πŸ‡΅πŸ‡­ πŸ† Ranked #1 by Upwork

As of November 2026, I am ranked by Upwork as the #1 Meta Ads Expert and Creative Strategist in the Philippines! πŸ‡΅πŸ‡­

#1 of 118,049,524The best in a country of 118,049,524 people.

On Upwork

Upwork page 'Hire the Best Facebook and Meta Ads Specialists in the Philippines' with Hugo F. as the first freelancer
"Best Facebook & Meta Ads Specialists in the Philippines". I'm #1.
Upwork page 'Hire the Best Creative Strategists in the Philippines' with Hugo F. as the first freelancer
"Best Creative Strategists in the Philippines". I'm #1.

On Google

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Worldwide

I am also the #5 Creative Strategist in the world! 🌍

Upwork page 'Best Freelance Creative Strategists for Hire' worldwide with Hugo F. at #5
"Best Freelance Creative Strategists" on Upwork, all countries. I'm #5.
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Screenshots taken 11 to 13 Nov 2026. Tap any card to zoom in.

Hugo Fetiza

Hugo Fetiza

Creative strategist / Meta ads / since 2020

Creative strategy is a very delicate chain.

If one link breaks, the whole thing falls apart. I go deep into your customers and find the exact language your buyers use. Then I map the angles, write the hooks, structure the scripts, and hand your editors briefs so detailed they don't have to guess a single thing. I also handle media buying. But the briefs and creatives are what make or break your account.

Managed spend
$60M+Meta ad spend managed
Spend on my briefs
€235,556spent on ErgoSleeve ads from briefs I wrote
Rating
4.92stars on Upwork, Top Rated Plus
Job success
100%Job Success on Upwork

Brands on this page

  • Forciano
  • Novexa Health
  • ErgoSleeve by Meine Studios
  • Sky Dolls
  • Abakada
  • KingsLoot
  • Coda Music
  • Nooro
  • IsoClean
  • Division Construction
  • Money Merch
  • Crew Dog
  • Golden View Renovation

Clients

What I did for each brand, and what happened.

The numbers come from the Meta API, Shopify, or the client on camera. Where there is a chart, the month I started is marked.

Forciano

Men's height-increasing shoes / US and Europe / creative strategy since 30 March 2026

$1,340,339

in Meta-tracked sales since I started, 30 March to 31 October 2026. 8,495 purchases.

October 2026
$463,547
Biggest day, 11 Oct
$30,543.23
Spent on our briefs, to 13 Oct
$180,010 + €12,165
Briefs live
61

Before

January and February 2026 did €127,554 and €135,118 in Meta-tracked sales, on one euro ad account, almost all from static ads.

What I did

I started as their creative strategist on 30 March 2026. My team writes the video briefs. Their team runs the ad accounts. When Meta shut their main account on 16 May, they rebuilt on new dollar accounts and put our briefs in every one.

After

October 2026 was their biggest month, $463,547 in Meta-tracked sales on $226,932 of spend, 2.04 ROAS. 11 October was their biggest day, $30,543.23 on $16,513.90. Their own count for that day was about $34k.

See the ten briefs behind it
BriefSpendROASPurchases
DCT 53, Male Endorser$29,7541.94340
DCT 10, Luxury Arrival MomentPlus €1,538 and 38 purchases in the old euro account.$17,9011.62198
DCT 48, Don't Sleep On This, bundle hype$13,8312.38167
DCT 11, Female UGC TestimonialPlus €3,096 and 70 purchases in the old euro account.$10,6342.12135
DCT 22, Product-led LUXOR film$9,3892.27132
DCT 16, Street Style InterviewPlus €2,614 and 35 purchases in the old euro account.$6,8472.1187
DCT 71, Tall Guys Only, street interview$6,5481.6170
DCT 68, The Height Confession, women's$6,3731.7777
DCT 73, The Hidden Lift Showcase, 3D$6,2851.8482
DCT 72, Mistaken For Six Foot, boots$6,2091.6161

Our ten biggest briefs on the account, by spend. Each row adds up every variant and every ad of one brief, across every account. Meta Marketing API, read 13 October 2026, each account's default attribution.

Meta Marketing API, read 2 November 2026, six ad accounts, each account's default attribution. Whole accounts, every ad, not only our briefs. The total adds $1,033,538 from the dollar accounts (1 May to 31 October) and €262,493 from the old euro account (30 March to 31 May), converted at the monthly ECB rate. The $34k is the client's own figure.

The adDCT 53 is our biggest Forciano brief. $29,754 spent at 1.94 ROAS, 340 purchases.
Forciano static ad we madeForciano static ad we made

Forciano, month by month

Month by month

$150k$160k$170k$171k$137k$41.0k$83.1k$132k$302k$464kJan 26FebMarAprMayJunJulAugSepOct 26I START, 30 MAR 202612
$464kJan 26MarMayJulOct 26I START, 30 MAR12

Meta-tracked salesAd spendBefore I started

  1. 1Main ad account shut down by Meta, 16 May. Nothing spent for five days.
  2. 2October 2026, their biggest month. $463,547 in Meta-tracked sales on $226,932 of spend.

