Performance Creative
Most copy looks good.
Not all of it works.
Performance creative lives at the intersection of strategy, psychology and craft. The brief is to drive a measurable outcome. A lead, a registration, a showroom visit. Copy that does not convert is just decoration.
Over nine years working across Meta, LinkedIn and Google, I have written and directed creative for brands across the GCC, Southeast Asia and Europe. From luxury interiors and cloud kitchens to B2B sponsorships and debt recovery.
01
Audience-first thinking
Every reader arrives at a different stage of awareness. Some already know what they need, some don't know the problem exists. Copy written for the wrong stage will underperform every time.
02
Messaging hierarchy
Every ad has one job. Hook, value, proof, CTA: in the right order, at the right length, for the right format and audience. I keep a working list of hooks that have actually pulled clicks.
03
Creative iteration
The first version is a hypothesis, not a final answer. I work with performance teams to cut what isn't working fast, rewrite what's close, and leave winners alone longer than instinct says to.
Selected campaigns
Meta · 2024
Lead Generation
KitchenPark
Social Video · Meta · Dubai
A deadpan video campaign for Dubai's cloud kitchen brand targeting food entrepreneurs. Rather than a product walkthrough, the concept named every operational pain point an operator would otherwise carry and resolved each one in a single flat line.
772kImpressions (+43% vs target)
345Leads generated
54%Of budget used to hit all targets
LinkedIn · 2024
B2B Sponsorship
ARN Business Club
Meta to LinkedIn Pivot · UAE
A B2B sponsorship campaign for the UAE's largest radio network. High Meta engagement was masking poor lead quality: fans, not budget holders. A channel pivot and full copy rewrite from entertainment-led to business outcome-led changed the quality of conversations entirely.
120%Of registration target
3xImpressions increase post-pivot
100kTotal clicks
Meta · 2024
Lead Generation
T.One Kitchens
Meta + Google · GCC
A showroom visit campaign for a premium Dutch kitchen brand in Dubai. The creative led with a high-value gift offer, a complimentary Quooker boiling water tap, creating urgency without discounting the brand. Dual CTAs served different intent levels in the same creative.
AED 218Cost per lead
1.98%Click-through rate
2,208Total engagements
Meta · 2025
Format Comparison
Vantage Developments
Static, Carousel & Video · Off-plan residential · Dubai
For a Dubai off-plan launch, I wrote and directed creative across static, carousel and UGC-style video for the same brief, built around an Italian-inspired lifestyle concept, which I headlined, 'Live the Dolce Vita in Dubai.' Each format carried a different piece of the story: the static led with the building itself, the carousel walked buyers through the amenities and community spaces, and the video brought a human voice to what living there actually feels like.
Static
Single image. Strongest lead quality of the three.
Carousel
Eight-card sequence walking buyers through amenities.
Video
Talking-head walkthrough. Highest volume, weakest quality.
Lead quality by format — relative to top performer
Static
1.0×
Carousel
~0.8×
Video
~0.35×
Full case studies
Six campaigns with full strategy, creative decisions and results. Including two strategic pivots mid-flight.
