Grow and Convert

Content Strategist

Writer

Key Level Marketing

Consulting in search-led content marketing for B2B brands, to increase their organic search visibility and brand authority.

Exit Five

Member

TextLogic

Consulting in technical and marketing communication, with emphasis on content marketing, customer engagement, social business, information design, and content management.

Consultant

Augmented Reality for Enterprise Alliance

The Augmented Reality for Enterprise Alliance (AREA) is a global non-profit, member-based organization dedicated to widespread adoption of interoperable AR-enabled enterprise systems.

Content Manager

Business Analyst

𝐃𝐨𝐞𝐬 𝐲𝐨𝐮𝐫 𝐰𝐞𝐛𝐬𝐢𝐭𝐞 𝐝𝐫𝐢𝐯𝐞 𝐭𝐫𝐚𝐟𝐟𝐢𝐜 𝐛𝐮𝐭 𝐥𝐢𝐭𝐭𝐥𝐞 𝐩𝐢𝐩𝐞𝐥𝐢𝐧𝐞?

Most companies that actively pursue an SEO strategy eventually become successful getting traffic, but the quality of their pipeline remains low.

They write top-of-funnel content that educates visitors, and that hopefully will generate demand for their products or services.

This strategy attracts visitors who may or may not be pain aware. But few, if any, will be actively seeking a solution.

➤ 𝐖𝐞 𝐭𝐮𝐫𝐧 𝐲𝐨𝐮𝐫 𝐰𝐞𝐛𝐬𝐢𝐭𝐞 𝐢𝐧𝐭𝐨 𝐚 𝐬𝐨𝐮𝐫𝐜𝐞 𝐨𝐟 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐠𝐫𝐨𝐰𝐭𝐡 𝐛𝐲 𝐩𝐫𝐢𝐨𝐫𝐢𝐭𝐢𝐳𝐢𝐧𝐠 𝐚𝐧𝐝 𝐰𝐫𝐢𝐭𝐢𝐧𝐠 𝐨𝐧 𝐁𝐎𝐅𝐔 𝐭𝐨𝐩𝐢𝐜𝐬.

Your website is your owned media, so why not use it to capture demand from prospects who are ready to buy?

𝐖𝐡𝐚𝐭 𝐖𝐞 𝐃𝐨:

• We research your ICP to understand their pain points and needs.
• Based on this research, we devise a content strategy tailor-made to your industry, business, and product.
• We write long-form content in your voice and that of your prospects', in the language of your industry.

𝐁𝐞𝐧𝐞𝐟𝐢𝐭𝐬 𝐨𝐟 𝐜𝐚𝐩𝐭𝐮𝐫𝐢𝐧𝐠 𝐝𝐞𝐦𝐚𝐧𝐝 𝐟𝐫𝐨𝐦 𝐩𝐫𝐨𝐬𝐩𝐞𝐜𝐭𝐬 𝐰𝐡𝐨 𝐚𝐫𝐞 𝐫𝐞𝐚𝐝𝐲 𝐭𝐨  𝐛𝐮𝐲:

• A successful blog post can rank on the first page of search for years, without further need to update it. Contrast this with social media posts, which may bring short-term referral spikes, but disappear over time.
• A regular publishing schedule makes your blog a true business asset, bringing compounding growth in high-quality leads.
• Attracting those prospects who are currently deciding which solution to buy provides higher content ROI and generally shorter sales cycles than TOFU content.

𝐆𝐫𝐞𝐠 𝐁𝐚𝐛𝐛
Content marketing and SEO expert with over two decades of experience creating content for B2B companies. Worked in software startups and in enterprise-level organizations in industries such as finance, air navigation, telecommunication, and sports.

𝐑𝐞𝐚𝐝𝐲 𝐭𝐨 𝐓𝐚𝐥𝐤?
Book a meeting with me at the top of this page.

Greg Babb

Brick

A Paid Ad & Creative agency helping DTC brands scale using Paid Ads, Creative & CRO behind $400m in revenue for your favourite DTC brands.

We're data nerds who live and breathe e-commerce growth, and our only goal is to help you grow in the most efficient and robust way possible.

Some of our brand partners include:

Patch Plants, Bougie Bakes, SHITI Coolers, Brooklyn Brew Shop, Moto 360, Kodak Smart Home, Paddywax Candles, PetFusion and many other excellent brands.

We typically work with e-commerce businesses who want:

✔ A partner who takes a holistic approach to growth marketing and does all the heavy lifting so you don't have to
✔ To achieve sustainable growth whilst building unshakeable foundations that last
✔ A team of experts that support you through thick & thin and tell you exactly how it is. No sugar-coated BS or pulling the wool over your eyes

To see if your business is eligible, schedule a quick call using the link below:

https://bricksocial.typeform.com/to/xKBNuhvf

Some things we’re proud of:

→ $400,000,000+ profitable ad revenue generated for our partners
→ Dozens of 5⭐️ reviews from our partners on Clutch.co
→ Featured in industry publications talking about e-commerce growth 
→ Client retention 1.8+ years

If you want to learn more about how we do this, you can either:

→ GO HERE: https://www.growwithbrick.com/

→ EMAIL HERE: toby@bricksocial.co.uk

→ APPLY HERE: https://bricksocial.typeform.com/to/xKBNuhvf

Co-Founder @ Brick | Meta & Google Ads For Ecommerce Brands

Apple

Connecting businesses and entrepreneurs with the tools they need to thrive. Introducing Apple solutions, technology, and services and strategically deploying Apple equipment across a range of businesses. Engaging with businesses to build successful, long lasting relationships.

