Nohan Decimus

Creative Strategist. Meta & TikTok ads for e-commerce brands. I rebuild your competitors' winning ads for your brand, 3 variants each.

[Nohan Decimus @nohan_decimusCS]

"My ads aren't working" is four different problems.

Nobody stops: hook problem. Your first frame is doing nothing.
They stop but don't watch: pacing problem. You buried the point.
They watch but don't click: the offer isn't clear or isn't worth it.
They click but don't buy: the page contradicts the ad.

Find where they drop before you rewrite the brief.

[Nohan Decimus @nohan_decimusCS]

@adamtaylorl A fourth worth adding: do not start from a blank page. Take an ad that is already live and winning for one of your competitors, keep its structure, rebuild it around your product. You bet on something the market has already paid to prove.

[Nohan Decimus @nohan_decimusCS]

@heyitsalexP Solid breakdown. Authority stacking gets cheaper: you can borrow it from a competitor who is already spending money on the same claim, keep their structure, and rebuild it for your own product. Test that before you commit to a full whiteboard shoot.

[Nohan Decimus @nohan_decimusCS]

@sourfraser Mostly agree. The strategist writes the script and directs, that is right. I would add: they should also read the ads your competitors run right now, and decide what gets made next. Otherwise you get good films nobody clicks. Edit goes to someone else.

[Nohan Decimus @nohan_decimusCS]

@LachezarVoynov Agreed on the swiping part. But a post with 700k views is proven as content, not as an ad. If the product only shows up halfway through, the same idea dies on cold traffic. My best finds came from ads brands already pay to run, not from viral posts.

[Nohan Decimus @nohan_decimusCS]

@chloe_laurentt create

[Nohan Decimus @nohan_decimusCS]

Hey, freelance creative strategist here (DTC, Meta ads). I look at ads that are already winning in a niche, then rebuild the same structure for the brand: avatars, angles, hooks, 3-5 static/UGC variants ready to test.

Recent work: two weeks with Isella, a Swedish shapewear brand — 23 concepts, 15 briefs, a test tracker. Ads hadn't launched yet when the engagement ended, so no live results to share there.

Portfolio: https://t.co/1RVIQj8Sxw
Example of the kind of creative I build (3 statics iterated from ads currently working in lingerie): https://t.co/4Rauwb4HX1

[Nohan Decimus @nohan_decimusCS]

@blvckledge Love the volume. Curious how fast you kill a creative once it's live, do you give every new batch a few days to season or cut losers same day on spend?

[Nohan Decimus @nohan_decimusCS]

@anzedetn The fix that works for me: write the shot list backwards from the CTA. If a shot doesn't build toward why someone should buy right now, it gets cut. Most "B-roll" is just a placeholder that never got questioned.

[Nohan Decimus @nohan_decimusCS]

@skye_mercerr SKIN

[Nohan Decimus @nohan_decimusCS]

@cjfeth Adapting faster is the real edge. Most of that avatar research and content study never makes it into the actual ad though. It stays in a doc while the same 3 angles keep running.

[Nohan Decimus @nohan_decimusCS]

@IstvanicMarin The account structure audit matters less than answering one question: which angle is actually driving the incremental sales, not just the campaign with the best last click ROAS.

[Nohan Decimus @nohan_decimusCS]

@adamtaylorl That chart says it all. Most brands catch the fatigue on spend, weeks after it started. Tracking angle share every week would catch the concentration before it shows up as a ROAS drop.

[Nohan Decimus @nohan_decimusCS]

@benradack Feels less like whitelisting stopped working and more like the same handful of creators get whitelisted on every brand now. The audience has seen that face and that format too many times. New faces and new formats still pull.

[Nohan Decimus @nohan_decimusCS]

@rokhladnik Simple structure only helps if the creative behind it keeps moving. Plenty of accounts simplify the structure but still run the same 3 ads for months, so Meta just reaches the same tired segment over and over.

[Nohan Decimus @nohan_decimusCS]

@blvckledge Point 7 is the one to watch. The user already read an answer, so the ad should feel like the next helpful step, not a normal DR pitch. Curious if softer, more editorial creative outperforms your usual hooks there.

[Nohan Decimus @nohan_decimusCS]

@immarkwilliam If checkout gets that easy, the race just moves earlier. The ad becomes the only thing standing between a scroll and a sale, so the first three seconds and the hook end up carrying even more weight than they do today.

[Nohan Decimus @nohan_decimusCS]

@rokhladnik @bram_social This finally leaves room to test properly. A lot of accounts kept only 3 to 5 ads live per page just to work around the old cap. Now you can load 10 to 15 variants of the same concept and let performance pick the winner instead of guessing upfront.

[Nohan Decimus @nohan_decimusCS]

@rokhladnik When CTR and engagement hold up but traffic quality drops, that is rarely a creative problem. That looks like Meta itself serving worse matches for a stretch. Swapping creative won't fix a bad platform week, it just buys patience until it stabilizes.

[Nohan Decimus @nohan_decimusCS]

@doflamingobby WOMEN

[Nohan Decimus @nohan_decimusCS]

@rokhladnik The AI part is not the risk. Shipping the first output without someone deciding if it is actually the right angle is. Volume just makes a bad call cheaper to repeat.