Adrian Ludek, Creative Strategist
Snapshot
I have run campaigns with budgets over $2M a month, working with larger US brands, and launched or overseen hundreds of campaigns and ad tests: from single creatives and A/B tests to full multi-channel structures. I work mostly on Meta and TikTok, with Google, Pinterest and Reddit beside them. My real job is the creative: the part of the ad that decides whether anyone stops scrolling.
What I do
Creative strategy for performance marketing. I turn data, insight and a business goal into ad concepts, creator briefs and formats you can actually test. I think like a strategist, a project manager and a former photographer and filmmaker at once, so I understand both the numbers and what holds attention.
Creative strategy
Ads built on real insight, not on whatever idea came up in the meeting.
What it means for you: Ads that hit what your audience actually needs.
Testing and optimisation
I find fast which messages, formats and hooks work, and scale what wins.
What it means for you: Budget moves to what works, sooner.
Project and team management
Strategy, production and media stay in step, on time and polished.
What it means for you: Campaigns that go live finished, not "nearly there".
Creator and UGC briefs
I turn strategy into clear, specific briefs.
What it means for you: Creators understand the point of the ad and deliver material ready to test.
Data and reporting
Campaign results in plain business language, with recommendations you can act on straight away.
What it means for you: You know what happened and what to do next.
When I use which channel
Meta (Facebook and Instagram)
When the brand needs paid social that scales, strong segmentation and fast tests of creative and audiences.
TikTok
When the goal is a younger or more engaged audience, and reach built on authentic video native to the platform.
Google Ads
When people actively search for the product and the brand wants to catch that demand across the funnel.
Pinterest
When the product is strongly visual and the customer is planning: shopping, interiors, lifestyle, creative projects.
Reddit
When the brand wants trust in specific, engaged communities, and to talk in a more honest, less "advertising" way.
Who calls me
Industries
Hot take
How I work
- 1
First look
The business goal, the results history, the campaign structure, and which creatives already worked and why. Then the funnel: is the problem in reach, clicks, on-site conversion, the offer or the message itself?
- 2
The first week
An account audit, a review of past results and assets, priorities, and a plan for the first tests.
- 3
The first month
New concepts and tests live, first conclusions, optimisation of the winning directions and a clear plan to scale what works.
Tools
Meta Ads Manager, TikTok Ads Manager
Building, running and optimising paid social campaigns.
Motion, AdNova
Analysing creative and channel results.
Claude with MCP
Faster analysis and briefs.
Canva, CapCut, Adobe, Higgsfield
Mock-ups, quick creative versions and testing ideas before a bigger production.
I also built an app that generates realistic creatives with the product reproduced one to one. You would struggle to tell they were made with AI.
Lessons
The costliest mistakes
They happened when I assumed too quickly that I knew what would work, instead of testing a few directions at once. Now the first version of a campaign is a hypothesis, not an answer, and there is always room for a quick correction.
Favourite metric
nROAS together with nCAC and margin. It shows whether the ads build a healthy business, not just a nice number in the ads manager.
Most overrated
CTR on its own. It can look great and say nothing about traffic quality, conversion or profit.
Quick tip
Before you add budget, check three things. Does the ad name the audience's problem directly? Do the first seconds give a reason to stay? Does the landing page keep the same promise? If any of them is weak, scaling only makes the problem more expensive.
Off the clock
- I am a photographer and filmmaker, so I still see the world in frames, light and stories. Work included.
- Motorbikes, especially enduro and adventure riding. Also skydiving and wind tunnel flying.
- I love cooking and training: Hyrox, CrossFit, the gym, running, the bike. And planning trips that combine both.
FAQ
Do you only work on creative?
Creative is the core, but I check the whole funnel first: reach, clicks, on-site conversion, the offer and the message. Then I fix the part that is actually broken.
What happens in the first week?
An account audit, a review of past results and assets, priorities and a plan for the first tests.
Can you brief our creators or in-house team?
Yes. Turning data and business goals into clear briefs for creators, studios or in-house teams is a large part of the job.
Which channels do you work on?
Mostly Meta and TikTok. Also Google Ads, Pinterest and Reddit.
Next step.
Bring your last few ads and the one you think is the winner. Book a call with Adrian.