Monthly totals, six ad accounts added together, Meta Marketing API read 2 November 2026, each account's default attribution. January to May include the old euro account, converted to dollars at the monthly ECB rate.

Novexa Health

Kids' growth gummies / US DTC supplement / creative strategy since May 2026

$320,421

in Meta-tracked sales in June 2026, the first full month my briefs ran, on $214,290 of ad spend.

Spent on my ads, lifetime
$143,711
Purchases from them
2,285
B.452, live since 3 Oct
$12,277
B.252, my first brief
$87,000

Before

In April 2026, the month before my first brief, they did $308,653 in Meta-tracked sales on $169,910 of spend.

What I did

I joined on 19 May 2026 and wrote B.252 first, "The 4-Month Growth Timeline". It's a CGI skeleton explainer that walks month by month through what to expect, and ties each month to one ingredient at its real dose. Meta kept 30% of the budget on it in every CBO it sat in, for 88 days. 42% in June. 66% of the campaign on its best day.

After

June 2026 did $320,421 in Meta-tracked sales on $214,290 of spend. My ads have spent $143,711 and brought 2,285 purchases. The newest one, B.452 "Volleyball Girl", went live on 3 October. In its first full week, 5 to 11 October, it took 29% of the account's spend and passed B.252 as the top ad. $12,277 and 192 purchases so far.

Meta Marketing API, account default attribution, USD. April and June add up all four of their ad accounts.

B.452 Volleyball Girl, the Novexa ad from my brief now taking spend
The new adB.452, "Volleyball Girl". $12,277 and 192 purchases since 3 October.

The ads from my Novexa briefs

Lifetime, every account

  • Novexa ad from my brief B.452

    B.452New, taking spend

    Volleyball Girl, "My Coach Noticed"

    $12,277 spent192 purchases

  • Novexa ad from my brief B.252

    B.252

    "The 4-Month Growth Timeline"

    $87,000 spent1,329 purchases

  • Novexa ad from my brief B.307

    B.307

    "The Pediatrician's Other Half"

    $13,001 spent203 purchases

  • Novexa ad from my brief B.273

    B.273

    "Lab Guy Cuts Gummies"

    $7,070 spent134 purchases

  • Novexa ad from my brief B.333

    B.333

    "The Japanese Lunch Program"

    $5,804 spent106 purchases

  • Novexa ad from my brief B.276

    B.276

    "Mom Holds Two Bottles"

    $3,336 spent60 purchases

  • Novexa ad from my brief B.363

    B.363

    "The One On My Counter"

    $3,235 spent59 purchases

  • Novexa ad from my brief B.283

    B.283

    "Growth Plates Education"

    $3,149 spent65 purchases

Meta Marketing API, ad level, read October 2026, account default attribution, USD. Each tile adds up one brief's ads across CC05, CC08 and CC09, from each account's top ads by lifetime spend, so a few small variants are not counted. Only briefs their own roadmap credits to me. Tap a tile with a play button to watch the ad.

ErgoSleeve

4-in-1 ergonomic laptop sleeve / EU DTC / creative strategy since June 2026

€235,556

in spend on briefs I wrote.

Named DCTs live
65
Purchases
5,296
Best DCT ROAS
2.32
Biggest month
€409,867

Before

Ads that led with features failed. So did back pain and posture. June, the month I started, ran at 1.41 ROAS.

What I did

I read their comments and found Sarah, the professional who wants her desk to look good. DCT 2, "Aesthetic Sarah", was the first brief written to her, and most of the briefs after it were too.

After

DCT 38 is the biggest brief in the account, 44 live ads in 7 markets. In its first 17 days it took 36% of the account's spend at 2.21 ROAS. August 2026 was their biggest month, €409,867 in Meta-tracked sales at 2.07 ROAS.

See seven more briefs
BriefSpendROASPurchases
DCT 55, "Every Part Of It Solved Something That Annoyed Her"The founder's story in B-roll and voiceover. She is never on camera.€44,8842.131,117
DCT 2, "Aesthetic Sarah"Written from their comments. 3 hooks into one shared hold.€10,7141.91225
DCT 4033 live ads.€8,7332.16222
DCT 2320 live ads.€8,4621.85170
DCT 31Hook 1 took most of the spend.€7,9871.96180
DCT 2017 live ads.€5,5661.83119
DCT 25Highest ROAS of the set.€5,4482.32142

Account lifetime. Each row adds up every variant and every ad of one brief.

Meta Marketing API, account default attribution, account lifetime as of 13 October 2026. Only briefs I wrote are counted.

