On the call you told us The static is like a little bit more of where we struggle, that knownwell is kind of counter-positioned against the cash-pay apps, and that CAC's very important to us. Your ads don’t show the counter-position yet: 73% of them use one angle, guilt reduction, which the weight care category uses 3% of the time, and price/value sits at 0% against the category’s 31%, for a brand with a $25 average copay. The 14 specs on this page are finished statics, each built for a persona and an angle the live ads don’t touch.
$8K to $10K a day on Meta, four core marketsQ1 is peak season~5 videos and up to 10 statics a week in-houseNo designer on staff
Covered by insurance. Same clinician. Two comorbidities.
01 · New laneWeight care on your insurance, not a subscription.Spec render
04 · New laneYour body changes. Your plan should too.Spec render
07 · IterationFor the health of it. Not the weight of it.Spec render
08 · New laneWeight care, close to home.Spec render
13 · IterationMenopause changes more than sleep.Spec render
14 · IterationIs weight care covered by your plan?Spec render
14 BUILT FOR knownwell
What your account says today
73% of your ads make one argument. The category makes it 3% of the time.
We ran your live Meta ads through SelfMade’s insights dashboard and set them against the Weight Care benchmark: 508 active ads across 20 weight care brands, every ad tagged by format, persona, angle and emotion. Your ads lean on one angle, guilt reduction (73% against 3%), and one feeling, relief (100% against 63%). The category’s two biggest angles, price/value (31%) and convenience (22%), sit at 0% in your account.
John said We take insurance. Part of it's because we're much cheaper. None of your ads is tagged price/value. And the patient he described, a woman in middle-aged, higher BMI, is the aging adult: 3% of your ads, 14% of the category’s.
Built as 14: the offer is a free coverage check, asked as a question, for the skeptic who wants to know before she books.
#3
Headline + First Time Buyer + Ingredient Transparency + Curiosity
Built as 05: a headline ad that says exactly what is prescribed, FDA approved GLP-1s, not compounded.
Four competitors, read the same way
Hers
“Medication as low as $149/mo”
A cash price in 15 of 29 live ads.
Ro
“Answer questions about your health, lifestyle, and goals”
An online questionnaire in 13 of 28 live ads.
Noom
“Take the quiz”
A quiz in 15 of 30 live ads.
WeightWatchers
Before and after
10 of the 18 ads whose format could be read, a format Meta’s health rules and your care model both rule out.
Source: SelfMade insights dashboard, Weight Care benchmark: 508 active ads across 20 weight care brands. Meta hides knownwell’s creatives from logged-out viewers, so knownwell’s side is read from ad copy. Gap = knownwell’s share minus the Weight Care average, in percentage points. Competitor lines come from SelfMade’s AdLib read of each brand’s live Meta ads on 21 October 2026. Once we’re onboarded, the dashboard reads your own performance data and updates daily.
Every gap above maps to the work tab: 9 personas, 10 format files, and 8 lanes your account has never run.
Your words from 21 October, and what the engagement does about each one.
Bandwidth · statics
“The static is like a little bit more of where we struggle. We don't have a designer on staff.”
Nicole, on the call
Today Nicole briefs a contract editor for about five videos a week, designs statics herself, and borrows the organic designer when she has time. We deliver finished statics every week, briefed, built and checked, ready for Marc to rotate in. Your editor keeps the video flow, and when a static wins, we build video on top of it.
Economics · CAC
“CAC's very important to us.”
Marc, on the call
A healthcare funnel loses people at every step, so the ad has to bring in people who will finish it. New personas are how CAC comes down without raising frequency on the people you already reach: each one is a new pool of patients. Ads that beat your CAC goal on small spend get the next week’s briefs.
Patient · who the ads are for
“it's a woman in middle-aged, higher BMI. They tend to have more comorbidities. Average is two comorbidities”
John, on the call
She is 3% of your ads against 14% for the category. Five of the 14 specs are written for her: insulin and the care plan (04), the health-of-it line (07), the credentials she checks (09), blood sugar and blood pressure on one plan (10), and menopause (13). Meta reads the creative to pick the audience, so the ad has to show who it’s for, inside Meta’s health rules: third person, never “you have” a condition.
Tooling · Motion
“I pull everything out and put it into cloud and like run my own thing through that.”
Nicole, on the call
You shouldn’t have to. Our insights dashboard tags every ad you’ve ever run by persona, angle and format, updates daily, and has an MCP built in, so you can connect it to Claude and ask it directly. It becomes the home base for Nicole, Marc and anyone else in the account.
