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About

I break down the ads that earn attention, then sales.

Anthony Nebel is a creative strategist and media buyer who plans and scales full-funnel advertising for ecommerce brands, with a focus on ad creative, paid social (Meta, TikTok) and connected TV (CTV), backed by Google search and shopping. He breaks down the ads that work on YouTube and anthonynebel.com.

I started as a copywriter in 2019, writing websites, emails and sales pages for founders. That turned into running the ads themselves: Meta, TikTok, YouTube and Google, and more recently connected TV. The through line has always been the creative. The right message in the right format does more for a campaign than any bidding trick. I also build the systems behind the work, like creative testing trackers and automated reporting, using AI and code so more tests ship with less overhead.

I share what I learn on YouTube and here: 92 videos and 37 guides so far, from ad breakdowns to email flows.

Subscribe on YouTube My work on LinkedIn
Anthony Nebel, Creative strategist

What I cover

The parts of the funnel I break down.

Creative strategy

How winning ads are built: hooks, angles, formats and testing plans, broken down from real ads.

Paid social

Meta and TikTok: what to launch, what to test and how to read the results.

CTV and streaming

Where connected TV fits in the funnel for ecommerce brands, and how to measure it against real sales.

Search and shopping

Google Search, Shopping and Performance Max, and how they capture the demand other channels create.

Full-funnel planning

Splitting budget across channels and judging it on blended results like MER and new customers.

How I think about the funnel

Every channel has a job.

  1. 01

    Get seen · Top of funnel

    Reach new buyers with video made for the screen they are watching, from the living room TV to the phone in their hand.

    • CTV
    • YouTube
    • TikTok
    • Meta video
    • Creators
  2. 02

    Get considered · Middle of funnel

    Turn attention into intent with proof, demos and offers that answer the questions buyers actually have.

    • Meta and TikTok retargeting
    • UGC ads
    • Landing pages
    • Copy
  3. 03

    Get chosen · Bottom of funnel

    Capture the demand the rest of the funnel created, then keep customers buying again.

    • Google Search
    • Shopping
    • Performance Max
    • Email and SMS

My work

Experience and portfolio.

This site is where I teach. My professional experience and work history live on LinkedIn.

View my LinkedIn

Areas of expertise

What I know well.

  • Creative strategy
  • Full-funnel advertising
  • Paid social advertising
  • Connected TV (CTV) advertising
  • Meta Ads
  • TikTok Ads
  • YouTube Ads
  • Google Ads
  • Performance creative
  • Ecommerce marketing
  • Copywriting
  • Email marketing

Read and watch by topic

Keep learning

Get the next ad breakdown.

I break down the ads that work across paid social, CTV and Google, and what you can take from them. New breakdowns land on YouTube first.

Subscribe on YouTube Read the guides