The adDCT 38. €89,960 spent at 2.12 ROAS, 2,128 purchases, 44 ads.
ErgoSleeve static ad we made

ErgoSleeve, before and after I joined

Month by month

€16.2k€21.8k€86.5k€264k€153k€155k€86.0k€93.8k€92.6k€92.0k€84.3k€410k€251k€257kSep 25OctNovDecJan 26FebMarAprMayJunJulAugSepOct 26I START, 8 JUN 202612
€16.2k€264k€155k€93.8k€410k€257kSep 25Jan 26Oct 26I START, 8 JUN12

Meta-tracked salesAd spendBefore I started

  1. 1June 2026, the month I started, ran at 1.41 ROAS.
  2. 2August 2026, their biggest month. €409,867 in Meta-tracked sales at 2.07 ROAS.

Meta Marketing API, whole account, account default attribution, EUR. The bars are the whole account, not only my briefs.

Envy Lashes

Lash extension supplies for lash artists / US / ecommerce / Meta buying and creator briefs since May 2026

$166,987

in Meta-tracked sales in September 2026, their best month. More than double April, the last full month before I started.

April 2026, before me
$77,611
September 2026
$166,987
Top 6 videos, spend
$54,871
Top 6 videos, purchases
1,603

Before

ROAS went from 3.07 in February to 2.13 in April, on about $36k a month of spend.

What I did

I took over their Meta buying in May 2026. I wrote the creator briefs, the angle list each creator films from, and put every new video straight into testing. Winners went into one CBO. I also wrote static briefs off whatever was winning.

After

July 2026 did $164,150 on $59,129. September did $166,987 on $68,975, 2,259 purchases at 2.42 ROAS. October spent $79,708, their biggest month of spend. The six videos below have spent $54,871 for 1,603 purchases at 2.28 ROAS.

Meta Marketing API, read 31 October 2026 (monthly) and 2 November 2026 (videos), account default attribution, USD. Monthly figures are the whole account. Start date from my Upwork contract.

The adNatasha, "Half Second Test". $14,901 spent, 488 purchases, 2.51 ROAS.

Their top videos, filmed off my briefs

Lifetime, by spend

  • Natasha, "Half Second Test"

    $14,901 spent488 purchases2.51 ROAS

  • Christina, "Makes No Sense"

    $12,606 spent297 purchases1.97 ROAS

  • Christina Bui, Nexus adhesive

    $9,199 spent310 purchases2.48 ROAS

  • Alexis, "45 Minute Fill"

    $7,632 spent219 purchases2.28 ROAS

  • Magali, "Like A Magnet"

    $6,151 spent161 purchases2.05 ROAS

  • Mariela Padilla, adhesive beta

    $4,382 spent128 purchases2.26 ROAS

Meta Marketing API, ad level, read 2 November 2026, lifetime, account default attribution, USD. Each tile adds up the test ad and its scaled copies. These are the six biggest winners in my winners ledger for Envy, every one traced to my creator briefs in Notion (the adhesive angles brief of 24 May and the creator brief menu of 4 July 2026). Creators film through Trybe. Tap to play.

Envy Lashes, before and after I joined

Month by month

$40.1k$85.3k$68.4k$88.8k$111k$85.9k$77.6k$75.7k$103k$164k$148k$167k$160kOct 25NovDecJanFebMarAprMayJunJulAugSepOct 26I START, 13 MAY 2026123
$167kOct 25JanMarMayJulOct 26I START, 13 MAY123

Meta-tracked salesAd spendBefore I started

  1. 1April 2026, the last full month before I started. $77,611 in Meta-tracked sales at 2.13 ROAS.
  2. 2July 2026, $164,150 on $59,129, 2,256 purchases.
  3. 3September 2026, their best month. $166,987 at 2.42 ROAS, 2,259 purchases.

Meta Marketing API, whole account, account default attribution, USD, read 31 October 2026. Start date: my Upwork contract with Envy Lashes began 13 May 2026.

Sky Dolls

Tall women's clothing / ecommerce / creative and campaign management since September 2025

$109,108

in sales. 804 orders. One day. Black Friday 2025.

Sales on the day
+273%
Orders on the day
+304%
Best month before me
$89,978
Best month after
$146,688

Before

In the year before I started, their best month was $89,978 in Meta-tracked sales, February 2025. I started managing their Meta ads on 19 September 2025.

What I did

On Sky Dolls it was the drop structure and the waitlist feeding it. I ran the creative feedback loops and the campaign management: which creatives earned more spend, which ones died, and driving the waitlist up so drop days had somewhere to land.

After

Black Friday, 28 November 2025. Sales up 273% and orders up 304% on the day. Roughly $1M gross across November and December, about $450k to $500k a month, and Black Friday itself came in 50% above what the previous agency managed. December 2025 was their biggest Meta-tracked month, $146,688.

Shopify for Black Friday. Meta Marketing API for the monthly figures, account default attribution, USD. Start date from my Upwork contract.

Proof of resultsShopify, 28 Nov 2025

Sky Dolls, before and after I joined

Black Friday 2024 to Christmas 2025

$41.6k$58.1k$61.0k$90.0k$75.5k$41.4k$42.3k$87.7k$39.2k$69.7k$81.0k$60.3k$122k$147kNov 24DecJan 25FebMarAprMayJunJulAugSepOctNovDec 25I START, 19 SEP 2025123
$58.1k$90.0k$87.7k$147kNov 24Dec 25I START, 19 SEP 25123

Meta-tracked salesAd spendBefore I started

Black Friday and Christmas the year before I started: November 2024 did $41,635 and December 2024 did $58,075 in Meta-tracked sales, $99,710 together. With me in 2025, the same two months did $121,882 and $146,688, $268,569 together, 2.7 times as much.

