Proposal · Post-call · June 2026 · Prepared for Gabriel

Built for Gabriel.
Built for Kijimea.

The US launch has been bumpy. CAC is stuck near $300 when it needs to be closer to $100 to scale, you are running about five video ads, and the content cycle is too slow and not quite US-native. SelfMade is the velocity engine: net-new statics at volume, diverse angles, US-native, with faster testing on top. The 14 ads on the right were built for Kijimea from public assets before we ever touched your ad account.

$25K/mo on Meta now CAC $300 → $100 target 14 spec ads, ready
14 spec ads. Built before we touched your account.
Book a 30-min call → See all 14 ads
01. 53 strains, one number
02. 10 million people already trust it
06. 53 diverse strains vs a handful
10. PRO, patented B. bifidum MIMBb75
12. The German probiotic now in the US, advertorial
13. Designed specifically for women
14 BUILT FOR KIJIMEA
The gap analysis

We pulled your live US ads. They pile into a few lanes.

You are five months into the US and running a handful of ads. We pulled your live US library and scored it on four axes, format, persona, angle, and emotion, against the wellness category. The pattern is concentration: your ads pile into a few lanes (clean-label shopper at 67 percent, health benefit at 83 percent, trust, bullet-points), and sit near zero across the rest of the category. Where the carmine bar is tall, you are already planted. Where it is flat beside a gray benchmark, the lane is open. The 14 ads fan you into the open lanes that fit Kijimea. The one thing this cannot show is which of these convert for you, which is the first thing we pull once we have account access.

Your live US ads vs the wellness benchmark
Wellness benchmark avgYour current US ads

Pulled from your live US ad library and scored against the wellness category, top movers per axis. The pattern is concentration: your current ads own a few lanes and sit at zero across most of the rest. The red rows are the open lanes. Small sample by design, you are five months in and running a handful of ads, which is exactly the gap we close. Performance data (what actually converts) is the first thing we pull once we have account access.

01 · Angle mapping

Find the lanes the US feed under-uses.

The US probiotic feed leans on gut-health benefit claims and discount offers. Kijimea owns ground almost nobody else can: 53 diverse strains, 10 million customers, a German origin, no refrigeration. We mapped the lanes that turn those facts into US-native creative, heritage trust, diversity, convenience, and the patented PRO strain.

02 · Benchmark scoring

Score the mix against the category.

Every ad gets tagged on four axes, then stacked against the wellness category. The gaps above are not guesses. They are the measured difference between what the category runs and what your live ads run, which is exactly where a five-month-old US brand has room to fan out.

03 · Constraint as brief

Turn the FDA rules into the brief.

Structure and function only, no disease or treatment language, an FDA disclaimer wherever a benefit is implied. Most shops treat that as a handicap. We treated it as the brief: verified-fact creative that earns the click on substance, 53 strains, 10 million customers, a real verified review, instead of a claim you cannot stand behind.

Where your live ads pile up now
Clean-label shopper · 67% Health-benefit angle · 83% Trust emotion · 50% Bullet-points · 50% Testimonials · 25%
Lanes these 14 ads open
Diversity · 53 strains vs one or two European heritage · 10 million customers German origin · trust for a new US brand No refrigeration · travel and convenience Capsule macro · one a day Real verified review · Reviews.io Us vs them · category contrast, no named rival PRO · patented B. bifidum MIMBb75 Women · 17 strains, zinc, B6 Advertorial · the long-form lane you own
What we heard on the call

Four things you said. Four things this answers.

The slate did not come from a template. Every angle traces back to something you told us on the discovery call. Here are the four that shaped it most.

On scale economics
"CAC is around $300, and to really scale it needs to be closer to $100."
The path from $300 to $100 is not one hero ad, it is volume plus a faster read on what works. More diverse concepts in market means more chances to find the winner that drops CAC, and a static-first engine produces them at a rate five video ads never could.
On content speed
"You launch something, wait weeks, it doesn't perform, and then it's weeks again."
That cycle is the real cost, not the production fee. We compress the loop: net-new statics every week, built in days not weeks, so a flat test is a small loss and the next idea is already queued instead of a month away.
On US-consumer fit
"The US perspective is missing. It's not really doing what the US consumer expects."
A US shopper sees an ad, visits the site, then Googles you to confirm you are legitimate. These 14 are built for that path: European heritage and 10 million customers rebuild trust for a five-month-old US store, in a register a US feed reads as native.
On Google
"Google is a big channel for us, and we'd love help on the long-form advertorial creative."
Google and the long-form advertorial are central to your playbook, and you asked for creative help there. It is a switchable add-on below: long-form advertorial creative, Google search, and AEO, priced flat so you can turn it on whenever the team is ready.
Proof we know the category

FDA-careful creative is not new to us.

