# Ladie Pabillar

Ladie Pabillar shares practical advice on ecommerce paid advertising, including how to assess ad performance, decide what to scale, and develop creative angles from competitor research.

- Profile: https://b2binfluencer.marketing/creators/ladie-pabillar/
- LinkedIn: https://www.linkedin.com/in/ladieshielapabillar
- LinkedIn followers: 7,478
- Topics: paid-ads, paid-social-advertising
- Based on 11 dated posts, latest 2026-09-28

## Summary

Useful for step-by-step paid social diagnosis, scaling checks, and competitor ad angle research.

- Best for: Fits DTC ecommerce brands spending six figures monthly on Meta and TikTok with media buying and creative teams.
- Not for: Does not fit consumer brands seeking short-form video content, unboxing, routine, or testimonial for broad shopper reach.
- Check first: Confirm commercial terms, deliverables, pricing, usage rights, and audience breakdown before contacting.

### Takeaways

- Check click rate first, then conversion rate, CPM, frequency, and view-through conversions before scaling.
- Group competitor ads by angle, not format, then test three to five concepts.
- Track new reach weekly; below 20% signals need to test new angles.

## Main ideas

- **Diagnose what changed in the account before scaling or cutting**: Pabillar treats falling ROAS as a symptom to trace, not a verdict. The method starts with a daily tracking sheet that pulls spend, impressions, clicks, CPM, click-through rate, AOV, purchases, conversion value, ROAS and CPA, each colour-coded against target. Checks then run in a set order to isolate possible causes: click rate and ROAS falling together point to the creative; click rate holding while conversion rate drops points to the landing page or offer; a CPM spike with a strong click rate points to paying more to reach the same audience too often; frequency per ad shows whether a modest-ROAS ad at low frequency is still finding new customers; and healthy platform metrics alongside falling store revenue point to attribution, which the post addresses by switching to 7-day click attribution. Weekly new reach below 20% signals audience exhaustion; the recommended response is to test new angles rather than pull budget. Pabillar credits the approach to Marin Istvanic.
- **Steal the thinking from competitors, never the ad**: Pabillar's answer to where new creative angles come from is a seven-step weekly process. Build a list of 10 to 15 brands in the category and cut it to five; search an ad-spy tool by brand, keyword and country, sorting by shares rather than by longest-running; pull one product's active ads and extract their angles; break those ads down in Meta Ads Library, looking for patterns in formats, types of people used, hooks, messaging and editing styles; save 10 to 20 ads to a swipe file grouped by angle rather than format; test three to five concepts against your own product; then check that the angle fits your best customer. The guardrail: a competitor's customer is not automatically yours, so validate borrowed angles before running them. The closing rule: steal the thinking, never the ad.
- **Aim at people who do not yet know they have a problem**: Pabillar reports on a call with marketer Lachezar Voynov and attributes the argument to Eugene Schwartz's Breakthrough Advertising. Most ecommerce brands, the post argues, spend against the wrong stage of customer awareness, concentrating on people who already know the product exists and are ready to buy—the smallest and most expensive audience to reach. The alternative is to address earlier stages, first creating awareness of the problem and then offering a solution. Pabillar presents the five-stage awareness model as the rationale.
- **Go deep with fewer creators instead of sampling thousands**: Reporting on an episode of the Chew on This podcast featuring Jay Hunter of K2O, the post sets out a five-part creator-led launch sequence: put TikTok Shop ahead of Shopify or Amazon and let the website catch spillover traffic; replace mass-sampling thousands of creators with fewer, deeper relationships, on the premise that loyal creators post more and better; use a celebrity name to open the door while creators who genuinely use the product close the sale; design an achievable incentive; and protect top performers with priority and early payment. Pabillar's takeaway: most brands do not have a celebrity name to open doors, but any brand can go deep with creators and treat them well.
- **Turn the advice into a routine that runs every week**: Across the posts, cadence matters more than tips. The scaling diagnostic uses a daily tracking sheet and a weekly new-reach check; the competitor-research playbook runs every week to replace weak angles. The advice is built for reuse: short numbered playbooks with named tools, explicit thresholds and, in the competitor-research posts, prompts ready to paste into Claude.

## Work to read

- [How I make scaling decisions on ad accounts doing $1M+ a month](https://www.linkedin.com/posts/ladieshielapabillar_how-i-make-scaling-decisions-on-ad-accounts-activity-7484872250341556224-tXB4)
- [I steal competitors' winning ads (the ad heist playbook)](https://www.linkedin.com/posts/ladieshielapabillar_i-steal-competitors-winning-ads-im-calling-activity-7495017134088118272-uw7B)
- [K2O's CEO just broke down Kylie Jenner's entire influencer playbook](https://www.linkedin.com/posts/ladieshielapabillar_k2os-ceo-just-broke-down-kylie-jenners-activity-7500094773563723776-eKX-)
- [Last week I had a 30-minute call with Lachezar Voynov](https://www.linkedin.com/posts/ladieshielapabillar_last-week-i-had-a-30-minute-call-with-lachezar-activity-7422896114963492864-rsW7)

## Brand relationships

- **AdSpy** (mention)
- **Claude** (mention)
- **Lachezar Voynov** (mention)
- **Marin Istvanic** (mention)

## Partnerships

Ladie Pabillar's LinkedIn posts offer how-to advice on paid social and creator marketing, not a media kit, rate card, or availability statement. They cover scaling decisions on seven-figure ad accounts, a competitor-ad research playbook, a beauty brand's creator launch, and another marketer's resources. No sponsorship or partnership offering, inquiry route, formats, deliverables, usage rights, pricing, timelines, or booking terms are listed. For a paid engagement, approach them through the LinkedIn profile listed in the identity section and ask whether they offer partnerships and what terms apply.

## Alternatives

- Ujla Shakoor: Choose Shakoor when the brand's main risk is dependence on a single winning Meta ad. Their published work is built around the point where a proven creative tires: CPA climbs, ROAS drops, and the account has no next test waiting. They argue for a standing pipeline of hooks, angles, customer problems, and formats instead of chasing the current winner, and frame the job as always asking what is being tested next. That is a better fit than Pabillar when the immediate problem is creative-pipeline fragility rather than a check order for an already-large account.
- Amir Faizan Malik: Choose Malik when the weak point is after the click: the landing page, the offer, or the message-market fit. His published work focuses on conversion copy, including landing-page headlines that speak to one specific person with one specific problem and a rewrite that moved conversion from 2.1% to 8.4%. He also describes email sequences, sales pages, and ad creative built from deep audience research and then tested against metrics. That is a better fit than Pabillar when creative is earning clicks but the page or offer is failing to convert, or when the brand needs a copy-testing programme rather than a media-buying diagnostic routine.
- Shahbaz Akbar: Choose Akbar when the campaign decision is TikTok Shop-led rather than Meta-led. His published work argues that TikTok Shop can create demand instead of only capturing it, with content, creators, community, reviews, and product working together before a shopper ever searches. He breaks winning content into problem-solution, product demonstration, and creator review, and describes the sequence as problem creating attention, demonstration building understanding, and creator trust driving purchases. That is a better fit than Pabillar when the brand wants a TikTok Shop content system and creator-led trust, not a diagnostic order for an existing paid-social account.

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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/