Voiceover-Led UGC Meta Ads | The Protein Pancake 🥞

This project focused on creating voiceover-led UGC Meta ads for The Protein Pancake using a mix of existing creator B-roll and additional supporting footage. The goal was to deliver scalable, performance-ready ad variations that still felt authentic and relatable to gluten-free consumers.

By pairing a strong narrative voiceover with proven visual assets, the ads were designed to feel native, informative, and emotionally resonant, without appearing overly sales-driven.

The Protein Pancake wanted additional paid ad creatives that could extend the life of their existing content while maintaining consistency in messaging and tone.

The key challenge was:

Turning existing creator B-roll into fresh, high-performing ad variations

Ensuring the voiceover felt natural and relatable, not scripted or promotional

Clearly communicating gluten-free and protein benefits without overwhelming the viewer

Creating multiple variations suitable for Meta testing and scaling

This was a fully self-managed project. I was responsible for:

Creative strategy

Script interpretation and voiceover delivery

Voiceover recording

Editing and ad variation creation

Supplementary B-roll filming

Final Meta-ready exports

The strategy was to let the voiceover carry the emotional connection, while the visuals reinforced trust and product credibility.

Delivering a first-person, relatable voiceover centred on real gluten-free and protein intake pain points

Structuring the edit to align emotional beats in the script with supporting B-roll moments

Using a mix of existing high-performing creator footage and newly filmed B-roll to keep the ads visually fresh

Editing multiple variations to support creative testing within Meta Ads Manager

Rather than relying solely on visuals, the ads used storytelling and clarity to build trust before positioning the product as the solution.

1. Client briefing and asset review 2. Script refinement and voiceover planning 3. Voiceover recording 4. Editing with existing creator B-roll 5. Filming additional B-roll to support key moments 6. Creating multiple ad variations 7. Final delivery

Voiceover-led UGC Meta ads

Multiple edited ad variations using mixed creator B-roll

Additional supporting B-roll footage

Fully edited and Meta-ready video assets