Tired of wasting your hard-earned cash into marketing strategies that just don't deliver? 

Frustrated with lacklustre leads that lead to dead ends? 

I get it. I’ve been there.

At SocialTap, we’ve generated over £200M in tracked revenue and 500k leads, we hold the key to digital marketing success.

We've spent the last six years perfecting the art of turning digital chaos into cold, hard cash.

We can help. 

Drop me a message and let's chat strategy.

Jon Wilson

In July 2024, a guy called Guy pitched me an idea.

A community for founders, business owners and exited entrepreneurs — with wellbeing at its core.

At the time, it landed perfectly.

I’d already started making some positive lifestyle changes personally. Training more. Looking after my head. Saying no to things that no longer served me.

At the same time, I was going through a big professional shift.
I’d started SocialTap with the support of three experienced entrepreneurs, but I’d decided it was time to buy them out and go it alone.

Both of those decisions created gaps.

My lifestyle changes created a void in my social circle.
The buyout created a gap in terms of professional support.

I’d been to plenty of “traditional” networking events before.
If I’m honest, I hated them. They always felt like something I should do as a business owner, not something I wanted to do.

Function turned out to be exactly what I needed — at exactly the right time.

A carefully curated group of like-minded people.
All founders, business owners or exited founders.
People who care about fitness, wellbeing, personal progression and building meaningful businesses.

Since joining, it’s led me to:
– Wellness sessions at The Farm Club
– Retreat in Andalucía
– HIIT sessions with other business owners
– A bit of Padel
– And some very honest conversations as part of the peer groups

I regularly feel like the least smart person in the room — which tells me I’m in the right room.

What I value most is that I genuinely look forward to each event.
It’s time away from the business, time for myself, and time spent with people doing inspiring things.

And just as importantly, I know I can pick up the phone to any of them for advice — and they can do the same with me.

They say your network is your net worth.

For that reason alone, Function has delivered an infinite return on investment — both professionally and personally.

Building a business can be lonely.
Building one alongside people who genuinely want to see you win changes everything.

Founder @ SocialTap | £200m Sales Generated for Clients | Get quality leads, drive more sales, make more profit

If you’re currently exploring Meta as a new marketing channel, one of the first questions you’ll be asking is:

“How much budget do I actually need to start?”

The honest answer?
It’s less about daily spend and more about how quickly you can get through the learning phase.

Meta needs data.
You need data.
And that only really starts to become meaningful once you’re hitting ~50 conversions in a short period of time. 

That volume gives:

You enough performance signal to judge what’s working
Meta enough signal to optimise delivery properly

Where it gets tricky is high-ticket businesses. It may be easy to get 50 leads in a week, but what about 50 converted sales?

If a sale costs £500 to acquire, you’re looking at £25,000 just to reach 50 sales.
That’s not always realistic early on.

So the smarter move is often to optimise earlier in the journey, whilst not compromising on lead quality:

Lender approvals in finance
Booked appointments
Qualified leads with a strong likelihood of converting

You’re still feeding Meta high-quality signals, but at a much lower cost, allowing you to reach that 50+ event threshold faster.

Once the data’s there?
You can then progressively move optimisation closer to the sale.

The final (and most important) piece of the puzzle 👇
You must understand what you can afford to pay per converted client — and how that looks at volume, not just one-off wins.

Meta doesn’t reward impatience.
It rewards clear economics, good signals, and enough data to learn.

If you get those right, the budgets start to make a lot more sense. 💡

When Meta ads get expensive, most people fix the wrong thing.

Rising costs aren’t random — they’re a signal that something in the system has changed.

But instead of diagnosing that change, most advertisers panic and start “doing stuff”:
👉 swapping creatives
👉 broadening audiences
👉 resetting campaigns
👉 blaming the algorithm

The reality? There are only a handful of things that usually drive cost inflation:
• Seasonality
• Ad fatigue
• Slower landing pages
• Shifts in user intent
• Broken follow-up

The mistake is treating all of these the same.

Performance issues need a process, not a knee-jerk reaction.

If you don’t know why costs have gone up, any “fix” is basically guesswork.

Helping DTC Brands Scale 5+ New Ad Creatives Every Week // $150M+ In Trackable eCom Sales // DM me CREATIVE and let’s chat

DTC Brands: Click the button in my featured section below 👇

Evan Carroll

I’m urgently hiring a Head of Paid Media

(Need to find the right person within 2 weeks)

Linear is scaling fast in 2026 - and we need a world-class Head of Paid Media to help us get there.

This is a senior leadership role where you’ll oversee media buyers, creative strategists, editors, designers, and more.

Here’s who we’re looking for:

→ You have 7+ years of experience in performance marketing 
→ You have a world-class paid media skillset specifically in DTC eCommerce 
→ You have experience building and leading high-performing teams.
→ Can operate under tight deadlines and high-stress situations.
→ You’re willing to go above and beyond to get results for clients. 

The role is fully remote, but strictly EST hours. 

We've spent the last few years building one of the top DTC performance agencies in the world.  

Now we're building the team that takes us to the next level.

