Insights
Notes on Meta ads that find new customers
What we see inside DTC ad accounts, written down. Creative strategy, the numbers behind it, and what happens after the click.
Creative strategy
You're running 30 ads, but Meta thinks you're running 3
Creative diversity isn't about how many ads you make. It's about how many different people they speak to.
How to build winning Meta ads, step by step
Most of the work that makes an ad win happens before anyone opens an editor.
Native ads on Meta: the static that sells to cold traffic
An iPhone photo and 1,331 words of text. This ad spent almost $2k in its first week.
Customer language: why the highest-spending ads sound like their buyers
The best copy is already written. Your customers wrote it in your reviews.
Numbers and the funnel
The 3 numbers to know before you spend on Meta ads
Every decision in an ad account depends on these. Most founders don't have them.
High CPMs on Meta: when they matter and when they don't
The goal isn't the cheapest CPM. It's the lowest CAC you can sustain.
Clicks but no sales? The problem might not be your ads
Last month we fixed a client's sales without touching a single ad.
Want to know which of these is costing you the most?
Book a 30-minute call. It's not a sales pitch, so leave your card at home. We open the hood on your product, your margins and what your account has already tried, then tell you straight whether ads make sense for you right now.
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