SelfMade × FORALL

What your Ad Library says

The account is talking to a customer you don't sell to.

We pulled your active Meta creative and tagged every ad with our PAE engine: persona, angle, format, emotion, against the supplement-category benchmark. Three things jump out, and every one of them is an opening, not a criticism. The account that found winners with Raindrop's founder videos has plenty of room to find the next set.

Category benchmark share Your share of active ads

Product shot, no copy

you: 0%−27 vs benchmark

Offer / promotion

you: 0%−13 vs benchmark

Negative marketing

you: 25%+25 over-indexed

UGC

you: 25%+18 over-indexed

Headline

you: 25%+15 over-indexed

Emotion: relief

you: 100%+72 · the only emotion running

The persona tab is the headline: 75% of your active creative tags as Casual Gym-Goer. Your core customer, in your own words, is a woman 34 to 55 running a household. She is nearly absent from the account. Add the emotion tab, where every active ad runs relief and nothing runs aspiration, curiosity, or empowerment, and the picture is one story told one way to one audience. The market's strongest format right now, the product-led minimal-copy packshot family, sits at exactly 0% of your library.

Every gap above maps to a spec on the work tab: the countertop staple, the froth macro, the welcome-kit offer, the price-per-serving math, and ten more aimed at her, not the gym.

See the 14 ads →

What we heard on the call

Four things you said. Four answers.

Gil's own words from August 21, and how the engagement is built around each one.

"Flavorless is not unflavored. Unflavored means people add ingredients to mask flavors, additives, emulsifiers, anti-foaming agents, whatever that may be."

Gil · on the call

That distinction is the brand, and it currently runs in 0% of your active creative: ingredient transparency doesn't appear once on the angle tab. Two of the 14 specs are built directly on this line, a comparison split and a dictionary-definition manifesto, both in your packaging's own voice.

"It's really easy to send a bag of protein to Jamie influencer and have her make me an asset… but it's not authentic."

Gil · on the call

So nothing on this page is influencer-cute. Every quoted line in the 14 specs is a named, verbatim review from forallnutrition.com, Christine, Vicky, Kendra, Cullen, Wendy, Jenny, Dawnette, or your own words from the call. Zero invented claims, and that rule holds for every ad we would ever ship you.

"People ask me all the time, so what kind of ads do you want? And I just want the ad that sells. I don't care. It doesn't matter."

Gil · on the call

Same religion here. Every ad is an equation: persona times angle times format, weighted 60/20/20 across iterating winners, reskinning winners, and testing net-new markets. Every render is graded on a 10-gate conversion rubric before it ships. Taste doesn't pick the slate; the data does.

"The guy that we have, his name is Hugo. He's a freaking rock star… do you triangulate with your clients and the media buying agency?"

Gil · on the call

Non-negotiable, as we said on the call. Hugo stays in the seat. Onboarding starts with a call with Extension: how the account is structured, CBO for testing versus ASC for scaling, ad sets by product or persona. Creative briefs get built to that structure, and Hugo is on the monthly or biweekly call.

The calendar is the reason to move now. August and September are the exploration window: you find new TAMs before Q4 CPMs make testing expensive, exactly as we discussed. Retail lights up 500 stores this fall; the ecom creative that carries that halo gets found in the next six weeks. Kickoff to first delivery is 5 days.

The examples tab has statics and motion across 29 brands, including the protein and supplement work, from the same team that built your 14.

Review the examples →

The engine

Every ad you've ever run, tagged and mined.

The 60/20/20 split you heard on the call: 60% iterating what works, 20% reskinning winners into new formats, 20% testing net-new personas and angles. What makes it work is the index underneath it, and the index is what your account is missing.

Iterate · 60%

Hold two variables, swap the third. A winning persona-angle-format keeps two of its parts while the third rotates. The founder video's angle, rebuilt for statics. The protein coffee hook, moved to a new persona. Compounding, not guessing.

Reskin · 20%

Winners re-formatted, highest hit rate. A headline winner becomes bullet points, a testimonial, an us-vs-them. Roughly 44% of reskins hit for us versus 35% overall. Cheap wins that fund exploration.

