What The Ad Runway is, and who it is not for

The problem we exist for

Meta consumes creative faster than most teams can replace it. Spend goes up, the algorithm exhausts the audience faster, and the production calendar stays the length it always was.

The result is familiar. One control ad carries the revenue, nothing is tested behind it, and by the time cost per acquisition confirms the ad is dying it has been fading for a week with no replacement briefed.

Nobody in that chain did anything wrong. The media buyer is not bad at their job and the designer is not slow. There is simply no system feeding the account at the rate Meta burns through it. That is a supply problem, not a talent problem.

What we actually make

Ad creative built to be tested, not admired: concepts, the videos themselves, and enough variations of each idea that a result means something.

• Concepts, which is the part that decides everything else: what we are testing and why we think it beats what is running now.
• The finished ads. Claymation, crochet, talking objects, skeleton builds, UGC podcast slices, talking head with B-roll, cinematic short film, 3D and motion.
• Variations of each concept across hooks, angles and openings, so one idea produces a real test rather than one file.
• Placement-ready delivery in 9:16, 4:5 and 1:1, named and tagged so results can be read back against the hypothesis.

Format is a diagnosis rather than a taste decision. Claymation is not a style choice, it is what you reach for when an audience has stopped seeing your ads. The format follows the problem in the account.

How the ten day cycle works

The loop runs on a fixed clock, whether or not anything broke. That is the whole point: a queue that only fills when something fails is not a queue.

1. 1Diagnose. Read the account and name what is decaying, and where.
2. 2Hypothesise. Decide what to test next and why it should beat the current control.
3. 3Produce. Build the concepts and their variations.
4. 4Deploy. Deliver ads ready to upload, named and mapped to the hypothesis.
5. 5Resprint. Cut the data mid-month and rebuild whatever is pulling.

Ten days is short enough that a replacement exists before the current winner fades, and long enough to produce something that is genuinely different rather than a recolour.

What it costs

Three retainers, priced against the spend they protect rather than against the number of files produced:

• From $1,989 a month for accounts spending $10k to $30k, with 2 core concepts and 7 total ads per cycle.
• From $4,950 a month for accounts spending $30k to $100k, with 5 core concepts, 19 net-new variations and a mid-month resprint.
• From $9,900 a month for accounts spending $100k to $300k and above, with 8 concepts and 32 deliverables across markets.

The comparison that makes sense is not what a freelancer charges for a video. It is what a 15% efficiency drop costs at your spend. At $50k a month that drop is $7,500, which is more than the flagship retainer.

One result we can name

Lead Printer had sat between 40 and 50 euros per qualified meeting booked for as long as their CEO could remember. The concept we sent was claymation, which is not the obvious choice for a print business. Same offer, same landing page, same budget behind it.

That is the one case with a named source and a number we can attribute, so it is the one we lead with. We would rather show a single verifiable result than a wall of figures nobody can check.

When we are not the right fit

We would rather be straight about this now than a month in. A few situations where something else will serve you better:

• You need someone to run the ad account. We build the creative and hand it over ready to use, and the buying stays with you or your media buyer, which keeps each side accountable for the part it controls.
• You need one video. This is a production line on a subscription, so for a single asset a studio or a freelancer is the better call.
• The offer is the thing holding you back. Creative changes who stops and who clicks, but it will not fix pricing, margin or a landing page that is not converting. We usually spot that on the audit call, and we will tell you.
• You are spending under $10k a month on Meta. The maths on a retainer rarely works yet at that level, so we would rather point you at what we would do in your position first.

Who you actually work with

Two founders, and no account managers in between. Mart Hendrik Saar handles creative strategy: reading the account and deciding what gets built. Rico Antoniak handles production: turning a hypothesis into a finished asset inside ten days.

The business is The Ad Runway, a trading name of Bravus Ltd, based at Laeva 1 in Tallinn, Estonia, working with brands across Europe and the US.

Questions we get asked

What is The Ad Runway?

The Ad Runway is a creative supply system for brands scaling Meta spend. We read the ad account, decide what to test next, produce the ads and deliver them on a fixed ten day cycle, so a tested replacement exists before the current winner fatigues.

Do you run the ads as well?

No. We build the creative and hand it over ready to upload, named and mapped to the hypothesis it tests. Media buying stays with you or your buyer, which is deliberate: it keeps us accountable for the part we control.

How much does The Ad Runway cost?

Retainers start at $1,989 a month for accounts spending $10k to $30k on Meta, $4,950 for $30k to $100k, and $9,900 for $100k and above. Pricing is set against the spend it protects rather than the number of files delivered.

What is a creative sprint?

A ten day cycle covering five stages: diagnose the account, form the next hypothesis, produce the concepts and variations, deliver them ready to run, then resprint mid-month against what the data says is pulling.

What is the Creative Fatigue Audit?

A free 30 minute call where we look at your current ads and tell you which are already fatiguing, where the decay starts, and the first sprint we would run. You keep the findings whether or not you work with us.