Sales & Marketing

Mimecast

Working closely with marketing, channel and different sales teams to develop new business. The role also entailed working at events and being involved in partner sales environments, speaking directly with end customers and articulating the benefits of the Mimecast platform.

Marketing Development Specialist

Managing Partner @ Brick | Ads & Creative for 100+ DTC brands - $300m+ in sales | I write content about paid ads, performance creative & e-commerce

We scale 7 to 9-figure DTC brands using a creative-first, full-funnel approach that blends paid ads, landing pages, and performance-driven creative.

Brick isn’t a bloated agency juggling 50 clients. 

We’re a boutique team of senior strategists, creatives, and media buyers working closely with a small group of brands we genuinely believe in.

Everything we do is grounded in research, strategy, and execution. No juniors, no handoffs, no fluff.

We’ve driven over $400M in trackable revenue for some of the fastest-growing DTC brands. Our work has been featured in Entrepreneur, Social Media Examiner, and other leading publications. More importantly, 92% of the brands we work with hit all-time revenue highs in under 90 days.

If you're spending on ads but not seeing consistent growth, we can help. 

We focus on fixing the bottlenecks that are holding your brand back—whether it's creative fatigue, poor landing page performance, or inefficient account structure.

Message me “GROWTH” or check the link in my featured section to see how we work.

Toby W.

My most downloaded resource just got an update.

The Creative Framework we use to scale 7-9 figure brands on Meta.

We've been auditing creative strategies for DTC brands spending $50K-$1M/month and kept seeing the same pattern:

Most brands are stuck testing random ideas with no structure.

They launch new creatives every week…

But they're guessing at what to test, how to set up tests properly, and what the data actually means.

I've watched this waste hundreds of thousands in ad spend, brands churning through budgets without finding their next winner.

That's why I packaged up our internal Creative Testing Framework into a guide.
Inside, you'll find:

✅ The 3 creative bottlenecks that kill scale (and how to fix them)
✅ Our data-backed system for generating test ideas
✅ How to structure tests so you actually learn something
✅ The analysis framework we use to identify winners

This is the same process we've used to manage hundreds of millions in Meta spend across global, household name brands.

Want the guide for FREE?

1️⃣ Like this post
2️⃣ Comment "CREATIVE"

I'll send it over.

P.S. Make sure we're connected so I can DM you the link.

Toby Waller

Boutique growth team for ambitious eCom brands | Paid Ads & Creative | $450M+ revenue driven for brands like Leica, Moto, Drake, Shiti Coolers & 200+ more.

Most beauty brands hitting $100K+/mo in spend make the same mistake:

They think creative diversity = testing 47 different hooks.

Reality? 

The brands scaling past $1M/mo are: 

→ Leaning into angle differentiation rather than sheer volume 

→ Have a bulletproof ideation process for new concepts 

→ Use every creative test as a learning experience to inform the next batch

This swipe file contains 100+ static ad concepts that leading beauty and wellness brands are using to scale right now.

Like + Comment 'CREATIVE' and I'll share.

{We must be connected}

Your Meta ads hit a ceiling? It's not budget. It's not targeting.

Here's what's actually holding you back:

Meta's algorithm needs more creative signals to hunt down buyers.

The fix is simple: 

→ More formats 
→ More angles

Not the same 3 creatives you've been running since Q2.

🎯 Every format = new data for the algorithm. 
⚡ More data = better targeting at scale.

Brands scaling past $1M/month are testing:
✅ Long-form video 
✅ UGC clips 
✅ Carousels 
✅ Founder content 
✅ Static ads 
✅ Studio-shots

You can't hit 8 figures with a 6-figure creative strategy.

Swipe for the breakdown.

Meta Ads Have Changed

My creative team told me NOT to share this…

But here we are.

I just dropped our complete AI-powered creative multiplication system that we use to turn ONE winning ad into 20+ platform-specific variations.

This is the exact 6-step framework we use with our 8-figure clients - complete with every prompt, tool, and workflow we use internally at Brick.

Most brands are stuck in the "creative treadmill"... constantly producing new ads from scratch while their best performers collect dust.

This system changes that. Forever.

For the next 48 hours, it's yours.

Like this post + Comment "AI" and I'll send it over.

(We MUST be connected)

Your ad creative is dying faster than it used to.

And it's not your fault.

Meta's algorithm favors creative diversity more than ever - but most brands are still operating like it's 2021.

