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Radu Horia

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Radu Horia

@raduhoria1·6h

The weekly ad account audit checklist every brand owner needs

Every Monday morning, I run through this exact checklist for every client account. Takes 15 minutes and catches problems before they cost you money.

✅ Check frequency — Any ad above 2.5? Swap creative or kill it.

✅ Review CPAs by creative — Which ads are getting purchases cheapest? Double down on those angles.

✅ Compare spend vs. budget — Is Meta actually spending your budget? Underspend means your targeting or creative needs work.

✅ Check landing page conversion rate — If it dropped, something changed (speed, layout, out of stock). Fix it.

✅ Review new vs. returning customer split — If retargeting is eating too much budget, you're recycling the same audience instead of growing.

✅ Look at day-of-week trends — Some products sell better on weekends. Adjust budget scheduling.

✅ Creative pipeline status — Do you have fresh ads ready for next week? If not, that's your #1 priority.

Most brands check their ads when something goes wrong. The best brands check before anything goes wrong.

Discipline beats talent in media buying. Every time.

Radu Horia

@raduhoria1·2d

The $0 creative strategy that outperforms $5K video production

Some of the best-performing ads I've ever run cost nothing to produce. Here's the playbook:

Text-on-image ads — Take a solid product photo, overlay a bold headline. "I lost 20 lbs in 60 days with this." Simple, scroll-stopping, converts.

Screenshot ads — Grab a real customer review from email, DM, or your site. Put it on a colored background. Done. People trust other people more than your brand.

Selfie-style UGC — Grab your phone, hold it up, talk about the product for 30 seconds. No script, no editing, no lighting setup. Raw authenticity wins.

Before/after compilations — Stitch together customer results. No fancy transitions needed. The transformation IS the ad.

Founder story — Record yourself talking about why you started the brand. 60 seconds, iPhone, natural lighting. People buy from people.

I've seen $0 iPhone videos outperform $5,000 studio productions consistently. Why? Because people don't go on social media to watch commercials. They go to connect with real humans.

Stop polishing. Start posting.

Radu Horia

@raduhoria1·3d

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No marketing work required from you

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Radu Horia

@raduhoria1·4d

How to know if your ad creative is dying (before your ROAS tanks)

Ad fatigue doesn't announce itself. It creeps in slowly and by the time your ROAS drops, you're already behind. Here's how to catch it early:

Watch these metrics daily:

📉 Frequency above 2.5 — If the same people are seeing your ad 3+ times, they're tuning it out. Time for fresh creative.

📉 CTR dropping week over week — Even a 10-15% decline in click-through rate means the hook is losing power.

📉 CPM rising with stable targeting — When your cost per thousand impressions goes up but you haven't changed targeting, Meta is telling you the audience is bored.

📉 Thumb-stop rate below 25% — If people aren't even pausing on your video in the first 3 seconds, your hook is dead.

The fix: Always have 3-5 new creatives in the pipeline ready to swap in. Don't wait for performance to crash — rotate proactively every 7-14 days.

The best media buyers aren't reacting to bad data. They're preventing it.

Radu Horia

@raduhoria1·6d

The exact ad structure I use for e-com brands doing $10K-$100K/mo

Most brands overcomplicate their ad account. Here's the structure that actually works:

Campaign 1: Prospecting (70% of budget)

Broad targeting (yes, really — let Meta's AI do the work)
5-10 ad creatives rotating
Optimized for purchases, not traffic or engagement

Campaign 2: Retargeting (20% of budget)

Website visitors last 30 days
Add-to-cart but didn't purchase
Dynamic product ads + testimonial creatives

Campaign 3: Retention (10% of budget)

Existing customers
New product launches, bundles, loyalty offers
Lowest CPA in your entire account

That's it. Three campaigns. No need for 47 ad sets targeting "women aged 25-34 who like yoga and own a dog."

The algorithm is smarter than your manual targeting. Feed it great creative, give it budget, and let it learn.

Simplicity scales. Complexity breaks.

