The biggest lift in performance doesn’t come from the ad It comes from the insight behind the ad Most marketers skip straight to copy, hooks, formats But that’s the final 20% The real work is figuring out what the customer actually cares about and why they haven’t said yes

Most ad accounts plateau because the creative team runs out of things to say Because no one’s feeding them new context Creative isn’t just copy and design It’s downstream sales psychology So if performance is stalling, go upstream and gather signal: – Listen to 5 sales calls

if your CAC is high, you don’t have an ads problem, you have a business problem your funnel is leaking here's where to check: – Landing page not converting – Offer lacks urgency – No trust, no reviews – Pricing unclear – AOV too low – LTV non-existent – Ads lack hook/clarity

Most brands say they’re testing but all they’re doing is rotating formats Real testing starts with a clear hypothesis “Does this pain point outperform the one before?” “Does social proof beat urgency for this audience?” You need: – A control to beat – A defined variable like

If your creative isn’t working, don’t start with a redesign Start with a better source of truth Most teams guess the angle or write copy from a slide deck Instead, build a message vault: – Pull phrases from customer calls – Screenshot objections from DMs – Save testimonials

Your landing page needs more clarity One clear promise One definite next step One clear answer to “why should they care?” Too many pages try to explain everything But buyers don’t read, they skim through You have 5 seconds to connect or they’ll bounce So before testing new

most teams treat ad performance like a reaction game sales drop - change the creative CTR drops - swap the headline CPL goes up - pause the campaign but high-performing teams predict all these before they even launch a creative, they already know: – what emotional lever it’s

most brands don’t test landing pages fast enough they’d test 12 ads before they test 1 layout but if your CPL is rising and your CTR is solid then it’s not the creative, it’s the post-click experience you need to focus on here’s a simple landing page testing loop that works:

your CPL might look great but if the leads are spam, it doesn’t matter we had a campaign pulling in $2.72 CPO but the landing page wasn’t converting because it was mostly out-of-territory leads, invalid numbers, useless submissions so we changed one thing: made the ad copy

Most people think ads are broken when their sales dry up, but they're not Maybe the system around the ads is broken I once helped a client with a beautiful ad campaign: great click-through rate, tons of leads But conversions flatlined The issue wasn’t Meta, it was the

I hear this a lot "Facebook doesn’t work for my business" Here’s what’s actually happening: - Your offer is vague - Your copy is fluffy - Your landing page feels like homework I have managed $4M+ in ad spend And I've seen amazing ads fail because they overpromised and

Scaled an eCom store to 50+ orders/day by getting painfully specific: - 1 product (eyebrow trimmer) - 1 audience (young women 18–35) - 1 channel (Meta) - 1 emotion (confidence boost) When you're scaling, complexity feels productive But simplicity is what converts

Client kept saying: “we need a new angle” But the ads weren’t the problem, the landing page was losing potential conversions I plugged it with a simple fix: - Moved the testimonial block above the CTA - Shortened the hero section - Added a bulleted list of “is this you?” right

If your “ad agency” ONLY does media buying, they are scamming you. This takes ZERO skill. An ad agency should be > Writing ads > Producing/editing them > Making landing pages & VSL’s > Creating pre-call + post-call assets Media buying is an $8/hr task. You’re not talented

A client was testing UGC, statics, and carousels None of them were converting When I reviewed the campaign, the issue was clear: Each ad was solving a different part of the puzzle but in isolation One showed the product, another explained how it worked, another gave proof it

most ad problems aren’t ad problems I’ve seen great ads drive clicks all day but the landing page fails every one of them here’s where most pages leak: - Bad messaging you’re talking about your product, not to your customer it's vague, full of buzzwords, or just doesn’t hit

If your “creative testing” is just running 10 hooks and picking the one with the best CTR you’re not testing, you’re guessing Real testing looks like this: Same hook, 3 formats Same video, 3 different intros Same CTA, 3 placements It’s controlled and structured You learn

Most brands think scaling means increasing budget But if you haven’t built the system to support it, spend becomes a liability Here’s what real scaling looks like: - Understand why something is working - Build variations that reinforce that insight - Open up new audiences with

Red flag to watch for when meeting someone new 🚩 If they keep bringing up how good of a person they are and how many people they’ve helped… They’re probably a terrible and deeply insecure person in my experience who does not lead with value. Good people provide value while