Test new · 20%

New TAMs in static format first. Cast a wide net cheaply, watch for the breakout (a 64% lower CPC is how one announced itself on another account), then verticalize: top-of-funnel video, GIFs, the full funnel for that persona.

Piece one · the index

The PAE library.

Every ad you've ever run gets tagged: persona, sub-persona, angle, emotion, format, product. First job is the graveyard: angles you turned off that were quietly working, the gut-health story from the call. On another account that single re-ignition became the top performers in the account.

Piece two · the listening

Reddit and your 207 reviews, mined weekly.

The GLP-1 forums, the picky-eater parenting threads, the protein coffee corner of TikTok: scraped weekly and cross-referenced against what your ads already say. The best copy empathizes at the level of the three half-drunk glasses on the bedside table, and that specificity only comes from where your buyers actually talk.

Piece three · the gate

Graded before it spends.

Copy clears a 9-rubric refinement pass (persona fit, angle, emotion, brand compliance, conversion) before anything renders, and every render clears a 10-gate creative grader before you see it. The ad that sells is a standard, not a hope.

The cadence: briefs Monday, your review by Wednesday, assets Friday. Everything runs through Slack with a dedicated project manager, on a biweekly call cadence with your team, and Hugo's account structure shapes every brief. Statics scout net-new personas first; winners move to GIF, then video, because video always consumes more test budget on Meta.

Pricing

Two tiers. Your spend picks one.

Slide to your monthly Meta ad spend. Two tiers, step function: Pro carries everything through $100K, Scale picks up above it. At your $100K, Pro is where the engagement starts.

Every tier includes the full engine: the PAE library and gap analysis, 9-rubric copy refinement, 10-gate grading on every render before delivery, the weekly cadence, biweekly strategy calls (Hugo and Extension welcome on every one), quarterly Ad Library re-runs, and review plus Reddit social listening bundled.

Your monthly Meta ad spend

$100K/ month

$9,000 / mo creative

$30K$60K$100K$300K

Recommended for your $100K

Pro

$9,000/ mo

Up to $100K/mo spend

Built for your $100K.

14 unique concepts a week · 56 net-new ads/mo

$161 per ad

PAE-tested across 100+ formats · custom PAE-cluster dashboard

Recommended for your $100K

Scale

$15,000/ mo

Above $100K, to $300K/mo spend

30 unique concepts a week · 120 net-new ads/mo

$125 per ad

A concept is an entirely new ad, not a hook alt. 1 concept = 1 static; trade 6 statics for 1 scripted video, mixed any way inside your monthly total. In your terms: when the GLP-1 lane or the protein coffee lane breaks out, the same weekly total funds its full-funnel build, video and GIFs included, without a change order.

Add-on · consulting

+$1,000/ mo

Media buying consulting

Biweekly review with our media team. Hugo stays in the seat; we bring the creative-side account playbook and triangulate, exactly the structure you asked about on the call.

Add consulting

Add-on · landing pages

+$3,000/ mo

Persona-tuned landing pages

Persona-tuned LPs against winning concepts: the GLP-1 page, the protein coffee page, the picky-eater page. Recent comp: roughly 30% CAC reduction from the layer alone.

Add landing pages

Add-on · media management

+$7,000/ mo (7%)

We run the buy

Done-for-you media buying with a custom MER dashboard and the D2C tab: NCPA, new vs. returning, LTV. On the table if you ever want it; the creative engine works with Extension either way.

Add media management

Your proposal total

$9,000/ month

PRO · 14 CONCEPTS A WEEK

Tier deliverables are fixed: 14 or 30 unique concepts a week. Final start date locks on the close call.

↑ Ramping past $100K takes you into Scale on the same per-creative economics. When retail lands and ecom spend climbs with it, the contract has the upward path built in.

Built for Gil.
Built for .

The account is talking to a customer you don't sell to.

Four things you said. Four answers.

Every ad you've ever run, tagged and mined.

The PAE library.

Reddit and your 207 reviews, mined weekly.

Graded before it spends.

Two tiers. Your spend picks one.

Media buying consulting

Persona-tuned landing pages

We run the buy

The call dropped. The proposal didn't.