  1. 1February 2025, the best month before I started: $89,978 in Meta-tracked sales.
  2. 2Black Friday, 28 November 2025: $109,108 in sales and 804 orders in one day (Shopify).
  3. 3December 2025, their biggest Meta-tracked month: $146,688.

Meta Marketing API, account default attribution, USD. The chart runs from November 2024 to December 2025. Start date: my Upwork contract with Sky Dolls began 19 September 2025. Black Friday is the Shopify total for the day.

Shelvas

Fall detection watches / US / ecommerce / creative strategy since 14 September 2026

$66,928

in Meta-tracked sales in October 2026, their best month. 166 sales at 3.70 ROAS.

Our ads, share of spend
39%
Cost per sale, a week
$149 to $93
My first videos
$88 a sale
Their old videos
$177 a sale

Before

The week before I started, $3,121 of spend brought 21 sales at $149 each. In the ten weeks before that, weekly ROAS swung between 1.8 and 3.9 and never held 30 sales two weeks in a row.

What I did

Customer research, the angles, and the video briefs their editor cuts. Every brief talks to the adult child who buys the watch, usually a daughter who worries her mom will fall and can't reach the phone. Since October we also make their statics, and on 15 October we brought native ads into the account, advertorial style image ads. 9 of them, from batches 25 and 30, have spent $1,398 for 11 sales at 3.16 ROAS to 2 November.

After

14 to 20 October, $3,917 of spend brought 42 sales at $93 each, 4.19 ROAS. October did $66,928 on $18,085. In the last 30 days our ads took 39% of the spend. These four did best.

Meta Marketing API, account default attribution, USD. Weekly figures from my account reads. October from a live read on 2 November 2026. My first batch of video briefs came in at $88 a sale.

The adDCT 5, "The biggest lie". $667 spent, 6 sales, 3.56 ROAS.

Our best ads in the last 30 days

3 October to 1 November 2026

  • DCT 5

    "The biggest lie", video

    $667 spent6 sales3.56 ROAS

  • Shelvas native ad from our batch 25

    Native, batch 25

    Advertorial clone 4, image

    $784 spent7 sales3.55 ROAS

  • DCT 25

    Video, live 20 October

    $558 spent4 sales3.07 ROAS

  • Shelvas static ad from our batch 23, 1996 vs 379

    Static, batch 23

    "1996 vs $379"

    $437 spent5 sales5.50 ROAS

Meta Marketing API, ad level, 3 October to 1 November 2026, account default attribution, USD. Each tile adds up every hook and copy of that ad. Only ads we made. Tap a video to play.

Shelvas, before and after I joined

Month by month

$4.1k$15.7k$17.8k$27.7k$36.4k$49.5k$39.6k$66.9kMarAprMayJunJulAugSepOctI START, 14 SEP 202612
$39.6k$66.9kMarMayJulOctI START, 14 SEP12

Meta-tracked salesAd spendBefore I started

  1. 124 September, my first batch goes live.
  2. 2October 2026, their best month. $66,928 in Meta-tracked sales, 166 sales at 3.70 ROAS.

Meta Marketing API, read 2 November 2026, whole account, account default attribution, USD. September includes the 13 days before I started. The bars include the client team's own ads.

Abakada

Streetwear brand / ecommerce / brand owners Arvin Boyon and Calvin Sunglao

$74,609

in Meta-tracked sales in a single month. April 2026, on $1,839 of ad spend.

Purchases that month
574
Cost per purchase
$3.20
Sep 2026 drop
$31,252
Oct 2026 drop weekend
$21.6k

Before

The account was a mess, and the owners couldn't see what was working.

What I did

Abakada sells in drops. I build, launch and pause the Meta campaigns for every one.

After

The UNIFORM drop in September did $31,251.88 on $1,491.53, 285 purchases. The Abakada x Penshoppe drop weekend in October did about $21.6k on $747, 161 purchases.

"Your work is just really detailed and I love how you really put the effort into making sure the setup is organized and perfect."
Arvin Boyon and Calvin Sunglao, owners of Abakada (translated)

Meta Marketing API, account default attribution, USD. Drop figures from my campaign reads for the client.

Meta Ads Manager: $35.65 spent, $2,705 in purchases, 75.88 purchase ROAS on day one of a drop
Proof of results75.88 ROAS on day one of a drop. $35.65 spent, $2,705 in purchases, 23 orders at $1.55 each. April 2024 Nature and Outdoors drop. Meta Ads Manager.

LXGACY

Fashion brand / consult

$700k

a month at 7X ROAS, up from $50k a month at 9X.

