day.

I wanted three things.

Plain creatine monohydrate. The boring form with over 700 human trials behind it. Not a "memory blend" hiding a pinch of something behind a trademark.

Ten grams, pre-measured, so I'm not guessing at a scoop at six in the morning.

And I wanted to know where the powder came from.

The one I found was OAK.

👉 oakvitality.com/products/oak-creatine

10 grams per stick. One glass of water. Once a day.

≥99.9% purity, verified, with the third-party results published.

NSF Certified for Sport.

Seven rounds of filtration, vacuum drying and lab testing before it ships.

No scoop. No blend.

And a 90 day guarantee with a full refund, which is the only reason I tried it.

Week 1 and 2. Nothing. I felt slightly silly.

Week 3. I stopped needing the second coffee. I noticed because I made it, drank half, and left it on the counter.

Week 5. Got off the phone with my daughter and realized I hadn't lost the thread once. Not once.

Week 8. The mornings changed. I used to need an hour and two cups before my head switched on. Now it's on when I open my eyes.

The walking is the same. Three miles. I never stopped.

But it feels different now.

For fourteen months I was asking my body for more and giving it nothing extra to do it with.

Now I'm doing both halves.

If you're noticing changes in your memory, please go and get it looked at properly.

Brain fog has a long list of causes and a lot of them are treatable.

But if you have been doing the walking and the weights and the sleep and the diet…

And you have been quietly wondering why the one thing you were promised never showed up…

It might be worth asking what all of it is running on.

Everyone told me to build the muscle.

Nobody told me to feed it.

👉 oakvitality.com/products/oak-creatine

P.S. I'm not telling you to stop walking. Walking is the best thing I do all day. I'm telling you that the advice you were given was true and incomplete, and that the missing half took me three years to find. It shouldn't take you that long.

P.P.S. I don't care which brand you buy. I care that it's plain creatine monohydrate, that the dose matches the research you're relying on, and that whoever made it will show you the test results. If a company won't tell you where their powder is made, that tells you where their powder is made.

SponsoredCreatine for women 50+ · Notes-app screenshotClient

I want to say something out loud that I've only ever thought.

For four years I have gone to bed frightened.

Not sad.

Frightened.

I nursed my father for eleven years.

Screenshot of an iPhone Notes app entry, cut off mid-sentence, beginning: I want to say something I've not said out loud. For four years I have gone to bed frightened.
HeadlineThe Part I Didn't ExpectI'm not less forgetful. I'm less frightened. That's the part nobody tells you.
Read the full ad

I know what the beginning of it looks like from about three feet away.

And that is a thing you cannot un-know.

I have spent every day since he died waiting for it to start in me.

That is not a figure of speech.

I kept a file.

Not on paper. In my head. Though there were times it may as well have been on paper.

Every word I lost went in the file.

Every name that took two seconds too long.

The Tuesday I drove to my sister's and took the wrong exit on a road I've driven for twenty years.

The afternoon I told my son the same story twice and watched his face change.

None of it means anything on its own.

Everyone does all of it.

I know that. I've been told that by three different doctors in a very kind voice.

But I wasn't collecting evidence about other people.

I was collecting evidence about me.

And I was the only one who knew the file existed.

That's the part I have never said to anyone.

Including my husband. And we've been married thirty-nine years.

You can't say it out loud.

Because the moment you say "I think something is happening to me," it becomes a real thing that other people have to look at.

And then they start watching you.

And then you're not just frightened. You're being watched while you're frightened.

So you say nothing.

And you arrive early to things so you can put names to faces before you have to use them.

And you write the list.

And you get very, very good at talking around a word so nobody notices you couldn't find it.

Now I want to be honest with you about what changed. Because I am sick of reading things that aren't.

My memory is not perfect.

I'm 64. I forget things.

I lost my glasses twice yesterday and one of those times they were on my head.

If you're hoping somebody is going to tell you they got their thirty year old brain back, I'm not going to be that person.

And you should be suspicious of anyone who is.

Here's what actually happened.

It took me a while to even notice it.

I stopped keeping the file.

Not deliberately. I didn't decide anything.

I just realized one evening, doing the dishes, that I couldn't remember the last time I had added something to it.

A word had gone missing that afternoon.

I know it had, because it happened in front of my daughter-in-law and I did the thing where you go around it.

And it hadn't been filed.

It had just been a word I couldn't find.

Which is what it is for everybody else, all the time.

And which, apparently, is what it had been for me too. Right up until my father got sick and I started keeping score.

I sat down on the kitchen step and cried for about ten minutes, which is not something I do.

Because I understood what I'd got back.

And it wasn't my memory.

It was my evenings.

It was being able to lose a word in front of my own family without going to bed and doing the arithmetic on it.

Four years of a low, constant, private noise.

And it had stopped.

And I hadn't noticed it stop.

I'm not going to sit here and tell you a lemon flavored stick of powder did all of that on its own.

I changed a lot of things in those four years. I walk. I sleep better. I take my blood pressure seriously in a way I didn't at 55.