The old playbook: 

→ Find 1-2 winning hooks 
→ Beat them into the ground 
→ Wonder why CPAs spike after 30 days

The new reality: 

→ You need 15-20 fresh variations per month minimum 
→ Not just new hooks - totally new angles

Here's what changed our trajectory:

We stopped making "more ads" and started building a creative system around 7 core content pillars:

📦 Founder Story 
📹 Product Demo
👥 UGC 
🧪 Behind the Scenes 
🧠 Problem/Solution 
💡 Lifestyle Integration 
⚖️ Comparisons

Each pillar has 3-5 format variations. 

Each format has 4-6 angle variations.

That's 100+ testable concepts without creative burnout.

Most brands we talk to are running 2-3 creative styles on repeat.

Which explains why their CPAs are 2-3x what they should be.

I've mapped out 102 specific creative ideas across these 7 categories in the carousel below.

Give it a scroll →

You'll find exact concepts you can hand to your creative team today.

Creative Ideas

I've audited 150+ Meta Ad accounts this year.

These 5 critical structural issues appeared in almost EVERY account:

1. 𝗡𝗼 𝗰𝗹𝗲𝗮𝗿 𝘀𝗲𝗽𝗮𝗿𝗮𝘁𝗶𝗼𝗻 𝗯𝗲𝘁𝘄𝗲𝗲𝗻 𝘁𝗲𝘀𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝘀𝗰𝗮𝗹𝗶𝗻𝗴 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀

𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲: 
→ Changes being made to campaigns already driving revenue 
→ Multiple large changes implemented simultaneously 
→ No isolation of variables to determine what's actually working

𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴: 
→ 80/20 split between scaling and testing campaigns 
→ Clear promotion criteria for moving creatives from testing to scaling 
→ Scheduled testing cycles that don't disrupt scaling campaigns

2. 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗽𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼 𝗹𝗮𝗰𝗸𝘀 𝘃𝗮𝗿𝗶𝗲𝘁𝘆

𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲: 
→ Over-reliance on one creative format (usually testimonial/UGC) 
→ Similar messaging angles across all creatives 
→ No testing of different creative formats by placement

𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴: 
→ Balance of creative formats (UGC, lifestyle, educational, product-focused) 
→ Different hooks and angles mapped to audience segments 
→ Placement-specific creative (Stories vs. Feed vs. Reels)

3. 𝗔𝗱 𝗰𝗼𝗺𝗺𝗲𝗻𝘁𝘀 𝗯𝗲𝗶𝗻𝗴 𝗰𝗼𝗺𝗽𝗹𝗲𝘁𝗲𝗹𝘆 𝗶𝗴𝗻𝗼𝗿𝗲𝗱

𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲: 
→ Unanswered questions in comments 
→ Negative sentiment not being addressed 
→ Missing valuable feedback that could inform future creative

𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴: 
→ Comment monitoring and response protocol 
→ Comment sentiment analysis to inform creative strategy 
→ Leveraging positive comments as social proof

4. 𝗚𝗲𝗻𝗲𝗿𝗶𝗰 𝘁𝗿𝗮𝗳𝗳𝗶𝗰 𝗱𝗲𝘀𝘁𝗶𝗻𝗮𝘁𝗶𝗼𝗻𝘀:

𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲: 
→ Traffic sent directly to PDPs
→ No alignment between ad messaging and landing experience 
→ One-size-fits-all landing pages regardless of ad angle

𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴: 
→ Custom landing pages aligned with specific ad angles 
→ Problem/solution pages for problem-focused ads 
→ Comparison pages for competitor-focused ads

5. 𝗡𝗼𝗻-𝗲𝘅𝗶𝘀𝘁𝗲𝗻𝘁 𝗔𝗢𝗩 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆:

𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲: 
→ No upsell/cross-sell system in place 
→ No offer testing beyond occasional discounts

𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴: 
→ Strategic bundle creation based on purchase patterns 
→ Post-purchase upsell flows 
→ Subscription offers with appropriate incentives

The uncomfortable truth:

Most brands will never scale beyond 6 figure im monthly spend because they focus on tactics (bidding, new platforms, audiences) rather than fixing these fundamental structural issues.

Are you making any of these mistakes?

Static ads still work. Here's proof.

6 winning frameworks and the psychology behind them 👇

1. 𝐓𝐫𝐮𝐞 𝐂𝐥𝐚𝐬𝐬𝐢𝐜: 𝐁𝐅𝐂𝐌 𝐖𝐢𝐭𝐡𝐨𝐮𝐭 𝐂𝐡𝐚𝐨𝐬

"BLACK FRIDAY – Up To 70% Off"

Big discount is the hero. 

Simple product stack. 

Clean design maintained even with heavy promo. 

Don't overcomplicate.

2. 𝐌𝐨𝐨𝐧𝐛𝐫𝐞𝐰: 𝐂𝐚𝐫𝐭 𝐒𝐜𝐫𝐞𝐞𝐧𝐬𝐡𝐨𝐭 𝐚𝐬 𝐭𝐡𝐞 𝐀𝐝

Checkout view with "FLASH SALE" banner + free bonus + savings visible.

