Ad Creative Strategy
Hooks, messaging angles, personas, formats, UGC, creator assets, AI-generated creative, and high-volume creative iteration.
50%
Best tweets about Paid Advertising
50 Best Tweets About Paid Advertising (2026)
Explore the best tweets about paid advertising, covering creative, targeting, bidding, attribution, testing, acquisition costs, and campaign performance.
Paid campaign strategy, ad creative, targeting, measurement, attribution, testing, unit economics, and verified performance lessons.
- Creators
- 43
- Updated
Original Xholic analysis
What 50 top Paid Advertising posts reveal
The supplied 50-post dataset emphasizes ad creative, channel and campaign strategy, testing, and measurement. Many posts advocate stronger hooks, high creative iteration, and evaluating acquisition through payments, payback, or LTV rather than only platform-level metrics. The evidence also contains clear operator disagreement on automation, the timing of cold acquisition, and the appropriate use of incrementality testing.
- Dominant tone
- Positive
- Median score
- 16.6
- Leading format
- Tutorial
- Recent posts
- 48%
62% of posts
All-time engagement
34% of posts
Published in 90 days
Conversation map
The themes creators return to
Channel & Campaign Strategy
Platform-specific buying approaches for Meta, Google, YouTube, LinkedIn, TikTok, and mobile app acquisition.
38%
Testing & Optimization
Experiment design for hooks, concepts, formats, offers, funnels, landing pages, creative velocity, and scaling winners.
30%
Offer, Funnel & Conversion Strategy},{
Offer design, pricing, bundles, promotions, landing pages, advertorials, VSLs, onboarding, and lifecycle conversion systems.
26%
Unit Economics & Profitability
CAC, LTV, payback, ROAS, contribution margin, churn, AOV, cash flow, and profitable customer acquisition.
24%
Measurement & Attribution
Attribution, tracking architecture, conversion-event selection, cohort analysis, incrementality, MMM, and downstream LTV measurement.
22%
Organic-to-Paid Flywheel
Using organic content, creator posts, and social proof to validate creative, then amplify winners with paid media.
22%
Targeting & Audience Strategy
Audience discovery through broad targeting, ICP/account targeting, personas, creative signals, and customer-profile expansion.
12%
Tone and stance
Sentiment Positive leads
Author posture Supportive leads
Performance benchmark
- Median likes
- 48
- Median reposts
- 2
- Median replies
- 8
- Median views
- 3.3K
Posts with media make up 40% of this collection. Their median all-time score is 31.7, compared with 11.5 for text-only posts.
Format mix
- Tutorial 34% · score 39.0
- Case Study 28% · score 10.3
- Opinion 20% · score 8.33
- Announcement 12% · score 50.9
Consensus and debate
Where creators agree, and where they do not
Shared view
Creative is presented as a targeting input
Across these posts, creators argue that hooks, distinct buyer motivations, and a larger volume of concepts give ad platforms more useful creative signals. This is presented as a strategic view, not a controlled performance finding.
Shared view
Optimize toward post-click customer quality
These posts advocate looking beyond installs or front-end CPA: they point to payments, trial starts, payback, and downstream LTV when judging acquisition quality.
Shared view
Organic content can inform paid creative testing
Several authors describe using organic content to identify candidates for paid creative. One explicitly cautions that organic winners do not automatically perform on Meta.
Shared view
Paid acquisition is linked to the wider business system
These posts argue that paid-media outcomes are affected by the offer, landing page, retention, pricing, and unit economics—not creative or buying alone.
Open debate
How much control should buyers cede to automation?
One view favors letting delivery systems allocate budget while teams focus on creative quality. Others contend that account structure, configuration, and operator judgment remain material and should vary by business context.
Open debate
When should cold paid acquisition begin?
Organic-first posts recommend delaying cold acquisition or restricting early paid spend to retargeting. A separate SaaS playbook recommends broad Meta targeting and frequent creative testing for demand generation.
Open debate
The role of incrementality testing varies by operator and scale
One post calls incrementality tests unhelpful for brands below $10M aiming for $25M+, while another recommends geo-holdouts, repeated tests at different spend levels, and MMM calibration for brands operating at much larger Google and YouTube budgets.
What performs
Patterns behind standout posts
Score outliers covered integrated paid-growth guidance
The five supplied score outliers cover a broad paid-growth mix: hooks and LTV:CAC, mobile-app attribution, LinkedIn ABM, app-ad team composition, and SaaS channel and measurement guidance. The highest-scoring outlier includes hooks, creative volume, LTV:CAC, tracking, and scaling advice.
Media posts had a higher supplied median score
Media appeared in 20 of 50 posts (40%). Supplied analytics report a 31.69 median all-time score for media posts versus 11.52 for text posts; this is a descriptive difference, not evidence that media caused stronger performance.
Tutorials were the largest format group
Tutorials were the largest format group, with 17 posts (34%), and had a supplied median all-time score of 38.964. That median exceeds the supplied medians for case studies (10.29) and opinions (8.33).
Statistical standouts
- View standout post 1 Score 809.9 · 48.79× median
- View standout post 2 Score 482.1 · 29.04× median
- View standout post 3 Score 207.0 · 12.47× median
- View standout post 4 Score 147.1 · 8.86× median
- View standout post 5 Score 140.3 · 8.45× median
Creator landscape
Who shapes this conversation
The five most represented creators account for 20% of the selected posts.
-
1. Cody Schneider
@codyschneider
2 posts
-
2. Evan Seech | Ads & Funnels
@evanseech
2 posts
-
3. Rok Hladnik
@rokhladnik
2 posts
-
4. Steven
@StevenCravotta
2 posts
-
5. ToriiRowe
@ToriiRowe
2 posts
-
6. William Kast | Meta Ads Growth
@williamkast_
2 posts
Cody Schneider describes distinct channel roles
In one post, Cody Schneider describes LinkedIn engagement ads feeding an account-based outbound motion. In another, he separates Google demand capture from Meta demand generation through pain-point creative.
Zach Yadegari focuses on app attribution and creative
Zach Yadegari’s posts focus on mobile-app advertising: custom product pages as an attribution input, and the need to combine creative strategy with familiarity with Apple attribution and bid setting.
Rok Hladnik connects creative signals with broader economics
Rok Hladnik argues that Meta can use creative and conversion data in audience discovery, while separately arguing that plateaus may require changes to offers, pricing, LTV, merchandising, or unit economics.
How this analysis was made
Themes, sentiment, stance, and post format are classified per tweet. All counts, shares, medians, creator concentration, freshness, and performance comparisons are then calculated directly from the published snapshot.
Xholic's all-time score compares engagement while accounting for reach, post age, and creator consistency. It is used for relative comparisons within this collection.
This report analyzes the exact 50-post snapshot shown below. AI identifies editorial categories and drafts explanations; all statistics are calculated from the snapshot, and every narrative claim is checked against cited posts before publication.
