Soar With Us

Full service digital marketing agency helping DTC e-commerce companies scale to 7 and 8 figures through done-for-you paid traffic, retention and funnel optimisation.

Supporting over 100 brands, including:
- The Essence Vault
- Space Goods
- Tallow & Ash
- UN:IK Clothing

Founder

For You Advertising

Specialist DTC growth agency helping brands take advantage of the rapid expansion of TikTok. Providing platform-specific content and paid advertising services to 6, 7 and 8 figure brands across all major territories.

Co-Founder

Launch With Us

Facebook, Instagram & TikTok Advertising Agency helping early stage startups go from 0 to 1 with paid advertising.

JAQ Group Holdings

Marketing for one of the UK's fastest growing E-commerce groups. Working across a diverse portfolio of disruptive brands in multiple verticals.

Prospect Path

Digital Marketing Intern

Building DTC brands to 8 and 9 figures | Founder of Soar With Us & For You Advertising | CMO of JAQ Group

2x DTC Agency Founder 

We scale brands to 7 and 8 figures with paid traffic, retention and funnel optimisation.

In 2025, having a great product is one thing…

But scaling a brand to £10M is a another.

You need a simple roadmap for profitably attracting and converting customers, at scale.

Because when you get that right…

- You stand out from competitors in the market
- You build a community around your brand
- You acquire customers at will (profitably)
- You turn customers into raving fans 

Giving you complete control over your growth.

We help our clients do exactly that with our proven system that guarantees growth.

1. Initial diagnostic to identify bottlenecks in your business
2. Developing a bespoke growth strategy for your brand
3. Creative ideation and production 
4. Unique UGC collaborations
5. Targeted advertising (Meta, TikTok, Pinterest, Snapchat)
6. Email marketing 

And having generated over £100M+ in sales across 200+ brands, we’ve know the ecommerce game inside out.

🚀 Mystery Shirt In A Box grew from £5K to £2.6M in just one year with our help
🚀 The Essence Vault is hitting 7 figure months in its second year since launch
🚀 Vintage Threads tripled their revenue working with us with a 6x ROAS
🚀 AIRfreshh went from 0% to 52% of revenue from email in 2 months!
🚀 Bene Culture saw their revenue grow 6x in 6 months with our help
🚀 The Oodie generated £2M on TikTok alone in their first year
🚀 UN:IK’s first quarter of 2023 was 88% on 2022
🚀 Liam and Co. increased their LTV by 22%


Don’t put up with unpredictable, unsustainable or underwhelming growth any more.

If you want to see how we could help scale your brand, send me a DM saying ‘SOAR’

If you're not ready yet, I post daily educational content to give you all the secrets.

Olly Hudson

This brand hit a $100M+ run rate in 11 months.

IM8 Health are scaling like no other DTC wellness brand we’ve seen.

- $100M+ run rate
- +74% QoQ growth (Q3)
- 80% subscription rate on new customers
- AOV jumped from $110 to $150 (driven by new product launch)
- Gross margin expanded from 52% to 60%
- EBITDA losses dropped from $40M → $8M

The strategy? Exceptional.

A few months ago, we broke down IM8’s entire growth machine. So with the new updated valuation, I thought I’d share it again for those who haven’t downloaded it yet:

- Paid ads (Meta + Google)
- Top 3 Lander pages
- Subscription funnel
- Email + retention strategy
- Ambassador programme
- Organic & community
- Bundle offer setup
- Scientific brand positioning

It’s one of the sharpest wellness brand builds we’ve seen.

Want the full teardown?

1. Like this post
2. Comment “IM8”
3. Make sure we’re connected so I can DM you the board

Reposts = bumped to the top of the list.

DTC Growth Expert For 8 & 9 Figure Brands | Founder of Soar With Us & For You Advertising

1 founder’s ad concept drove £2 million in revenue.

We didn’t need more creatives. We just rebuilt the same story into 12 variations across 4 formats.

Here’s the exact framework we used (and we’ve put it all into a cheat sheet).

When a founder story hits, it hits hard.

But what actually drives performance isn’t just the story.

It’s how you structure, package, and scale it across the funnel.

So we broke down our full process into a new resource:

🚨The High-Performance Founder Content Cheat Sheet

Inside, you’ll get:
- ✅ The 9-step emotional arc every founder ad should follow
- ✅ Proven hook frameworks to stop the scroll cold
- ✅ Best-in-class examples 
- ✅ Key questions to unlock founder story gold
- ✅ The anatomy of a winning founder-led concept
- ✅ Best practices for scripting, shooting, and editing
- ✅ How to scale one narrative into 15+ variations
- ✅ Why this format keeps outperforming statics, UGC, and DR ads

If you're a founder (or scaling a brand where the founder is the USP), 👆 this is how you turn story into scale.

Want it?
Like this post
Comment “founder” and I’ll send it over 

(Make sure we’re connected so I can DM you)

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LinkedIn Login, Sign in | LinkedIn

li_at

Talks about #dtc, #paidads, #ecommerce, #emailmarketing, and #digitalmarketing

This one piece of advice? I ignored it and built the UK’s leading DTC agency.

“Don’t hire your mates.”

We did the opposite. And this happened:

→ £400M+ in revenue generated
→ £150M+ in paid spend
→ 250+ DTC brands scaled

It started with two lads from Tadcaster Grammar School, me and Joe.

