About Feisty Agency
Feisty Agency is a Melbourne-based advertising agency that specialises in AI-enhanced user-generated content (UGC) video ads for product businesses. We combine authentic customer content with AI-powered creative production to deliver high-performing Meta ad campaigns at a fraction of traditional agency costs.
Meet the Founder
Will Varney is a digital advertising strategist with over eight years of experience in performance marketing across some of Australia's largest digital agencies. He founded Feisty Agency to solve a problem he saw repeatedly: Melbourne product businesses spending thousands on traditional video production and agency fees, only to see diminishing returns from stale creative.
During his time at leading Australian agencies, Will managed millions of dollars in Meta advertising spend across ecommerce, retail, and direct-to-consumer brands. He observed that the highest-performing ad creative wasn't polished studio content — it was authentic, customer-filmed content paired with attention-grabbing hooks.
In 2024, Will launched Feisty Agency with a thesis: combining AI-powered creative tools with genuine user-generated content could deliver agency-quality results at a fraction of the cost. That thesis proved correct — within the first year, Feisty Agency achieved a 91% reduction in cost-per-acquisition (CPA) for client Comfort-In, bringing their CPA from $115 down to $10, and achieving a 54.5x return on ad spend (ROAS).
Will specialises in Meta advertising (Facebook and Instagram ads), AI video production using tools like Veo3, Sora 2, and Kling 2.6, and data-driven creative testing at scale.
Our Approach
Feisty Agency operates at the intersection of authentic content and artificial intelligence. Rather than producing expensive, scripted video content that often underperforms, we use AI tools to enhance the customer-filmed photos and videos that product businesses already have.
Our process produces 50+ unique ad variations per month — compared to the 5–10 creatives a traditional agency delivers in the same period. This volume enables rapid testing across different audiences, messaging angles, and creative formats, allowing us to identify winning combinations faster.
We use generative AI to create scroll-stopping hooks for your existing UGC content, producing more variations at lower cost than traditional production.
Every ad variation is tested methodically. We track CPA, ROAS, and engagement metrics to continuously optimise towards your business goals.
We specialise in Melbourne product businesses with average order values of $300+, including 4x4 accessories, cycling, fitness, and premium lifestyle brands.
Proven Results
Our approach has delivered measurable results for Australian product businesses. Here are the key metrics from our work:
Results based on the Comfort-In client engagement (2024–2025). Past performance does not guarantee future results. Individual outcomes vary based on industry, ad spend, and market conditions.
Why "Feisty"?
We chose the name Feisty because it reflects our philosophy: small businesses can outperform big-budget competitors with the right strategy and tools. You don't need a $50,000 production budget to create ads that convert. You need authentic content, smart AI enhancement, and relentless testing.
Feisty Agency exists to level the playing field. We give Melbourne family-owned product businesses access to the same AI-powered creative testing capabilities that large DTC brands use — without the enterprise price tag.
Ready to Work Together?
Book a free 30-minute strategy session. We'll review your current ads, show you how AI-enhanced UGC could work for your brand, and build a custom plan — no obligation.
Or email will@feistyagency.com