If this sounds like you or if you know someone who'd be a perfect fit -

• Connect with me Evan Carroll 
• Comment the word: ‘HIRE’

And I’ll send over the application.

DTC Growth Expert // $700M+ In Trackable DTC Sales // Scaling 7-9 Figure DTC Brands

Here's what no one tells you about creative testing:
 
Statics oftentimes outperform video - and sometimes it's not even close.
 
Everyone's obsessed with video creative - but unicorn 8-9 figure brands understand that the foundation for any successful campaign is high quality statics.
 
It's faster. It's cheaper. And it gives you creative diversity without putting a hole in your wallet.
 
I've put together a guide with 15+ bulletproof static frameworks used by brands like Obvi, Dr. Squatch, AG1, Eight Sleep, and True Classic.

These are the same concepts we use at Linear to produce high-performing statics for our clients.

Inside you'll get:

✅ 15+ proven static frameworks with real examples
✅ Visual breakdowns of each concept
✅ Design principles you can implement immediately

To get access, all you need to do is:

1. Connect with me Evan Carroll 
2. Comment 'STATIC' below

And I'll send it straight over.

🚨PS. When you 𝗿𝗲𝗽𝗼𝘀𝘁, I'll send over a bonus document including 9 of the best performing copywriting frameworks we use at Linear internally. 🚨

Combine this with the statics frameworks and watch results skyrocket week-over-week.

ChatGPT will define the next decade of DTC marketing.

(But 99% of brands have no idea how)

ChatGPT launched paid advertising on their platform a few days ago.

But CPMs are estimated to cost around $60 with a 6-figure minimum commitments.

That is not where you’ll see outsized returns.

The real opportunity is getting ChatGPT to recommend YOUR brand organically when 800 million weekly users ask for product recommendations.

We've spent the last few months working with Matt from Step Labs, to crack the code on AI-powered discovery.

And we finally have our ChatGPT Readiness Playbook for DTC Brands.

This is the exact framework we're using with 7-9 figure clients right now.
Inside you'll get:

✅ How to make your website ‘LLM-readable’ (so ChatGPT can actually recommend your products)
✅ Why users arriving from ChatGPT convert differently (and how to capture them)
✅ Ad creative principles for AI discovery (top creative frameworks that work best for AI driven traffic)
✅ Real case studies (brands seeing +47% sessions and +108% direct traffic from ChatGPT)
✅ Step-by-step action plan (so you can get ahead of 99% of competitors in your niche)

We could charge a fortune for this - but we’re sharing free access on LinkedIn for a limited time.

To get access:

1. Connect with me Evan Carroll 
2. Comment '𝗔𝗜' below

And I'll send the full playbook straight over.

🚨 PS. When you 𝗿𝗲𝗽𝗼𝘀𝘁 𝘁𝗵𝗶𝘀, I'll also send you a full guide on how to make your own AI creative strategist - so you can produce and iterate on 100’s of winning ads per month. 🚨

The best creative strategists all have this 1 thing in common:

A deep understanding of media buying.

To be a decent creative strategist, you have to be good at strategizing, analyzing, research, ideation, and scripting.

But to be the best, a deep understanding of media buying is needed to properly read the data.

Not only does this make the creative strategist more data driven.

But it shortens the feedback loop between the creative and media buying teams, as everyone is speaking the same language.

So if you want to up skill your creative strategist wanting to up your skills, training them to have a foundational understanding of media buying is a great place to start.

Turned 28 last week.

Celebrated with some amazing people.

But I've been thinking about how far I've come more lately.

At 23, I had no clue what I was doing.

Starting an agency with $5K in the bank and zero personal money left.

Making decisions that probably should have buried me.

At 28, I run a team serving 7-9 figure brands.

But here's what nobody tells you about the journey: The pressure doesn't get lighter as you grow - It just changes shape.

Early on, the pressure was survival:

"Can I make payroll?"

"Will this work?"

"Am I completely delusional?"

Now it's different.

The pressure is about maintaining what you've built while pushing it further.

It's about knowing when to say no to good opportunities because they're not the 𝘳𝘪𝘨𝘩𝘵 ones.

It's about making the pie big enough so that great people decide to join you on your journey.

I've learned more in these 5 years than I did in the previous 23.

And I'm sure I'll learn even more in the 5 that is to come.

Here's to 28.

If I had to give 1 piece of advice for growing on LinkedIn

It would be this:

Stop posting more.

I know people posting 2-3 times a day with zero strategy behind it.

They're optimizing for volume when they should be optimizing for outcome.

Here's the thing - LinkedIn isn't a numbers game. It's a clarity game.

Before you schedule another post, answer this:

What are you actually trying to achieve?

Is it more booked calls?
More impressions?
More followers?
Better network?

Every single post should serve that goal.

A real, measurable outcome that you’re working towards.

Once you have that, the strategy becomes obvious.

You test. You measure. You iterate.

That single shift will do more for your growth than any posting schedule ever will.

A weak CTA wastes every second of attention you earn.

→ You capture the audience in the hook
→ You sell the audience in the body
→ You close the audience in the CTA

Most creative strategists obsess over the first two.

Almost none obsess over the third. That's a problem.

