You launched in June, got banned on Meta a couple of times, and fired an agency whose ads were lazy AI creative with no strategy behind who they were targeting. Now you want a system in place before you scale. The 14 specs on this page are the opposite of a kitchen sink: every one names a persona and a problem, and 13 of 14 are written for the most conservative compliance tier.
CAC target: $90Tribe for UGCZero to one on MetaConservative compliance first
No ad account to pull yet. Here is the market instead.
Ketro isn't running ads right now. You paused everything the day before our call, so there is no account history to pull and no Ad Library record to tag. What we have instead is the market: our swipe-file digest from July 13, 2026, covering 259 impressions-ranked active US statics across 27 DTC brands, tagged by format family. It shows which formats are earning impressions, which is where a zero-to-one account should start testing.
Share of the format's ads sitting in their brand's top 5 by impressionsMedian position = where the format's ads rank inside a brand's active set (lower is better)
Product hero
63% top-5median #5
UGC
33% top-5median #6
Us vs. them
36% top-5median #8
Offer / promotion
35% top-5median #10.5
Native UI overlay
50% top-5median #14
Zero to one means the first month is discovery. With no account history, the 14 specs spread across 13 format families, weighted to where impressions concentrate in the digest, so the first round of tests tells you which format each persona answers to, not just which single ad won.
Every format family above maps to a spec on the work tab: product hero (01, 05, 06), UGC (02, 14), us vs. them (03), offer (08), native UI overlay (04).
Your words from September 30, and how the engagement is built around each one.
“there was no strategy behind like why are we targeting people with knee pain”
Talya, on the call
Every ad here is an equation: one persona, one problem, one format. The work tab labels all three on every spec so the testing tells you something.
“you just get like an ounce of data after it's been served to like 200 people”
Talya, on the call
Structure beats volume thrown at the wall: one broad campaign, lots of distinct creative, a cut rule at 2 to 3x your $90 CAC target, and winners feed Tribe briefs.
“Tribe has just already been a dream”
Talya, on the call
Tribe covers top of funnel. Our statics find the persona and angle combinations first, then Tribe creators get briefed against the winners, with partner and whitelisting rights so you run from their handles.
“I need a minute probably to just like tinker myself”
Talya, on the call
Fair. The page stays up. When you're ready for a system, reply and we lock a kickoff; first delivery lands within days of kickoff.
Health and wellness on Meta has compliance tiers. Start with helps, supports, promotes. 13 of these 14 specs are written for that tier; one (the Red Sox origin story) is held until the account earns trust and the name is cleared.
The examples tab has 86 pieces across 35 brands, statics and motion, including prescription and telehealth work, from the same team that built your 14.
Health and wellness accounts rarely fail on creative quality; they fail on review. You've already been banned a couple of times, so the loop starts at the most conservative tier, watches the account's signals, and earns its way toward more direct language. Statics test first, and every ad is graded before it ships.
Step one
Tier-one creative first. Helps, supports, promotes. No cure or treatment claims, no potency multipliers, no competitor names, and every Rx ad paired with the provider review. 13 of the 14 specs live here.
Step two
A rejection log on every ad. Every rejection recorded with the why, approval speed tracked per ad. As approvals speed up and rejections thin out, the account moves up a tier and the language opens up.
Step three
Persona-first briefs. Built from Reddit and review mining, one persona and one problem at a time. The Reddit ad on the work tab uses a real r/PlantarFasciitis post, which is exactly the method from the call.
Piece one · weight 0.5
Compliance log on every ad.
Every rejection recorded with the why, so the same mistake never runs twice. Approval speed tracked per ad, because slow approvals predict trouble before rejections do. The result is a rejection rate a recently banned account can scale on.
Piece two · weight 0.2
Swipe-file format re-runs.
With no ad history to pull yet, the market map above is the benchmark: 259 impressions-ranked active US statics across 27 DTC brands, tagged by format family. Re-run weekly once we start, so the format map never goes stale, and every new gap becomes a brief.