Looks like a real checkout, not an ad. Shows others are already buying. 

Trust badges upfront. 

Perfect for warm traffic.

3. 𝐃𝐨𝐠 𝐅𝐨𝐨𝐝: "𝐈 𝐓𝐞𝐬𝐭𝐞𝐝 4, 𝐎𝐧𝐥𝐲 1 𝐖𝐨𝐫𝐤𝐞𝐝"

Comparison format feels like research, not a brand ad. 

Creates curiosity gap.

Overhead plates look like real testing.

4. 𝐀𝐫𝐫𝐚𝐞: 𝐁𝐚𝐜𝐤-𝐢𝐧-𝐒𝐭𝐨𝐜𝐤 𝐒𝐜𝐚𝐫𝐜𝐢𝐭𝐲

"Back in Stock! Grab Yours While Supplies Last!"

Back-in-stock framing = instant social proof. 

This already sold out once. 

Pair with clear outcome (not ingredients), use hand-held product shots.

5. 𝐏𝐑 𝐒𝐜𝐫𝐞𝐞𝐧𝐬𝐡𝐨𝐭 𝐚𝐬 𝐂𝐫𝐞𝐝𝐢𝐛𝐢𝐥𝐢𝐭𝐲

Evening Standard feature: "Best for restaurant-level ready meals"

Media logo = borrowed trust. "Best for X use case" helps people self-qualify. 

Use heavily with cold audiences.

6. 𝐇𝐚𝐩𝐩𝐲 𝐄𝐚𝐫𝐬: "𝐒𝐚𝐯𝐞𝐝 𝐌𝐲 𝐌𝐚𝐫𝐫𝐢𝐚𝐠𝐞"

Emotional, high-stakes outcome attached to... earplugs. 

Pattern interrupt forcea s double-take. 

No mention of snoring - your brain fills the gap.

𝐓𝐡𝐞 𝐏𝐚𝐭𝐭𝐞𝐫𝐧:

→ Scarcity & Timing 
→ Social Proof & Authority
→ Clear, Specific Outcomes

If your statics aren't converting, it's rarely a design problem.

It's an offer communication problem.

If your ads feel like guesswork, book a free Brick-by-Brick Audit. 

We'll identify the gaps capping your scale and map out your creative testing roadmap.

Comment "AUDIT" below.

Static

Why do some brands scale past 7-figure months while others flatline at 6? 
Similar product. Same starting point.
✅ Different creative strategy.

We’ve helped 200+ 7 and 8-figure brands smash through plateaus using our data-first creative strategy.

And for the first time, I’m giving you the process we use to analyse ad creative that has been responsible for over $400m in revenue.

This free guide breaks down:

✅ How to create ads that actually resonate with your target audience

✅ The key metrics that drive creative decisions (and how to track them)

✅ How to use data to consistently improve and scale your ad creative

✅ The step-by-step strategy that has helped e-commerce brands triple their revenue

Want a copy? 

👉 Connect with me 
👉 Like this post 
👉 Comment "CREATIVE" and I’ll DM it to you

Posting this because it’s a good example of how scale actually happens.

$11.1M in the last 30 days (+124%).

The lift didn’t come from one big “unlock.”

It came from stacking small, often ignored optimisations.

Here are the ones that matter most 👇

1️⃣ The scaling bottleneck most brands don’t see

Common pattern:

A brand finds a winning ad → increases budget → performance tanks.

Why?

They’re testing and scaling in the same place.

When testing budget and scaling budget mix, you create chaos:

→ Winners get diluted
→ Learning phases reset
→ You can’t diagnose what broke

Fix:
Separate environments completely.
• Testing campaigns = learning
• Scaling campaigns = efficiency

New creative proves itself fast. Winners graduate. Everything else dies.

This structural change alone has unlocked more scale than any “new angle” ever has.

Bonus scale unlock: geo expansion.

If you can ship to CA / UK / AU without killing margin, test them. 

Meta inventory is often cheaper and can lift total spend 30–50% at similar efficiency.

2️⃣ Creative: authenticity beats production:

Overproduced ads are killing performance.

Founder iPhone videos regularly outperform polished brand content.

Why? They feel real.

Talk about:
• Why you built the product
• The problem you were solving
• What makes it different

No scripts. No polish. Just belief.

UGC mistake: scripting creators to death.

Give them the angle + benefits... then let them speak in their voice.

Text overlays matter more than you think.

“Stops bloating in 30 minutes” beats a beautiful lifestyle shot every time.

💡 The algorithm rewards clarity.

3️⃣ Your offer is capping your growth

If you’re running the same offer you launched with, you’re leaking revenue.

The brands scaling past $3M/month constantly test offers, not just discounts.

What works:
• Bundles to lift AOV
• Threshold offers to grow carts
• Bonuses > price cuts
• Perceived value over margin erosion

$100 product + $40 bonus > $80 discount (and your margin stays healthier).

