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Phil Kiel - DTC Creative Profile picture
Phil Kiel - DTC Creative
@PhilKiel
Scaling Meta accounts to 6–7 figures/mo 🚀 High performance creative + hands-on media buying 200+ accounts audited 👉 https://t.co/tuClgbnhl3
Nov 27, 2025 • 8 tweets • 2 min read
Most ad accounts are struggling because of the same 4 issues we keep finding in audits - you'll want to fix these before 2026.

Here’s what’s holding brands back (and probably you too) 👇 Image 📈 CPMr (cost per 1k people reached) climbing every month.

Why it matters: if you’re paying more to reach fewer people, no budget hack will save you.

Even with spend up, reach was falling.

The audience pool was tapped out, and creative wasn’t refreshing fast enough.

Result: scale stalled, CAC rose.
Nov 9, 2025 • 17 tweets • 6 min read
I put together 10+ creative inspiration boards with 200+ ads across every niche you can imagine.

If you run paid social, this thread will keep your next 6 months of creative testing stocked 👇 Image
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Image Advertorials

app.foreplay.co/share/boards/T…Image
Oct 12, 2025 • 8 tweets • 3 min read
We added 4 elements to our creative briefs and our hit rate jumped 23%.

Now they're non-negotiable.

Here's what changed (and why it matters) 👇 Image 1. Awareness Level

Problem Aware - "I need to sleep better"
Solution Aware - "I need a supplement for sleep"
Product Aware - "I've heard about magnesium"
Most Aware - "I'm comparing magnesium brands"

Why this matters:

Problem aware customers need education.
Most aware customers need differentiation.

Same product. Completely different creative approach.

Now: every brief has a specific awareness level.

The creative matches where the customer actually is in their journey.
Sep 13, 2025 • 11 tweets • 2 min read
Most brands kill their ads with branding.
Your Pantone palette won’t lower CAC.
Here’s why ditching the brand book scales ↓ Image
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Image When founders launch:
1. Brand book locked
2. Tone of voice nailed
3. Fonts + hex codes set in stone
Then they slap it on every ad.
Wake up call: customers don’t care.
Oct 8, 2024 • 7 tweets • 3 min read
A thread of AG1's top static ads 📍

Including iteration ideas. Image Offer carousel

Iteration > add a lifestyle photo to the carousel to vary the format

"Covering your nutritional bases" is an interesting line which they don't use in many places. Image
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Oct 1, 2024 • 5 tweets • 2 min read
Four Heights supplements ads 📍

The 💩 is the strongest because it focuses on a core problem.

All could be improved.


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Image This one the title is too high and product too low.

The strongest supporting copy (20…) is also easy to miss. Image
Sep 30, 2024 • 7 tweets • 3 min read
Ad Library Review > Create Gummies, bookmark this 📍

Textbook ad library featuring static image ads, creator content, a variety of funnels including fitness, USPs and social proof.

Read on for analysis, iteration ideas, and the saved ad board 👇 Image 1. 50/50 ad for the win

And that cough audio hook 😅, sure to blow your head of if you're using headphones 😂

Hook > no more powder, just chew.

Static location > iterate by using a variety of locations.