Radu Horia

@raduhoria1·Nov 1

Stop using stock photos in your ads — here's what to use instead

Stock photos scream "I don't care about my brand." Your audience scrolls past them instantly.

What actually converts in 2025:

UGC (User Generated Content) — Real people using your product on camera. Authentic, raw, relatable. This outperforms polished studio content 9 times out of 10.

iPhone-shot product demos — Show the product in action. Unboxing, before/after, process videos. Keep it casual.

Screenshot testimonials — Take real DMs, reviews, and comments. Blur out names if needed. Social proof is the strongest ad creative you can run.

Carousel breakdowns — Educate while you sell. "3 reasons this works" or "What nobody tells you about X." Swipeable = engagement.

The brands spending $50K+/mo on ads aren't using fancy studios. They're pumping out 20-30 pieces of raw, authentic content per month and letting the algorithm pick the winners.

Start creating like a creator, not a corporation.

Radu Horia

@raduhoria1·Oct 30

How to scale from $100/day to $1,000/day without killing your ROAS

Scaling ad spend is where most brands blow up their profitability. Here's how to do it without tanking:

Rule 1: Never increase budget more than 20% per day.

Jumping from $100 to $500 overnight resets the learning phase. Slow, steady increases let the algorithm adapt.

Rule 2: Scale horizontally before vertically.

Instead of dumping more money into one winning ad set, duplicate it. Run the same creative to different broad audiences. More shots on goal.

Rule 3: Your creative pipeline must scale with your budget.

At $100/day you need 5 creatives. At $1,000/day you need 15-20. More spend = faster fatigue = more creative needed.

Rule 4: Watch your MER, not just ROAS.

Marketing Efficiency Ratio (total revenue / total ad spend) gives you the real picture. Platform-reported ROAS is inflated by attribution.

Rule 5: Accept that ROAS will dip during scaling.

Going from 4x to 3x ROAS at 10x the spend means you're making WAY more money. Don't panic at lower efficiency if total profit is up.

Scaling isn't about spending more. It's about spending smarter at higher volumes.

Radu Horia

@raduhoria1·Oct 28

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Radu Horia

@raduhoria1·Oct 28

Why broad targeting beats interest targeting in 2025

Two years ago, stacking 15 interests and narrowing audiences was the meta. Today? It's the fastest way to burn money.

Here's why broad wins:

Meta's algorithm has more data than you. It processes billions of signals — purchase behavior, scroll patterns, device data, engagement history. Your manual "women aged 25-34 interested in fitness" targeting is a fraction of what the AI already knows.

Broad = more volume = faster learning. Small audiences starve the algorithm. It needs 50+ conversions per week to optimize properly. Broad targeting gives it room to find your buyers.

Interest categories are noisy. Someone "interested in Nike" might have liked one Nike post 3 years ago. That's not a buyer signal.

What actually matters more than targeting:

Creative quality (80% of performance)
Offer strength (discount, bundle, urgency)
Landing page experience

I've tested this across dozens of accounts. Broad targeting with strong creative beats hyper-targeted campaigns with average creative every single time.

Stop overthinking audiences. Start investing in better ads.

Radu Horia

@raduhoria1·Oct 26

Your landing page is why your ads aren't converting

I see this constantly — brands come to me saying "my ads don't work" and their CTR is actually solid. The problem isn't the ads. It's where people land after clicking.

Common landing page mistakes:

Sending traffic to your homepage. Your homepage is a buffet. Send people to a focused product page that matches the ad they clicked.

Slow load time. Every extra second of load time kills ~7% of conversions. Test your speed on Google PageSpeed Insights. If you're above 3 seconds, fix it before spending another dollar on ads.

No social proof above the fold. Reviews, star ratings, "10,000+ sold" — these need to be visible WITHOUT scrolling.

Too many choices. If you're selling a product with 14 color options on the landing page, you're creating decision paralysis. Feature your bestseller. One product, one CTA.

Weak CTA copy. "Add to Cart" is boring. "Get Mine" or "Start My Transformation" creates ownership before they buy.

Your ad's job is to get the click. Your landing page's job is to close the sale. Both need to be sharp.