Kamal Razzak

Kamal Razzak is the founder and CEO of MHI Media, a DTC performance marketing agency based in London. He started the agency in 2020. MHI Media makes founder-led creative and runs Meta ads for 200+ DTC brands, with $100M+ spent on ads we've made across client accounts.

What he works on

MHI Media's main service is founder-led video. The agency writes the scripts, the founder films them on a phone in about 30 minutes a week, and MHI edits the footage, runs the paid media and scales the ads that work. The agency also produces UGC and static ads, including long-form native static story ads, and runs creative testing and media buying on Meta for DTC brands that sell physical products.

Kamal is added to more than 20 ad accounts a week to review them. The problems he sees most often are interest targeting, too many campaigns, awareness campaigns on small budgets and not enough creative. His writing on this site comes from that work: how to structure a Meta account, how to run a weekly creative testing cadence, which bid strategy to use where, and why an account stops spending.

Case studies on the agency site include Ripley Rader, a fashion brand that went from $6,714 to $1M a month in 17 months; BeyondNine, which went from $300k to $2M a month in 18 months; and Icy Bear Dental, which went from £30k to £500k a month in 8 months.

Where he publishes

Kamal's videos on Meta ads, campaign structure and scaling are on YouTube at @kamalrazzak. He posts on Instagram as @kamrazzak, on X as @kamal_razzak and on LinkedIn. The agency's own site is mhimedia.com.

What you will find on this site

MHI Growth Engine is MHI Media's research and resources site. It has three parts.

• The benchmarks: MHI Meta Benchmarks, DTC, October 2026 edition. Median CPM, CPC, CTR, conversion rate, CPA and ROAS across 79 DTC brands' Meta ad accounts, by vertical and creative format, with the methodology and a CSV download.
• The playbooks: the frameworks and scripts MHI uses to make founder ads.
• The blog: articles on Meta ads, creative strategy and DTC growth, written by Kamal.

Recent articles

• MHI Meta Benchmarks, DTC, October 2026 edition
• Meta Ads for Skincare Brands: Strategy and 2026 Benchmarks
• Carousel vs Single Image Ads for Ecommerce: What Our Data Shows
• Creative testing framework for Meta ads: the weekly cadence we run from day 7
• Testing, Winners and Graveyard: the three-campaign Meta ads structure we run in 2026
• Meta ads spending too slow? 8 causes and the fix for each

Contact

For a look at your own ad account, book a founder strategy call using the button below. Kamal will walk through your setup and tell you what he would change first.