Best Paid Advertising tweets
Top Paid Advertising tweets from 43 creators
Ranked 01–50
- 01
@tannerdripjobs ·
Listened to @AlexHormozi for 3 hours while driving yesterday. Lol this guy is something else 😂 Biggest takeaways from the videos I watched: 1. Bro really is cracked 2. Hooks are the single most important thing to focus on when creating content. He says he spends 80% of his energy on the hooks. 3. Mindset shift was that he said people need to be reminded more than they need to be taught new things. He says repackage your best information over and over again - it’s much more effective then trying to create new content / ads 4. More → Better → New. When starting, more is almost always the answer — the people ahead of you aren’t doing 2–3x your volume, often 100x. “Volume negates luck.” Only optimize for better once you have flow, and only try new when nothing’s working. 5. LTV:CAC is the only metric that matters. It’s lifetime gross profit (not revenue) divided by all-in cost to acquire . Rule of thumb 3:1 minimum. His biggest money came from 30:1 to 200:1 ratios — when you find one, dump in as much cash as possible because a lot of wealth is made in short punctuated periods 6. Only 4 ways to advertise. Warm outreach, cold outreach, content, paid ads (1-to-1 or 1-to-many × known or stranger). Most owners spend zero hours a day on these. Spend the first ~4 hours promoting. 7. State facts, tell the truth. If you don’t track, you don’t care — and measurement itself improves results. Track outcomes so claims become substantiated. Present data as: % of people / achieve X outcome / in Y time / under Z conditions — fewer conditions = more compelling. 8. Say/show what only you can. “Do epic stuff, then talk about what you did” (how-I, not how-to). Demos and live examples beat claims. What matters is value per second, not seconds of value. 9. Give away secrets, sell the implementation. Make your free stuff better than competitors’ paid stuff. 99% who consume your free content never buy, so your reputation is built by them . For CTAs, offer personalization, not “more.” 10. All advertising works — it’s about efficiency. The fix isn’t “Facebook doesn’t work,” it’s “I don’t know how to make it work yet.” Optimize ads front-to-back, but build the business back-to-front (LTV funds what you can spend). Scaling stalls usually mean your ads aren’t good enough to reach colder/less-aware audiences (Schwartz’s 5 levels of awareness).
- 02
@zach_yadegari ·
Pro tip for running paid ads for mobile apps: You can use a custom product pages as the app link and then see the exact revenue generated from that ad. This is huge because attribution is so tricky. This never lies. It will usually be 30% or so lower than what revenue from that ad really was because it doesn’t include people that saw the video and then went directly to the App Store. So factor that in. You can have up to 20 custom product pages doing this. Now you have no excuse not to scale to $100k a month. Your welcome 🫡
- 03
@codyschneider ·
stop everything that you're doing and read this if you're in b2b saas biggest arbitrage in the game right now strategy is do organic posts on linkedin with like comment for actions get organic reach / engagement then do thought leadership ads to these posts, with engagement campaign type targeting for these ads are your ICP accounts you're in an outbound motion for currently since there is all this social proof already for like / comment paid ads will create more all engagers scrape using apify appmaestro endpoint daily extract net new engagers put them into cold email sequence put them into cold dm sequence have agent manage the inboxes this is literally account based marketing + pipeline building in a single motion
- 04
@zach_yadegari ·
Very few people are capable of running paid ads for apps at scale. The best ad-buyers are used to ecom stores where attribution is very straight forward. When it comes to mobile apps, Apple makes attribution feel like advanced calculus. And the few people who understand all the nuances of Apple's attribution system are typically too data-driven to understand good creative. A successful formula I have found is bringing together both worlds. We have someone with an ecom background for creative strategy and someone with an app background for the general bid-setting. This team has help us to scale our ads super fast in just a few months.
- 05
@codyschneider ·
"paid ads for saas don't work we tried it" here's how to make them work without without spending 50+ hours watching youtube google ads: demand capture - target bottom-funnel keywords (people already shopping) - use phrase match bidding (sweet spot between broad and exact) - landing page formula: headline + first paragraph = your target keyword - track two things: signups and actual payments - that's it facebook ads: demand generation - target facebook entire platform - build creative that talks about pain points - test 10 new creatives weekly - winners get promoted to dedicated conversion campaigns - run until ad fatigue gets high - landing page rule: match your ad's promise in the headline and opening paragraph - same tracking: signups + payments dashboard for tracking - use Graphed .com - one metric matters: cac vs ltv vs payback period - simple math: $1 in, $5 lifetime value out = you win your KPI is customer lifetime value if CLV is 5x your acquisition cost, you're in the money everything else is vanity metrics
- 06
@organicbond ·
i've managed around $15M in marketing budgets if I wanted to scale a software with $10K, here's what i'd do: - $4,000 on a content rewards UGC campaign. get 10-15 creators at 300-400/mo to post videos daily - $2,000 on 3-5 micro creators for long form reviews. youtube videos, twitter threads, detailed breakdowns. not influencers with millions of followers. creators with 5k-50k who actually have trust with their audience we used a similar strategy to run up our content rewards in house accounts - $1,500 on a simple landing page and funnel. nothing fancy. clear offer, clear CTA, fast load time. most startups overcomplicate this. one page is enough - $1,000 on retargeting ads. this is the ONLY paid ads i'd run. don't use ads to find cold traffic. use ads to follow up with people who already saw your organic content and visited your site. way cheaper, way higher conversion - $1,000 on tools and infrastructure. analytics, tracking, email setup, CRM. Boring shit that nobody wants to pay for but everything falls apart without - $500 reserved for testing. something will NOT work the way we planned. having budget left over to adjust and double down on what's actually performing is more valuable than spending every dollar upfront total: $10,000 the key is 60% of the budget goes to organic content. not any fancy ads or design, just content that real people make and real people watch you would be stupid if you take this $10K and dump it into Meta ads and burn through it in 3 weeks with nothing to show this approach builds assets that keep working after the money is spent
- 07
@irabukht ·
we scraped every ad sf startups are running on meta right now 1/ only 4% of startups run paid ads. among yc companies: 1.6% 2/ 73% of ads are ugc 6/ 53% of ads are ai-generated 3/ 78% are video — converts 32% better than static 4/ advertisers are either consumer or enterprise. no middle. the math: ~$20 per customer in consumer, ~$800 in enterprise 5/ the exception: bootstrapped startups selling $100–200 subscriptions run huge volumes of ads. they made the middle work link to the list of best ads in the first comment
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- 08
@JosephKChoi ·
spent an hour with a guy who scaled a single ad past $1M in spend with positive ROAS. broke down exactly what's working for subscription apps on Meta rn spoiler: it's not the talking-head UGC that works for ecom 0:00 - Intro: The High-Leverage Skill of App Scaling 2:20 - Marcus Burke’s Background: Transitioning from Air Traffic Control to Mobile Gaming UA (2012–2019) 4:31 - The Evolution of Mobile Ads: Gaming vs. Subscription App Verticals 5:15 - Moving to Blinkist & Pioneering the Web-to-App Blog Funnel 6:56 - Why In-App Optimization (Onboarding, Paywalls) Dictates Upper-Funnel Meta Ad Success 7:55 - Why E-commerce D2C Talking-Head UGC Formats Fail for Subscription Apps 8:11 - Mitigating App Store Friction: Priming Users in the Creative to Protect Install Rates 9:08 - Case Study: Deconstructing a 1M+ Spend Creative Concept for Moongate 11:13 - Algorithmic Targeting: Using Hyper-Specific Ad Copy to Inform the Meta Algorithm 12:13 - The Reddit + Claude Research Workflow: Extracting Vivid Emotional Language Patterns 14:33 - Soft CTAs vs. Feature Demos: Deciding Where the True "Sale" Happens 16:49 - Funnel Architecture Breakdown: Web Advertorials vs. Direct App Store Installs 18:53 - Static Image Ad Delivery Constraints in App Promotion Campaigns 21:40 - Integrating Generative AI (GPT Image, Google Nano) to Control Creative Testing Variables 38:11 - Top-Level Variables for Performance Scale: Message, Media, Content Type, and Funnel 40:52 - Media Buying Analytics: Evaluating Placement Composition and Demographic Purchase Power 43:42 - Correcting Trial-to-Paid Conversion Disparities Using Meta Value Rules 52:11 - Account Structuring: Leveraging Multi-Ad Set Budgets to Force Spend Across Distinct Niches 55:30 - Capitalizing on Cultural Micro-Trends (ADHD, Toxic Attachments) in Mental Wellness Creatives
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- 09
@alexcooldev ·
Most B2C founders don’t fail marketing. They just start at the wrong stage. Here’s the playbook I’ve seen work over and over: $0 → $20k → Post content yourself (daily) → Build your AI content engine $20k → $100k → Hire UGC creators to scale output → Keep your personal content going $100k+ → Turn on paid ads → Scale what’s already proven Don’t rush into ads. Organic gives you signal + leverage. Paid just amplifies what already works.