We grew up in Yorkshire, talked about building businesses when we were as young as 12, and ended up launching Soar With Us from a spare room during COVID.

When it came to hiring… we didn’t follow the agency playbook.

We hired our best mates - the same lads I was in Year 7 with.

Now?
- 3x Co-Founders
- A Managing Director
- Head of Sales
- Head of Marketing
- Content Manager

👆 All best mates from the same school.

All still in the trenches together, scaling the UK’s fastest-growing creative growth partner for DTC brands.

Most agencies break because leadership isn’t aligned.

Ours works because we’ve had 20 years of calling each other out and still showing up the next day.

It’s not always smooth.

The disagreements are louder when you’ve grown up together. But so is the loyalty.

And when your business depends on creative, data and finance moving fast and in sync, that trust becomes your unfair advantage.

Ignore the playbook. Back the people who back you.

Building DTC brands to 8 and 9 figures | Founder of Soar With Us & For You Advertising | Triple Whale's "Agency of The Year" Winner

We broke down the funnel of a brand that sells a product every 5 seconds on TikTok Shop.

WONDERSKIN is quietly building one of the most effective DTC machines on TikTok Shop.

- 670K+ units sold (UK only)
- >20,000+ affiliate creators
- 5,000+ creative variants tested
- Seamless affiliate + Shop integration
- TikTok-native product launches (built to demo)

The playbook? Omnipresence through creator scale.

This funnel breakdown shows you how they structured their content, affiliates and offers to drive real revenue, not just views. 

If you’re running an ecom brand, this is your shortcut to building a TikTok system that sells.

- Uncover top DTC TikTok Shop strategies.
- Understand where content should sit in your funnel.
- Learn from the best to convert more customers on TikTok

TikTok called it a “halo effect” – with spillover to Amazon and beyond.

It’s a masterclass in TikTok-first DTC.

Want the full teardown?

1. Like this post
2. Comment “Wonderskin”
3. Make sure we’re connected so I can DM you the board

Reposts = bumped to the top of the list.

We built 144 ads from just 4 personas.

Everyone’s obsessed with testing more hooks. But the real unlock isn’t volume, it’s relevance.

Your ads need to look and feel fundamentally different, starting with who you’re speaking to.

Here’s how to do it properly 👇

Step 1️⃣: Research (qualitative > quantitative)
Before you start writing, you collect inputs.

Start here:
- Customer reviews: How people describe the product
- TikTok comments: How people respond to content. 
- Competitor ads: Use TikTok Creative Center. Filter by CTR + 6s view rate. Look at what angles are repeated across top performers.
- Category trends: What’s being overused? What emotional appeals feel stale?
- Platform data: Identify creative formats that actually perform natively on different platforms.

You’re mapping how humans behave around your product category. That’s where creative strategy starts.

---

Step 2️⃣: Build the persona
Personas are built from patterns in what people say, feel, and do. Not demographics.
For each cluster of behaviours you find, define:
- Pain points & desires
- Discovery behaviour: How they find products like yours
- Scepticism & triggers: What makes them hesitate, what pushes them to act.
- Emotional drivers 👉 pick one primary driver per persona.
- Buying mindset: Impulsive vs rational. 
These become the foundation for truly differentiated creative.

---

Step 3️⃣: Map persona → angle
The angle is how you enter the conversation already happening in that person’s head.

Examples
Skeptic persona: Lead with proof, credibility, and repetition.
Aspirational persona: Lead with identity and transformation.
Pain-aware persona: Lead with frustration, relief, and contrast.
Rational persona: Lead with logic, clarity, and maths.

---

Step 4️⃣: Translate angle → hook
You already know what they care about, now compress it into the first 3 seconds.
- Skeptic: “I thought this brand was full of s*** until I tried it.”
- Aspirational: “You know that feeling when something just feels premium?”
- Pain-aware: “I was tired of wasting money on stuff that doesn’t work.”
- Rational: “If you like products that actually do what they say, this is one.”
The goal: make the viewer say “That’s me.”

---

Step 5️⃣: Match persona → creator
- Skeptic persona: Use authority-led creators (founders, reviewers, experts).
- Aspirational persona: Use aspirational creators (taste, aesthetic, lifestyle).
- Pain-aware persona: Use relatable UGC creators (everyday consumers).
- Rational persona: Use calm, factual explainers (tutorial/demo format).

---

Step 6️⃣: Systemise it
Each persona = a creative system, not a single ad.
Build it like this:
- 3 core angles per persona
- 3 hooks per angle
- 4 formats per hook
That’s: 4 personas × 3 angles × 3 hooks × 4 formats = 144 unique ads

Every one visually distinct enough to avoid Entity ID grouping. Every one mapped to a specific buyer type.

That’s how your research → insights → creative → results loop compounds.

After BFCM, the brands that keep winning are the ones who shift their creative strategy… fast.

We’ve packaged the exact framework we use for 8-figure clients and we’re giving it away.

Most brands coast into December. But it's actually the second highest intent window of the year.

The catch? You can’t run Black Friday logic through a Christmas lens.

Our new playbook breaks down exactly how to pivot your strategy to keep performance high after the spike, built for scaling DTC brands running Meta at volume.

Inside:

✅ Gifting-focused hooks → think “For Her” not “50% Off”.

