Proposal · Post-call · July 2026 · Prepared for Mert

Built for Mert.
Built for House of Worktops.

You said it on the call: the Meta side has gone flat. Every winner performs on the same scale, none of them pull the customer acquisition cost down far enough to scale, and you are about to lose the in-house person who was meant to crack it. That is not a spend problem. It is a creative problem, and it is the one thing we do all day. This is the engine that finds the winners, builds them properly, and gives you a reason to turn the budget up.

~$31K / mo on Meta today ~200 ads live UK only Worktops + samples Google heavy, Meta stuck
The winners are in there. Let's go find them.
Let's run it → See the 14 ads Build your package
Real oak. Not a printout of oak.
Before and after. Laminate to solid oak.
Real oak vs printed laminate
Order a five pound sample
The trouble with laminate
Made in Britain. Cut by people who know oak.
14 BUILT FOR YOU
The opportunity

Nobody in your category runs real creative.

You told us the truth about the market on the call. That truth is the whole opportunity. When the category is a near-commodity and every competitor is posting the same discount static, the brand that runs actual persona-led creative does not compete. It walks away.

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There isn't really a company which is pushing Meta ads that much. What they're doing is just putting random photos, static images which say sale, 10 percent, buy now.
Mert · on the call

That is a wide-open lane. The builders' merchants are not going to out-create you, because they are not creating at all. The job is not to shout a bigger discount. It is to sell the one thing laminate cannot answer: real solid wood.

Real oak against printed laminate. The £5 sample as a low-risk first step. Made to measure and delivered to the room. Everyday durability you can sand and re-oil. Those are the angles a builders' merchant will never run, and they are exactly where the untested demand sits.

Real oak vs laminate Sample-first Made to measure Everyday durability Made in Britain
What we heard on the call

Five things you said. Five things we do about it.

The proposal is built from your own words, not a template. Here is what you told us, and exactly what changes on our side.

"I haven't been able to scale the Meta side very much. All the ads that perform well are performing on relatively the same scale."
Mert · the core problem

Flat winners is a creative-variety problem. Our engine tests genuinely net-new angles, personas and formats, not more variations of the same ad, so a new winner can break out of the pack instead of matching it. That is how the ceiling moves.

"The social media manager I have, I've let him go. He's only here until July. Am I going too cheaply into this? Why am I not working with experts?"
Mert · the bandwidth gap

You already answered your own question. Instead of hiring and training one generalist, you get a team that has done this across dozens of brands, live from day one. No ramp, no upskilling, no single point of failure walking out the door.

"I can either get a customer who buys a £2,000 worktop, or a guy who buys a £5 sample pack who might eventually buy a worktop."
Mert · worktops vs samples

We build for both, deliberately. Conversion-led creative carries the worktop buyers, and one clean sample-first lane keeps the low-risk entry open without letting it eat the budget. The sample is a hook in the funnel, not the goal of the account.

"We're selling the closest thing to a commodity that can exist. Rectangular pieces of wood."
Mert · the category

A commodity to the seller is a £2,000 decision to the buyer, one they agonise over. Our creative sells the confidence to choose real wood: the grain, the craft, the sample in your hand. That is the opposite of a commodity, and it is where the margin lives.

How we work

Find the winners. Build them right. Repeat.

The same three-part system Will walked you through on the call. It is not a meeting where we guess what to test. It is a data-led read of what has already worked, what has not, and what has never been tried, turned into creative every week.

Find

Read the whole account first.

As soon as we get access, we run a time-series read of your Meta account plus social listening across your reviews, Reddit and search. What has ever worked, what has fatigued, and the net-new personas and angles you have never tested. You stop guessing what to make next.

Every brief traces back to a real signal, not an opinion in a meeting.
Build

Real copywriters, then a hard quality gate.

AI does the first pass. Then real strategists and copywriters give it taste, because that is the part AI cannot do. Every line clears a 9-point copy rubric and every render clears a 10-gate creative grader before you ever see it. Nothing mediocre reaches your account.

The 14 ads on the work tab all cleared both gates at 90 or above.
Repeat

A new slate every week, tuned to winners.

Fresh net-new concepts each week, biased toward iterating whatever just won and opening the next untested lane. Quarterly we re-run the full account analysis so the roadmap never goes stale. This is the loop that takes an account off a plateau.

Landing pages are the add-on that closes the click every winning angle earns.
Recent outcomes

What our clients said about the work.

Brodo
"We've had a fantastic year, and you've been a big part of that success. Your team's work has consistently exceeded expectations."
Andrew
CEO, Brodo
OpenStore
"We've been very happy with the quality we've received, the improvement you've shown throughout our partnership, and the excellent attentiveness and customer service you've given us."
Billy Bjork
Creative Operations & Strategy Lead, OpenStore
The Cumin Club
"We had a strong Feb and March, excited to keep the momentum going. Let me know if your team can support more volume; looks like that's the only way to scale further."
Ragoth Bala
Founder & CEO, The Cumin Club
See the 14 spec ads →
What we agreed on the call

Build your package.

Slide the monthly ad spend you are running. The creative engine scales with it. At your current Meta ramp you sit right at the top of Tier 1, and with landing pages on that is $7,000 a month. Month to month, no lock-in. Media buying is there for whenever you want us on the buy too, Meta or Meta and Google.

Monthly ad spend
$30K/ month
$4,000 / mo creative
$10K$30K$80K$120K+
Where you are today
Tier 1 · Starter
$4,000/ mo
Up to $30K/mo ad spend
16 net-new ads / month
Where you are today
Tier 2 · Standard
$6,000/ mo
$30K to $80K/mo
24 net-new ads / month
Where you are today
Tier 3 · Scale
$10,000/ mo
$80K and up
40 net-new ads / month
Add-on · recommended
+$3,000/ mo

Persona-tuned landing pages

Two a month, built in Claude Code, hosted on Vercel. The real-oak-vs-laminate page does not look like the sample page does not look like the made-to-measure page. You already run Vercel LPs and saw winners come back to life. This is that, done for you and tuned per angle. Rate scales with spend: $3K, then $4.5K, then $5.85K.

LPs added
Add-on · media buying
from $2,000/ mo

We run the buy

Optional, priced on the spend above. You run heavy on Google and want to grow Meta, so this can cover Meta only or Meta and Google together. Ad budget always runs from your own account. Tap to configure.

Meta only
Meta + Google
Add media buying
Your monthly total · SelfMade
$7,000/ month
TIER 1 CREATIVE + LANDING PAGES
Creative scales with spend: $4K up to $30K, $6K to $80K, $10K above. Landing pages scale with it ($3K / $4.5K / $5.85K), so at your current ramp it lands at $7,000/mo, month to month. Media buying is optional: Meta is flat $2K under $30K then 7%, Meta and Google is $3.2K under $45K combined then 7%. Ad budget always runs from your own account. Figures in USD, converted from your stated spend at about 1.25.
Under 30K creative-only is not something we normally take on. You are right at that line, so this is the exception Will mentioned on the call. The moment media buying is on, the creative and the buy work off the same numbers.

Ready to run it?

Pick a 30-minute next step this week. We will walk through the account read, the first three landing-page angles, and the Slack Connect setup so you have a team in place before your in-house cover runs out. You have already seen the work. The remaining question is the start date.

Book the kickoff → Email Will
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