We see it constantly when auditing accounts.

High hook rate. Strong hold rate. Low CTR.

The ad did its job - the end card didn't.

Here's what a strong end card actually does:

→ It mirrors the emotional promise from the hook
→ It restates the offer in one clear line
→ It gives a single, direct action

Restructuring your end cards can 2-3x CTR without a single reshoot.

At Linear, we have an internal library of over 10 proven structures we use across 2000+ new creatives monthly for our clients.

We use this resource every single day to ensure our creatives consistently hit 1%+ CTR.

To get access:

1. Connect with me Evan Carroll 
2. Comment '𝗖𝗔𝗥𝗗' below

And I'll send the full End Card Template Library straight over.

🚨 PS. If you repost this, we'll send you a bonus document with ad creative benchmarks for the highest impact metrics in your ad account 🚨

Combine this with the end card templates and watch your CTR skyrocket.

I rarely read business books anymore.

Not because they're not valuable.

But because you only need a handful to get the fundamentals covered.

At a certain point, the bottleneck isn't the business or your skillset.

It's the mindset of who’s running it.

And that's where most founders stop investing in themselves.

The real edge is in psychology and mindset.

Not the fluffy kind. The performance kind.

The books that rewire how you think, make decisions, and show up under pressure.

Every founder I know is optimising their marketing, their team, their systems.

Very few are optimising themselves.

That's where the next level is.

Your hook is 80% of your ad's success.
 
Get this wrong and nothing else matters.
 
After analyzing thousands of winning ads across 250+ DTC brands,
 
I've found that the best hooks do one of these 5 things:
 
𝟭. 𝗖𝗮𝗹𝗹 𝗼𝘂𝘁 𝗮 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲
 
→ "[Target audience], stop scrolling — this is your answer to [problem]"
→ "If you're a [target audience] that struggles with [problem], stop scrolling"
→ "Hey [target audience], you need to see this"
 
𝟮. 𝗟𝗲𝗮𝗱 𝘄𝗶𝘁𝗵 𝗮 𝗯𝗼𝗹𝗱 𝗰𝗹𝗮𝗶𝗺
 
→ "[Product] that feels illegal to know"
→ "I just made my life 10x easier with [product]"
→ "In [amount] weeks, you won't recognize yourself"
 
𝟯. 𝗦𝗵𝗼𝘄 𝗮 𝗽𝗮𝘁𝘁𝗲𝗿𝗻 𝗶𝗻𝘁𝗲𝗿𝗿𝘂𝗽𝘁
 
→ "[Strange visual of product or problem]"
→ "This'll sound weird but hear me out…"
→ "The weirdest product I just found on TikTok"
 
𝟰. 𝗔𝗴𝗶𝘁𝗮𝘁𝗲 𝗮 𝗽𝗮𝗶𝗻 𝗽𝗼𝗶𝗻𝘁
 
→ "I've hated my [problem] for 15 years"
→ "[Problem] making it hard to go anywhere?"
→ "Keep scrolling if you enjoy having [problem]"
 
𝟱. 𝗨𝘀𝗲 𝘀𝗼𝗰𝗶𝗮𝗹 𝗽𝗿𝗼𝗼𝗳 𝗶𝗺𝗺𝗲𝗱𝗶𝗮𝘁𝗲𝗹𝘆
 
→ "Why is everyone talking about [product]?"
→ "I keep seeing this [product] all over my feed so I had to try it" 
→ "Everyone keeps asking me about how I [desired outcome]"
 
The best hooks use one or more of these patterns in the first 3 seconds.
 
Not all ads with great hooks scale.
 
But all ads that scale have great hooks.
 
So we've compiled 470+ battle-tested hooks that use these exact patterns across every major DTC niche.
 
If you want access to the full database:
 
1. Connect with me Evan Carroll
2. Comment 'HOOKS' below
 
And I'll send it straight over.

---

🚨 PS. Repost this and I'll also send over our internal ad creative benchmarks so you can fully measure and optimize your hook rates, hold rates, and CTRs 🚨

ChatGPT just launched ads at $60 CPMs and a $200K minimum.

Ignore that completely.

Here's what smart DTC brands are doing instead.

They're getting ChatGPT to recommend their products organically.

No ad spend. No 6-figure commitments.

Just showing up when 800 million weekly users ask "what's the best [product] to buy?"

We've spent the last few months working with Matthew A. from Step Labs to crack the code on AI-powered product discovery.

And we finally have our ChatGPT Readiness Playbook for DTC Brands.

This is the exact framework we're using with 7-9 figure clients right now.

Inside you'll get:

✅ How to make your website 'LLM-readable' so ChatGPT can actually recommend your products
✅ Why visitors arriving from ChatGPT convert and how to capture them
✅ Real case studies from brands seeing +108% direct traffic from ChatGPT
✅ A step-by-step action plan to get ahead of 99% of competitors in your niche

I’ve collaborated with our CRO partner Matt from Step Labs to make this

And we’re sharing it here on LinkedIn for a limited time.
To get access, all you need to do is:

1. Connect with me Evan Carroll 
2. Comment 'AI' below

And I'll send the full playbook straight over.

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