Cost per purchase > ROAS goal on Applovin Few.

You can run 3 duplicates of an ad at the same time and see wildly different results. There is a huge randomness factor in Meta ads that negates a lot of testing "conclusions"

The Midjourney video update is not getting enough hype. For ~$10/m you can increase your ad diversity by simply pulling your top statics and animating them. Reel placements do a much better job of net new reach compared to statics anyway. This is perfect for brands that have a

It's 2025 and brands still do 10% off email opt in popups... Consumers are tired.

The delta between first click and last click on a channel tells you everything you need to know about the role it plays in your customer journey.

The 8 advertising laws that separate $100K brands from $10M brands 1. The TAM Ceiling Effect Most advertisers don't realize there's a finite pool of ready-to-buy customers, and everyone wants to sell them. - Universal products unlock larger customer pools - Niche products

Meta truths few admit: 1. High CPMs are good relatively 2. Hook rate has minimal impact on revenue 3. Incrementality is the only truth 4. Broad targeting will always outperform over the long run 5. You have to choose between predictable volume or predictable

A creative strategist is only as good as their naming convention.

Niche knowledge is the key to high performing UGC. What can you call out in your ad that only your target demo understands and they'd have to know to know? The more your ad sounds like a subreddit thread the better it performs.

90% of the metrics in Meta don't matter and have almost nothing to do with profit or making better ads. Spend, conversions, conversion value, CPM/CPMR, frequency. Almost everything you need to know can be derived from these.

The 5 ad account levers: 1. Forecasting 2. Offers 3. Creative Angles 4. Cost Structures 5. Naming Conventions All else is secondary

Real luxury brands don’t have reviews on their site. Why…if every CRO guru says it helps? The product WoM is too strong and it positions the brand to be above anyone’s opinion.

First time founders don't realize just how much CAC grows as you go from 8-9 figures. Most are caught off guard and try to solve it with more creative, media buyers and platforms. When gross margin is what actually needs the investment.

You either run a promotion alongside Prime Day or you lose wallet share to Amazon it's that simple.

For high AOV luxury & premium brands... Your ad spend 30 days ago probably has more impact on today's sales, than today's ad spend. Do a correlation study.