Before, a month
$50k
ROAS before
9X
After, a month
$700k
ROAS after
7X

Before

He found me through my YouTube videos and Instagram reels in early 2026. He was running Instagram traffic campaigns and Manychat flows.

What I did

I answered his questions for free. We stopped talking in March.

After

On 29 June 2026 he booked a follow-up consult and told me he had made the changes.

His own figures, told to me on the 29 June 2026 consult. He made the changes himself.

The story"That one time a random commenter got to $700k per month"

BORC

NYC streetwear and diamond pieces / ecommerce / Meta ads and creative strategy since 5 October 2026

$16,593

in click-through sales in October 2026, my first month and their biggest of the year, on $9,101 of spend.

Purchases a day
0.6 to 1.3
Daily spend
$168 to $321
Click-through ROAS
1.33 to 1.79
Cost per purchase
$274 to $255

Before

In the 8 weeks before I started, $9,602 of spend brought 35 click-through purchases at $274 each, 1.33 ROAS. Spend had dropped from $9k to $12k a month between February and May to about $5k, and the campaign that used to carry the account was switched off in November 2025 and never replaced.

What I did

A paid consult on 28 September, then I took over their Meta ads on 5 October. On 7 October I rebuilt the account around one Advantage+ sales campaign: their proven ads, best-seller posts, the product catalog, and celebrity posts that had been running as link-click boosts with no sales. Then a Japan ad set, a sample sale, and a new arrivals test for Black Friday.

After

7 October to 2 November, $8,680 of spend brought 34 click-through purchases at $255 each, 1.79 ROAS. Twice the purchases a day on nearly twice the daily budget. The sample sale alone did $7,111 on $1,518.

Meta Marketing API, live read 3 November 2026, 7-day click attribution only, USD. Before is 11 August to 6 October 2026, after is 7 October to 2 November 2026.

BORC sample sale ad, diamond jacket, up to 40% off
The adSample sale cover. $7,111 in sales on $1,518, 11 purchases, 4.68 ROAS.

The ads that took the most spend and sold

7 October to 2 November 2026

  • BORC sample sale ad, diamond jacket, up to 40% off

    Sample sale, image

    Archive and sample sale cover

    $1,518 spent11 sales4.68 ROAS

  • BORC celebrity carousel ad, Offset in Chinatown

    Celebrity carousel

    Offset in Chinatown

    $515 spent3 sales1.96 ROAS

  • BORC celebrity post ad, seen on Chris Brown

    Celebrity post

    Seen on Chris Brown

    $491 spent2 sales1.89 ROAS

Meta Marketing API, account default attribution (7-day click, 1-day view), USD.

BORC, month by month

Month by month

$6.0kJul 26$4.6kAug$7.3kSep$16.6kOctI START, 5 OCT 20261
$6.0kJul 26$4.6kAug$7.3kSep$16.6kOctI START, 5 OCT

Click-through salesAd spendBefore I started

  1. 1October 2026, my first month and their biggest of the year. $16,593 in click-through sales on $9,101 of spend.

Monthly totals, Meta Marketing API read 3 November 2026, 7-day click attribution only, USD. July to October 2026.

More ecommerce results

  • KingsLoot

    $22k/day in ad spend and $50k+ revenue days.

  • Nooro

    Held $50,000 days. The founder went on to take it to $1 to 2M a month.

  • iCare US

    $254,447.66 and 1,831 orders in one month, December 2021. It grew into a $50k to $250k a month account. See the Shopify screen

  • Coda Music

    ROAS from 1.8 to 3.8 while scaling spend.

  • IsoClean

    DCT 1 spent Β£7,974 over the account's lifetime, at 2.00 ROAS, 652 purchases.

  • The Concept Trading

    Prop trading firm, Australia / media buying. A$61,807 from A$15,726 across nine promos, 3.93x blended, 3 July to 13 August 2026. On day 6 I turned off an expired promo, and weekly sales went from 46 to 84 to 124.

  • Second Wave Vintage

    From 2X to 4.97X ROAS. $725.46 in revenue on $145.90 of spend in one day, after rebuilding the campaign structure. See Ads Manager

Lead generation

Division Construction

ADU builder, Los Angeles / lead generation

$2M

in revenue from $15k in ad spend.

Leads a week
6
Genuinely warm
5+
Appointments a week
4
Time to fix
20 min

Before

He had spent $4,000 to $6,000 with a freelance team from Upwork and closed nothing. About 70% of the leads were bots, fake profiles or dead numbers. He was cold calling to get four appointments a month.

What I did

I rewrote the lead form. The old one had no greeting, only said "free consult", never mentioned ADUs and never asked for a zip code, so anyone could fill it in. It took twenty minutes.

After

Six leads a week, at least five of them warm, and four appointments a week. He asked me to turn the budget down because he had too much work, and he was booked out for the rest of the year.

"I've been overwhelmed with the work I've been getting, and got fully booked until next year. The quality has been high, I must say, and your sales script was a massive help!"
Dmitrii Veremeenko, Division Construction, Los Angeles, CA
What Dmitrii says on camera$5,500 spent, about $1M signed. Dmitrii names the number himself. The full client interview

Social Jet

Consumer events, Singapore / lead generation / media buying, two ad accounts

9,517

registrations from SGD 356,903 in spend.