Piece three · weight 0.3
Reddit and reviews, mined weekly.
Your site reviews, competitor reviews, and the subreddits where your buyers talk (r/PlantarFasciitis, r/ChronicPain), mined for personas nobody is testing: the restless-legs sleeper, the TMJ clencher, the desk worker with shoulder knots. Problem-first headlines get written from that language.
The cadence: briefs Monday, your review by Wednesday, assets Friday. Everything runs through Slack with a dedicated project manager. Statics scout net-new personas and angles first; winners become Tribe briefs, so your creators shoot against combinations that already work.
Pricing
Four tiers. Your spend picks one.
Slide to your monthly Meta ad spend. The tier snaps in steps: Starter from $30K, Pro from $60K, Scale from $100K, Velocity from $150K. Below $30K, the page shows the creative plus media terms from our call instead of a tier. Every price carries the Hampton 10% off.
Every tier includes the full engine: gap-analysis briefs, 9-rubric copy refinement, grading on every ad before delivery, the weekly cadence, swipe-file re-runs, and review plus social listening, bundled.
Your monthly Meta ad spend
$30K/ month
$5,400 / mo creative · Hampton
$5K$30K$60K$100K$200K
Below $30K of spend
Under $30K: creative plus media
Packages start at $30K spend for creative-only clients. If we run your media too, we can make it work.
The terms from our call: media buying is a flat $2,000/mo under $30K of spend ($2,000$1,800 with the Hampton 10%). The creative volume is scoped with you on the kickoff call, so there is no creative price on this page for this band.
Recommended for your $30K
Starter
$6,000$5,400/ mo
Hampton member price
$30K to $60K/mo spend
8 unique concepts a week · 32 net-new ads/mo
$188 per ad
Recommended for your $30K
Pro
$9,000$8,100/ mo
Hampton member price
$60K to $100K/mo spend
The Andromeda sweet spot.
14 unique concepts a week · 56 net-new ads/mo
$161 per ad
PAE-tested across 100+ formats · custom PAE-cluster dashboard
Recommended for your $30K
Scale
$15,000$13,500/ mo
Hampton member price
$100K to $150K/mo spend
30 unique concepts a week · 120 net-new ads/mo
$125 per ad
Recommended for your $30K
Velocity
$20,000$18,000/ mo
Hampton member price
$150K to $200K/mo spend
45 unique concepts a week · 180 net-new ads/mo
$111 per ad
A concept is an entirely new ad, not a hook alt. 1 concept = 1 static; trade 6 statics for 1 scripted video inside your monthly total.
Add-on · media buying
+$2,100/ mo (7%)
Hampton $1,890
We run the buy
Done-for-you media buying: one broad campaign, the cut rule at 2 to 3x your CAC target, and a custom MER dashboard with the D2C tab: NCPA, new vs. returning, LTV. Under $30K of spend it is a flat $2,000/mo; from $30K it is 7% of monthly spend.
Add media buying
Add-on · consulting
+$1,000/ mo
Hampton $900
Media buying consulting
Biweekly review with our media team. We strategize, you execute. Built for running the buy yourself at first: you keep the seat, with our account playbook behind you.
Add consulting
Add-on · landing pages
+$3,000/ mo
Hampton $2,700
Persona-tuned landing pages
Persona-tuned LPs against winning concepts, so the page a buyer lands on speaks to the same persona and problem as the ad that brought them.
Add landing pages
Your proposal total
$5,400/ month$6,000
STARTER · 8 CONCEPTS A WEEK
Hampton member pricing: 10% off everything, applied.
Tier deliverables are fixed: 8, 14, 30 or 45 unique concepts a week. Month to month. First retainer billed only after kickoff.
↑As spend climbs, the tier steps up with it and the per-ad price drops. The calculator on selfmade.co is the same math; this page applies it to Ketro, with the Hampton 10% in.
“I would hope that like in a month I could come to you”
Your words, September 30. The proposal, the 14 specs and the examples reel are live now and stay live. Reply whenever the spend is there and we lock kickoff.
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