Independent strategist · Davao, Philippines

Facebook Ads Creative Strategist

Watch my introduction2:42

I’m Ian Christopher Paalan. I turn customer research into ad angles, scripts, and testing plans for brands that want a clearer direction for their Facebook and Instagram creative.

Work with me See selected work ↓

01 / Selected work

Results from client work

Selected campaign work delivered through Passion & Purpose Media.

Featured case · Automotive lighting

RLEC Premium LED Lights

RLEC reported more than double its monthly gross sales over five months.

APRIL 2026₱1.2M≈ US$18.9K

SEPTEMBER 2026₱2.8M≈ US$44.1K

+133.3% reported monthly gross sales

AirKing Air Conditioning

₱5M → ₱10M≈ US$78.8K → US$157.5K

Reported monthly sales doubled within two months.

The Autodok

₱1.1–1.3M → ₱2.6M≈ US$17.3–20.5K → US$41.0K

Reported monthly revenue growth for an automotive care business.

PEX Car Rental

7× monthly sales

Reported sales multiple alongside approximately 1.5 million views.

Marlons Creations Salon

₱200K–₱250K≈ US$3.2K–US$3.9K

Estimated additional revenue per branch across five branches.

Holy Sneakz Davao

≈ 2,000 inquiries₱4.50 per message ≈ US$0.07

Reported inquiries. Q4 sales matched Q1–Q3 combined.

Sweet Case Tour Services

≈ ₱1.2M in sales≈ US$18.9K

Estimated sales with roughly 1,500 inquiries at ₱5 (≈ US$0.08) per message.

CK Graphx Printing House

+₱250K in sales≈ US$3.9K

Reported additional sales in two weeks.

Figures are client- or agency-reported, unaudited overall business outcomes. Advertising’s individual contribution was not independently isolated. Rounded USD references use ₱63.488 per US$1 as of November 5, 2026. Bangko Sentral ng Pilipinas

02 / My story

From geologist to full-stack marketer

I was a geology board exam topnotcher and spent four years working as a professional mining geologist. Out in the field, I learned to document what I saw, look for patterns, and check my assumptions against the evidence.

I carried those habits into marketing. Now I listen to how customers describe their problems, turn those insights into ad angles, and test which messages get people to respond.

Today, I lead Passion & Purpose Media. My work spans customer research, offer development, scripting, production direction, Meta ads, and reporting. I also teach business owners how to build and test their own ads.

Ian wearing a medal and holding his certificate — Board exam recognition

Ian holding a rock hammer and sample at a mining site — Mining fieldwork

Ian speaking to participants at a marketing workshop — Teaching creative strategy

Portrait of Ian Christopher Paalan — Leading Passion & Purpose Media

03 / My approach

From customer insight to the next test

Customer research

I look at your offer, customer language, objections, and existing ads to find what buyers care about and what keeps them from acting.

Angles, hooks & scripts

I develop distinct creative angles, write hooks and scripts, and brief the shots, proof, and edits your production team needs.

Creative testing

I review early attention, retention, and response data to decide which ideas deserve new variations and what to test next.

04 / Creative portfolio

Selected Ad Creatives

Five ads I developed the creative angles and scripts for. The opening hooks below are described in English.

Automotive repair

The Autodok

Car A/C repair for drivers whose vents blow air but no longer cool the cabin.

Opening hook · Your car A/C feels like an electric fan.

Creative angle · Relatable frustration into a repair demonstration. A short skit makes the problem recognizable. Workshop footage shows the inspection and repair, and the passengers’ reaction brings the story full circle.

My role · Creative angle and script

Computer retail

E-Hive IT Services

PC builds for everyday users, virtual assistants, and gamers who want help choosing a setup.

Opening hook · Need a PC for everyday use, VA work, or gaming?

Creative angle · Buy from someone you can go back to. The physical store, staff consultations, customer photos, and payment options address concerns about choosing the wrong setup or getting help after purchase.

My role · Creative angle and script

Beauty services

Marlons Creations Salon

A salon color refresh and treatment for a client concerned about dryness.

Opening hook · A client sits down and asks to get her hair colored.

Creative angle · Expert consultation into a visible transformation. The stylist explains what the hair needs, then the ad shows the treatment and a side-by-side before and after. Viewers see both the stylist’s judgment and the result.

My role · Creative angle and script

Sneaker care

Holy Sneakz Davao

Professional sneaker cleaning for people whose shoes look clean but still smell inside.

Opening hook · Your sneakers look clean, but they still smell.

Creative angle · The problem you can’t see. An awkward social moment makes shoe odor personal. Close-ups of the cleaning process and a mention of UV sanitation show how the service addresses what a surface clean can miss.

My role · Creative angle and script

Travel services

Sweet Case Tour Services

Visa application assistance for travelers worried about paperwork, rejection, and the cost of applying.

Opening hook · Want to travel, but worried about submitting the wrong documents?

Creative angle · Reassurance through guided support. The script opens with the cost and stress of getting the paperwork wrong, then shows the team reviewing documents and guiding the applicant.

My role · Creative angle and script

05 / Work with me

Tell me where your ads are getting stuck.

Share a little about your business and what you’re struggling with. After submitting, you can pick a time for an introductory call.