- 10
@TamiloreAdewuyi ·
When it comes to succeeding with paid ads.... The creative is 80% of the work. Media buying is 20%. Most people have this backwards and that's why they struggle to scale their campaigns. Here’s why creative matters more than anything else in your ad account: The algorithm is smarter than you. Meta, Google, YouTube e.t.c, they know how to find the right people. That’s their job. Your job is to give them something worth showing and something that will resonate with your target audience. I’ve seen the same campaign, same audience, same budget produce completely different results just by changing the opening 3 seconds of a video ad. The hook is everything. Here’s what we test when we build ad creative for a client: Different hooks: Same message, different opening lines. We’ll test 5–10 hooks before settling on the top 3. Different angles: Pain-driven, aspiration-driven, story-driven, proof-driven. Each one hits a different segment of your audience. Different formats: Talking head, screen recording, testimonial style, text overlay. You almost cannot predict the format that will win. This applies whether you’re driving traffic to a webinar registration, a VSL, a quiz, or a booking page. The funnel type changes. The importance of the creative doesn’t. Master how to convey your message to your audience. The platform will do the rest. Finally, marketing is all about testing.... Keep testing!
- 11
@rokhladnik ·
Andromeda². Meta just published a very important article on where its ads system is heading. The simplest way to explain it: Meta is building a deeper map of how users, interests, products, advertisers, ads, and conversion events are connected. Not just: “This person clicked on this product.” But: “This person is interested in these broader and more specific concepts, similar people bought related products, and this new ad appears to serve the same underlying need.” That matters because purchase and lead events are rare compared to impressions, views, and clicks. So Meta is trying to infer deep-funnel intent even when direct conversion data is limited. It does this by combining: - User behavior - Ad copy - Images and video - Product catalogs - Landing pages - Advertiser data - Pixel and CAPI events - Relationships between similar users, products, and businesses The biggest takeaway for advertisers is not exactly new, but this article makes the direction very clear: Creative is becoming part of the targeting system. Before a customer even sees your ad, Meta’s models are already trying to understand: - What is this product? - Who is it for? - What problem does it solve? - Which interests and use cases does it relate to? - Which users are most likely to care? This is why “creative diversification” cannot just mean filming the same angle with five different creators. Five ads with different hooks but the same underlying message may still look almost identical to the algorithm. Real diversification means testing: - Different buyer motivations - Different problems - Different use cases - Different levels of awareness - Different customer identities - Different benefits and desired outcomes Each concept gives Meta another path to find demand. This also makes broad targeting even more logical. Your job is increasingly not to manually define the audience. Your job is to give Meta: 1. A clear conversion signal 2. Strong and accurate tracking 3. A product it can understand 4. Diverse creative concepts 5. Enough volume to learn Meta will do more of the audience discovery itself. The future of media buying is not just campaign structure. It is helping the algorithm understand exactly what you sell, who it is for, and why they should care. Every ad is now AI-first. Welcome to The Matrix.
- 12
@daviefogarty ·
You should fire your meta agency. Go to your Facebook ad account, select all your campaigns, and click View History or view edits. Every single change your media buying agency has made will show up there. What you'll probably find is that they were barely doing anything. You could be paying $4,000/month, maybe a percentage of your revenue, and sometimes hundreds of thousands of dollars a year to a B-grade media buyer that some agency hired and put on your account. Introducing new creatives every single day or every single week is something you can and should be doing yourself for as long as you have the bandwidth, because: > You learn creative > You learn how to read data > You learn about processes and integrations > And you learn how your website connects to all of it All of that comes from taking control of your business's central revenue driver instead of paying someone else to handle half of it.
- 13
@itsjahmills ·
it took us 3 weeks to get 500k+ views with a fully AI UGC on instagram and it taught me something huge if you create good content for long enough the algorithm is very simple it works to keep finding the type of user that engaged with your post similar to paid ads but this only works if you stay within niche and post consistently great content so stop seeing 1,000-4000 views as bad it’s simply taking the time to learn we’re being extremely aggressive with our marketing and created 40+ content variations each A/B testing a different part of the video - hook, music, transitions, wallpapers, workout, location, CTA, captions every single component is being tested we had a huge set back with Meta randomly banning 8 of our accounts last week we got the content ready and aim to post 20x per day minimum by 6/10 each day breaking down the data and creating more of what works then running it on paid ads both tiktok spark ads and meta ads marketing is definitely takes more time but at least shipping took just 2 weeks using Rork Max + Opus 4.7 at the time i launched, there was no other possible way to natively code in SwiftUI
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- 14
@blvckledge ·
next winning funnel idea for ecom brands: "editorial" ad creative + 3rd-party comparison pages we've been seeing a lot of new winning campaigns running on YouTube right now. specifically Demand Gen ads going to comparison-style landing pages the idea of this funnel is to help people work out which brand is worth buying from. you package it as a review comparing the top brands in the category, written like a normal blog. the ad starts with the benefit people want and how the product solves it. then it explains why picking the right product or brand matters so much. and teaches people what separates high-quality products from average ones how different ingredients, formulas, sourcing, or quality standards can massively change the results they get once you've built that understanding walk people through what they should be looking for then show how your product checks those boxes you can do this with ugc, podcast-style, ai animation, vsl, whatever fits the category then send people to a 3rd-party-style comparison page where you show a ranked list of products in the category, written to read like a blog review. btw, this funnel works for pretty much any product out there even boring stuff like blankets, sofas, furniture, whatever you just need to take your product's usp and absolutely bang on about it in your ads take pet nail clippers for example: let's say yours uses a specific blade angle and grinding mechanism that won't damage the dog's quick. start by talking about how the wrong nail clip can cause pain, bleeding, and long-term joint issues for the dog. then explain why investing in a proper clipper saves money over time vs vet bills for fixing cut quicks or behavioural issues from a dog that's learned to hate paw handling. show how cheap guillotine-style clippers crush the nail before cutting, which splits and damages the quick over time. and how the poorly-designed ones cause dogs to develop a fear response that turns every nail trim into a two-person wrestling match. this works especially well in sophisticated markets, where buyers are more skeptical and the format lowers a lot of the sales resistance because it feels like educational content. highly recommend testing this on demand gen right now
