Paid social consulting / Personally led by Bradley

Paid Social Consulting For Brands Who Are Sick of Guessing

Stop the scroll. Start something.

Creative that earns attention. Campaigns that earn their place. Hands-on paid social management with the business outcome in view.

Talk with Bradley

Explore the approach

THE CREATIVE TESTING CYCLE

01 → 04

01 / THE HOOK

Make them
stop.

Message & first impression

02 / THE OFFER

Make it
matter.

Reason to act

03 / THE FORMAT

Find the
right fit.

Placement & creative

04 / THE SIGNAL

Learn.
Then build.

Qualified outcomes

Test → Learn → Refine

↻ Repeat with purpose

Paid social consulting & management

Who is it for?: Businesses acquiring customers through Meta, TikTok, LinkedIn, and other social platforms.
What does it cover?: Audience strategy, creative testing, campaign management, and measurement tied to business outcomes.
Who will I work with?: Bradley Zeller leads the strategy and hands-on work. Meet your consultant ↗
How do we start?: Share your business, your current channels, and the challenge you want to solve. Talk with Bradley ↗

Paid social / The details

Every campaign needs a job.
Every creative needs a reason.

Awareness. Prospecting. Remarketing. Retention. I connect the audience, the platform, and the creative to what your business needs next.

Clear objective

→

Relevant creative

→

Useful learning

↺

01 / Start with the job

What are we asking
this campaign to do?

The person who’s never heard of you needs a different message from the customer who’s already bought.

Awareness / Earn the introduction

Give the right people a reason to remember you.

I start with the problem you solve and why someone should care. The creative has to make that connection quickly, before I ask a stranger to buy.

What I look at

Relevant reach, frequency, and attention. When the budget and measurement allow, lift in awareness or consideration.

The message changes with the job

The audience

They don’t know you yet.

The creative

Show the problem. Make the benefit clear.

The next step

Give them a reason to explore.

Demonstration · Story · Point of view

↗

Prospecting / Find the next customer

Make the offer matter to someone new.

I test which messages bring new people into the business. The goal is to attract customers who fit, with creative that makes the value and the next step clear.

What I look at

New-customer acquisition cost, qualified leads, and what those customers are worth. Platform conversions need business context.

The message changes with the job

The audience

They could be a good fit. They haven’t bought.

The creative

Connect a real problem to a credible solution.

The next step

Buy, book, or start a useful conversation.

Product demo · Customer proof · Clear offer

↗

Remarketing / Answer what’s holding them back

Give interested people a reason to act.

Someone who watched a video and someone who abandoned checkout aren’t at the same point. I use the behavior we can measure to choose a relevant follow-up, with sensible windows and exclusions.

What I look at

Conversion quality, acquisition cost, frequency, and time to convert. Attributed return alone doesn’t prove the ads caused the sale.

The message changes with the job

The audience

They’ve engaged. They haven’t taken the next step.

The creative

Address the objection. Show the proof.

The next step

Make the decision easier.

FAQs · Testimonials · Comparison · Offer

↗

Retention / Make the next purchase relevant

The relationship shouldn’t end at the first sale.

I look for a reason to reconnect: replenishment, another product, an upgrade, or a timely win-back. Customer data and the buying cycle guide the message and who should be excluded.

What I look at

Repeat purchases, customer value, and contribution after ad spend. I keep existing-customer results separate from acquisition.

The message changes with the job

The audience

They already know what buying from you feels like.

The creative

Show them a relevant reason to come back.

The next step

Buy again, upgrade, or re-engage.

Replenishment · Cross-sell · Win-back

↗

←

01 / 04

→

Four business goals. The account structure depends on your budget, audiences, and how much useful data we can collect.

02 / Choose the platform for a reason

Each platform
earns its place.

One platform can do several jobs. I choose where to invest based on who we need to reach, what we can show them, and the economics.

Meta TikTok LinkedIn Pinterest Reddit Snap

Different customer. Different conversation.

