Jonas Celedon

Creative Strategist

Meta changed how ads work. Your ad itself is the targeting now.I'm Jonas — a creative strategist who does one thing: ads that perform on today's Meta.Since Meta's Andromeda update, the algorithm barely looks at your audience settings. It reads your ads to decide who sees them. Your creative is your targeting. I do the research and write the angles that give the algorithm something worth showing.No agency. No middlemen. You work with one person who knows your market, knows your buyer, and delivers a system your team can run — in days, not weeks.

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© Cayce Pollard. All rights reserved.

Work

I run your creative like a system, not a guessing game.Here's the problem most ecom brands have right now: customers cost ~40% more than three years ago, the old formulas (three hooks, two headlines, a few text swaps) are dead, and the algorithm rewards brands that launch dozens of truly different ads every month. Small tweaks don't count — change a color or a headline and Meta still sees the same ad.Most brands can't keep up because they have no system. One ad at a time. No plan. No way to learn from what worked. The problem isn't your budget or your designer — it's that nobody owns the thinking.That's what I build. Every ad has three parts you can change: the idea (what you're saying), the style (how it looks), and the hook (the first three seconds). Most brands only ever change one. I test all three — on purpose, in a set order:01 — Research & Concepts
I study your market, your competitors' ads, and your real customers — their reviews, their words, their problems. From that, I map out a grid of ad concepts: different ideas, in different styles, for different buyers. Nothing is random.02 — Planning & Batch Production
The step almost every brand skips — and where the volume comes from. Instead of making ads one by one, I plan them in batches. One shoot, one set of footage, one round of assets — turned into many different ads. Same effort, far more output.03 — Scripts, Hooks & Briefs
I write the UGC scripts, static concepts, and full briefs your editors or creators can run with right away. Every ad gets at least three truly different hooks — because the first three seconds decide everything, and each hook has to answer one question: "what's in it for me?"04 — Review & Iterate
Ads go live. I read the results. Winners get smart variations — new hooks, new styles, same proven idea. Losers teach us what to skip. The longer we run the loop, the cheaper your customers get.The result: a steady engine of fresh, different ads every month — built for an algorithm that rewards volume and punishes sameness.

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Samples

See the thinking in action.These are concept ads I made to show my process — real research, sharp hooks, and words pulled from how real buyers talk.[3–5 spec ads here. Under each one, add 2–3 short lines: the angle, the insight behind it, and why it counts as a new ad. The caption proves the thinking.]

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