I started in design. The numbers came later.
I am Evgeni Stoyanov. I spent years as a designer before I ever touched an ad account, which is why I do not treat creative as something a media buyer requests and waits for.
Now I run Meta ads for health, beauty and wellness brands and own the two things the algorithm does not: the creative, and the page the click lands on.
I also sit on the main jury of Сайт на годината, Bulgaria’s national web awards, where I have reviewed several hundred sites. You stop looking for what is impressive and start looking for what makes sense.
Evgeni Stoyanov, Sofia
turskakozmetika. Meta Ads Manager and Shopify, May to June 2026.
How I work
You talk to the person doing the work
No account managers, no relay. The person who reads your customer reviews is the person who writes the page, makes the ads and moves the budget.
The standard is written down first
Before anything is produced there is a document saying what good looks like and what cannot appear. It is why a generated image can carry a brand without looking generated.
I say when something is not worth doing
Including when it is my own idea. If your best ad is already strong and the real leak is your checkout, I would rather tell you that than sell you a retainer.
Claims come with their source
Every number on this site names the account it came from and links to the work behind it. Nothing is rounded up, and the sample size is stated.