PetLab is where I stopped just making winning ads and started
building the system
behind the wins.
PetLab Co.
From hands-on creator to paid creative strategist at scale
Role:
Creative Lead (Paid Social Creative Strategy)
July 2024 – September 2025
Channels:
Meta, TikTok, Amazon
£1.5M+ monthly spend
MAIN FOCUS:
Performance creative, paid social strategy, Team Growth
Snapshot:
I joined PetLab Co. to deepen my paid-ads experience after learning the foundations at Huel.
My role was roughly 60% hands-on creation and 40% strategy and team leadership, giving me both granular control and big-picture oversight.
Results:
1,000+ ads produced in 12 months
20–30% ad win rate at scale
$400k+ revenue in 3 months from image + motion ads I introduced
CTR up to 1.8% on high-performing campaigns
CPA reductions from £180+ → £80 after creative pivots
£410k Meta/TikTok spend at £46 CPA
£743k Amazon spend, 16k orders, 78% new-to-brand
What Changed:
I turned PetLab’s paid creative into a measurable, repeatable performance system.
I introduced a performance-led creative framework that linked every ad to CPA, CTR, ROAS and win rate. That system allowed us to identify winning hooks and formats fast, scale ads confidently to £10k/day, and support £1.5M+ monthly spend without wasting budget.
Proof in Practice
When polished brand videos underperformed:
CTR <1%
CPA £180+
The system I created flagged the issue immediately.
I pivoted to feed-native UGC iPhone testimonials, iterated 8 versions in one week, Leading to:
Increased CTR by 60%
Dropped CPA to £80
Scaled winning ads to £10k/day