I use demonstrations, customer proof, and clear offers to introduce the business, answer objections, and give past customers a reason to return.

Creative direction

Show the product in use. Explain the benefit. Make the proof specific.

The decision

Which audience and message combination is bringing in customers worth paying for?

TikTok

Creative built for the feed

Awareness

Prospecting

Remarketing

Earn attention before you ask for action.

I’d start with a clear hook, a convincing demonstration, and a delivery that fits the platform. Follow-up creative can go deeper into the proof and questions that matter.

Creative direction

Creator-led stories, direct demonstrations, and distinct opening hooks.

The decision

Does the idea attract the right people, and does that attention turn into useful demand?

Business context matters

Awareness

Prospecting

Remarketing

Customer expansion

Talk to the people involved in the decision.

I connect the business problem to the role and company we need to reach. The creative needs a relevant point of view and proof that holds up beyond the first click.

Creative direction

Expert perspectives, use cases, customer results, and clear explanations.

The decision

Are we creating qualified conversations with the right companies and buying roles?

Ideas with a next step

Awareness

Prospecting

Remarketing

Connect inspiration to something they can do.

I’d build around what people are planning and the role your product plays in it. Useful creative should connect the idea to a product, a collection, or a clear next step.

Creative direction

Practical inspiration, product applications, and planning-led ideas.

The decision

Does the creative bring relevant people from the idea to the offer?

Specific questions. Credible answers.

Awareness

Prospecting

Remarketing

Know the conversation you’re entering.

I’d lead with a specific problem and an explanation that respects the audience’s knowledge. Broad claims need to give way to substance and a landing page that backs them up.

Creative direction

Clear use cases, technical detail where useful, and straightforward comparisons.

The decision

Is this the right audience for the problem we solve, and does the response support more investment?

Snap

A fast, visual introduction

Awareness

Prospecting

Remarketing

Make the point while you have their attention.

I’d test concise vertical creative with a visible benefit and a simple next step. The audience, offer, and mobile landing experience need to make sense together.

Creative direction

Quick demonstrations, clear visual storytelling, and focused offers.

The decision

Does the audience fit the business, and does the mobile journey convert that interest?

←

01 / 06

→

These are roles I’d consider, not a fixed platform ranking. Customer lists, audience size, permissions, and buying behavior affect what makes sense.

03 / The creative process

Better creative starts
before the ad.

A new crop isn’t a new idea. I build tests around the message, the hook, the proof, and the offer. Then I use what we learn to shape the next brief.

↶ The findings become the next brief.

01 / Research

Find the question the ad needs to answer.

I look at customer objections, past creative, and the account’s performance. Foreplay helps me organize references and competitor research. A competitor running an ad is a clue, not proof that it works.

What comes out of it

A short list of customer tensions, angles, and questions worth testing.

Research notes

↗

Customer question

“Will this actually solve my problem?”

Proof to look for

A clear demonstration. A relevant customer story.

Testable idea

Lead with the result, then show how it happens.

Illustrative example

02 / Brief

Give the creative team a clear direction.

I turn the question into a brief: who we’re speaking to, the campaign’s job, the concept, the hook, the proof, and the next step. References explain the idea. They don’t replace it.

What comes out of it

A production-ready direction with the key message and the variations we need.

Creative brief

↗

Job + audience

Prospecting / People considering a first purchase

Concept + proof

Show the product solving one recognizable problem.

Variations to make

Two distinct hooks. One consistent offer and next step.

Illustrative example

03 / Create

Make the idea clear in the actual asset.

Your internal team or production partners create the images and video. I guide the message, copy, scripts, and feedback so the finished asset does the job we briefed.

What comes out of it

Usable assets with clear naming, the required formats, and feedback resolved before launch.

Production review

↗

Opening

Does the first frame make the idea understandable?

Proof

Can the viewer see why the claim is credible?

Delivery

Readable text. Clear audio. The right format and CTA.

Illustrative example

04 / Test

Give the test a question worth answering.

I separate new concepts from variations on an existing idea. Budget, audience overlap, and the amount of conversion data determine how much we can test at once and how confidently we can judge it.