- 15
@alexxgrowth ·
i was texting a saas founder doing $12m/year last week he asked me this question: "if i move $50k from my ad budget into organic creator content, what should i realistically expect" so i thought i’d answer this publicly for any businesses curious: this is what our data shows across 500+ active campaigns: $50k on meta ads at current rates ($20 CPM) = roughly 2.5 million impressions the majority of those get skipped in under a second. average CTR around 3% $50k deployed through creators on Content Rewards = roughly 100-250 million organic impressions this depends on niche and budget restrictions (like post cap and CPM) CTR is the exact same AND the content lives on the platform indefinitely and continues generating views for weeks after posting (for free) so the raw reach is 15-35x greater and the engagement rate is the same (if not higher) but the part that actually matters for brands isn't even the reach or the clicks it's what happens in the comments when 500 different creators post about your product in the same week… the comment sections become organic conversations about your brand. real people asking questions, sharing opinions, tagging friends the algorithm sees that engagement and pushes the content further. but more importantly, the VIEWERS see real humans talking about your product in a way that no ad creative can manufacture a paid ad has zero comments or fake engagement a creator clip has 50-1000+ genuine comments per post that social proof compounds across hundreds of clips. suddenly your brand is everywhere and it looks like a cultural moment, not a marketing campaign the brands on our platform who understand this don't think of creator content as "cheaper ads." they think of it as manufacturing word-of-mouth at scale that reframe changes everything about how you approach it
- 16
@DeRonin_ ·
IDEA: reselling AI-generated UGC video ads to brands. the play before everyone notices thousands of DTC brands burn through ad creative every 2-3 weeks. they pay creators $300-2,000 PER VIDEO and run 30-50 videos/month. monthly UGC budget: $10-50k and 99% of them don't know how to prompt Sora 2 or which AI video tool to use here's how to turn ANY AI video tool into $3,000-8,000/month per client: 1. find a brand vertical that burns through UGC go to TikTok / Meta Ads Library. filter by brands running 30+ creative variants per month. look for verticals where the same format keeps being remade verticals already paying for this right now: - supplements / nutrition (creators get $500-1,500/video) - skincare / beauty indie DTC ($800-2,000/video) - coffee / specialty food ($400-1,000/video) - fitness apparel ($600-1,500/video) - pet products ($400-1,200/video) - home decor / candles ($300-800/video) - SaaS testimonial-style videos ($1,000-3,000/video) - service businesses needing local UGC ($300-600/video) these brands have budget. they're just bottlenecked on creative output 2. pick ONE niche don't be "we make AI UGC." be "we make supplement UGC for DTC brands doing $1-10M revenue" or "we make skincare UGC for indie beauty brands under $5M" the niche is where the margin lives. a generic engagement costs you $2k/client in revision rounds. a niched one costs $200 because you have a tested prompt library for that vertical 3. learn ONE AI video tool deeply Sora 2, Veo 3.x, Higgsfield Avatars, Hedra Character, Pika 2.0 pick ONE and become elite at prompting it. your real skill isn't video editing, it's prompt engineering for that specific tool your tool cost per client: $20-100/month what you charge: $3,000-8,000/month (depends on the niche) everyone wins. they save money. you make money. the math is stupid simple 4. build a prompt library for your niche "30-second skincare unboxing in morning light, talking-head style" "before/after fitness transformation with voiceover, gym setting" "coffee morning routine ASMR, top-down shot" 50-100 tested templates refined over time. this library IS your asset. you reuse it forever. clients pay for the output 5. wrap it in their language not "we generate AI UGC with Sora 2 and Higgsfield" say "30 fresh, on-brand ad creatives every month, ready to test, scales with your spend, never goes stale" brands don't buy technology. they buy creative velocity. "you'll never run out of ad creative" closes deals faster than any tool feature list 6. find clients where they already complain search X and Reddit for "UGC creators too expensive" or "[brand category] ad fatigue" or "ad creative scaling Meta" post case studies: "scaled this indie skincare brand from $20k to $80k/mo ad spend with 47 AI-generated UGC variants in 60 days. CPM dropped 38%" screenshots of ad accounts close deals. not pitch decks 7. scale by stacking outputs per client client already paying you $5k/mo for 30 UGC videos? offer: - static carousel ads adapted from videos (+$1k) - email lifecycle videos (+$1.5k) - TikTok organic content (+$2k) - product photography in AI scenes (+$1k) now you're their entire creative engine for $10.5k/mo and they're still saving money vs their old agency + freelancer stack one client. five output types. each one produced in a few hours per week the part nobody talks about: brands will NEVER prompt-engineer Sora. they will never figure out which AI video tool works for which creative style. they will google "AI UGC agency for [their niche]" and find you AI video tools are the new wholesale. the prompts are the moat. the packaging is where the margin lives one person can run 5-10 brand clients. a two-person team scales to $40-80k/month MRR. no funding needed. no studio. no employees someone is going to do this in your niche this quarter. might as well be you study this
- 17
@coreyhainesco ·
I built a skill that generates and iterates ad creative at scale — headlines, descriptions, and primary text for Google Ads, Meta, LinkedIn, and TikTok. You feed it your product context and performance data, and it identifies winning patterns, generates new variations across multiple angles, and validates every piece against platform character limits. Most ad accounts plateau because they keep testing small tweaks instead of exploring new angles. This generates diverse creative across pain, benefit, social proof, urgency, and competitor angles. It's called /ad-creative and it's part of Marketing Skills — a free, open source collection of 40 marketing skills for AI agents like Claude Code, Cursor, and Codex. npx skills add coreyhaines31/marketingskills
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- 18
@binghott ·
The biggest waste of time in modern media buying? Trying to manually control ad-level budget allocation. I see so many advertisers punishing their high-spend ads because the CPA (or worse, CPM or CPC lol) is higher than other ads 🤦♂️ 1. Ad-level CPA and ROAS is irrelevant! The system isn't trying to get you the best CPA on every individual ad, it's trying to get you the most possible conversions for your overall budget. It might spend more on ad A with a higher CPA so that ad B (and C, D, E, F, etc) can have lower CPAs, lowering the overall ad set, campaign, and account CPA. This is the breakdown effect in action. 2. The more you spend on an ad, the worse CPA is going to be. 3. The ads that get the most spend are the ones most likely to wear the scars of other/external performance shifts. Don't punish them for it. 4. The system already handles all of this for you! Stop worrying about ad level budget allocation, the system handles that better than any human can because the system has black box data that humans don't. 5. You're better off spending your time doing more qualitative and empathetic analysis on ads to see things like negative comments piling up on ads, and consider pruning comments and/or recreating the ad fresh, or iterating on it. Focus on the creative quality. Let the system focus on the delivery quantity.