Kijimea is not the first supplement or regulated-health brand we have built for. Holiss (gut health, your exact category), Berkeley Life (nitric oxide), Future Kind (vegan supplements), Levers (compounded GLP-1), Rugiet (men's health), and more. Every ad below shipped with the structure-and-function discipline and the disclaimers your category requires, the same guardrails we built into your 14.

Berkeley Life, nitric oxide, age differently Berkeley Life, you don't have to accept slowing down Berkeley Life, if everything feels harder it's probably nitric oxide Berkeley Life, your fitness tracker missed this Levers, stay fuller longer, curb cravings Levers, the problem vs the solution Holiss, all-in-one gut health supplement Future Kind, vegan multivitamin, no more mid-day crash Future Kind, plant-powered meal shake Rugiet, the wait is over
Rugiet · video
Rugiet · video
Real client work from our library: Holiss, Berkeley Life, Future Kind, Levers, and Rugiet, statics and motion. Note the structure-and-function language and the disclaimers, the exact compliance discipline your FDA-sensitive category needs.
See the full health + wellness portfolio →
Recent Outcomes

What our clients said about the work.

Brodo
"We've had a fantastic year, and you've been a big part of that success. Your team's work has consistently exceeded expectations."
Andrew
CEO, Brodo
OpenStore
"We've been very happy with the quality we've received, the improvement you've shown throughout our partnership, and the excellent attentiveness and customer service you've given us."
Billy Bjork
Creative Operations & Strategy Lead, OpenStore
The Cumin Club
"We had a strong Feb and March, excited to keep the momentum going. Let me know if your team can support more volume; looks like that's the only way to scale further."
Ragoth Bala
Founder & CEO, The Cumin Club
The Package

Build your package.

Two sliders. Slide the monthly ad spend we cover, then slide how many of those weekly concepts become video. One video takes the production room of six statics, so your weekly output shifts as you move it, but the price for that spend holds. At your current $25K/mo you land in Tier 1. No discounts, no urgency pricing, no lock-in.

Monthly ad spend SelfMade covers
$30K/ month
$4,000 / mo
$10K$30K$80K$120K+
Recommended for your spend
Tier 1 · Starter
$4,000/ mo
Up to $30K/mo ad spend
14 concepts / week
Recommended for your spend
Tier 2 · Standard
$6,000/ mo
$30K to $80K/mo
21 concepts / week
Recommended for your spend
Tier 3 · Scale
$10,000/ mo
$80K and up
35 concepts / week
Videos per week
0videos / week
All static
All staticMost video
14statics / week
+
0videos / week
$4,000/ mo
LP CRO · +$3K/mo

Persona-tuned landing pages against your winning concepts.

The concept that wins the click deserves a page that matches it. Persona-tuned LPs spun up against your winning concepts, designed and A/B-tested in lockstep with the creative, built fast in Claude Code and Vercel, aimed squarely at the CAC math. It starts at $3K and the rate scales with spend: $4.5K at the mid tier, $5.85K at full spend.

Add LPs
Google · +$1.2K/mo

The long-form advertorial lane you asked for.

You asked for it on the call. Long-form advertorial creative, Google search, and AEO, the channel already central to your playbook. Flat $1,200/mo for the creative lane, billed monthly, switch it on or off whenever the team is ready. That covers the advertorial scripts, search assets, and AEO work. It is a flat creative fee, not a percentage of spend, and it is separate from any media buying.

Add Google
Your proposal total
$4,000/ month
14 STATICS + 0 VIDEOS / WK
Slide the spend we cover and the number of videos, then toggle the add-ons. One video takes the room of six statics, so adding motion trades volume, not price. The LP add-on starts at $3K and scales with spend ($4.5K mid, $5.85K full); Google is a flat +$1,200/mo. At your current $25K/mo you sit in Tier 1. Numbers are a starting point; we finalize the exact shape on the close call.

Take it to the team, then let's walk through it.

You said you would discuss it internally and share the proposal. When you have had a chance to take it to the team, pick a 30-min slot. We will walk through how we built these without your account, the 14 ads, the LP and Google add-ons you flagged, and how a Tier 1 engine moves CAC from $300 toward $100.

Book a 30-min call → Email Will