HomeFest, each
SGD 15.57
HomeFest signups
6,291
Best ad, each
SGD 10.26
Best ad signups
2,101

Before

Reno Fiesta, a renovation fair for new homeowners, was getting registrations from construction workers, not homeowners. Cost per lead looked fine, but those people were never going to book a renovation.

What I did

I added a qualifier to the landing page and a budget question to the form. In August I ranked every ad on its lifetime results instead of the last few days, and cut 44 of them.

After

Cost per registration on Reno Fiesta went up on purpose, and the people who showed up were homeowners. The ads I cut were at SGD 73.01 a lead. The ones I kept were at SGD 47.72.

Meta Marketing API, 1 June to 3 September 2026, account default attribution. Account currency SGD.

HomeFest June static 06, the account's best ad
The account's best adJune edition, static 06. SGD 21,560 spent, 2,101 registrations at SGD 10.26 each.
  • 40+ US lead generation accounts

  • Crew Dog

    1,496 pre-launch leads at $10.93 each on $16,359, 1 May to 3 September 2026. USD.

  • Money Merch

    $300 a lead down to $19, in under two weeks. I built a new landing page with the form connected properly, rebuilt the campaigns, and put the offer inside the creative.

    Watch the video
    Money MerchHow I did it, in full
Show two more lead gen receipts
  • US local business (unnamed)

    107 leads at $11.81 each. $1,264 spent on Facebook ads. See Ads Manager

  • US local business (unnamed)

    $3,235 in pipeline in 1.5 weeks. $2,030 closed and $1,205 open, from Facebook ads. See the CRM pipeline

How I work

Research first, then briefs, then testing.

Most accounts I take over have the same gap. The research never makes it into the script, or a winner never gets iterated.

  1. Step 1

    Research

    Reviews, ad comments, competitor ads and customer calls. I pull out the words your buyers use for their problem.

  2. Step 2

    Angles and hooks

    Each angle gets matched to how aware the buyer is, then I write the hooks and the script.

  3. Step 3

    Briefs

    Script, voiceover, shot list, on-screen text and references.

  4. Step 4

    Iterate

    After every testing round I look at what took spend and why, and write the next round off it. I run it on Evolve's system, built on Eugene Schwartz's Breakthrough Advertising.

Statics we made

Spend is from Meta, ad level, lifetime to 2 November 2026, account default attribution, every ad that used the image added up, in the account's currency. Numbers are shown where an image has at least 100 of spend behind it, in the account's currency. The rest have less than that, couldn't be matched to an ad, or sit in an account we can't read.

Reviews

What clients say.

Rohaan KhanOrange Trail / Sofia, Bulgaria

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Brought me in to grow his newest businesses after exiting a multi eight-figure deal to a Canadian venture firm.

"His ideas and approach to running our brand was impressive, and I was very happy to work with him."
Tray BrunnerBamboo Ave / Texas

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Ran several companies and wanted one person running ads for all of them.

"Hugo is amazing. He understands marketing and is in the business to learn and grow your brand and himself."
Guy Ben-ShushanGolden View Renovation / San Jose, CA

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From no working campaigns to 50 to 60 extra leads a month on autopilot. Google Maps calls doubled, 34 to 78.

"Amazing work!! Interesting where we can take it from here. We are going to break records in the bay area!"
Michael BeecroftExtreme Concrete Makeover / Tampa, FL

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Doubled call volume while freeing up his week. Each job is worth $7k to $12k.

"I've definitely seen an increase in the lead flow. I used to get 4-5 a week. And now I get around 10!"
Jason DingwallJace Decorative / Brisbane, QLD

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$100k AUD of extra work lined up.

"It makes me happy because I can actually see the business moving forward."
Tiffani TendellSTARSTIX / Ventura, CA

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10 to 15 appointments a week, two months in.

"Got the sale!! Thank you guys so much for your help."
Bruce FennellClearview Surfacing / Oviedo, FL

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Phone calls worth $3,000 each.

"Think this has worked better! I made $9,100 in May from the ads."
Jon-Michael PerkinsCarePackageKitchen / Greater Toronto

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ROI doubled from 124% to 240% in 30 days, and order volume doubled with it.

Rated 5 stars on Upwork.

Steven Bunker, TargetPatientsMD, New York

"He's my secret weapon"

"The results are phenomenal. He's a genius, is one of a kind, and yeah, I got nothing but good things to say."
Steven BunkerTargetPatientsMD / New York

Steve was losing money on Meta and had decided it could never work for him. I re-cut his videos and rebuilt the account. Now he gets 2 to 5 leads every day, and says most are high quality.

On cameraSteven Bunker
4.92

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4.92 stars and 100% Job Success on Upwork, Top Rated Plus. Below is every public review on my Upwork profile, copied word for word, spelling included. Five stars first, then newest first. Dates are when each contract ended.