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@VadimStrizheus ·
here's exactly how my app will cross 100,000 users by the end of 2026: this is the UGC flywheel method: I started posting UGC content on 3 of my own Instagram accounts learning how to go viral, what to look for, and analyze the tech UGC niche. I've grown one of those accounts to 8k followers so its like a micro-influencer account now lol, but now I understand the game. (for some context my app crossed $10k/mo in revenue in 4 months, and is currently at 17k users) So now you know a little about me..... here's exactly what I will do now to move the needle: 1. Hire a campaign manager to run UGC content on my behalf for my app I've tried to recruit myself, talk to creators, get on calls, and the list goes on and it was such a pain. our goal is to have 10-15 core UGC creators 2. Post on Instagram, Facebook, and TikTok I've solely been posting on my own just to Instagram, but now we will have creators cross-posting to 3 other platforms Each will have manychat setup, UTM tags, and custom systems and automations in place so each creator will be set to scale and so that we can get every piece of data that we can so we can maxximize 3. Take organic winners into paid ads thats the last step in the UGC game we will take our organic winners that get 1M-5M views, and then push those as ad creatives on Meta but a quick trap here is believing every organic winner will perform on meta, and thats simply not true just because you have organic winners, that doesnt mean they will perform on meta, it can go either way but this would be the last step in our flywheel 1. Hire UGC creators to post 2. Analyze every post and take the winners 3. Push the winners into meta ads 4. Iterate and double down on orgnaic winners 5. Hire more creators and post more this is the endless cycle that we will continue to run and scale by the end of 2026. so this is the gameplan that I will do for my app, and aim to cross $50k/mo by the end of 2026, as a 19/yo founder hopefully this helped you and gave you clarity as well on how you can market your app
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apparently there's a conference in dubai that teaches you how to NOT ship the products you sell. here's everything from this week: 1. the "no ship" underground is real and insane. tony met people in dubai who went to an actual conference teaching you how to take orders and never ship the product — how to spin up fresh ad accounts, stand up throwaway websites, the whole playbook. it's so blatant it's held openly as a conference. the reason they're all in dubai: zero taxes on the fraud revenue. straight up mail fraud with a lanyard and a badge. 2. tony broke down why people buy 3 fridges or 4 pairs of the same shoe, and it's pure decision architecture. every step of the funnel limits you to 2-3 choices so they know exactly what you'll pick. come in on a high-value low-cost hook, get 3 options (good/better/best), add to cart, then 3 upsells, then shipping insurance, then a post-purchase offer. once you've added to cart your brain treats it as a past decision and rides the sunk cost — "it's only $20 more for another pair, why wouldn't i?" insurance is the highest-margin add-on in any industry because you're framing a $10 spend against a $120 loss. 3. the offer structure lesson tom hammered: never sell just one unit. they were selling $69 for one keyword. tom asked chatgpt to build 3 price points (single, 3-pack, 5-pack), sent it to the group chat with a smug "told you," and jacky was vibe coding it from the playground with his kid. someone had already bought 3 keywords manually — the demand for the bundle was staring at them the whole time. always give people a way to spend more. 4. long VSLs still print despite everyone saying attention spans are dead. tom met a guy in dubai running a $100M supplement brand whose entire funnel is a ONE HOUR long VSL — ugliest page imaginable, no buttons, no skip, just a video player you can't fast forward. tony's point: on youtube you pay per view not per second, so if you hook someone into a 10-minute VSL they're getting 10 minutes of pitch at the same cost. the scammy-looking offers (buy 2 get 1 free) scale the hardest. 5. the ad creative framework tony uses: hook + body + outro, where the body is made of interchangeable "modules." each module is a feature + benefit + lifestyle shot bundled together. you run the video, watch where people drop off, then reorder the modules to hold retention. the guy doing big numbers on youtube said he's recycled the same body for 2 years and only ever writes new hooks — the hook is the new audience. meta now wants ~60% new creative per week and their AI scans the first 3 seconds to decide whether to expand your audience. 6. the CPM debugging bit was gold. jacky's running the same offer as tom in the same ad account same pixel, but tom's creative pulls $300 CPMs and jacky's pulls $30. tom immediately called it a skill issue. real answer: it's a brand new facebook page (new pages spike to $150-170 then settle) plus new campaigns reset learnings under meta's andromeda update, so every fresh campaign behaves like a brand new ad account until it spends. bonus: the human-vs-AI hill tom is willing to die on. he spent 5-6 hours reading 1,000+ collagen reviews on reddit by hand and jacky nearly had a breakdown ("that's a single API call, bro, send me the thread, i can't watch a friend struggle like this"). but tom's point landed: AI hands you the top 5 pain points, but reading line by line is what feeds YOUR brain the customer avatar. he discovered people buy collagen for joint pain, not skin — the rock climber who can't climb 3x a week anymore, the person who feels "hit by a bus" getting out of bed. that nuance became a landing page per pain point. even tony and jacky drew the line at reviews specifically, but conceded the deeper principle: call every customer, because people tell a founder on the phone what they'll never put in a review. ep 10 of NGMI with @itstonyyu and @tomwang24 watch/listen ↓
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@ProofofIntern ·
an ad formula you can steal for free. seeing a lot of crypto companies start to play with ads on twitter and i'm sure that's going to be followed by a bunch of people trying ads with a $50 budget, getting no results and calling it "broken" and then calling it a day. instead, steal this formula i always used when i ran paid ads for campaigns: awareness ad → consideration ad → conversion ad here's how it works in full: 1️⃣ awareness ad the only goal of this ad is exactly what it says in the name. get the right people to notice you. usually for this, i prefer to use a video when possible, but it doesn’t always need to be one. the main purpose is to stop someone mid-scroll and make them think, 'this is interesting'. this ad should be built around the problem, the belief, the market shift, the pain point or a thing your audience already feels but maybe hasn’t put into words yet. if your awareness ad is trying to convert cold traffic straight away, you’re doomed to fail. 2️⃣ consideration ad now your target audience has seen the first ad and maybe they watched your video, clicked your profile, or just didn't scroll past you as fast as usual. now you need to show them why this might actually interest them. this is the part of the 'funnel' where you show the product, explain the use case, or break down the old way vs the new way to make your solution feel obvious. but don't make it sound desperate. you're moving someone from "i've remember these people" to "i get why this exists" and not getting them to slap down their money straight away. because before someone converts, they need context: what problem you're solving, why now matters and why your version is worth it. this is also where you start retargeting people from before so you're not wasting money on complete strangers. 3️⃣ conversion this is where you finally ask for the "thing". it's all about an action: sign up, book a call, try the product, whatever the action is, the ad should be focused around this. but this *only* works if the earlier ads did their job. if someone has no clue who you are or why they should care then your conversion ad is doing way too much work. that's why most ads fail. the team thinks they have a paid ads problem when really they have a "we asked too early" problem. you can be direct here: tell people what they're getting, why it's relevant and what to do next without making them guess it themselves. warning: remember: paid ads don't fix weak messaging, they just accelerate the money you burn on bad copy.
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@StevenCravotta ·
I don't optimize my paid ads for installs. I optimize for free trial conversions. Here's the difference: Optimizing for installs = you get cheap downloads that don't convert Optimizing for free trials = you get expensive downloads that actually pay Facebook lets you set up custom events. Tell it to optimize for users who start trials. Not just users who open the app.
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@wearetheselect ·
Went all in on media buying and scaled a brand to $500M/year in under 4 years. Here are 5 things I did to take it from $100M > $250M > $500M+: 1. Launched three campaigns to hit $100K/month. A broad or Advantage+ campaign, a niche interest campaign, and a testing campaign. That, plus a good welcome offer and the basic email flows, gets any brand to 6 figures every time. 2. Expanded past one customer profile when I hit a wall. I scaled past $100M/year on dog owners alone, then hit a wall. So I built out ancillary profiles: cost-conscious buyers, clean freaks, and eco-friendly customers. Each got their own landing pages, ads, and campaigns. That took the brand from $100M to $250M, then to $500M+/year. 3. Ran influencer whitelisting to reach them faster. Every influencer is a customer profile. I ran dog, mom, sustainability, and clean freak influencers to hit each one. Going all in on whitelisting scaled this brand's ad budget by 35% in the first month. 4. Scaled everything together, not just the ads. At $500M/year, we were sending 5 to 7 emails and a few SMS every week. The campaigns only scaled when the email, SMS, and creative scaled with them. 5. Tested 100+ new creatives a week (and this was pre-andromeda) Way more than most people thought was reasonable at the time. 100+ ecom brands in my program have scale to 6, 7 and 8 figures all using the same framework.