✅ How to reposition bestsellers as gifts 

✅ Building Christmas-specific product sets (e.g. Secret Santa, Limited Box Sets)

✅ Emotional gifting: campaigns that feel personal (e.g. “the gift they’ll remember”)

✅ The delivery deadline triggers that drive action and tactics for post-shipping-cutoff monetisation

✅ Creative testing tactics for Meta: why old tricks (like banner swaps) no longer work

✅ Screenshot gallery of best-in-class post-BFCM creative (from DTC brands across sectors)

We break it all down in our new resource:
→ Beyond Black Friday: The Creative Refresh

Want it?
Like this post
Comment “BF” and I’ll send it over!

This is how we found a collagen ad framework that pulled £120k off £40k spend in 7 days.

If you want better ads? Stop studying the ads.

Start reverse-engineering what TikTok’s already delivering for free.

Most brands are looking in the wrong place for winning ad ideas.

Here’s a better strategy: instead of copying your competitor’s paid ads, reverse-engineer what’s already going viral organically.

Here’s how we do it (and how you can too):

👇

We start with TikTok - just manual scroll.

Search the core problem your product solves.

If it’s electrolytes? Type in “hydration” or “electrolyte hack”.

Then sort by:
- Views
- Comments
- Watch-through rate (check if people are duetting or stitching it too)

But here’s the part most skip:

👉 Don’t just copy what they’re saying. Study how they’re saying it.

Look for:
- First-person story?
- Supermarket breakdown?
- POV-style skit?
- Us vs Them comparison?

These formats are gold. They’ve been stress-tested by the algorithm, not just by an ad account.

Then we take the winning format and rebuild it from scratch (same bones, new skin) for our brand or client.

This is how we found a collagen ad framework that pulled £120k off £40k spend in 7 days.

And if you want to validate whether a viral organic video is worth repurposing?

We’ve been testing a new platform that analyses each video frame-by-frame across 100+ creative signals (hook strength, pacing, visual variety, tone of voice) and flags what’s likely to support delivery vs. what might hold it back.

If you want better ads 👆 this is how you turn ideas into winning frameworks.

Want access?
Like this post
Comment “viral” and I’ll send it over"

👇 This is what it takes to build a successful agency and keep it growing.

Sometimes you look around a room and realise you’re building something bigger than the numbers, bigger than the campaigns, bigger than the output.

You’re building with people who inspire you to raise your standards, challenge your thinking, and show up sharper than you did the day before.

The kind of people who give more than they take.

Who treat the work like it matters.

Who bring energy when things are flat, and clarity when things get chaotic.

And when you find yourself surrounded by that, you don’t take it lightly.

This year, at our Black Friday social, we brought all four Soar Group agencies together to celebrate everything we’ve achieved.

Looking around a room of 80 people, I felt it more than ever.

And next year, we build on it.

Not just the output.
But the identity.
The team.
The us.

Ready to level up, together.

This is the difference between coasting into Q4… and actually compounding your BFCM gains👇

We speak to 5+ brands a day right now stuck in the same loop:

- Ad performance is finally coming back
- Angles are working again
- Stock is moving faster than forecast
- And they’re still under-spending

Why?

Not because they don’t want to scale. Because they’re caught in one of these bottlenecks:

Packaging supplier won’t ship until last month’s invoice clears

Stripe's holding £110k from Singles Day, with a 7-day delay

Just dropped £60k to restock bestsellers and now can’t fuel the ads

3PL invoiced early, payroll’s due, and the bank balance isn’t ready

Shopify, Klaviyo, Triple Whale… all auto-billed in the same 48hrs

We’ve seen brands doing £500k+/month forced to pull back during BFCM, not because the offer flopped, but because cashflow killed momentum.

Wayflyer solves that.

They’ve backed 5,000+ brands like Cuts, Wild, True Classic, and Dock & Bay with funding that moves as fast as your marketing needs to.

Right now they’re offering $25,000 in upfront capital for just $1.8k total cost over 6 months.

That’s 1.2% per month.

No equity. No hidden fees. Just liquidity when it matters.

Here’s what that gives you:

✅ Scale your best ads this week
✅ Reorder fast-sellers before they stock out
✅ Pay creators & media buyers before revenue lands

BFCM isn’t just about launch day.

The brands that win build a cushion, move fast, and never pause when performance is up.

👉 Apply now and $25k could land in your account next week https://kntn.ly/89550b6f

Wayflyer

This is the clearest execution of proven conversion principles I’ve seen in a customisable Shopify theme.

Most brands don’t have an ad problem. They have a conversion problem.

No amount of strong creative or media buying can outperform a store that isn’t built to convert.

That’s why I’m backing this.

SURGE is a brand new Shopify theme, built on 13 years of CRO data and thousands of A/B test results.

It’s made by a team we trust.

I’ve known Oliver Kenyon for years. Founder of ConversionWise, the CRO agency we’ve worked alongside across dozens of mutual clients and campaigns.

These are the people behind:
- Hundreds of winning test frameworks
- Millions in additional revenue
- CRO strategies we’ve seen scale 6–9 figure brands

SURGE is the first theme we’ve seen that’s truly built for performance.

Proven layouts. Data-backed sections. Every component stress-tested in live campaigns.

We’ve seen what happens when you combine CRO and acquisition properly.

This is that - productised.

It’s the cleanest way to make your traffic convert better, your ROAS climb, and your entire funnel work harder.

Launches 5th December at 9am EST

Only 500 licenses available in the first drop.

👉 https://kntn.ly/054652d3

12+ Years of CRO and landing pages for Ecom brands | Clients include Portland Leather, GFUEL, BOOM! By Cindy Joseph, MOOD.

ConversionWise

Every ad account that “won’t spend” is telling you the same thing:

Your creative is too similar.

Because Meta GEM doesn’t optimise based on which ad performs best.

It optimises based on what each asset teaches the system.

And when your creative inputs lack differentiation across message, persona, or format, you limit the algorithm’s ability to find new buyers.

This is where most brands plateau - because their inputs no longer generate new signals.

Here’s what GEM actually is and how leading brands are adapting their setup to scale inside this new system:

1️⃣ Meta GEM is a foundational model for ads.
It’s built like an LLM, trained on trillions of interactions, across Facebook and Instagram.

It learns from:
– Every ad you run
– Every organic post
– Every signal users leave behind

The goal? Optimise every impression in real time.

2️⃣ Since rollout, GEM has quietly driven real lifts:
+5% in Instagram conversions
+3% in Facebook Feed
2x improvement in model scaling efficiency (Q3 2025)

But not every account benefits equally.
What you feed the model dictates how well it works for you.

3️⃣ Why this matters:
GEM changes how ads are selected, ranked, and delivered.

It doesn’t just look at a user’s past few clicks.

It analyses sequence-level behaviour over weeks and months, then makes delivery decisions across platforms and formats, not in silos.

4️⃣ What powers GEM:
If someone watches Reels on IG but clicks shopping ads on Facebook, GEM uses that to inform how and where your ad gets served.

Platform learning is now connected.

Creative needs to travel well across environments.

5️⃣ This brings us to the big unlock:
Your creative is now your strategy.
Campaign structure used to be the lever.
Today, the lever is creative signal density.
Every piece of content you publish teaches GEM what type of user buys and what doesn’t.

6️⃣ To scale, you need diversity across:
– Persona
– Format
– Funnel stage
– Message style

7️⃣ Organic content is now an asset, not a nice-to-have.
If you’re testing angles via Reels, UGC, or statics before you launch paid...

You’re giving GEM more data to work with.

If not? You’re flying blind, while the model waits for real engagement to learn from.

8️⃣ The most successful brands we work with now build their systems like this:
– Broad targeting only
– Weekly creative updates
– 10–15 radically different assets live at once
– Performance tracked via signal KPIs (scroll depth, hold rate, etc.)
– Organic > Paid flow embedded into the process

9️⃣ So if performance is soft or spend won’t scale...
It’s not because the algorithm “isn’t spending.”
It’s because the system doesn’t have enough differentiated signals to learn who your next buyer is.
That's the wall many brands are hitting.

🔟 Meta GEM is here.
The question is whether your setup is aligned with it.
Because in this new system:
→ The real media buyer is the model
→ And the best creative doesn’t just convert, it teaches

I’ll die on this hill: if you’re a founder, you need to be in your ads.

Nothing builds trust or stops the scroll faster, but it’s easy to get the execution wrong.

If you want founder-led ads that actually scale, you need more than just a “hey I’m the founder” story.

You need a narrative arc. You need emotional contrast. You need why, not just what.

👇Here are 10 questions we use to extract stories that build trust and convert cold audiences:

1️⃣ What’s your name and role in [BRAND/ PRODUCT]? 

2️⃣ What was the defining moment or personal experience that inspired you to start [BRAND/ PRODUCT]? Can you share the story behind it? 
> Was it a personal struggle, a gap in the market, or an "aha" moment? 

3️⃣Describe what the [market] was like before [BRAND/ PRODUCT], and the problems you experienced personally? 
>What challenges did you face in finding the right CBD solutions? Were there common frustrations that others also seemed to experience? What did you feel was missing from the industry?

4️⃣ Describe how this made you feel? 
>How did your experience with these CBD challenges impact your daily life, confidence, or overall well-being?

5️⃣ How did your early experiences with [PAIN POINT] and the lack of effective solutions affect you? 
>Did you feel frustrated, overlooked, or determined to find a solution? How did these emotions shape your decision to take action?

6️⃣ Can you describe the research and development process that went into formulating the unique ingredients of [BRAND/ PRODUCT]? 
>What challenges did you encounter along the way? What steps did you take to ensure the product was different and effective? Were there any roadblocks or surprising discoveries during the formulation process?

7️⃣ Can you describe the emotions you felt during the early stages of building the brand and creating your first product? 
>What were some of the challenges you faced? Think about the early days - were you excited, nervous, overwhelmed? What obstacles did you overcome to bring your vision to life?

8️⃣ Can you recall a specific moment or experience that validated your decision to start [BRAND/ PRODUCT]?
>How did it make you feel? Was there a breakthrough moment, a piece of customer feedback, or an achievement that reassured you that you were on the right path?

9️⃣ What sets [BRAND/ PRODUCT] apart from other brands in terms of the impact it has on customers' lives? How do you ensure that the product continues to meet and exceed their expectations? 

🔟 Were there any pivotal moments during the development phase when you realised the potential impact this product could have on people's lives? How did it make you feel? 
>Was there a specific test, review, or milestone that made you see the bigger picture of how [BRAND/ PRODUCT] could change lives?

We’ve used this exact structure to help founders unlock ads that scaled past 7 figures, without looking or sounding like ads.

If your founder content isn’t performing, it’s probably missing narrative.

Your favourite athlete, actor, or founder didn’t get there by accident - they followed a system you never got to see.

Shohei Ohtani is the perfect example.

At 15, he built a 64-cell “dream sheet” with one goal at the centre: become the #1 draft pick.

Let that sink in.

Most of us at 15 weren’t even thinking about our future. He was building an operating system for his.

He used something called the Harada Method - a Japanese performance framework built around clarity, accountability, and daily execution.

You start by writing your main goal in the centre of a grid. For Ohtani, it was simple: Be the #1 draft pick for all 8 NPB teams.

Then you map out 8 pillars that support that goal. His were:

- Body
- Control
- Sharpness
- Speed
- Pitch variance
- Personality
- Karma/luck
- Mental toughness

A solid mix of physical, mental, and character-based pillars which are already smarter than 99% of goal-setting.

But he didn’t stop there.

Each of those 8 pillars got broken into 8 daily actions. 64 behaviours, mapped, tracked and executed.

Even for something like “Karma,” he made it tangible:

- Show respect to umpires
- Pick up rubbish
- Be positive
- Be someone people want to support

It’s a reminder that the people who consistently win *don’t just want it more,* they build systems that make it inevitable.

And it made me look at my own patterns.

I’ve had seasons where I’ve coasted (big goals, good intentions, but no system) and eventually, progress stalls.

And I’ve had seasons where I got serious about structure (daily actions, clear priorities, less noise) and the results always follow.

Not because I suddenly tried harder, but because I built the conditions for progress to happen without needing to overthink it.

That’s what Ohtani nailed.

And I’ve been trying to do a lighter version of the same thing this year, not to over-optimise everything, but to make sure I can achieve my goals for 2026.

If you’re feeling stuck right now, I doubt it’s a talent problem.

It’s probably just this: you haven’t built your system yet.

I came across a site called GoalPillars that builds these 64-cell maps automatically. Been playing around with it and surprisingly useful for turning a big goal into something you can actually execute on. I've attached examples of some of the templates they have.

If you run a DTC brand and performance has been inconsistent lately on Meta, you're not alone.

👨‍💻 Jason Yim announced on X that behind the scenes, Meta has quietly rolled out one of the biggest shifts to its ad delivery system since Andromeda earlier this year: a new AI model called GEM.

GEM = Generative Ads Recommendation Model

It powers how ads get shown across Facebook, Instagram, and Reels and it works very differently to the systems most creative teams are still building for.

At a high level, it learns from everything. Not just what people click, but what they scroll past. Watch time. Organic posts. Even how users behave across platforms.

This has huge implications for how brands brief, test, and structure creative.

Here's how you can adapt to GEM and unlock stronger delivery across Facebook + IG ↓

1️⃣ Build for signal quality, not just quantity.
GEM doesn’t just learn from clicks. It learns from scroll depth, watch time, post reactions, bounce rate, across both paid and organic.

That means every asset trains the algorithm. Not just the top performers.

2️⃣ Diversify for discovery.
The more varied the message, persona, and visual style, the more surface area GEM has to find new audiences.

We advise clients to think in terms of signal inputs:
→ Different angles
→ Distinct personas
→ Varied formats (carousel, UGC, statics, founder-led)

3️⃣ Think cross-platform.
Facebook and IG used to optimise separately.
Now GEM learns across both, so if a message performs well organically on IG, it could improve Feed delivery on Facebook.
Track performance per platform to inform where + how to scale.

4️⃣ Treat organic content as training data.
GEM pulls from both ads + organic.
We’re increasingly testing angles organically first and using that data to shape paid versions.

Story-led Reels, native statics, UGC with problem-aware hooks… these give GEM more useful signals before you spend big.

So when a brand says, “We’ve got loads of creatives. Meta just isn’t spending properly.”

We’re asking: “What signals are you feeding it?”

Because GEM doesn’t care about how good your creative looks.

It cares about whether your creative helps it make better predictions.

Client Solutions @ Meta | AI Solutions for Marketing

One of Thomas Phillips clients generated £175K from ChatGPT traffic at 19.7% CVR.

In the same 90 days, organic search brought in £13.9M.

Everyone’s talking about AI SEO. But the brands actually winning aren’t reinventing the wheel.

To rank in Google’s AI Overviews, you still need:

– Clear, consistent USPs across every touchpoint
– Credibility from sources
– Structured, in-depth content that answers real buyer questions

The interface is changing. The playbook isn’t.

🎙 Full episode with Tom Phillips just dropped - https://lnkd.in/euiG8uZb

We spent years obsessing over growth and not enough time building the systems to support it.

This week’s episode is a special one.

We sat down with Matt Lewis, Soar Group’s Managing Director - and the first person to ever join the business - to unpack the real operating system behind Soar.

The first conversation happened in a Costa in Tadcaster (the town we wrew up in) while we were both still at uni. I was trying to convince him not to take a grad scheme at PwC and to join me and Joe instead.

He said no. Then came back.

Since then, he’s been the single biggest lever in building Soar into a multi-brand agency group approaching 80 people.

Not just in growth, but in how we operate, plan, communicate, and scale culture across brands.

Behind the scenes, Matt has helped architect the structure that’s held all of this together.

Because the truth is: scaling is messy. It’s not about perfect playbooks, it’s about clarity, iteration, and staying relentlessly aligned.

If you run a team, an agency, or a brand... this one will land.

🎧 Full episode just dropped: https://lnkd.in/eUWKeZqi

Managing Director of Soar With Us | Building DTC Brands To 8 & 9 Figures | Co-Founder of Calm Collective

If 70% of your ad variations are still getting grouped under the same entity ID, then AI might be your quickest unlock.

Meta’s updates around entity IDs mean surface-level changes aren’t enough.

So if you're not rethinking creative ops with AI at the centre, you're going to hit a ceiling fast.

In this episode, we broke down how we’re scaling output without scaling team load:

– The AI videographer role every brand/agency should have in 2026
– Using Gemini to analyse video and direct creative strategy
– How tools like Nano, Sora and VEO are driving asset volume
– The real future of creative departments

If you're trying to scale creative next year, AI isn’t a shortcut.

It’s how you keep quality high while hitting volume goals.

📺 Full ep just dropped: https://lnkd.in/egac7Mt6

We’ve spent over £100M on Meta.

And if there’s one thing you need to takeaway, it’s this:

The old Meta rewarded targeting.
The new Meta rewards signals.

If your creative doesn’t match user behaviour in the first 3 seconds, it won’t scale.

Meta’s changed. Quietly, and completely.

Here’s how the last 10 years rewired the platform and what that means for scaling in 2025:

- 2007: Ads launched. You could scale profitably with a decent pixel.
- 2012–2016: Tools got smarter, tracking got sharper.
- 2018: CBO marked the start of automation.
- 2020: iOS14 hit. Signal loss flipped the game.
- 2021–2023: Targeting got broad. Performance shifted away from media buying.
- 2024: ASC took over. Every brand running the same structure.
- 2025: Andromeda launched. Meta knows what the user wants, if you give it the creative signals.

Creative is now the most important growth lever on platform.

But it’s not just about more creative.

→ It’s about diverse formats
→ Strategic volume
→ And content designed to match how users actually consume today.

The game hasn’t broken, it’s evolved.

Scaling now is less about exploiting targeting, and more about building systems that give the algorithm the right signals at speed.

This shift is why we re-engineered how we make and test creative, to match how Meta actually works in 2025.

How has your team actually adapted to creative-first scaling this year?

Scaling to 8 figures on TikTok Shop in 2026? This is your cheat code.

We’re breaking down the strategy behind $23M in TikTok spend, plus a full BFCM debrief.

I’ll be joining Peter Nettesheim for a webinar to uncover the key strategies on how to scale your brand from 7 to 8 figures on TikTok Shop.

📅 Date: December 9th

⏰ Time: 5:00 PM – 6:00 PM (UK time, GMT, UTC+0)

Webinar Content:

✅ Step-by-step TikTok Shop blueprint
✅ Insights behind $23M+ in TikTok ad spend
✅ The TikTok first creatives strategy to scale from 7 to 8 figures
✅ How to optimise for short-form high converting creatives on TikTok
✅ Key insights from BFCM 2025: what worked and how to position for 2026

Only 100 seats available - register now! www.shorturl.at/9KNJU

Thomas Phillips has exited 17 SEO-built brands. This is what most brands miss about AI SEO:

Ranking in ChatGPT still comes down to the same playbook that’s worked for a decade.

I sat down with Tom Phillips (founder of DTC SEO, agency) to talk through what’s actually driving results right now in search.

1️⃣ There are two types of AI SEO: AEO and GEO.
Most of the brands chasing AI search today are forgetting the fundamentals.
Tom breaks it into two layers:

→ AEO (Answer Engine Optimisation) = your on-site content
→ GEO (Generative Engine Optimisation) = your off-site mentions, backlinks, entity building

The format’s changed. The work hasn’t.

If you're not mentioned across the web consistently, ChatGPT won't trust or surface your brand.

2️⃣ To rank in AI Overviews, you need clarity + credibility.
This isn’t about gaming the algorithm. It’s about being consistently positioned everywhere.

✅ Your USPs need to match across platforms
✅ You need credible authority sources
✅ Your content must answer real questions in structured, crawlable ways

This is how LLMs decide who’s worth surfacing.

3️⃣ AI Overviews don’t show up for everything.
Don’t panic if you’re not seeing your product in the AI box.
It all depends on the intent.

Informational keywords → AI Overview
Transactional keywords → paid + organic listings

If you search ‘buy black wallet,’ you’ll still see ads and product listings.” But search something like ‘what’s the best leather for a black wallet?’ and that’s where AI Overview comes in.

AI Overviews mostly show for research-style queries - not transactional ones.

4️⃣ SEO is still driving 98% of revenue.
Tom sees the numbers across dozens of brands.
“ChatGPT traffic is converting, but it’s 0.09% of revenue for a $100M brand. Organic search is still the foundation.”

5️⃣ The real value of SEO? Defensibility.
When your brand is 100% reliant on paid… you’re always on edge.
A single meta glitch, and the lights go out.
SEO adds resilience to your P&L and enterprise value to your business.

Bottom line:
Don’t let AI become a distraction.
The SEO that drives results in 2026 is still built on the same principles that worked in 2016.

🎙 Full episode with Tom Phillips now live: https://lnkd.in/euiG8uZb

Triple Scale

Triple Scale helps media buyers and businesses profitably scale customer acquisition through paid ads with battle-tested strategies.

There are 3 ways I can help you:

→ Done for you Facebook and TikTok media buying services.
→ Done with you consultations.
→ Media buyer's education.

We provide free media-buying resources on Linkedin, and I share more elaborate strategies in my newsletter. 

We help e-commerce and info product businesses grow to $2M/month in predictable revenue without expensive creative production.

Subscribe to the weekly Triple Scale newsletter and get access to free resources.

https://www.detokaris.com/newsletter

OR

Book a FREE Strategy Call With Me: https://www.scaletriple.com/

Eligma.Agency

Senior Media Buyer

360 Mind

My Responsibilities:
• Facebook, Snapchat & TikTok Acquisition Channel Management & Strategy
• New Product Launches & Media Buying Strategies
• Creative Strategy & Implementation
• Research & Development

AdKings Agency

My Responsibilities:
• Implementation and management of advertising campaigns in Facebook, Snapchat & TikTok platforms
• Growing businesses using an omnichannel approach 
• Project & team management of services like CRO, Google & Email Marketing
• Management of creative production processes like copywriting, creatives, and video shoots
• Research & Development

Senior E-Commerce Growth Expert

My Responsibilities:
• Creative Work - briefing, storyboards, ideas
• Copywriting - direct response ad texts 
• Media Buying - daily account management
• Research - competitor & market research
• Supporting Senior - any tasks at hand

Junior E-Commerce Growth Expert

Comios Media

My responsibilities:
•	Supporting Senior Ecommerce Expert
•	Competitor research and other supporting activities
•	Ad management & training
•	Creative ordering
•	Copywriting

Junior E-commerce Growth Specialist

Vilnius University Student Investment Fund

My responsibilities:
•	Project management.
•	Team management.
•	Management of all social media channels.
•	Task delegation for team members.

Head of Communication and Marketing team

Creative Media Buyer | Sharing what I learned after generating $100M with Facebook and TikTok ads. Posts, newsletters and courses about the strategies I use

⚠️↓ Book a FREE Strategy Call With Me ↓⚠️

Deividas Tokaris

There are 7 things you MUST do to become a millionaire. 
(the only non-scam advice on Linkedin)

These are bulletproof ways to get rich quickly.

I tried them all.

It worked.

NOT.

Scale Your E-Commerce or Info Business To $2M+/mo Without Expensive Creative Production 🚀 Predictable Revenue With Facebook Ads, Creatives and Funnel Strategy

How To Make a Million

We're the fastest-growing Meta agency in the Baltics.
(imposter syndrome intensifies)
 
2019: Moved to a big city with a big dream
2025: 20-person team, big projects and $60M annual spend
 
The secret was to keep asking, "What's next?"
 
When I was a junior, I dreamt of being a senior.
When I was a senior, I dreamt of starting my agency.
 
Today, I'm already thinking of the next thing 😂 can't help it!
 
If you're ambitious and highly driven, use that.
 
The reality:
 
Most days still feel like I have no idea what I'm doing.
 
The average income in Lithuania is $17K/year. 

I was living on $3,000/year pocket money.

Before COVID duh
 
I had no:

- Mentor
- Clear plan
- Safety net
 
My parents migrated to survive. 

I got rejected from university the first time.
 
What saved me:

- Initiative
- Perseverance
- Consistency
 
Triple Scale focuses on 2 simple, yet important things:

- Meta ad management
- Creative production

Nothing else.
 
The secret formula is:

- Master one skill
- Repeat it 1,000 times
- Once you've got enough clients, start delegating
 
I was a Meta Ads media buyer myself for 5 years.

Scaling brands in the trenches.

Now my team does it together with me.

I always wanted to become a millionaire by 30.

At the end of the day, you realise that it's not about the end result.

It's about who you become in the process.

If I could go back and name 3 factors that made me remotely successful, those would be:

- Investing for the long term.

- Going with the gut feeling.

- Doing right by others.

At Triple Scale we serve clients.

B2B = human to human 

I built my career on simply being good with humans.

Let's see what's in store next.

Already got plans for 2026?

How Much I Made In My Career 

Stuck in your career and want to escape the rat race?

Is this you?

- Young and ambitious
- Hate commuting to work
- Don't want to work 9 - 5
- Want to travel the world
- Want to build a quality group of friends

You open your social media apps and see 20-year-olds crushing it.

You then start to question your life decisions.

Is that all I've got?

Is that it?

I've been there...

Set Yourself Ahead In 2026

This Black Friday has the potential to be the worst in this century.
(people are massively cutting back on spending)

Interesting stats:

- 86% of Americans are cutting back on spending.
- 46% are struggling to meet the monthly outgoings.
- Biggest European markets are expecting a decline in ad spend.

This means...

- Consumer will cancel unnecessary subscriptions.
- It will be difficult to sell an impulse product.

The uncertainty index is also at its peak.

This is a very concerning outlook for advertisers.

This is happening all while Meta is also making moves...

- A new way to test creative requires higher investments.
- ACE score penalises products with poor experience.

Some of our ecommerce brands can generate up to 70% of annual revenue in Q4 alone.

This year, we see brands cutting on spend as CPM's are too high.

Email is becoming the real MVP of the period.

My honest advice for every ecomm owner this year:

1. Go heavy on email and send 1 campaign per day.

2. Don't try to acquire users until the end of the year.

3. Focus on running multiple offers like bundles, BOGO's.

4. Start preparing for Q1 with new creative now to avoid the slump.

What's your Q4 been like so far?

97% of DTC brands face this problem after reaching $100K+ spend.
(it's not creative production)

Fast-paced growth can either make or break a business.

