Creative Expertise. Hands-on
TikTok Ads Management.
I’m Chris Curry. My career began in photography, video and design before progressing into paid media and creative performance. As Director of Creative Performance at THG Studios, I helped connect creative decisions with campaign results for brands including Nestlé, P&G, Myprotein, Lookfantastic and ASDA Money.
That creative foundation informs how I manage TikTok campaigns. Using a heavily data-driven approach, I focus on guiding TikTok’s AI in the right direction. By assessing hooks, product demonstrations and messaging alongside acquisition costs, I provide the algorithm with the exact creative signals it needs to scale efficiently and hit your commercial objectives.
Today, I work independently with e-commerce brands and agency teams across the UK, providing TikTok Ads consultancy, campaign management and discreet white-label support. You have direct access to the person developing the strategy, managing the campaigns and explaining the decisions.
Freelance TikTok Ads Services
TikTok Shop &
GMV Max Management
I manage TikTok Shop advertising, from campaign setup to ongoing budget and ROI decisions. My approach to scaling considers your product margins, creative supply and fulfilment capacity.
- Product GMV Max campaign setup, structure and optimisation
- LIVE GMV Max support aligned with your broadcast schedule
- Product prioritisation, catalogue checks and campaign eligibility
- Budget allocation and target ROI decisions based on product economics
- Assessment of reported GMV alongside paid, organic and affiliate activity
- Coordination with your creator, affiliate and in-house teams
Smart+ & Website
Campaign Management
I manage TikTok advertising that sends customers to your website, including Smart+ and standard conversion campaigns. Strategy, tracking and optimisation are aligned with your acquisition targets and available budget.
- TikTok ad account audits, setup and restructuring
- Smart+ and standard website conversion campaign management
- Pixel and Events API implementation, event checks and deduplication
- Budget pacing, bidding decisions and controlled scaling
- Audience, creative and landing-page performance analysis
- Campaign reviews against agreed CPA, ROAS and commercial targets
Creative Strategy &
Performance Analysis
I combine my creative production background with performance analysis to develop stronger TikTok advertising. I assess hooks, messaging and retention, then translate the findings into focused testing plans and actionable creator briefs.
- Structured tests of hooks, messaging, offers and creative formats
- Video retention and engagement analysis
- Creative comparisons accounting for spend and time live
- Identification of recurring strengths and signs of creative fatigue
- Creator briefs, scripts and recommendations for new variations
- Testing roadmaps informed by campaign and creative results
Data Analysis &
Custom Python Dashboards
Through Reforge Metrics, I build custom Python dashboards that bring campaign, creative and commercial data together. I use that analysis to identify scaling opportunities and prioritise what to optimise.
- Data imports and reporting tailored to your business and account structure
- Campaign, product and creative performance dashboards
- Daily performance trends, budget pacing and efficiency monitoring
- Creative scoring that accounts for spend, runtime and data volume
- Revenue and acquisition analysis using available business data
- Clear recommendations on what to scale, test, refresh or investigate
"Chris is one of the smartest minds working on TikTok Shop ads! He has a breadth of knowledge around this and how to combine in a wider DTC strategy."
Reforge Metrics: My TikTok Performance Analysis Platform
I built Reforge Metrics to manage the complexity behind scaling TikTok advertising. My custom Python dashboards turn campaign and creative data into clear priorities for budget allocation, creator selection and optimisation.
My weighted grading framework scores creative performance, while daily trend analysis shows how individual ads perform over time. I use the dashboard to compare creators and their strongest content, assess changes within each market and identify signs of creative fatigue. Those findings inform where I increase investment, what I brief next and which campaigns need closer investigation.
I developed and deployed this framework while rebuilding Smart+ campaign and reporting foundations for an international e-commerce account that expanded from six to 14 markets. When the account transitioned to Smart+ 2.0, I rebuilt the reporting to support the new campaign structure. Reforge Metrics is an active part of how I manage campaigns, with the analysis feeding directly into my decisions.
Illustrative Smart+ ad-level ROAS trends using demonstration data. I assess these alongside spend, revenue, time live and campaign context before recommending action.
TikTok Ads Results & Case Studies
Explore my work across TikTok Shop, GMV Max and website conversion campaigns, including Smart+. These case studies show how I combine hands-on campaign management, creative analysis and bespoke reporting to support brands and agency teams.
TikTok Ads FAQs
Smart+ Web campaigns drive sales and conversions on your website. GMV Max supports sales within TikTok Shop, with separate campaign types for products and LIVE broadcasts. I select the approach around where your customers buy, the content available and your commercial objectives.
No. GMV Max requires TikTok Shop. If you sell through your own website, I can manage Smart+ Web or standard website conversion campaigns, depending on your objectives and account requirements.
I typically work with brands spending £10,000–£150,000+ per month on advertising, and consider smaller budgets individually. The right scope depends on your product economics, current results and creative capacity. My management or consultancy fees are separate from your advertising spend.
There is no fixed monthly quota. I plan testing around your spend, active markets and available content, using Reforge Metrics to assess creator performance and changes in individual ads over time. I introduce new creative proactively, with refresh decisions informed by delivery, results and signs of fatigue.
I start with your product margins, fulfilment costs, TikTok Shop fees, affiliate commissions and expected returns to establish a working break-even ROI and target margin. GMV Max reporting includes paid and organic sales, so I assess its reported ROI alongside your wider Shop results and costs.
Yes. I work as an extension of agency teams, providing white-label TikTok Ads management, Smart+ and GMV Max expertise, creative analysis and reporting. We agree responsibilities and client communication upfront, giving your team direct access to the person delivering the work.
The reports can use different attribution models, click and view windows, conversion dates and revenue definitions. I check those settings alongside tracking quality and event deduplication. Events API can improve event collection, but it does not make the platforms report identically.
You or your creators supply the footage. I provide creative direction, briefs, script ideas and testing priorities, then analyse the finished assets to guide the next iteration. Filming is not included in my TikTok Ads management service.
There is no fixed timetable across every campaign type. Learning depends on the optimisation objective, conversion volume, budget and campaign changes. I follow the guidance for the campaign type and assess delivery and performance before making significant adjustments.
I offer rolling 30-day management agreements and focused 90-day projects. The scope, fees and notice period are agreed upfront, with the arrangement chosen around the support you need.
TikTok Ads Management for Brands and Agencies
Whether you need a senior partner to manage Smart+ campaigns, develop your TikTok Shop strategy or strengthen creative performance, I provide hands-on support shaped around your commercial priorities.
Start with a conversation about your current activity and what you want to achieve. We’ll establish where I can contribute and agree the right scope, with direct access to me throughout strategy, implementation and optimisation.
On our initial call, we’ll discuss:
- Your Commercial Objectives: Your current spend, acquisition costs and revenue or margin targets.
- Your Current Setup: How your campaigns, tracking and creative production are working, and where you need support.
- The Right Scope: Whether you need ongoing campaign management, a focused consultancy project or white-label support for your agency.