AD 01Q&A box
- 192sales
- 2.2–2.6ROAS
Multiple seven figuresgenerated in revenue.
More than $600K generated in recent months through my ads.
$300Kin revenue in the US nutraceutical market
$50K+in revenue in just 10 days with info products in Brazil
439sales from just 4 ads I wrote for a health expert
3.54ROAS on one batch from another account, over one week, on gross revenue. Net revenue: $18,699 on $6,089 in ad spend.
My swipe file.
Some of the ads behind my multiple seven figures.
AD 02Low-fi
- 111sales
- 2.5–2.9ROAS
- 37–42%hook rate
AD 03Low-fi
- 83sales
- 2.2–2.7ROAS
- 39–44%hook rate
AD 04Dynamic
- 63sales
- 1.9–2.6ROAS
- best body conversion on the account
AD 01Low-fi
- 193sales
- 1.55ROAS
AD 02Low-fi
- 169sales
- 1.92ROAS
- 50.7%hook rate
AD 04Q&A box
- 45sales
- 2.42ROAS
AD 03Q&A box
- 32sales
- 2.74ROAS
- 41.4%hook rate
Weight lossErectile dysfunctionType 2 diabetesMemory
$300K
Revenue in the US
Want to see my work in full?
My swipe file has my best ads in full, with every hook, the brief behind each batch, the numbers from the accounts and how I read them.
How I build an ad, in three steps.
1Step 1
Audience research and desire mapping
Before I write any ad, I always make a point of doing thorough audience research across the main organic sources: YouTube, TikTok, Reddit, Instagram, Facebook and Amazon, to understand more about the target audience and what their pains and desires are.
2Step 2
Building the brief
Every brief gets 3 hooks, always with different angles and benefits. The editor gets a detailed scene-by-scene brief, with the reason behind every choice explained, so the ad comes out as congruent with the copy as possible.
3Step 3
Data
I always look at the data on every ad I write to see where I can improve. Every test is a test of a variable, so I always like to test one variable at a time, combining paid traffic with organic.
Ad data analysis.
I always make a point of doing a thorough data analysis. After all, copy isn't just psychology, but also logic and math. Below are real numbers from a batch in the health niche.
The batch
| Ad | Format | Sales | ROAS |
|---|---|---|---|
| AD 01 | Low-fi | 193 | 1.55 |
| AD 02 | Low-fi | 169 | 1.92 |
| AD 04 | Q&A box | 45 | 2.42 |
| AD 03 | Q&A box | 32 | 2.74 |
- Sales depend on how much budget each ad got, so I compare ROAS and hook rate first and treat volume as a second signal.
- The two Q&A ads have the best ROAS. The two low-fi ads sold more, at a lower ROAS.
- AD 02 has a 50.7% hook rate, so the opening works.
My hypotheses
- The Q&A ads answer a specific fear. That may bring leads who are further along, which would explain the higher ROAS.
- The low-fi format reaches more people, which may explain the volume.
What I test next
- Bring the Q&A topics (diet restriction, dialysis) into the low-fi format, to see if the ROAS holds with more volume.
- Run AD 02's hook on AD 03's body, to separate the effect of the hook from the effect of the body.
- Raise the budget on the Q&A ads gradually and watch whether the ROAS stays above 2.
The main metrics I watch
SalesHow many purchases the ad brought in.
ROASRevenue divided by ad spend.
ROIProfit divided by what was invested.
Hook rateThe percentage of people who saw the ad and watched at least 3 seconds. It shows if the opening grabs attention.
Hold rateThe percentage of people who got past the hook and kept watching. It shows if the body holds attention.
Body conversionPurchases divided by the number of people who watched 75% of the video. It shows if the body sells.
CTRThe percentage of people who saw the ad and clicked.
CPACost per purchase.
CPMCost per thousand impressions.
What I do after the first tests
Low hook rateThe opening is the problem. I keep the body and write new hooks.
Good hook rate, low salesThe body or the offer is the problem. I keep the hook and rework the body.
Good numbersI check that they hold and find what drives them: the hook, the avatar, the angle or the proof.
Mixed resultsI wait for more data before changing anything.
The work I do.
I build an offer from scratch, from research to purchase.
Briefs and ads
Hooks, body, CTA, editing instructions, formats and more.
VSLs
The 7 parts of a VSL: lead, background, emotional story, discovery, marketing thesis, product buildup and offer.
Sales pages
Pages built section by section, with every element labeled for the designer.
Upsells
One-click offers right after the purchase, written to raise the average order value.
Downsells
A smaller version of the same promise for people who turn down the upsell.
Meta Ads and TikTok Ads
My ads have run on both platforms.
Most copywriters, and how I work.
Most copywriters
How I work
Write from the brief alone
Start with audience research, then write a detailed brief
Deliver one version of the ad
Deliver several hooks with different angles and benefits, to reach other segments of the audience
Hand over the script and move on
Stay on the edit until the video matches the copy and is finished
Judge the ad by its copy
Judge the ad by its data
Change several things at once
Test each change and analyze each variable separately
Wait for the next request
Show up with the next variable test ready
Whoever masters the data masters everything.
Before copywriting, I was a game developer, and that's where I learned math and got much stronger at it. In the end, copy is logic and math.
Today I work with a US DTC health brand on creative strategy. Before that, I wrote for info product experts at Grifo Agency.
I'm looking for a full-time remote role as a creative strategist and copywriter at a US DTC brand.
- ProactiveI like taking on more responsibility and learning new skills.
- Organized workEvery batch comes with its brief, its hooks and the reason behind each one.
- Effort when it counts10- to 12-hour days, and weekends and holidays when a launch needs it.
- Open to feedbackI ask for feedback and apply it in the next batch.
My bookshelf.
The copywriting books I've read.
Copywriting
Breakthrough AdvertisingEugene Schwartz
The 16-Word Sales LetterEvaldo Albuquerque
Great LeadsMichael Masterson & John Forde
$100M OffersAlex Hormozi
The Copywriter's HandbookRobert Bly
The Bencivenga 100Gary Bencivenga
Beyond copy
Just being a good copywriter isn't enough. To write well, you also have to be well-read.
MeditationsMarcus Aurelius
InfluenceRobert Cialdini
Gatilhos MentaisGustavo Ferreira · in Portuguese
How I got here.
- Level 1
Game developer
Built games before moving into direct response.
- Level 2
Nutraceutical scripts, US market
Scripts for supplement companies selling in the US: weight loss, erectile dysfunction, type 2 diabetes and memory. $300K in revenue.
- Level 3
Grifo Agency
Ads, VSLs, sales pages and upsells for info product experts in health, memory and sales training.
- Level 4 · Today
Creative strategy for a US DTC health brand
Concepts, hooks and editor briefs for the brand's video ads.
- Level 5 · Tomorrow
Scaling to multiple seven figures at your company
You'll have a creative strategist with over seven figures in results, working directly with your team of editors.
Contact me.
If you're interested in my work and want to hire me, get in touch.