Built inside healthcare ad rules from day one. Meta’s personal-attributes policy (no “Are you diabetic?”), no before-and-after bodies, scales or tape measures, no weight amounts with a timeframe, and no drug brand names: “FDA approved GLP-1 medications” and “when clinically appropriate” only. Outcome numbers stay out of every ad until your clinical approver signs them off.
The case for starting now
Start now. Q1 winners get found in November.
Marc said it on the call: our holiday is, you know, Q1, with JanFeb March, kind of our big seasonality, bigger budgets. That’s why we’d start now, in the low season. A new persona, angle and format takes weeks of testing to prove, so the ads that carry your Q1 budget have to be tested in November and December. Start next week and January opens on personas that already converted.
Start the week of 26 October
January opens with winners.
Week of 26 OctOnboarding. Meta partner access, every ad you’ve run tagged by persona, angle and format, reviews mined.
Mon 2 NovFirst brief. Your feedback by Wednesday 4 November.
Fri 13 NovFirst ads live. Weekly from here: brief Monday, feedback Wednesday, ads the following Friday.
Nov and DecNew personas in test: the patient John described, menopause, insured switchers from cash-pay apps, and your clinic markets. Statics first, video on what hits.
JanuaryOpens on tested winners. Q1 budget goes to the personas and angles that already converted.
Jan to MarchPeak, scaled. Two months of tests behind every dollar of the bigger budget.
Our last openings of the year
No new clients from 1 November until the new year.
Fri 30 OctLast day to sign for 2026. Kickoff runs the week of 26 October, the first brief lands Monday 2 November.
From 1 NovOur books close. November and December go to the accounts already live with us, so every one of them is tested before its peak.
For knownwellThe window is now. Your low season is our last onboarding window of the year, and the only way Q1 opens on proven ads.
8New lanes, tested Nov and Dec
01Insurance, not a subscription: the $25 average copay
02Same clinician: a video visit before work
04Insulin and the care plan: adjusted as the body changes
05FDA approved, never compounded
08Massachusetts clinics: close to home
09Obesity medicine specialists: credentials she can check
10Three conditions, one clinician
12Sandy Springs clinic: a 40-minute first visit
None of these runs in your account today. Testing them in the low season is what lets January open on the winners.
6Built on what already runs
03A clinician who knows you, not a questionnaire
06Your top ad’s line, reskinned as a Post-it in the mirror
07For the health of it, not the weight of it
11A real Google review: no monthly fees, insurance billed
13Menopause, from your one ad that reaches her
14Check your coverage before the first visit
These keep a proven persona or angle and change the rest, the iterate and reskin side of the 60/20/20 split.
Nicole on the call: “these are the things that we need to be doing and thinking about and just have um not the bandwidth for it.” From the week of 26 October, that bandwidth is ours.
Three accounts I walked you through on 21 October. Same method we’d run for you: persona first, then angle, then format.
New personas, layered on
They're spending 200K. Now they're spending about a million.
From our callAnother account Logan works on, with us since June. The growth came from discovering like new ICPs and like pushing on that, with an in-house team handling the rest of the spend.
A winner nobody was using
the first thing we did is do a bunch of gut health ads. And like, what do you know? They worked.
From our callA protein brand that had stopped running gut health ads two years earlier. Tagging every ad they had ever run surfaced it, and the first briefs went straight back to it.
Small spend, already beating the goal
these ads have 3.1K in spend and they're doing a $97 CAC. Super happy about that. $130 CAC is their goal.
From our callAn oral-care account, on the dashboard I showed you. Ads like these are breakouts: limited spend, CAC under goal, and they get the next round of briefs.
The examples tab has statics and motion from the SelfMade roster, including GLP-1, telehealth and other health brands.
I put it on the call as a question of how much of the ad spend you want us to sort of control and like how much you want to continue doing in-house. Here are the two answers.
Recommended for knownwell
Hybrid
We cover $100K to $150K of Meta. Your team runs the rest.
We own persona and angle strategy and the net-new concepts for the spend we cover: research, briefs, copy, finished statics and video concepts, every week. Nicole’s team and her video editor keep running the rest of the account, and Marc rotates everything in.
On our share, the split is the one I described on the call: 60% iterating on what’s working, 20% reskinning winners, 20% testing something new. You get the insights dashboard (with the MCP into Claude), a Slack channel for briefs and delivery, an account manager and a project manager, and me in the account.
Best fit: a team with a video flow that works and no designer for statics, heading into a Q1 peak.
Full agency
We run all of Meta creative.
Strategy, net-new concepts, iterations and reskins across the whole account: statics first to find the personas, then education-style video and testimonials built on top of the ones that hit. Your editor’s cuts and the clinic B-roll feed our library instead of running as a separate track.
