Performance creative strategy built to scale faster with less spend.
I’m Toni LaGree, a hands-on performance creative strategist with direct response foundations and a dash of comedy. In one of my biggest wins, the creative I tested, wrote, and produced helped take Truly Beauty’s account from 0.79 to 2.10 ROAS.
Data that delivers.
The Cinderella story of a UGC-style ad.
One hypothesis, one test, and a glass slipper moment: the UGC-style ad fit the brand like a glove and set the direction for a run of winning ads that followed.
0.79 → 2.10
Truly Beauty account ROAS after the shift to the in-house creative I tested
The Houdini: the age spot vanishing act.
Earlier Laser Spot ads sat under 1% CTR. Then one plain question, how women over 40 get rid of age spots, made those numbers disappear.
The Double Down Win.
Running a BOGO doesn’t guarantee a $3+ ROAS. This one got there because the image and on-screen text showed buyers, instantly, how big a haul they were getting. It beat the control BOGO ads.
What you get: winners that come faster, cheaper, and on repeat.
Every hour goes further when it’s spent on the test most likely to win.
Faster
VOC in 2 hours, not a dayAI handles the reading, sorting, and first drafts. I do the thinking and the rewriting. A batch of hooks now takes me 90 minutes instead of 3–4 hours, so tests launch sooner.
Cheaper
Simple creative beat polished agency workAt Truly, my in-house, UGC-style test beat the agency creative the brand was paying for. The team moved creative in-house, and account ROAS more than doubled.
Repeatable
Every test starts with a hypothesisEach test names the buyer and the reason they’ll say yes, so a win tells us why it worked. That turns one winner into a system the team can keep running without me in the room.
I start with why they aren’t buying.
Objections, buying triggers, proof points. Then a test that tells us which angle is right. Two examples:
One test that changed how the account made creative
Truly was paying an agency for polished creative that wasn’t converting. I wrote a hypothesis: in-house, UGC-style ads would beat it. I tested it on the Glazed Donut Shave Set with a free-bag-with-purchase hook.
The UGC-style ad won. The team shifted to in-house creative on the strength of that test, and account ROAS climbed from 0.79 to over 2.0.
Finding the angle the category missed
Most pregnancy stretch mark creams are just skin conditioners. Easy Tiger uses bakuchiol, a safe retinol alternative, and works from trimester zero through pregnancy, nursing, and after.
That turned a nine-month product into a buyer with a long future. I built the whole funnel around it.
I don’t just ideate. I build.
Many of the statics and videos I built at Truly were top performers. I design in Adobe Creative Suite and Figma, write the copy, direct the video, and turn variations fast.
The ad’s promise has to survive the click.
Ads create an emotional reason to buy. Most product pages ignore it, and conversion drops at the handoff. I write and design pages that pick up where the ad left off.
PDP infographics that teach in a glance
I wrote and designed the product page infographics for Truly lines like the Strawberry Blossoms trio and Jelly Booster. Each one answers a single question a buyer has before they add to cart.
Landing pages that match the ad
For Easy Tiger, the landing pages carried the same buyer, angle, and proof as the ads that sent traffic to them. I also code in HTML, so I can build and adjust sections myself.
From one insight to a full funnel.
Easy Tiger, start to finish. I wrote and creative-directed every step, and each brief was clear enough that the ambassador, designer, and editor could run with it.
- Ambassador briefWho she is, what she says, what to show.
- Static adsThe bakuchiol angle, tested in feed.
- Ambassador videoA real mom, a real product, the same promise.
- Landing pagesThe angle carried through to purchase.
Health, wellness, supplements, beauty, food.
Brands I’ve worked with.
“The kind of strategic thinking and hands-on expertise you’d expect from an entire senior creative team.”
“Toni is one of those rare creatives who understands both the psychology behind what makes people buy and the performance data that tells us what’s working. She doesn’t just write great copy or develop creative concepts—she identifies opportunities, challenges assumptions, and turns insights into strategies we can actually test and scale. She brings the kind of strategic thinking and hands-on expertise you’d expect from an entire senior creative team.”
“Coming up with ideas. Concepts. Creatives. Songs. You are a great idea generator and strategist.”
“As a comedy writer with sales experience, Toni was truly a 5-star freelancer and I enjoyed working with her. She was prompt, communicated clearly and well, and was one of the best writers on this project.”
Let’s find your next winner.
Remote, Eastern time, and available now for fractional or contract work. Send me your current best ad and I’ll tell you what I’d test next.
More copy samples: direct response portfolio