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@zaimiri ·
I built an agent that runs Meta ads. Not manages them. Actually runs them. Here's what it does without me touching anything: > Pulls performance data every 6 hours > Flags ads with CTR below threshold > Pauses underperformers automatically > Generates 3 new copy variations for flagged ads > Routes new copy for approval before launching One human decision point: approve the new copy or not. Everything else is automated. The old way: check dashboard daily, manually pause bad ads, brief a copywriter, wait 48 hours, launch. The new way: wake up, approve or reject 3 lines of copy, done. Same results. A fraction of the time. If you're running paid ads and doing this manually, that's the next thing to automate.
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@CJSlattery ·
@herrmanndigital is one of the best Meta media buyers on the planet. Give him an account managed by an average buyer with the exact same creative and he will materially outperform them every single time. With the same ads, assets, and copy, he’ll outperform most because he’s the person making decisions about settings, structure, and how the account is built. People can understand this is true, yet keep saying media buying is commoditized, and that “the platforms do all the work now”. This would theoretically imply that everyone should be as good as David, and that is simply not true. Truth is, there are a massive number of ways to configure an ad account, and a huge percentage of those configurations are just wrong. The sliver of setups that are fully optimized is tiny, and it's different for every brand and every stage of that brand's growth. The people who can consistently find that sliver are rare. And because everyone wants to pay less for media buying, they hire cheaply, causing performance to tank, and leading them to believe paid media doesn't work. It works. The talent to run it well is just expensive because there's not a lot of it and everyone wants it. Supply and demand applies to media buyers the same way it applies to everything else. Don’t believe everything you hear.
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@heyitsalexP ·
I work with so many first time founders who are getting ripped off by their ads agencies. Sometimes it's ignorance–the founder sees low agency fees & doesn't realize they're getting outdated media buying strategies. Sometimes it's malice–the owner of the agency I speak about in the video started screaming at me when I tried to explain that their analytics were inaccurate and they were spending on non-incremental sales. If you're a founder who is trying to launch a brand with Meta ads, and you have minimal experience/knowledge of Meta, it's important to find the right partner. And there are really only two ways to guarantee a good partner: 1. Build a network of other founders who have gone from zero to at least $10M/year, and take referrals from them 2. Learn enough about Meta to do your own vetting, and potentially do GTM/proof of concept yourself When I share this, the follow-up question is always "where do I learn about Meta?" Honestly, this is a hard question to answer. There is a lot of good free content out there, but it can be very use-case specific (i.e. strategies for coaches or local SMBs or dropshippers) If you have any recs that are ecom-specific and free or low cost, let me know.
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@HireFireTeam ·
Media buyers and creative strategists are safe...😅 AI won't ever replace good creative analysis for one simple fact: It's already extremely difficult to do this well for humans. Not because humans lack the mental skills, but because the data inputs are atrocious. Every ad is a collection of 4 variables: ✅ Concept ✅ Script ✅ Creator ✅ Editor Guess which of those you have data on? Zero. If an ad fails to spend you have no idea where the weak point is. A human with experience will have "vibes". Don't discount that! Vibes have been the engine of success for thousands of years. But an AI doesn't even have that. It doesn't "see" ads the way a human does. Then toss these 4 vibes-based variables into the black box of meta ads and you are just adding more variables: ✅ media buying setup ✅ aTriButIOn ✅ comically low data ✅ parroted talking points about "how meta works" And from all this uncertainty we are supposed to have confidence in what ad worked and why? With enough data and experience, a human can do this analysis and probably get it wrong most of the time. That's ok. There is a reason why most ads AREN'T winners. But an AI? This is the EXACT scenario that is primed for hallucination. An AI is going to be confidently incorrect at this analysis 100% of the time. This is NOT what AI is good at. It's literally built different. The good news is that ad analysis is still as important as ever, and improving your hit rate, little by little over time really compounds into scaling ad accounts. It's human-grade work that requires reps and experience. Hire/fire accordingly.
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@M__Operators ·
You’re following terrible advice: Incrementality tests Reach campaigns Upper-funnel events Useless for <$10M brands aiming at +$25M. Here’s what works from @andrewjfaris + @couuor @codyplof - Master your message - With emotional resonance - Know your value metrics 1️⃣ Spend 2️⃣ Revenue 3️⃣ Gross margin - So you don’t lose money - Read that last one again - Drop the CPMr obsession - Offer = product + price - From natural consumption - Match offer to category - Empty your funnel 3–4/yr - Through a promo calendar - Test offers: months not days - Track cohorts (LTV) by month - And forecast the same way - Constrained by 13-wk cashflow - Use AI for repeatable systems - Know your subscriber CAC - Versus one-time buyers - AOV > subscription rate - So you don’t lose money - Yeah, that one’s important - Bundle to fix low AOV - BOGO, GWP preserve margin - Frame free shipping as value - Sample if trial-dependent - Go hard on affiliates for retail - Anchored in organic “halo” - Awareness drives in-store - Align your creative to channel - Especially signal strategy - When you go up-funnel - Agency vs in-house debates - <$50k/mo run Meta yourself - Develop media-buying POV - Get the best when >$50k/mo
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@StevenCravotta ·
My organic to paid ads pipeline: 1: Post content organically on TikTok 2: The algorithm validates what works based on views 3: Build a library of hundreds of videos 4: Upload your best performers to the paid ads dashboard I had one video hit 6 million views organically. I took that exact video, put it on paid ads, and it ran profitably. I already knew it was going to work. When you find an ad that can run profitably, you can scale to the moon.
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@neilpatel ·
To get the best performance from your paid ads, you shouldn't spend all your money on ads. We looked at two groups of companies: those that spend the majority of their ad budget on "ads" and those that spend money on things to help their ads perform better. Look at what happens to your return on ad spend when you shift a portion of your budgets away from the platforms. Companies that generate at least a 2.5X return on ad spend invest in areas that improve performance.
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@NickAbraham12 ·
We turned on paid ads and started acquiring customers faster than ever before. It's one of my biggest regrets in running my agency. Because we saw revenue grow and thought it was working. But it took us two months to realize net profit was shrinking. It was like a revenue catfish. What happened: We didn't account for paid ads CAC in our sellers' comp plans or overall operating model. Commissions made sense on inbound and outbound-sourced leads, but paid ads came with a higher CAC price tag that I ultimately paid for out of our profits. This isn't to say paid ads are bad. But if you're going to run them without truly* understanding your numbers, skip a step and just light your money on fire. At least you'll save time.