💡 Offers are a monthly lever. Most brands never pull it.

4️⃣ Metrics that actually matter

Start with break-even ROAS.

If you don’t know it precisely, you’re guessing.

Never let spend sit below it for more than 48 hours.

Then look for patterns:
• Best days of week
• Best placements
• Best formats

If Reels drive 70% of conversions, make more vertical video.

Let data tell you what to create.

5️⃣ The compound effect

Brands that scale smoothly don’t chase breakthroughs.

They stack small wins:

• +12% efficiency from structure
• +15% CTR from clearer hooks
• +10% CVR from better offers
• −18% waste from exclusions

Stacked together = 40–50% better performance.

The bottom line

Scaling isn’t one big tactic.

✅ It’s better structure.
✅ More authentic creative.
✅ Continuous offer testing.
✅ Metric discipline.

None of it is sexy.
All of it works.

One of our partners is closing their biggest quarter ever. $19M+. 

We started with them when they were doing $1.8M/month.

Outside of the growth levers everyone knows are important:

✅ Creative variety
✅ Product development
✅ Water tight retention

Here are 8 underrated areas they obsessed over that helped with this scale:

1. Advertorials:

Stopped solely sending cold traffic straight to PDPs. 

Built pre-sale pages with storytelling and social proof first. 

Flow: Meta Ad → Advertorial → PDP. 

CPC and CPA dropped significantly.  

Works especially well for them as they have higher AOV products needing education.

2. Whitelisting every creator 

Run ads through creator handles pointing to your landing pages. 

CPCs on Meta & TikTok dropped consistently vs brand handles. 

Also use creators purely for content production - one shoot day = 15 touchpoints across your funnel.

3. PDPs optimized for paid traffic 

Most brands waste 40% of above-the-fold space. 

Moved hook, CTA, and value prop to the top. 

Answer the 5 questions every shopper has in the first scroll: 

✅ What it is, 
✅ How it benefits them
✅ Why you
✅ How it compares
✅ Shipping/returns.

4. Internal content creator:

Far quicker that agencies & more reliable than freelancers.

Feeds pipeline across TikTok, Reels, UGC, product demos. 

Faster learnings, real-time content tied to launches and customer feedback. 

More brands should hire for this role.

5. Review collection system 

Built process to catalog and syndicate reviews everywhere. 

More reviews = more efficient CAC. 

Also mined them for angles - top 5 most-mentioned benefits become next batch of ads and landing page copy.

6. New customer offer structure 

Built irresistible first-order offers that make it stupid-easy to try the product.

Your goal is to get someone to test-drive the product, and the best way to do that is building a new customer offer they can’t refuse. 

7. Volume creative testing cadence 

Launched 20-30 variations per week. Less than 10% of ads scale, so the only way to find winners is aggressive testing on proper cadence. 

Stopped overthinking perfect production - sometimes best ads are shot in under a minute.

8. AI agents for grunt work 

Set up agents to handle research, competitive intelligence, and pattern recognition. 

Scans Reddit, TikTok, YouTube comments for trends. 

Tracks competitor ads and landing pages. 

Pulls themes from reviews and support tickets. 

Team moves faster when AI handles bottleneck tasks.

No magic unlock. Just stacking fundamentals most brands skip because they're not exciting enough.

What's one unsexy area you keep deprioritizing that would probably move your numbers?

More ads won't solve your scaling problem.

More angles will 👇🏼

Last month, a brand spending $150K on Meta told me they were "testing aggressively."

I looked at their 18 ads:

→ 5 UGC creators with the same hook
 → 3 founder stories with different B-roll
 → 4 testimonial variations
 → 6 static ads, same value prop, different colors

They didn't test 18 ads.

They tested 3 concepts.

Here's what most brands miss:

Production volume ≠ Concept diversity

Production volume = more ads that say the same thing

Concept diversity = fundamentally different hypotheses about what drives conversion

Example:

Low diversity:
"Reduces bloating in 30 days" (UGC)
"Reduces bloating in 30 days" (founder)
"Reduces bloating in 30 days" (testimonial)

High diversity:
"Reduces bloating in 30 days" (outcome-driven)
"Finally, a probiotic that doesn't make you nauseous" (problem-aware)
"Your gut microbiome is why you're tired" (education-led)

Same product. Completely different angles.

Why this matters at scale:

When you're spending $10K+/day, you're fighting angle saturation.

The algorithm finds everyone who responds to "reduces bloating."

If that's your only angle, you've capped your addressable market.

New angles = new audiences = new scale ceiling.

The Framework: Creative Concept Taxonomy

1️⃣ Outcome-Driven - "Get clearer skin in 14 days"
2️⃣ Problem-Agitation – "Tired of probiotics that make you more bloated?"
3️⃣ Education/Mechanism – "Why gut health affects your energy"
4️⃣ Social Proof – "I've tried 6 probiotics. This is the only one that worked"
5️⃣ Contrarian – "Most probiotics are a waste of money. Here's why"
6️⃣ Lifestyle/Aspiration – "What high performers do for gut health"
7️⃣ Comparison – "We're not like other probiotics"

The mistake I see constantly:

Brands find one winning angle (outcome-driven).

They produce 30 more ads in that category.

Performance plateaus.

They blame creative fatigue. Or iOS. Or Meta.

The real issue: they're fishing in the same pond with 30 rods instead of finding new ponds.

Bottom line:

Concept diversity unlocks new audience segments.

Production volume scales the segments you've already unlocked.

Most brands do the second without the first.

That's why they hit a wall at $200K/mo and can't break through.

Brands don’t crash after BFCM because demand for their product dies.

They crash because they don’t plan for what comes after the weekend.

December has a rhythm that most teams completely miss

And that’s why their numbers fall off a cliff while others keep climbing.

I put together a quick carousel breaking down the real sequence we see inside accounts every year...

The dip, the mistakes, the pivots, and the plays that actually keep you profitable through December.

Carousel below 👇

BFCM

It’s never the sexy stuff that drives scale.

It’s the unsexy operational fixes that unlock the biggest efficiency gains.

Here are the unsexy optimisations driving the fastest scale for our brands right now 👇

1️⃣ Testing + scaling in the same campaign = chaos

When winners and tests fight for budget, you get:
 • False fatigue
 • Learning resets
 • No attribution clarity

Split them.
Testing = rotation + fast kills.
Scaling = stability + proven assets.
 
This single change unlocks more scale than most creative breakthroughs.

2️⃣ Authenticity > production value

Overproduced ads are losing to iPhone content daily.

Raw founder stories, lo-fi demos & native UGC consistently win.

And stop scripting creators to death - you’re paying for their authenticity.

Bonus: bold text overlays improve clarity AND help the algo understand your offer.

3️⃣ Your offer is limiting scale

Running the same offer for 6+ months? 

You're leaving money on the table.

 Top performers test:
 • BOGO
 • Bundles
 • Threshold incentives
 • Bonus value > discounts

 Small offer shifts often beat new creative entirely.

4️⃣ Operators win by watching the right metrics

Break-even ROAS should be non-negotiable.

Don’t let campaigns sit below it for 48 hours.

Look for timing patterns (best days/hours) and shift budgets accordingly.

And use placement breakdowns to decide which formats to make more of.

5️⃣ Scale comes from stacking small wins - not one magic tactic:

 +12% from better structure
 +15% from clearer hooks
 +10% from offer tests
 –18% wasted spend from exclusions

One optimisation is nothing.

Ten optimisations = compounding scale.

Bottom line:

The brands scaling into 2026 aren’t chasing quick wins - they’re tightening structure, simplifying creative, testing offers, and analysing performance daily.

Came across 3 eCom landing pages that I felt compelled to redesign:

→ Atlas

Added a navigation bar separator

The hero image blended in with the nav bar beforehand.

To me, it’s too connected. The elements need to be distinct.

So, we made them distinct.

Tidied up the upper-mid action of the site.

Moved their headline up.

Lightened the background to make the text pop.

Added a new line of copy to affirm Atlas’s mission:
To build incredible dog gear.

Added in benefit badges
“Handmade in Colorado”
“Buy it for life guarantee”

Can’t hurt & gives customers more reason to stay & click through.

New CTA button

Your site visitors won’t know what to do next without a CTA.

So we added in an on-brand button to keep visitors moving along.

Essential & goes beyond design.

It’s functionality.

→ anese

Cleaned up the navigation bar

The upper section of the site looked messy.

Too much going on.

So we cleaned up the top bar & made it look uniform.

Less buttons = less decision fatigue for customers.

Downscaled the hero image

Was too big before.

Took up too much space which took away from the site.

So we shrunk the image + added in their “8,000 reviews” social proof.

Revised the copy

We enlarged some of the previous copywriting.

We added in new text to tease anese’s come up story.

Much cleaner.

Added a highly visible CTA button + a “featured in” section.

The CTA button makes it easier to move the prospect towards buying.

The “featured in” section boosts anese’s status.

Both elements encourage sales & were missing entirely before.

→ Fast Growing Trees

Decluttered the navigation bar.

Too many buttons.

Too many options.

This confuses site visitors.

So we streamlined the bar to a general menu button, logo, and cart.

Added a reel showcasing multiple tree pictures

Visitors are on this page to shop for… trees.

So we added more pictures & upped the visuals.

Included more purchase options.

We made it clear that you can buy through Klarna with interest-free payments.

Or purchase 100% upfront.

No-nonsense when it comes to pricing & numbers.

Benefit badges

The purpose of these is to ease the reader & collect more sales.

They’re worries that customers have before buying.

So we tackle them upfront (shipping time, warranties etc).

Clear buyer’s journey

We introduced a size button.

We added a quantity option.

All tied together with an add to cart CTA.

Each element works in unison.

Landing Pages

November was absolutely insane.

Pretty much every brand we work with just hit lifetime record months.

