Alex Covali

Direct Response Marketer

[Alex Covali @iamcovali]

@lorenzo_pravata Clay

[Alex Covali @iamcovali]

@ZedNilm1 ai

[Zed @ZedNilm1]

$8m+ in sales and ai ads are doing more of the heavy lifting

the best ai creatives don’t look like ai

they look native
use familiar faces
hit one painful problem
and get to the hook instantly

the advantage isn’t just cheaper production

it’s testing 20 angles while a human team is still making 3

i broke down the ai ad system behind creatives like this

rt + comment “ai” and i’ll send it
(follow for dm)

[Alex Covali @iamcovali]

@Bogzabs96 SOL

[Alex Covali @iamcovali]

@razib_ul47671 Map

[Alex Covali @iamcovali]

@evanseech static

[Alex Covali @iamcovali]

@daffyduckinson animation

[Alex Covali @iamcovali]

@nicktheriot_ HUMAN

[Alex Covali @iamcovali]

@dimitarangg Simp

[Alex Covali @iamcovali]

@ZedNilm1 beauty

[Zed @ZedNilm1]

$390k+ beauty brands aren’t winning with better ads
they’re winning with ads that don’t look like ads at all

ai beauty creatives blend into the feed so naturally
they feel like advice, routines, or everyday content

no loud branding
no overproduced intros
no forced selling

just real-looking moments
product in hand
natural lighting
a message that feels like something you’d actually stop to watch

ai isn’t being used to invent crazy new concepts
it’s used to spot what already holds attention
lock the structure
and reproduce it at scale without losing authenticity

that’s why these ads keep working longer than traditional creatives
they don’t interrupt the scroll
they move with it

this is where beauty advertising is going
quiet
repeatable
and extremely hard to compete with if you don’t understand the system

i broke down the full framework behind these ai beauty ads

rt + comment “beauty” and i’ll send it
(follow for dm)

[Alex Covali @iamcovali]

@maciekl_ Now imagine the other way around. A dtc guy gets a reality check when he realizes how much effort it takes to sell the outcome, the dream, the promise.. All the stories and nurturing needed to trigger someone to buy coaching will make the dtc guy cry

[Alex Covali @iamcovali]

@maciekl_ Option 1 for sure. Imagine the relief going from trying to convince someone to buy something intangible to something that actually exists physically

[Zed @ZedNilm1]

$370k in revenue didn’t come from “better copy”

It came from realizing AI ads aren’t about convincing anymore
they’re about camouflaging into the feed

No logos
No glossy openers
No obvious selling

Just clips that look like education
warnings
or comment replies you’d normally stop for

AI isn’t there to brainstorm magic ideas
It’s there to spot what already stops scrolls
extract the structure
and multiply it without losing the edge

That’s why these creatives last longer than traditional ads
They don’t break the feed
They belong inside it

This is where modern advertising is going
quiet
systematic
and brutal if you don’t understand it

I broke down how these AI creatives are built and scaled

rt + comment “patterns” and I’ll send it
(follow for dm)

[Alex Covali @iamcovali]

@ZedNilm1 patterns

[Alex Covali @iamcovali]

@oliverwhudson partnership

[Olly Hudson @oliverwhudson]

Meta reports that partnership ads deliver 19% lower CPAs and 13% higher CTRs on average vs standard brand ads.

That’s why the most advanced Meta accounts are now allocating 20–50% of spend to partnership ads as a core growth lever.

So we’ve just released our Partnership Ads Playbook (Updated for 2026) built off what we’re seeing actually scale inside Meta accounts right now.

Inside, we break down:

- Why partnership ads outperform (and why it’s not about creators or follower count)
- How Meta actually interprets identity, creative, and signals
- The creative diversity multiplier and how identity unlocks incremental reach
- Benchmarks for CPA, CTR, FTI, frequency, and what “good” really looks like
- When to use founders, team members, existing creators, or persona pages
- How to source creators using Meta’s own tools (without wasting time in DMs)
- What to brief creators so content performs and still feels native
- Exact setup flows inside Ads Manager (including dynamic identity)
- Contract terms, usage rights, and what to negotiate (so you don’t get burned later)
- A full measurement framework to know what to scale, what to kill, and when
- Real examples from brands doing this well and why they work

Want it?

Retweet this post
Comment “partnership” and I’ll send it over

[Alex Covali @iamcovali]

@dibuonaparte_ Это пиздец my brother

[Alex Covali @iamcovali]

@nickrgrs 10X

[Alex Covali @iamcovali]

@eCom_Amin Quiz