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@evanseech ·
When I was in high school, I ran ads for my family's restaurant Now I manage 7-figures/month in ad spend across 50+ niches. The turning point for me was embarrassingly simple. For YEARS I was all over the place. Trying different business models and getting distracted by shiny objects and never really breaking through. Then I locked tf in on one thing. Paid ads. That's it. I stopped taking meetings about side projects and quit exploring "opportunities" that had nothing to do with media buying. All my attention went into one skill. I went from running ads for a restaurant to interning under Cameron Fous, scaling a day trading and coaching company. Learned what real budget management looks like when there's real money on the line. That one decision created more momentum than the previous 4 years of trying everything combined. I've now launched 305+ funnels across 50+ niches and I've averaged close to 250% ROAS in the first 30 days across the entire portfolio. NONE of that happens if I'm still splitting time between ads, e-commerce, and whatever else looked interesting that month. So focus. On 1 thing. Everyone I see winning right now are the ones who picked one thing and just went all in on it.
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@williamkast_ ·
Your offer matters 10x more than any of your ads. Most brands spend all their energy on creative and ignore the thing that actually closes the sale. Your ad's job is to get the click. Your offer's job is to convert it. If your ads are getting clicks but not converting, the problem probably isn't the ad creative. It's what happens after the click. A strong offer makes an average ad profitable. A weak offer makes even the best ad unprofitable. This is why it sits above creative in the testing hierarchy. Product > Offer > Creative. Before you test another batch of ads, ask yourself: Is the offer selling the desired outcome, not just a product? Is the offer structured to maximize AOV? Is the perceived likelihood of achieving the desired outcome high? Is there real risk reversal that addresses every possible objection? Most brands have never properly tested their offer. They just picked a price, threw it on the page, and started running ads. Then they blame the creative when performance is bad. Test the offer first. It might be the only thing you need to change.
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@TatsukiThomas ·
9 reasons your brand can’t scale profitably to $100K/mo with Meta Ads: 1. Overly complex media buying structure 2. No clear creative-testing strategy or system 3. You’re fighting against poor offer economics 4. Testing new angles with incongruent funnels 5. Testing fancy formats before nailing messaging 6. Too focused on trying to get the highest possible ROAS 7. PDP is an unoptimised mess and you have no other funnels 8. Copying ads from 8 & 9-figure brands thinking they'll work for you 9. Not drinking enough tea Anything I’ve missed?
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@askOkara ·
a lot of founders kill their runway by running paid ads too early paid ads work when you have: - an offer that people want - a landing page that converts - a product that retains if you don't have all three, you're paying to find out your funnel is broken fix the funnel first, then spend money on the ads
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@evanseech ·
There are really only 3 ways to build a recurring revenue engine with paid ads. I've modeled all of them. (the one that works fastest is the one nobody talks about) Model 1: Direct Continuity Sell a subscription directly from your ads. Something like a $97/month membership or software. You run ads, people sign up, you collect monthly revenue. Works if your product has instant perceived value. Fails if your churn is high because your CAC gets eaten alive by people canceling in month 2. —- Model 2: Intro to Continuity • Run ads to a free or low-ticket offer on the front end. • Free trial, $1 trial, cheap introductory course. • Then convert them into a monthly subscription on the backend. Longer payback period but bigger LTV if your backend conversion is solid. — Model 3: Sprint Offer • Sell a ONE-time high-ticket engagement on the front end. • A 90-day sprint, a done-for-you buildout, a consulting package. • Then roll them into a monthly retainer once the sprint delivers results. This is what I run for my own agency. High-ticket sprint, then ongoing retainer. And it's the fastest path to profitability because you get paid upfront AND build a recurring base. The key number across all of them: your LTV-to-CAC ratio. If it's not 3:1 or better, you are NOT ready to scale. And if your monthly churn is above 10%, your offer needs work before you spend another dollar on ads. A 10% monthly churn means half your customers are gone in 6 months. No amount of ad spend fixes that.
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@sab8a ·
Last month, we hit the NYC subways with 2200+ ads. The results: – Brand search hit an all-time high – A 5-figure enterprise deal – A brand uplift: +2.5% – Massive word-of-mouth growth Here's the breakdown of how we did it👇 So… why go offline? Because digital is noisy. Everyone’s fighting for the same pixels. We wanted to pop up somewhere unexpected. Enter the NYC subway. Roughly 4M people commute via NYC subway daily!! The strategy was simple: Make the user the hero. We partnered with NYC-based creators and marketers with a loyal following→ Brandon, Gabe, Jazmin, Tameka, and Grace. They represent the kind of creators we built VEED for. So we put them on the billboards. Fun fact: Most of them had never been part of a traditional ad campaign. This wasn’t just exciting for us. It was a big moment for them, too. > Their audiences spotted them. > Snapped pics. Posted. Shared. > Then the creators visited their billboards. Tagged us. The snowball effect kicked in. Suddenly, @veedstudio was everywhere on social. A perfect overlap of OOH (out-of-home advertising) + creator-led marketing. Some takeaways: –– Make the user the "hero" (always) –– Tap into existing communities –– Choose the right creators (not just big ones) –– Do something unexpected to get people talking about you Where should we head next?
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@williamkast_ ·
Ad creative formats that are crushing Meta right now: 1. AI Animation Ads 2. Founder Ads 3. No Voice Text Overlay Videos 4. Raw Yapping Videos 5. Educational VSLs 6. Podcast Ads 7. UGC Mashups Once you have 1 winning script, you can adjust for all these formats and run it. Easiest way to multiply winning ads.
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@thePhilRivers ·
Email doesn’t compete with paid ads. It makes them 3x more effective. Example: One client improved their popup from 2.1% to 8.55%. Welcome flow revenue jumped from $11K to $44.5K/month. Same ads, the backend just caught more people. Fix the backend before you pour more into the frontend.
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@therahulissar ·
Most Creative Strategy Dies in Slack Threads. Real talk: Most brands have the right ideas... buried in Slack. -> Customer insights. -> Messaging angles. -> Creative learnings. But it dies in: ->Lack of process ->Creative turnover ->Testing bias ->Decision fatigue If your ad creative isn’t working, it’s maybe not a talent issue. It’s an operational one. Ask yourself: 1. Who owns the creative feedback loop? 2. How fast are you testing new concepts vs. new formats? 3. Are you making decisions off CPA, or contribution margin? Winning creative isn’t just clever. It’s repeatable. Which means someone has to build the machine that gets raw ideas from Slack into scalable ads. Until then, your best angles will stay buried.
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@niakjaw ·
Here's something I found in AG1 ads library that prints them cash since December 2025... All of these statics have been active for 4 months. And if you go through them, you can see one thing they have in common... No, I'm not talking about green "Claim Your FREE Welcome Kit" circle. Under avatars' names, there's a specific occupation they do. Why is it so effective? People wanna buy from people they trust. And the trust comes from similarity. Fitness instructor is more likely to buy the product another fitness instructor recommended. Runner is more likely to buy the product another runner recommended. And so on... They think "this person is like me and they use this." So AG1's ad angles aren't only about benefits, outcome, transformations... But they also target different specific personas which makes their ads diverse and helps these personas associate with the product. I'd test making the occupation the actual hook tho. For example: "As a fitness instructor, I recommend supplements to clients every week. This is the only one I take myself." Follow for more daily breakdowns of brands doing $1M+/mo in paid ads.