Same dashboard, Slack channel, account and project managers, sized to the full spend.
Best fit: if you’d rather point Nicole’s time at organic, the clinics and the site while we carry paid creative.
The cadence: brief on Monday, your feedback by Wednesday, ads the following Friday. Statics test new personas first, because a static that converts a cold persona tells you the audience is there. Winners then get a funnel: education-style video, then testimonials.
Meta is the focus. When Marc wants more for Vibe CTV, winning 9:16 videos can be resized for it, the way I described on the call.
Pricing
Three packages for your account. We recommend Scale.
You run roughly $250K to $300K a month on Meta, so the slider sets the share of your spend SelfMade creative covers, and your team keeps the rest. Pro covers $60K to $100K, Scale $100K to $150K, Velocity $150K to $200K. Scale is where we’d start: it matches the volume I described on the call, and it leaves room to move up to Velocity for the Q1 peak.
The volume I describedThe other account Logan works on is in this group where they're getting 30 unique concepts a week. Scale is that package: 30 concepts a week, 120 net-new ads a month.
The rule of thumbOne net-new concept for every $1,000 of spend, from the call. At $125K of covered spend, that’s about 125 concepts a month. Scale’s 120 fits it; Pro’s 56 covers less than half.
The Q1 peakNovember and December are when the new personas get tested. More concepts a week means more of them are proved before the bigger January to March budgets arrive.
Why not Pro, $9K14 concepts a week is 56 new ads a month. By the one-concept-per-$1,000 rule from the call, that covers about $56K of spend, roughly a fifth of a $250K to $300K account, and only a little more than the 10 statics a week Nicole is already aiming for. It keeps the lights on, but it can’t test the patient John described, menopause, insured switchers and your clinic markets in parallel before January.
Why not Velocity, $20K45 concepts a week is sized to carry $150K to $200K of spend on new creative, most of the account. Today the new personas are unproven, Nicole’s team and video editor keep producing in-house, and it’s the low season, so you’d be paying for volume before we know which lanes win. Start on Scale, find the Q1 winners in November and December, and step up to Velocity as the budgets ramp. Month-to-month, so moving up takes one message.
Every package includes the full process: gap-analysis briefs, PAE testing across 100+ formats, grading on every ad before delivery, the weekly cadence, a dedicated Slack channel, and the insights dashboard with persona heatmaps and winner clusters.
The share of your Meta spend SelfMade creative covers
$125K/ month
Slider at $125K / mo
$60K$100K$125K$150K$200K
Your total Meta spend: roughly $250K to $300K a month (Marc: $8K to $10K a day). The rest stays with your team.
Your package
Pro
The Andromeda sweet spot
$9,000/ mo
Covers $60K to $100K / mo of your Meta spend
14 unique concepts a week56 net-new ads a month
Too light for this account. About a fifth of a $250K to $300K spend, and not enough tests to prove the new personas before Q1.
Your packageRecommended for knownwell
Scale
Built to scale
$15,000/ mo
Covers $100K to $150K / mo of your Meta spend
30 unique concepts a week120 net-new ads a month
The volume the other account Logan works on runs at, sized to cover $100K to $150K of a $250K to $300K account going into Q1.
Your package
Velocity
Higher velocity and volume
$20,000/ mo
Covers $150K to $200K / mo of your Meta spend
45 unique concepts a week180 net-new ads a month
Too early for now. It pays for volume before we know which new lanes win. The natural step up once Scale has found your Q1 winners.
A concept is an entirely new ad, not a hook alt or an iteration of an existing one. 1 concept = 1 static; trade 6 statics for 1 scripted video, mixed any way inside your monthly total. Once a concept wins, Nicole’s team is free to make as many variants of it as the account can spend behind.
Your proposal total
$15,000/ month
SCALE · 30 CONCEPTS / WEEK · COVERING $125K / MO
Month-to-month. Cancel anytime. First retainer billed only after the kickoff call.
↑The rest of your spend stays with your team. At $125K covered, Nicole’s team and her editor keep running the other $125K to $175K a month of a $250K to $300K account. Above $200K a month covered? Custom pricing: a dedicated team, white-glove production, MER and PAE built to your stack.
The proposal and spec ads, same day as the call
Let’s get you started before 1 November.
I said I’d put together a proposal, make everything super clear and send spec ads by the end of the day. Here they are. Nicole had to jump to another meeting, so let’s finish the walkthrough this week: the 14 ads, the account read and Scale. We don’t take on new clients from 1 November until the new year, so to start in 2026 we’d sign by Friday 30 October, kick off the week of 26 October, and have the first ads live Friday 13 November.
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