What comes out of it

A clear hypothesis and a decision rule, with enough time and budget to collect useful evidence.

Test plan

↗

The question

Does a demonstration attract better-fit customers than a testimonial?

Keep comparable

Offer, destination, and measurement where practical.

Read the result

Creative response, conversion quality, and business outcomes.

Illustrative example

05 / Learn

Turn the finding into a next move.

I trace performance from the opening to the click and through to the customer. Then I decide what to keep, what to develop, and what to stop. A weak result can point to the offer or page as well as the ad.

What comes out of it

A documented finding, a decision, and a sharper brief for the next round.

Learning → next brief

↗

What happened?

The demonstration attracted interest but left a key question unanswered.

What needs checking?

Comments, landing-page behavior, and conversion quality.

What comes next?

A new version that makes the proof easier to understand.

Illustrative example

←

01 / 05

→

04 / Creative velocity

Keep the next
round moving.

Creative velocity is the time between learning something useful and getting the next idea live. I keep that process moving.

01 / Ready to make

A brief with a point.

Clear concepts, usable references, and the assets needed from your team or production partners.

Question → Brief → Production

02 / Ready to learn

Tests with enough room.

New concepts get a fair test. Useful ideas earn iterations. The volume fits the budget and conversion data.

Launch → Compare → Investigate

03 / Ready for what’s next

A decision, then a new brief.

Keep, develop, or stop. I explain the result and turn it into a concrete direction for the next round.

Finding → Decision → Next idea

The goal isn’t more files in a folder.

It’s more useful ideas getting a fair test.

05 / Creative optimization

What would
I change next?

A weak result doesn’t tell you what’s broken. Follow the response before deciding what to change.

They scroll past They watch, then leave They click, then leave The leads don’t fit

↗

Start with attention

Give the opening a clearer job.

I’d examine the first frame, hook, and audience relevance. Can someone understand why this matters without waiting for the payoff?

Next test

A distinct opening built around the customer’s problem, with the rest of the idea held consistent.

↗

Connect attention to action

Make the value and next step clearer.

Watching isn’t the same as wanting. I’d check whether the creative connects the story to a relevant offer, explains the benefit, and gives someone a reason to continue.

Next test

A clearer offer and call to action, supported by proof that answers the next question.

↗

Follow the click

Check whether the page delivers on the ad.

I’d inspect message consistency, load experience, the offer, and the form or checkout. A persuasive ad can’t make up for a confusing or disappointing next step.

Next test

A landing-page change that resolves the gap, with tracking verified before judging the result.

↗

Follow the lead through

Reward the account for finding the right person.

I’d check the promise in the ad, the qualification in the form, and the event the account is optimizing toward. Then I’d compare the campaign data with CRM and sales feedback.

Next test

A more specific message or qualification step, plus a better quality signal where the data supports it.

←

01 / 04

→

Illustrative decisions. I check tracking, delivery, spend, and the full customer journey before calling something a creative problem.

Paid social / The details

AI for Better Creative. Data for Better Decisions.

I use Claude and ChatGPT throughout my paid social consulting: creative reporting, creative briefs, ad analysis, and overall account performance. Windsor.ai MCP brings connected ad-account reporting into the analysis, helping me connect creative decisions to business results.

Context, analysis & creative direction

Claude

I use Claude to work through detailed performance findings, organize creative insights, and develop briefs that give your creative team a clear direction.

Turn reporting and brand context into focused creative briefs
Explore patterns across hooks, messages, formats, and audiences
Build clear narratives around what changed and what to test next

Ideas, reporting & iteration

ChatGPT

I use ChatGPT to explore creative angles, develop copy and UGC script directions, and pressure-test performance explanations. Both tools support the same ongoing cycle of analysis and iteration.

Develop hooks, messaging variations, and creative test ideas
Summarize creative results into useful reporting
Investigate account trends and prioritize follow-up questions

How AI supports your paid social program

Creative reporting

Turn ad-level results into a clear story: what performed, what changed, and what deserves another test. Reports connect the creative to available engagement, conversion, and efficiency metrics.