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"It was a pleasure working with Hugo. He was knowledgeable, professional, and always quick to respond to any questions or concerns. We truly appreciate his dedication to the role and the effort he put into managing our Facebook ads. Thank you for your hard work, Hugo!"

Media buyer / Oct 2026

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"Amazing communicator with amazing experience"

30 minute consultation / Oct 2026

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"Working with Hugo has been a great experience. His communication is clear, professional, and easy to follow, and his excellent English makes discussing ideas and feedback effortless.

What really stands out is his deep understanding of marketing and paid advertising. He understands how messaging, creative strategy, and campaign performance work together, and brings thoughtful input to our discussions.

I highly recommend Hugo to anyone looking for a knowledgeable marketing professional who communicates exceptionally well."

Creative Strategist for Meta Ads / Sep 2026

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"Very knowledgeable marketer and was super helpful in pointing me in the right direction, will work with again"

30 minute consultation / Aug 2026

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"He has great marketing experience and works with brands doing 180K/day so he really told me what he things I could improve and what I can do better. Amazing dude"

30 minute consultation / Aug 2026

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"Hugo was amazing to work with. He's very talented, a great team player, and knows how to completely own his role. Thank you very much, we'll stay in touch."

Meta Ads Creative Strategist / Aug 2026

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"Thanks Hugo for sparring with me, he had given me some good direction to continu my journey since i was stuck. will book you soon again :)"

30 minute consultation / Jul 2026

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"Excellent communication, strong expertise in Facebook advertising, and a professional approach throughout the project. A reliable freelancer who is easy to work with and highly responsive. Highly recommended."

DTC Facebook Mediabuying / Jun 2026

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"Amazing. Hugo is a G. definitely recommended."

30 minute consultation / Jun 2026

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"The consultation with Hugo was very valuable and provided some great insights into some next steps as to where to go next with our marketing. He's a really friendly guy, very helpful and easy to talk to but above all has great knowledge on marketing and meta ads, far beyond a lot of agencies and others that I have seen on upwork. I would 100% recommend and will no doubt be getting in touch again in the future. Thank you!"

60 minute consultation / May 2026

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"Hugo definitely had me impressed. he was super in depth into our ad account and immediately understood the problems with creative fatigue and scaling. didnt feel like generic marketing advice. super excited to work together long term"

30 minute consultation / May 2026

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"Hugo was great. I appreciate the consultation. He was professional. I’m very knowledgeable. I can’t wait to start working with him."

30 minute consultation / May 2026

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"A good guy."

CMO for Jelloa.com / Apr 2026

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"Thank you for your time!"

30 minute consultation / Mar 2026

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"Hugo knowledge is awesome! His understanding and expertise is out of this world."

30 minute consultation / Mar 2026

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"Thanks Hugo, will start another project soon."

30 minute consultation / Mar 2026

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"Great 30-minute consultation with Hugo reviewing Meta Ads πŸš€ He also helped investigate a CRO issue around Add-to-Cart vs Checkout drop-off. Clear insights, practical suggestions, and very easy to work with.

Looking forward to a longer-term partnership to help us scale to the moon πŸŒ•πŸ“ˆ"

30 minute consultation / Mar 2026

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"He has great knowledge of work and was kind enough to dive deeper into learning my business and my products and give guidance on strategy for meta ads. highly recommend"

30 minute consultation / Feb 2026

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"Hugo is a professional and understands marketing and consumer psychology at a deep level. Gained a lot of insight from speaking with him. 5 stars!"

60 minute consultation / Feb 2026

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"Great consultation - sharp, reactive, and quick to understand our problems. Would be happy to chat again."

60 minute consultation / Dec 2025

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"INCREDIBLE Analysis, thought process and understanding of the platform! He's hired immediately!"

60 minute consultation / Nov 2025

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"He was fantastic."

60 minute consultation / Sep 2025

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"Working with Hugo over the past year has been an excellent experience. He combines professionalism with strong communication skills and a deep understanding of Meta Ads strategy. His work has directly contributed to taking our campaigns to a much higher level of performance. If you’re looking for someone who can deliver results, adapt to your needs, and be a reliable partner, Hugo is a fantastic choice."

Meta Advertising Specialist for Brand Growth and Campaign Optimization / Aug 2025

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"Hugo has been a great addition for our FB ads media buying team. He was able to launch, scale and optimise our campaigns. Highly recommended!"

Media Buyer for Facebook and Google Ads - E-commerce Brand / Apr 2025

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"Thank you for everything Hugo."

Ads Manager Specialist at IVISKIN / Jan 2025

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"Very easy to work with!!"

Media Buyer FB / Dec 2024

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"Hugo is a great asset to the team! He is very eager and knowledgeable about social ads! We did some extra work to help us see everything together which really helped us double our sales from before. I will definitely go back to Hugo when his services are needed again!"

EXPERIENCED ADS MEDIA BUYER FOR ECOMMERCE for Choose Your Attitude / Nov 2024

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"He was great. We had another problem with the project and had to stop."

