Who makes the ads? It depends. Here's how we figure it out.
"Do you make the ads?"
It's one of the most common questions I get before we start working together.
The honest answer: it depends. And the way it depends is one of the things that makes working with me different from working with most agencies.
"Good creative direction matters more than who presses the buttons. That part is always mine."
The creative question is really a business question.
Every business is set up differently.
Some have a full in-house team ready to go. Some have a founder making ads in Canva at midnight. Some have worked with a creative agency and have assets sitting untested in a folder.
Before I answer who makes the ads, I need to understand your situation.
Because the right answer depends entirely on what you already have — and what makes sense to build.
If you have an in-house team.
This is the best-case scenario — and more common than people think.
How it works
I give briefs. Real briefs — not a vague "we need something that converts."
I document what we're testing, why, what the hook is, what the CTA is, what format we need, and what success looks like. Your team executes. I review, give feedback, we iterate.
The goal: your team gets better at making performance creative — not dependent on me forever.
If you don't have a team.
I get it done.
I have a network of freelance designers, video editors, and copywriters I've worked with across formats and industries. I brief them, manage the process, review the output.
You don't manage that relationship. I do.
You see the final creative, give feedback if you have it, and it goes live.
If you want to build a team.
This comes up more than you'd expect.
A client starts with no in-house creative capability. We work together for a few months. They realise they want to bring it in-house.
I've helped clients define the roles they need, what to look for, and how to brief and manage a creative team for performance marketing specifically.
It's not an extra service. It's part of thinking about your business long-term.
What's always mine — regardless.
Whoever makes the assets, the creative direction is always my responsibility.
That means
The strategy behind what we're testing. The messaging framework. The hook. The angle. The format choices.
The thinking that turns a brief into something that actually works in the feed.
That's not something I delegate. It's where a lot of the value lives.
Ready to talk?
Let's figure out what setup makes sense for your business.
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