Most brands hire two people for one problem.
A media buyer to run the ads. A creative team to make them. Then the two argue about whose fault it is when results drop.
I do both. One operator, the whole pipeline from creative to conversion.
The short version
- What I do: media buying and creative strategy for Meta and Google ads.
- Track record: $5M+ in paid media managed across 50+ accounts for DTC, SaaS and service brands in the US and Canada.
- Output: about 50 new creatives every month for the accounts I run.
- Where: Karachi, Pakistan (GMT+5). I've worked US and Canada hours for 4+ years. Fully remote.
How I got here
I've done a bit of everything in marketing. About five years ago I found the part I love most: advertising that helps a business grow.
I was born in Hyderabad and live in Karachi. I'm 24.
How I work
Three ideas run through every account I touch. You'll find them all over my writing.
1. Creative is the targeting. On Meta today, the ad decides who sees it. The biggest lever in an account is a steady flow of genuinely different concepts, not audience settings. I explain why in Meta Andromeda, explained and the creative volume problem.
2. Kill rules, written before launch. Every account gets rules for when an ad dies and when it gets more money, set from the margins before anything goes live. These are the kill rules I actually use.
3. Profit, not ratios. I work back from break-even ROAS and MER, so every decision is about profit dollars. That's the idea behind the three ROAS lines.
AI speeds up production. People make the calls. Here's how I use AI for statics without them looking like AI.
Pool rules
Twelve rules I hold myself to on every account:
- The data decides. Not the HiPPO.
- Creative is the targeting.
- Be prolific. Volume finds winners.
- Kill losers fast. Scale winners faster.
- Every test has one job.
- Screenshots aren't results. P&L or it didn't happen.
- Speed is a strategy.
- AI for speed. Humans for judgment.
- Report decisions, not dashboards.
- Never run an ad you'd scroll past.
- Deliver more than they pay for.
- Take the work seriously. Yourself, less so.
What I write about
Meta creative testing: hook rate, ad fatigue, hook patterns, creative briefs.
Ad economics: good ROAS, MER, break-even ROAS, Facebook ad costs.
The job itself: what a media buyer does and what a creative strategist does.
Everything else is on the writing page.