FB Ads for Product Testing / Oct 2024

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"Hugo is very knowledgable and professional. I will seek him out for future ad work."

30 minute consultation / Oct 2024

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"Highly recommend anyone looking for a highly talented Meta ads manager to work with Hugo."

Facebook Ads Specialist *Must Provide Case Studies* / Sep 2024

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"Hugo is an amazing media buyer, not only from a skills perspective, but he is a true professional. He gives 110% to his work and his help was nothing less of amazing. I recommend Hugo to anyone who is looking for a true top 1% contractor."

Facebook media buyer needed / May 2023

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"I really appreciated how Hugo drafted our FB Ads Strategy. He really took the time to understand our requirements. His expertise in Facebook ads was evident in the way he crafted the ad copy and targeted the audiences.

Overall, I would highly recommend Hugo to anyone looking for a reliable and skilled professional to look into their FB ads. ⭐"

Facebook Marketing Specialist for our Growing Dog Brand / Mar 2023

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"Hugo is amazing. He understands marketing and is in the business to learn and grow your brand and himself. That's always the best scenerio. Only not working with him anymore because we need someone in house with us."

Expert FB Media Buyer / Oct 2022

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"Thank you for your service. You are a great media buyer indeed."

Media Buyer for DS Business - Ongoing / Jul 2022

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"Hugo was a very knowledgable and professional media buyer. His ideas and approach to running our brand's Facebook ads was impressive, and I was very happy to work with him. Unfortunately, the project came to an end but I would highly recommend Hugo to anyone who is looking for FB ads media buying for dropshipping or brand."

Looking For Experienced Facebook Ads Media Buyer / Jul 2021

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"Hugo's great! He's quick to learn and a great communicator. Highly recommended!"

Easy Wordpress Job - Piece Together and Draft Posts / Aug 2020

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"I had a good experience working with Hugo. He was kind and polite. I liked that he took the time for a couple of calls to discuss details and setting the ads account. There are some issues in my website and I need to fix that before continuing running ads. That is the main reason why I am stopping the contract. Otherwise Hugo was good to work with. I do recommend him."

Duanos - Facebook Ads Management / Jun 2024

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"Working with Hugo was a good experience. He demonstrated a solid understanding of Facebook media buying and showed skill in crafting ad copy and creative that aligned well with our client’s needs. His knowledge in the space was clear, and I appreciated his effort and the insights he brought to the project.

Like with any collaboration, there were a few areas where we saw opportunities for growth. We had some challenges around staying aligned on schedules and processes, and I believe refining his approach to following instructions and being more proactive with communication will take his work to the next level. That said, I see a lot of potential in Hugo, and I’m confident that as he continues to develop these skills, he’ll be an even greater asset to any team he works with.

I’m grateful for the work he contributed and wish him nothing but success in his future projects!

Thanks Hugo!"

Facebook Media Buyer / Feb 2025

Rated with no written comment

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    30 minute consultation / Oct 2026
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    60 minute consultation / Oct 2026
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    Marketing & Sales Business development / Oct 2026
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    Part-Time Creative Strategist for Men’s Jewelry Brand / Jun 2026
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    30 minute consultation / Jun 2026
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    Creative Strategist - / May 2026
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    Meta Ads Expert / Creative Strategist for E-commerce. High Ticket. / Apr 2026
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    Creative Strategist & Media Buyer / Mar 2026
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    60 minute consultation / Mar 2026
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    Ad Management / Feb 2026
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    Media Buyer for DTC saas / Jan 2026
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    30 minute consultation / Nov 2025
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    30 minute consultation / Sep 2025
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    Help Testing Meta Ads / Feb 2025
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    FB Ads - Abakada Clothing / Jan 2025
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    FB Ads and GHL support / Aug 2024
  • β˜…β˜…β˜…β˜…β˜… 4.7

    Facebook Ads for Meal Prep / Aug 2024
  • β˜…β˜…β˜…β˜…β˜… 4.15

    Experienced Meta & TikTok Ads Expert (Long-Term Retainer) / Dec 2024
  • β˜…β˜…β˜…β˜…β˜… 4

    Senior Meta Ads Buyer Needed to Scale a Proven $97 Digital Offer (Warm Data, Easy Wins, Long-Term) / Jan 2026
  • β˜…β˜…β˜…β˜…β˜… 3.95

    Paid Ads - Full Stack Marketing - Chrome Extension - BeLikeNative / Jan 2025

Next step

Hire me on Upwork

See my Upwork profile Book a call with Hugo
Figures from Meta, Shopify and Upwork. Figures read from the Meta Marketing API on the date shown against each block, each account's default attribution, in the account's own currency. Where an account is no longer under management the window is stated. Β© 2026 Hugo Fetiza. The briefs and copy on this page are my work. The results are the clients' accounts, and each case says what I did in it.
Free Tools & Field Notes

Meta Ads Creative Strategy Playbooks & Calculators

Start with how I run Meta ads creative strategy across active DTC accounts, or use the free calculators and playbooks I built from $60M+ in managed spend: