On the call you asked for three things: native-looking, UGC-style ads ("ugly ads," in your words), more fresh creative, and audience diversification beyond the 55+ male cohort. The ad-library data says the same thing louder: 96.7% of your live statics talk to one persona, and 90% run one angle. The 14 specs on this page open the lanes.
$150K to $200K/week on Meta~82 creatives live last week30 ads mapped on the callMeta first. Month to month.
Native first. New audiences. Statics scout, videos scale.
Before the call we pulled 30 live FIXD statics from the Meta Ad Library and tagged each one by persona, angle, emotion, and format, then held the mix against 696 Tech-vertical ads from 62 brands. The picture is a monoculture: one persona at 96.7%, one angle at 90%, one emotion at 86.7%. Every gap in this chart maps to a spec on the work tab.
Tech vertical benchmarkFIXD today
The 14 spec ads were built against this chart: the missing formats, the missing personas, the missing emotions. Every slot traces to a gap above or a lane Kimani named on the call.
Kimani's own words from August 3, and how the engagement is built around each one.
"We want to really dive into the big idea of ugly ads… very native looking ads, very UGC. It feels like it's not so much an ad."
Kimani · on the call
The slate is built native-first: an IG story shot from the driver's seat, a TikTok-style talking head, an iMessage thread over a dark cabin. No studio gloss anywhere. The formats that don't look like formats are the ones carrying the new personas.
"That first video… was fully AI, with B-roll included. But it still has that feel of, hey, this is someone just filming on their phone."
Kimani · on the call
You're already AI-forward; so are we. The 14 specs on this page were AI-rendered on real FIXD product photography and real brand tokens. The difference is the gate: every AI asset still passes an editor and a creative strategist before it spends a dollar.
"It's been really big for us to be able to diversify our audience… anyone we're working with is able to really branch out."
Kimani · on the call
The library today is 96.7% one persona. Twelve of the fourteen specs open a different lane: women drivers, used-car buyers, parents, first-car owners, keep-it-forever owners. The core 55+ cohort keeps its ads; everyone else finally gets theirs.
"For each agency, we generally run about eight to 12 concepts a month… we're generally priced out for about a thousand per concept."
Kimani · on the call
Same budget, different math. At the Scale tier your $10K buys 12 video concepts a month, the top of that range, plus roughly 48 statics a month that video-only shops don't deliver at all. The statics scout new personas cheaply; the videos scale whatever they find.
You're finalizing producers Thursday. This page, the 14 specs, and the examples reel were live the same day as the call. Cadence: briefs Monday, your review Wednesday, assets Friday.
Kimani asked for concepts we led end to end. The examples tab has 48 of them, statics and motion, across 29 brands.
Three inputs feed every brief. None of them are opinions, and each carries a fixed weight in how the next test gets chosen.
Piece one · weight 0.5
Time series on every ad you have ever run.
We ingest the FIXD account since day one and tag every ad by persona, angle, emotion, and format, then read it over time. The mechanic-ripoff winner never gets forgotten, and fatigue on the discount angle shows up in the tags before it shows up in ROAS. Recovered learnings become the first briefs, and usually the first wins.
Piece two · weight 0.2
Gap analysis against the space.
Your library versus the Tech vertical: the chart above. Where FIXD over-indexes (one persona, one angle, one emotion) and the formats competitors run that you have never tested, like product-shot-no-copy at 25.3% of the benchmark and 0% of your library. Re-runs quarterly so the map never goes stale.
Piece three · weight 0.3
Social listening where drivers actually talk.
App Store and Amazon reviews, r/MechanicAdvice, r/UsedCars, and the check-engine anxiety threads, mined weekly for personas nobody is testing. Explicit call-outs get written from that language: the used-car shopper standing in the lot, the parent handing over keys, the owner who plans to keep the car forever.
The cadence: briefs Monday, your review by Wednesday, assets Friday. Everything runs through Slack with a dedicated project manager. Weekly output splits 60/20/20: iterate winners, reskin proven formats, test net-new personas.
Pricing
Two tiers. Your spend picks one.
Slide to the monthly ad spend you want SelfMade creating against. The tier snaps at $80K: Standard below it, Scale at and above it. At the slice of the account this proposal covers, Scale is where the engagement starts.
Every tier includes the full engine: gap-analysis briefs, 9-rubric copy refinement, Agent-10 grading on every render before delivery, the weekly cadence, quarterly re-runs of the gap analysis, and time series plus social listening bundled.
Your monthly ad spend covered by SelfMade
$125K/ month
$10,000 / mo creative
$40K$80K$125K
Recommended for your spend
Tier 2 · Standard
$6,000/ mo
$40K to $80K/mo covered
14 unique concepts a week
Recommended for your spend
Tier 3 · Scale
$10,000/ mo
$80K to $125K/mo covered
30 unique concepts a week
Concepts translate flexibly: six statics equal one video. In your vocabulary: a 30-concept week can run 3 video concepts plus 12 statics. That is 12 video concepts a month, the top of your 8-to-12 per-agency range, with ~48 statics a month on top. You pay other producers $1,000 per video concept for the videos alone.
Add-on · landing pages
+$3,000/ mo
Persona-tuned landing pages
Persona-tuned LPs against winning concepts. Recent comp: roughly 30% CAC reduction from the layer alone.
Add landing pages
Add-on · media buying
+$8,750/ mo
We run the buy
Flat $2,000/mo under $30K covered spend, or 7% of spend at $30K and up. Ad budget always runs from your own account.
Add media buying
Your proposal total
$10,000/ month
TIER 3 · SCALE · 30 CONCEPTS A WEEK
Tier deliverables are fixed: 14 or 30 unique concepts a week. Final start date locks on the close call.
↑FIXD runs $600K to $800K a month across the account. The $125K bracket is the slice SelfMade covers, not a ceiling on your spend. As we earn more of the account, capacity scales on the same per-creative economics.
"We're meeting this Thursday to finalize the producers that we're moving forward with."
The proposal, the 14 specs, the gap data, and the examples reel are all on this page, live the same day as the call, as promised. Read the page, move the slider, then grab 20 minutes before Thursday.
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