Most brands get lost in testing.

- Don't have a system for creative analysis.
- No creative testing direction.
- Ineffective testing.

A lot of brands get stuck.

- Winner creative is tanking.
- Creative team is out of ideas.
- Finding new winners is more difficult.

Solution:

→ Split testing campaigns in 4 for macro view.

→ Hire data analysts to conclude big chunks of data.

→ Focus on the output and repetition. Work in sprints.

→ Set a creative direction (50% iterate and 50% new ideas)

7 Reasons Why Your Scale Is Stuck

We helped Lukas to double the profits of his fashion and apparel brand in a month.

3 key areas where we focused 

- Acquisition channel optimisation.
- Email channel maximisation
- Business strategy

In the beginning, we lacked clarity on most parts of the business.

He went from a dropshipper mindset to a brand owner mindset.

Now, Lukas is on his way to becoming an 8-figure ecommerce business owner.

Triple Scale

You are losing on 30% potential revenue by only using Advantage+ scaling.

Facebook ads have NOT been the same after 2024.

Here is my take on the future of customer acquisition.

1. Running Ads Is Getting Easier

Distribution is becoming increasingly expensive - the problem will be the traffic cost. 

Many businesses will not be able to continue advertising profitably.

2. Organic Content = Your Secret Weapon

Ad costs are rising. 

Meanwhile, creators are going viral every day without spending a cent.

Organic content can help mitigate CPA increase.

3. Influencers Are Content Dealers

Work with influencers because they have become the masters of the platform. 

They know the audience and how to create engaging content.

We are at their mercy.

4. Media Buyers Will Have To Become Big Brains

Pushing buttons will not have enough leverage.

5. AI Is Your New Best Friend

In the next 5 years, it will change our lives. 

We can already create UGC, soundtracks, and generate footage. 

It's going to become even easier.

6. People Love Brands That Feel Like Friends

That is the reason why Alex Hormozi bought Skool. 

People feel lonely.

P.S. These are just my thoughts. How do you feel about 2026?

Scaling Strategies To Increase Performance By 30%

Should advertisers use the view-through attribution?

Why does attribution matter?

It's the food we feed to the algorithm:

→ Controls the quality of your data.
→ How your results are reported.
→ Conclusions you make.

View-through attribution = low-quality data.

It's low-intent people who just see the ad.

It's the #1 cause for over-attribution.

The click-based model is more accurate.

It's a huge problem for omnichannel businesses.

Solution?

→ Analyse attribution settings in column settings.
→ Test all attribution settings and look for correlations.

But should every business use the same attribution setting?

No.

High AOV = longer attribution window.

Here are 7 other things that affect performance:

→ Testing with low budgets = learning limited.
→ Lacking a variety of scaling strategies.
→ Running too many low-quality tests.
→ Relying solely on broad targeting.
→ Funnel ads > segmented ads.
→ Not testing enough creatives.
→ Killing the ads too late.

Do you use 3rd party attribution software like Hyros.com or Triple Whale?

Attribution Settings To Use

Juozas discovered Triple Scale through our client, which we helped scale from $1K/day to $20K/day in the Meta channel spend.

This year, we ran multiple product market entry tests.

This was one of the successful ones.

Before working with us:

- No creatives
- 0 data 
- New product

What we did:

- Research and avatars
- Initial scripts for creatives
- Creative production of videos and statics
- Initial campaign launch and product validation

We managed to reach a breakeven 1.6x ROAS from day 1 and validated that the product has a product-market fit.

The next steps?

1. Stock
2. Creatives
3. Scaling

Running Meta ads is NOT the same anymore...
 
The foundation is still the same, though.
 
It’s still about:
→ Find an offer that sells
→ Match it with scroll-stopping creative
→ Scale it with clean tracking + ruthless testing
 
The difference is, you just can’t half-ass any part of that equation anymore.
 
In 2019, you could run a dropship product with stolen creative and turn a profit.
 
In 2025, the algorithm will punish you. The customer will ignore you.
 
Why?

- Andromeda changed the way your ads are served.
- Algorithm is all about Advantage+ and automatic setup.
- ACE score evaluates your product experience and adjusts CPM's.
 
You need:

→ Native-first creatives that look like content, not ads

→ Funnels that don’t leak at every step

→ Media buyers who understand storytelling, psychology, and data
 
This is why the new breed of Creative Media Buyer is dominating.
 
They think like strategists, not button-pushers.

They obsess over avatars, not hacks.

Cumulative attention is a perfect representation of today's content consumption trends.

People are looking for:

↳ Quick dopamine hits.
↳ Entertainment first.
↳ Value.

The list goes in order of importance.

1. Quick dopamine hits

↳ The frame changes every second.
↳ Brain rot content
↳ Trends

2. Entertainment

↳ Make it fun and playful first
↳ Viral soundtrack 

3. Provide value

↳ Average watch time increases if the creative solves a problem
↳ Focus on creative relevancy

Continuous attention is a thing of the past.

taplio

The Battle

Olly Hudson

Deividas Tokaris

Followers

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Performance ScoreOlly Hudson's LinkedIn Performance

Performance ScoreDeividas Tokaris's LinkedIn Performance

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taplio

The Battle

Olly Hudson

Deividas Tokaris

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Olly Hudson's LinkedIn Performance

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Performance ScoreOlly Hudson's LinkedIn Performance