Giancarlo Di Nardo,
Paid Social Creative.
AVAILABLE, FULL-TIME REMOTE
TORONTO, BUENOS AIRES
10+ YRS · FACEBOOK & INSTAGRAM ADS
GIANCARLO DI NARDO
PAID SOCIAL · META · CREATIVE
10+ years running Meta accounts across lead gen and eCommerce. Most of that time has been spent on one problem: why some accounts keep compounding, and others plateau no matter how much creative they produce.
Over time, most of my focus has shifted toward how creative is tested, scaled, and replaced inside an account, because that’s where performance tends to break or hold.
Avg. Monthly Spend
$450k
Managed across active accounts
Accounts
6+
Clients run simultaneously at peak
Channels
FB · IG
Primary, owned end-to-end
+ TikTok
Languages
· Native in both
How to read the work
This is not a traditional portfolio. It’s more a record of how the work actually gets figured out. How creative decisions get made, how systems take shape, and how performance comes together in practice.
Most of it reads like a breakdown. It shows how things unfolded, the decisions that were made, the constraints that shaped them, and the patterns that kept coming up.
Proof from real accounts, selected.
View all →Roofing · Home Services · Lead Gen
One creative doing all the work. No system to replace it.
$240k
Peak monthly spend
01
DTC Home & Lifestyle · Ecommerce
Scaling one ad harder is not a growth strategy.
$13.89
Final CPA achieved
02
03
NDA · Men's Grooming · DTC
The hook was working. The script wasn't.
2.8x
ROAS on new scripts
04
Premier Basements · Home Services · Lead Gen
How I brief a new account before the first dollar moves.
27%
Set rate, stronger concepts
05
US Apparel Brand · DTC
You can't build a lifestyle brand with a product catalogue.
+22%
Avg order value
06
Bath Remodeling · Home Services · Lead Gen
One state was carrying five. Finding it took a different kind of audit.
17%
Cost of marketing
07
Windows & Doors · Home Services · Lead Gen
The fix wasn't a new campaign. It was removing three old ones.
28%
Set rate lift
08
Midwest Installer · Epoxy Flooring · Lead Gen
It wasn't a creative problem. It just looked like one.
44%
CPL reduction
Frameworks for creative decisions
View all →Before I write a single ad, I build this map
The creative strategy map worked through a roofing lead gen account. Four layers, three personas, fifteen creative directions.
When the buyer isn't the user, everything changes
The same map extended with a timing layer. Five layers, four personas, sixty creative directions for a DTC brand.
Playbooks behind the system
View all →Start with The Creative System
A short map of how coverage, hooks, and lifecycle connect inside a paid social account.
Creative coverage is the only growth lever that compounds
How to map concept, persona, and format coverage so testing expands territory instead of repeating the same signal.
Winning creatives don’t last. They evolve.
How to extend winners, read saturation, and replace creative before performance decay forces a reset.
The Hook Is Your Targeting System
How hook type, opening line, and buyer stage work together to qualify the right person before the ad starts selling.
For recruiters
Full-time, remote, senior IC or lead.
- Paid social ownership across Meta + auxiliary channels
- Creative strategy and testing systems
- Team-of-one, or leading 2–4 specialists
For teams
Audits, restructures, or embedded sprints.
- Account + creative audits (2–3 wks)
- Testing system buildouts (4–6 wks)
- Embedded as fractional head of paid