# Ernest Simonyan

Ernest Simonyan works in performance marketing at ScaleLoop, a marketing agency for e-commerce and information-product businesses. Simonyan's posts discuss Meta advertising, creative strategy and production, ad measurement, and hiring for the agency.

- Profile: https://b2binfluencer.marketing/creators/ernest-simonyan/
- LinkedIn: https://www.linkedin.com/in/ernest-simonyan
- LinkedIn followers: 12,156
- Topics: paid-ads, meta-ads, creative-testing, agency-operations
- Based on 11 dated posts, latest 2026-10-09

## Summary

Most useful for Meta creative testing and business-level ad measurement advice, not sponsored creator placements.

- Best for: DTC e-commerce or information-product brands running Meta ads and checking MER before scaling.
- Not for: Brands seeking sponsored short-form video, usage rights, rate cards, or creator partnership formats.
- Check first: Confirm whether they accept sponsorships, offer terms, and can share audience demographics or engagement data.

### Takeaways

- Text-wall ads can be made faster than UGC video, letting teams test more angles cheaply.
- Platform ROAS can look strong while MER, total revenue divided by total spend, is weaker.
- ScaleLoop hiring posts describe creative strategy, production, and media buying as separate staffed roles.

## Main ideas

- **Text-wall ads as a cheap first testing layer**: Ernest Simonyan argues that polished ad creative triggers what the post calls ad-evaluation behaviour: viewers register the high production value, recognise an ad and scroll past. A plain wall of text reads like an ordinary feed post, so people start reading and the platform collects the engagement signals it needs to optimise delivery. The post also makes the case for production speed: a UGC video takes days to brief, produce and edit, while a text-wall ad takes about an hour. A brand can test ten or more angles in the time it takes to make one creator video, finding what resonates before committing production budget.
- **ROAS overstates performance; MER is the check**: Ernest Simonyan describes a familiar pattern: a brand has its best ROAS month, increases budget on what is working, then hits a cash-flow problem three months later that nothing in the dashboard explains. ROAS is Meta's own number, and the post argues that it credits sales it can connect to a click or impression—including returning customers who would have reordered anyway, email subscribers who clicked an ad on the way to checkout, and organic buyers who saw an ad and later searched the brand. MER offers a correction: total revenue from the back end divided by total spend across every channel, with no attribution logic.
- **Creative is argued about with numbers, and the team must own it**: Across the hiring posts, creative strategy sits at the intersection of performance data, customer psychology and creative execution, helping clients find more winning creatives and scale profitably on Meta. The media-buyer post emphasises profitable Meta account scaling, analytical work and collaboration with creative strategists—not just task completion. The hiring language repeatedly calls for people who take ownership, need no chasing or micromanagement, and are serious about growing with a lean team. It also makes clear that creative decisions should be tied to performance data and execution, not made for their own sake.
- **Scaling a service business is an operations build**: The head-of-operations post frames scale as something to build deliberately, not handle as a side task. The role covers a full operational audit of agency workflows; P&L ownership, cost tracking and margin optimisation; scalable standard operating procedures and delivery frameworks; OKR and KPI architecture; onboarding and client-success processes aimed at retention and lifetime value; and resource allocation to keep teams profitable. The hire partners directly with the CEO on growth strategy and operational risk.

## Work to read

- [Text-wall ads: why the 'ugly' format keeps winning](https://www.linkedin.com/posts/ernest-simonyan_breaking-logic-activity-7507114019590148097-VpTl)
- [ROAS versus MER: when the dashboard measures itself](https://www.linkedin.com/posts/ernest-simonyan_youre-happy-but-broke-activity-7485732910197764097-fc_E)
- [What a performance agency looks for in a creative strategist](https://www.linkedin.com/posts/ernest-simonyan_were-hiring-a-%F0%9D%97%96%F0%9D%97%BF%F0%9D%97%B2%F0%9D%97%AE%F0%9D%98%81%F0%9D%97%B6%F0%9D%98%83%F0%9D%97%B2-%F0%9D%97%A6%F0%9D%98%81%F0%9D%97%BF%F0%9D%97%AE%F0%9D%98%81%F0%9D%97%B2%F0%9D%97%B4%F0%9D%97%B6%F0%9D%98%80%F0%9D%98%81-activity-7473752930580418562-PoUr)
- [Hiring a media buyer: the skill set behind the ad accounts](https://www.linkedin.com/posts/ernest-simonyan_were-hiring-a-%F0%9D%97%A0%F0%9D%97%B2%F0%9D%97%B1%F0%9D%97%B6%F0%9D%97%AE-%F0%9D%97%95%F0%9D%98%82%F0%9D%98%86%F0%9D%97%B2%F0%9D%97%BF-at-activity-7476625882531618816-7hDK)

## Brand relationships

- **ScaleLoop** (disclosed_partnership)

## Partnerships

The posts do not document sponsorship or brand-partnership formats offered by Ernest Simonyan. They cover Meta advertising, creative testing and production, ad measurement, and hiring at ScaleLoop, but provide no rate card, sponsored-content format, sponsorship policy, or route for brand inquiries. Brands considering a paid collaboration should ask about available formats and commercial terms.

## Alternatives

- Farah Nyadu, ACA: Choose Farah Nyadu over Ernest Simonyan when the testing routine is in place and the bottleneck is creative throughput and scaling speed. The two posts argue that brands scaling past $500k a month on Meta run 40 to 60 new creative assets monthly; winning ads fatigue in 7 to 14 days at scale; and top performers doubled budgets overnight once they hit their target cost, moving from $50k to $150k in 18 days, compared with slower 10 to 20 percent increases that kept brands learning-limited. For a DTC brand whose winning ads die faster than it can replace them, and whose budget moves are already gated by a back-end profitability number, that’s a more useful answer than a cheap, text-first test pass.
- Nikita Ganzina: Choose Nikita Ganzina when the brand is already making video ads and the problem lies in the edit, not the volume or the dashboard. The two posts distinguish a good editor from a direct-response editor: a performance ad must stop the scroll with a hook, introduce the problem quickly, make the product and value obvious, earn trust, use social proof, handle objections, and close with a reason to act. They argue that cutting a beautiful opening shot or putting a plain customer quote on screen can be the right call if it moves viewers toward action. For a brand with old footage and an editor who asks how to make the video look better rather than how to make every second more likely to convert, that diagnosis is more valuable than another testing framework.
- Jim Schröen: Choose Jim Schröen when the decision is about content supply and where buyers discover products, not paid-media efficiency. One post describes producing UGC ads for DTC brands and argues that AI tools also draw on creator content when recommending products. It cites 58 percent of shoppers using AI tools instead of regular search and 85 percent of what AI says about a brand coming from other sites such as reviews, creator content, and blogs, and points to affiliate, reviewer, and creator networks as the route into those answers. A brand whose discovery depends on AI and search answers, or that wants a creator-content pipeline instead of an agency engagement, gets more from this than from a media-buying method.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/