Highest volume and efficiency they've ever achieved.

I'm watching my team execute at a level I didn't think was possible. The media buyers, the creative strategists, the account leads – everyone firing on all cylinders.

This is what happens when you get the right people rowing in the same direction 🔥

We had multiple partners hit their first 8-figure month this BFCM.
One brand: $10.4M in 30 days. Up 50% YoY.
These weren't anomalies. 

Here's what separated the winners from everyone else:

What Actually Worked:

1️⃣ 𝐄𝐱𝐭𝐞𝐧𝐝𝐞𝐝 𝐬𝐚𝐥𝐞 𝐰𝐢𝐧𝐝𝐨𝐰𝐬 𝐜𝐫𝐮𝐬𝐡𝐞𝐝 𝐬𝐡𝐨𝐫𝐭 𝐛𝐮𝐫𝐬𝐭𝐬:

Brands running sales from the Tuesday before Thanksgiving through Cyber Monday outperformed Friday-only promotions by a massive margin.

Customer behavior has shifted - people shop when they're ready, not when you decide to turn ads on.

2️⃣ 30%+ 𝐝𝐢𝐬𝐜𝐨𝐮𝐧𝐭𝐬 𝐰𝐞𝐫𝐞 𝐭𝐡𝐞 𝐟𝐥𝐨𝐨𝐫, 𝐧𝐨𝐭 𝐭𝐡𝐞 𝐜𝐞𝐢𝐥𝐢𝐧𝐠.

Anything under 20% got lost in the noise.

The brands that treated BFCM as a customer acquisition event (optimizing for volume + LTV) destroyed those protecting short-term margins.

3️⃣ 𝐖𝐡𝐢𝐭𝐞𝐥𝐢𝐬𝐭𝐞𝐝 𝐜𝐫𝐞𝐚𝐭𝐨𝐫 𝐚𝐝𝐬 𝐝𝐨𝐦𝐢𝐧𝐚𝐭𝐞𝐝.

Consistently lower CPMs, higher engagement.

These ads feel native, not promotional - critical when every feed is saturated with Black Friday content.

4️⃣ 𝐀𝐭𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐢𝐧𝐟𝐫𝐚𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞 𝐰𝐚𝐬 𝐧𝐨𝐧-𝐧𝐞𝐠𝐨𝐭𝐢𝐚𝐛𝐥𝐞.

Clients using Triple Whale 🐳 could see the full customer journey (Meta click → Google search → email open → conversion).

Those flying blind on platform data made budget decisions that killed performance.

What Flopped:

1️⃣ 𝐌𝐚𝐧𝐮𝐚𝐥 𝐛𝐢𝐝𝐝𝐢𝐧𝐠 𝐜𝐫𝐞𝐚𝐭𝐞𝐝 𝐜𝐡𝐚𝐨𝐬.

Constant micro-adjustments disrupted algorithm learning. 

The brands that set intelligent daily budgets and let Meta's system work outperformed the obsessive optimizers.

2️⃣ 𝐈𝐧𝐭𝐫𝐚-𝐝𝐚𝐲 𝐛𝐮𝐝𝐠𝐞𝐭 𝐬𝐜𝐚𝐥𝐢𝐧𝐠 𝐰𝐚𝐬 𝐚 𝐦𝐞𝐬𝐬.

Brands cranking budgets up in the morning, slashing them in the afternoon... pure volatility that destroyed efficiency.

3️⃣ 𝐒𝐢𝐧𝐠𝐥𝐞-𝐜𝐡𝐚𝐧𝐧𝐞𝐥 𝐝𝐞𝐩𝐞𝐧𝐝𝐞𝐧𝐜𝐞 𝐠𝐨𝐭 𝐜𝐫𝐮𝐬𝐡𝐞𝐝.

The winners orchestrated campaigns across Meta, Google, email, SMS, and influencers simultaneously.

𝐓𝐡𝐞 𝐭𝐚𝐤𝐞𝐚𝐰𝐚𝐲?

BFCM isn't a sprint where you turn ads on Friday and hope. 

It's a strategic buildup that requires infrastructure, patience, and proper tracking.

Most brands are already fumbling the next opportunity: the three weeks until shipping cutoffs represent massive revenue that requires an entirely different playbook than BFCM.

—
We've opened 3 partnership slots for January. 

If you're doing $200K+ monthly and want this level of execution for Q1, touch base with me, and we'll see if we can help!

This apparel brand's best month ever was $3.2M.
Last 30 days? $6.5M.
Here's what changed in 8 months of working together.

When they came to us, they were stuck in the $2M-$3M range.

Decent business. But they'd hit a ceiling.

They had blinders on. 
US-only. 
Limited creative angles. 
Generic landing pages. 
No influencer partnerships. 
Same offer since launch.

They weren't doing anything wrong. They just weren't pulling enough levers.

Classic symptom: running a decent operation that's nowhere near optimized.

Here's what we fixed:

1. Launched whitelisted ads
They'd never run whitelisted content before. We partnered with creators in their niche and ran ads directly from their profiles immediately. 