But I know what I started fourteen months ago.

And I know I'm not stopping it.

It's ten grams of creatine monohydrate. One stick. One glass of water. Every morning.

Creatine isn't an herb and it isn't a new discovery.

It's something your own body already makes and stores in the two hungriest tissues you have. Your muscle and your brain.

It's what recharges the energy those cells run on.

After 50 you make substantially less of it.

And women start out storing less than men to begin with.

Ten grams because five is the gym dose, and muscle takes first call.

👉 oakvitality.com/products/oak-creatine-organic-lemon

I use OAK because it's made for people our age rather than for twenty year olds.

≥99.9% purity, verified and published. NSF Certified for Sport. Seven rounds of filtration and testing.

Pre-measured, so there's no scoop and no guessing at six in the morning.

Light natural lemon.

And 90 days with a full refund.

Which is the only reason I tried it, because I had been burned before and I was not in a generous mood about supplements.

If you're noticing changes, please go and have them looked at properly.

I mean that sincerely. There's a long list of things that cause this and a lot of them are treatable.

But I'd say this to you as well…

If you have watched this happen to someone, you are probably keeping a file too.

You'd know if you were.

Nobody has to explain it to you.

I'm not going to promise you anything about your memory.

What I'll tell you is that I've stopped being frightened of my own evenings.

And I did not know that was on the table.

👉 oakvitality.com/products/oak-creatine-organic-lemon

P.S. Send this to your sister. Not because I want you to buy anything. Because if she's the one who sat in that hospital room with you, she has a file too. And she has never said so either.

Offers

Start with one test. Keep going if it wins.

Start here

The Control Test

Send me your best ad. I audit the account, check your library, and build 3 challengers on new premises. You run them against your control on the same budget and audience.

  • Account audit with the leaks I find, yours to keep
  • 3 finished statics: image, primary text and headline
  • A one-page test plan your media buyer can set up fast
  • A results call on what won, why, and what to test next

Win rule: agreed before launch, judged on CPA or ROAS. Your media buyer launches the ads. I never touch your budget.
Guarantee: one of my 3 ads beats your control, or you don't pay.

Once you have a winner

Creative rounds, monthly

  • Rounds of 15 statics, split 5 TOFU / 5 MOFU / 5 BOFU
  • A fresh audit and prior-art check every round
  • On-image copy written for every static
  • Kill, tweak or scale calls on what is running

Number of rounds per month is set on the call, to match your spend.

How we work
  1. Book a call. We look at your best ad and where the account leaks.
  2. Run the Control Test. 3 new ads against your control, judged on a rule we agree first.
  3. Scale the winner. If one wins, we move to monthly rounds built on it.
Jovan Baganja in a navy blazer and white shirt, wearing rimless glasses, against a plain grey wall.
About

I'm Jo. I find the leak before I write the ad.

I build Meta creative for DTC health and wellness brands.

I trained as an electrical engineer before moving into performance creative. It shaped how I work. I treat an ad account like a system. Find the fault, prove it in the data, fix that first.

Meta Ads ManagerTriple WhaleHyrosGetHookdHiggsfieldMidjourneyCanva
★★★★★ 5.0

We needed a Creative Strategist to help guide and improve the creative strategy for our e-commerce business, and Jovan was a great support throughout the collaboration.

He is responsive, communicates clearly, and quickly understands what is needed. I would definitely recommend Jovan to other e-commerce businesses looking for support with their creative strategy.

Upwork client, e-commerce brandCreative Strategist (AI & Native Static Ads) · Aug to Sep 2026 Creative StrategyAd CreativeNative AdvertisingCreative Direction

Jovan solved my deliverability issues so well I trusted him to run my Facebook ads as creative strategist.

Dr. Avi PatelClient
Known issues

Fair questions. Straight answers.

Are these real client ads?

Yes. Every ad in the work section was built for a live client account. Account numbers appear as Triple Whale screenshots with campaign names blurred.

Who runs the ads?

You do, in your own account, on your own budget. Your media buyer launches the test. I never touch your budget or your Ads Manager.

How do we decide who wins?

We agree the rule before anything goes live. Lowest CPA if the test gets enough purchases. ROAS or cost per add to cart if it does not. We size the budget on the call so the test can reach a real answer.

Can you write health ads that get approved?

Claims are written for Meta's health rules from the first draft. No promised cures, no telling people to stop medication, no "you have this condition" framing. I flag risky angles rather than quietly dropping good ideas.

Why check prior art? We know our own ads.

Most teams know their winners. Few know all 300 ads behind them. On one account, my first concept slate had four collisions with ads already run. The check exists because I got caught too.

Do you make the images?

Yes. I write the concepts and copy, then build the statics with AI image tools using your real product photos. Every word and product detail is checked before you see it.

Next action

Bring your best ad. I'll show you what I'd test against it.

A free 20-minute call. We look at your account together and find where it leaks.

Book your call → Opens Calendly in a new tab