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@Nate_Google_ ·
if you're spending over $300k/month on google, when is the last time you tested whether your branded traffic is actually incremental? actually driving net new revenue, not conversions you would have gotten anyway? we had a brand spending $350k/month on google sign with us because we didn't sound like every other google ads agency trying to sell them media buying. media buying is only half the battle. we do it the best, but that's not what brands at scale care about most. they care about measurement. proving the spend you're driving is added net new customer revenue. we have these conversations all the time. we're currently running a geo-holdout test for another brand that's been hesitant to scale youtube because they've scaled on meta for the life of the business, so youtube reads to them like a retargeting tool. we're taking youtube to $10k/day, then holding spend flat in a set of matched control DMAs while we scale the test markets. matched controls, not just our historically strong markets, because if you pull spend from your best DMAs you bake in selection bias and regression to the mean and your incrementality read is junk. this has to be done for both meta and youtube, because it resets the platform CAC and ROAS targets you've set in your MTA stack (northbeam, triple whale, etc). example: say you're running a $55 CAC target on both meta and youtube. if you find youtube's iROAS is higher than meta's, you can tolerate a higher reported CAC on youtube, because the true incremental cost per customer is lower than the platform number says. and you can't test it once. iROAS decays as you scale, so you re-test at different spend levels to see where diminishing returns kick in. youtube might run a 1.7x iROAS at $10k/day and a 1.5x at $30k/day. the CAC targets should move with the level of scale, not stay fixed. this is where MMM earns its place. incrementality experiments are point-in-time and you can't run them continuously across every channel. MMM is always-on. it captures cross-channel halo, saturation curves, and longer-term brand effects across the entire ecosystem, and you calibrate it with the geo experiments so the model is grounded in causal truth instead of correlation. that's how you keep making data-driven allocation decisions at scale instead of guessing why you can't hit CAC anymore. measurement triangulation, MTA plus incrementality experiments plus MMM, is one of the most important pieces of the puzzle for brands at scale. almost none of them are doing it correctly. we're working on getting certified through google's meridian partner program so we can build MMM and incrementality in-house. not renting another 3rd party platform's black box and trusting their number. owning the measurement.
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@ToriiRowe ·
Hot take: Ad account structure is not dead. Everyone is so locked in on creative and yes, creative is the biggest lever, that they've convinced themselves the structure around it doesn't matter. It does. How you physically set up an account. How you creative test. When you introduce new assets. How you scale winners. How you optimize based on what the data is actually telling you. All of it still matters. And here's what most people miss: The right structure isn't universal. It changes based on where you are. Spend tier. Brand catalog size. Inventory positioning. Whether you're acquiring or retaining. Whether cash is tight or you're pushing for growth. What the founder actually needs from the next 90 days. A brand doing $500K a month needs a different account architecture than a brand doing $5M a month. Now let's talk about ASC. Dumping mass creative into a single ASC and calling it a media buying strategy is not media buying. It's abdication. Here's what I mean by that. When you throw everything into one campaign and let Meta decide, you've stopped making decisions. The algorithm is driving now. And the algorithm doesn't know that you're about to stock out of your hero SKU. It doesn't know your CAC target needs to tighten this month because cash flow is tight. It doesn't know this creative works for cold audiences but destroys your returning customer efficiency. It has no margin sensitivity. No inventory awareness. No context on what the founder actually needs this quarter. Meta optimizes for what you tell it to optimize for. Nothing more. A real media buyer is making those calls constantly. Structuring the account so the right creative hits the right audience at the right time with the right budget behind it. Dumping everything into ASC and walking away feels like a strategy because the dashboard still moves. But you're not driving anymore. You're just watching. The brands winning right now have both. Strong creative AND a structure that knows how to deploy it, test it, scale it, and protect efficiency while doing it. One without the other leaves money on the table. Don't sleep on the physical craft.
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@ToriiRowe ·
Most brands optimize for the cheapest customer. We're building something that tells you which customer is worth the most. Here's what that looks like in practice. We pulled cohort data across a client account. Women 25-34, Instagram, UGC creative speaking to a specific pain point, specific landing page. CPA was $10 above account average. On the surface, that looks like a worse ad. Most media buyers let that creative die. The algorithm buries it. The buyer moves on. But 6-month LTV for that cohort was 3x the broader buyer pool. The "expensive" customer was the most profitable customer in the account. The media buyer chasing lowest CPA was systematically killing the best creative in the account. That is not an edge case. That is how most accounts are being managed right now. What we're building runs that same logic across every meaningful variable simultaneously. Age, gender, region, platform, device, creative angle, format, landing page, offer type. The goal is simple: identify the highest-LTV cohort in every cut of the data and build a feedback loop where creative production and media buying are both pointed at acquiring more of that specific person not the cheapest version of anyone. This flips the entire acquisition model. CPA is a measure of cost. Not efficiency. Those are not the same number. A customer who costs $10 more to acquire but spends 3x as much over 6 months is not a problem to fix. It is a signal to follow. Aggressively. We're taking this further. Full MTA optimized toward downstream LTV not toward which ad got credit for the click. Every touchpoint in the customer journey evaluated on the quality of customer it produced, not the volume of conversions it claimed. And then feeding that back to creative. The brief writes itself from the data. The reason most brands never get here: connecting ad-level attribution to post-purchase cohort behavior across a meaningful time window requires data infrastructure that platform dashboards were never designed to provide. Most teams are flying blind past day one. We're in the middle of building it. Early outputs are already changing how we allocate budget and brief creative on the accounts we're running it on. How many brands here are actually making creative decisions based on downstream LTV data versus front-end CPA?
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@TaylorLagace ·
We spent a few bucks on this ad creative and it's outperforming assets that cost 50x more to produce. - Seeded product to a micro-creator. - They posted because they genuinely liked it. - We got usage rights and launched it as an ad alongside everything else in the account. Our creative system is built to do this at scale: - 500 creators outreached per month - Every asset launched, - Cost caps as the filter. The ad account gets stronger every month without adding headcount or production budget. We used this creative pipeline to help grow Purdy & Figg from £452K to over £50M.
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@sarah_carusona ·
If you think you're paying too much for your media buyer, you're not alone. I recently had multiple conversations with founders trying to hire a good one. And every single one had the same problem: They couldn't find someone they were excited about, at the price they wanted to pay. So here's an honest breakdown of the freelance media buying market right now👇 Tier 1 - Senior freelancers ($10K-15K+ / account): Strategy + reporting + some creative direction/production. They know their worth and they want upside, which usually means a flat fee + % of revenue, spend, or contribution. Tier 2 - Offshore or nearshore ($5-8K/account): Similar scope, better price point. Quality varies more but there's real talent if you vet well. Will likely get less creative direction and you're lucky for creative production. Tier 3 - Coordinators/assistants (~$2-3K/account): Someone else is running point on campaign structure, creative, and data analysis. You're getting execution, not strategy. And before you think "I'll just hire in-house," a good media buyer makes $15-20K/month running 3-4 accounts independently. Why would they take $10K to work for one brand? Yes, AI is helping. But it's not replacing the judgment calls yet. Just do a quick scroll through DTC LinkedIn/X and you'll see countless posts of media buyers who've made decisions that have transformed accounts. (And I'm certainly not trusting a tool with hundreds of thousands of dollars when I have to remind it 10x to stop using em dashes 😅 ). So what does this mean for you if you're a brand? Well, you're not getting it for free anytime soon..but you should understand if you're overpaying for just media buying when what you actually need is holistic growth strategy & execution. This is where the biggest shift is happening, and the best operators concentrate their dollars on the strategy. How does this sit with others who have been on the search for a good media buyer?
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