The trust transfer was immediate. Lower CPAs, higher engagement, and access to audiences that were fatigued by the brand's own account.

2. Optimized their site (where 90% of traffic was going)

They were driving traffic to generic product pages with zero optimization for cold traffic.

We rebuilt the landing experience: faster load times, clearer value props, social proof above the fold, and offer-specific landing pages that matched ad messaging.

Site conversion rate jumped nicely.

3. Unlocked creative variety with our Creative Variety Matrix

They were leaning into 1-2 types of creative on repeat. 

Polished product shots and basic UGC.

We mapped their entire creative library and identified 12+ untested angles sitting in blind spots.

Within 60 days, we had founder content, problem-aware ads, comparison angles, and testimonial mashups all working simultaneously.

More variety = more scale.

4. Expanded into international markets

They were 100% US-focused while sitting on margins that could handle international shipping.

We tested Canada, UK, and Australia in prospecting campaigns.

Meta's inventory was cheaper in these markets. Same creative. Same offers. Different CPMs.

5. Authenticity beat production value

They were overproducing everything. Professional shoots. Scripted UGC. Polished brand content.

All of it getting crushed by raw iPhone footage.

We shifted to: authentic founder content, real customer testimonials, and benefit-first messaging with bold text overlays.

6. Tested offers like a media buying variable

They'd been running the same 20% off since launch.

We tested BOGO structures, threshold offers, and bundles that increased perceived value without destroying margins.

One bundle offer lifted AOV while keeping customers happier than a straight discount ever did.

This isn't an exhaustive list.... just some of the key levers we pulled over 8 months.

The results:
→ $6.1M in revenue last 30 days 
→ Daily revenue now consistently $200K+ 

This wasn't a creative breakthrough or a hack you don't have access to.

It was fixing the foundation and stacking optimizations month after month.

The unsexy stuff that actually compounds.

Here's a pattern I see constantly:

Brand finds a winning ad → Scales the budget → Performance flops

The problem? 

They're trying to test and scale in the same place.

This is just one of the structural bottlenecks that quietly kills scale.

In this week's newsletter, I'm sharing 5 tactical optimizations that most brands miss:

→ Why your account structure is limiting your scale 
→ Why authentic content beats production value every time 
→ The offer testing framework brands use to break $3M monthly 
→ The 4-5 metrics that actually matter (and the dozens that don't) 
→ How small wins compound into massive scale

These aren't the flashy strategies everyone talks about.

They're the unsexy, operational improvements that compound into 40-60% performance lifts over 90 days.

Welcome back to The Brick-by-Brick Newsletter - where 7-8 figure brands learn how to scale efficiently. Before we dive into today's edition, a quick a

Unsexy optimizations that unlock 40%+ growth

Most brands think December is about extending their BFCM sale.
Wrong.
Here's what happens on December 1st that changes everything:

Consumer psychology shifts completely.

Black Friday → People buying for themselves 
December → People buying for others

Your creative strategy needs to reflect this, or you're leaving money on the table.

Stop selling products. Start selling the pride of giving a great gift.

Don't just say "this is the best product." 

Reframe it: How does giving this make them look thoughtful? 

What emotion does unwrapping create?

People want to feel proud when they hand over a gift. Tap into that.

The Gift Guide Play

Showcase multiple SKUs organized by recipient:

"For the coffee obsessed"
"For the skincare fanatic"
"For the person who has everything"

These ads perform exceptionally well through mid-December (or your last shipping day - typically Dec 15-20).

Two Critical Moves After Your Shipping Deadline:

Be brutally transparent about cutoffs. An angry customer who didn't get their gift before Christmas costs you more than a lost sale.

Switch to gift cards immediately after. There's still a segment of last-minute shoppers with budget and zero ideas. Solve their problem.

But the brands that understand this shift? 

They maintain profitability while everyone else goes dark.

December isn't about sustaining Black Friday numbers. I

t's about strategic positioning when the market cools down.

Most brands flopped BFCM in 2024. 

The winners did 3 things differently:

1. They tested in October, scaled in November

BFCM isn't for testing. 

Top brands locked in their winning creative and offer structures 6 weeks early, then went all-in on what converted.

While competitors scrambled with new concepts during peak CPMs, the winners were printing money on validated playbooks.

2. They engineered offers for retention, not just conversion

Bundles weren't about moving inventory - they were about creating customers who reorder. One brand built a "starter system" that paired their hero product with complementary SKUs.

The goal wasn't just higher AOV. It was higher LTV through product adoption.

3. They front-loaded revenue before the chaos

VIP early access 72 hours before BFCM captured revenue with clean attribution before Friday's pixel carnage.

Thursday night isn't early anymore. Wednesday is.

The 2025 shift:

Stop optimizing for GMV during BFCM. 

Optimize for contribution margin per customer acquired.

Your Black Friday offer should be your Trojan horse for Q1 retention, not a race to the bottom on CPA.

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