# Lachezar Voynov

Lachezar Voynov shares paid-social and creative strategy for e-commerce brands, with a focus on scaling Meta ads through founder stories, creative testing, and subscription offers.

- Profile: https://b2binfluencer.marketing/creators/lachezar-voynov/
- LinkedIn: https://www.linkedin.com/in/lachezarvoynov
- Topics: ecommerce, dtc-ecommerce, creative-testing
- Based on 9 dated posts, latest 2026-10-08

## Summary

Useful for e-commerce brands seeking Meta ad creative testing and founder-led ad advice.

- Best for: DTC e-commerce brands spending over $100,000 monthly on Meta and open to subscription offers.
- Not for: B2B software brands seeking sponsored posts, or brands without DTC products or Meta ad accounts.
- Check first: Confirm whether sponsored placements are available and ask for evidence behind the ad results.

### Takeaways

- They say founder-video test cut CPA by 50% and new-customer CPA by 60%.
- They argue top-of-funnel ads should be judged partly by new visitors.
- They say Resilia used 1,170 new ads a week.

## Main ideas

- **The founder is a brand's strongest creative asset**: Voynov argues founder-story ads are the top-performing content for e-commerce clients and that founders who stay out of content creation do their brands a disservice. The argument is not just about using the founder's face: the footage works, they say, when it is loosely scripted, with three to five prepared questions, two to three minutes of the founder talking to camera, raw files handed to the content team, and the session repeated monthly. They have held this position since summer 2024.
- **Prospecting creative needs its own cost target, not the account's blended CPA**: Voynov argues top-of-funnel creative needs a higher CPA tolerance than mid- and bottom-funnel ads pushing a limited-time offer. Applying one target to both kills strong prospecting ads before they can work. They propose tracking the share of new visitors each creative brings and setting a separate amount the brand can afford to spend on new customers. Looking only at ROAS or blended CPA, they say, will not carry an account past $10M a month. Formats they name for scaling top-of-funnel include direct-response scripts that tell a story, songs that tell a story, and authority figures explaining a problem.
- **Creative volume per week is the real growth engine**: Rather than point to one standout ad, Voynov argues that the number of concepts in test explains why some brands outpace others. They recommend working backwards from a target number of new ads per week to determine how many concepts, variations, and production pods a brand needs. Output volume, not the search for a hero asset, is the operating priority.
- **Split creative work by risk: agencies for big swings, in-house for fast iteration**: Voynov recommends an internal creative team working alongside two or three agencies, each with a distinct mandate. Agencies see what works across many high-spending accounts, so they should take on net-new, higher-risk ideas; the internal team can quickly iterate on what already works inside the account. They call direct comparisons of agency and in-house output a category error because the two serve different purposes. Voynov acknowledges agencies have a poor reputation, but argues that a handful are exceptionally good at producing winners and that brands should hire two or three.
- **Subscriptions decide how far an account can scale**: Voynov argues that a one-time-purchase DTC brand is nearly impossible to scale to nine figures because subscriptions' high lifetime value lets a brand outspend everyone else in its market. The recommendation is structural rather than creative: if they were starting a brand, Voynov says, it would be subscription-based. Offer design determines how much a brand can afford to pay for a customer in the first place.

## Work to read

- [Founder-story ads cut CPA by 50% in seven days](https://www.linkedin.com/posts/lachezarvoynov_founder-story-ads-are-the-top-performing-activity-7308510133846732800-fkHj)
- [$25M a month in Meta spend: what actually scales](https://www.linkedin.com/posts/lachezarvoynov_we-currently-oversee-25m-in-monthly-meta-activity-7511432573613580289-Bhlq)
- [Resilia's creative volume: 1,170 new ads a week](https://www.linkedin.com/posts/lachezarvoynov_in-case-youre-wondering-why-resilia-300m-activity-7513969302480355328-3NaX)

## Brand relationships

- **IM8** (mention)
- **Resilia** (mention)

## Partnerships

The posts do not describe a sponsorship offer. There is no media kit, rate card, sponsored-post format, or partnership page, so brands planning to pay for placements in Lachezar Voynov's own content have no published terms to budget against. The commercial route they describe is client work: in March 2025, Voynov invited DTC brands spending over $100,000 a month to ask about three open slots by direct message. A later post says the team writes as "we" and oversees $25 million in monthly Meta spend, with most clients making $1m+ a month from Meta alone. This points to an agency or consulting engagement rather than a creator sponsorship. Confirm scope, pricing, contract length, and current capacity. Brands considering sponsored LinkedIn posts should ask directly whether that offer exists.

## Alternatives

- Farah Nyadu, ACA: Consider Farah Nyadu when the brand's constraint is creative volume and the pace of budget increases, and founder-led video is already working or is not the open question. The posts describe DTC brands at $100k+/month on Meta launching 40–60 new creative assets a month, testing more than 40 angles, killing losers within 72 hours, and doubling budgets overnight when signal thresholds are hit instead of raising budgets 10–20% every few days. That addresses the same buyer decision — how to spend more on Meta profitably — through creative velocity and conviction-based budget moves rather than through founder-story creative or offer design.
- Sebastian Novinsek: Consider Sebastian Novinsek when the problem is running UGC at scale without the operation breaking. The posts describe an agency UGC manager handling 17 clients solo, processes that work at 5 clients and crack at 8–10, creator pricing that changes unpredictably, and a way to test ten hook variations on one creator-shot body using Meta's Creative Testing Tool for roughly ten minutes of editing instead of commissioning ten new shoots. That answers a different part of a campaign: keeping creative testing cheap and organized as spend rises.
- Jim Schroën: Consider Jim Schroën when the brand needs to hire or scale an editing team for paid-social ads, or when the goal is for creator content to be cited by AI shopping tools. The posts describe hiring full-time remote editors for DTC brands spending €100k+/month, working in pods with creative strategists, and a case that UGC and affiliate content is what AI tools pull from when recommending products. That extends the same buyer decision into production capacity and AI-search visibility.

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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/