Creative briefs

Translate performance insights and brand context into actionable briefs: audience, core message, opening hook, format, proof points, and the next step. Your team gets a direction to produce against.

Creative analysis

Compare hooks, formats, and messaging when creatives are consistently labeled. Review supplied creative context alongside reporting to identify useful patterns and possible fatigue.

Overall performance

Look beyond an individual ad. Explore spend, audiences, placements, conversion trends, and business outcomes to understand where performance is improving and where to investigate.

Testing & next steps

Turn findings into a prioritized testing plan. Define the hypothesis, creative variation, and success measure, then use the next round of results to refine the brief.

Connected data. More useful questions.

Windsor.ai MCP

I use Windsor.ai MCP to connect ad-account reporting with Claude and ChatGPT for deeper analysis. Available campaign and ad-level metrics inform the work alongside the creative context and business goals I provide.

01 / Source

Paid social accounts

Available campaign and creative performance reporting

02 / Connect

Windsor.ai MCP

Bring connected reporting into the analysis

03 / Investigate

Claude + ChatGPT

Creative insights, clearer briefs, and prioritized next steps

Questions I work through

Which creative themes are driving conversions, and which are mainly earning clicks?
Where do rising frequency and weaker response suggest creative fatigue?
Is the change in acquisition cost concentrated in certain ads, audiences, or placements?
What should the next creative brief test based on these findings?

I validate the findings, set the creative direction, and make the campaign decisions. Your team or production partners bring the briefs to life.

Paid social / The details

The Tools Behind Better Creative Decisions

I use these tools to research creative, sharpen briefs, review performance, and keep feedback clear. Each has a specific role in moving from an idea to the next test.

Claude + ChatGPT + Windsor.ai MCP

Creative reporting, briefs, messaging and UGC script directions, creative analysis, and connected account performance analysis — with my review and direction throughout.

Foreplay

Creative research, saved ad references, competitor monitoring, and creative performance analysis. I use Foreplay to organize inspiration and turn useful patterns into clearer briefs and testing ideas.

Figma + Frame.io

Collaborative creative review and specific feedback on designs and video edits, so your team or production partners know what to refine before the next launch.

Brands that have trusted Zeller Media

Independent expertise. Established relationships.

Paid Social Consulting For Brands Who Are Sick of Guessing

Paid social consulting & management

Every campaign needs a job.Every creative needs a reason.

What are we askingthis campaign to do?

Give the right people a reason to remember you.

Make the offer matter to someone new.

Give interested people a reason to act.

The relationship shouldn’t end at the first sale.

Each platformearns its place.

Different customer. Different conversation.

Earn attention before you ask for action.

Talk to the people involved in the decision.

Connect inspiration to something they can do.

Know the conversation you’re entering.

Make the point while you have their attention.

Better creative startsbefore the ad.

Find the question the ad needs to answer.

Give the creative team a clear direction.

Make the idea clear in the actual asset.

Give the test a question worth answering.

Turn the finding into a next move.

Keep the nextround moving.

A brief with a point.

Tests with enough room.

A decision, then a new brief.

What wouldI change next?

Give the opening a clearer job.

Make the value and next step clearer.

Check whether the page delivers on the ad.

Reward the account for finding the right person.

AI for Better Creative. Data for Better Decisions.

Claude

ChatGPT

How AI supports your paid social program

Creative reporting

Creative briefs

Creative analysis

Overall performance

Testing & next steps

Windsor.ai MCP

The Tools Behind Better Creative Decisions

Claude + ChatGPT + Windsor.ai MCP

Foreplay

Figma + Frame.io

Your marketing deservessomeone who owns it.

Every campaign needs a job.
Every creative needs a reason.

What are we asking
this campaign to do?

Each platform
earns its place.

Better creative starts
before the ad.

Keep the next
round moving.

What would
I change next?

Your marketing deserves
someone who owns it.