Phil Kiel

At Envu Media, we combine paid social and email marketing to lower CAC, maximise LTV, and create consistent, predictable revenue growth.

We’ve scaled over 20 brands, from household names to fast-growing challengers:
➜ Sauce Shop
➜ Bobbin
➜ Amazon Fresh
➜ Hilltop Honey
➜ Wavy
➜ Fiid
➜ Vive
➜ Fix8
➜ Fibe Prebiotic Soda
➜ Feel Güd
➜ Zoono … and more.

What makes us different?
Most agencies treat ads and email as separate channels. We align them into one growth engine, so every pound you spend works harder.


Some wins we’re proud of:
➜ Doubled revenue two years in a row for a UK challenger food brand without increasing spend.
➜ Profitably scaled a UK-based lifestyle brand to a 7-figure run rate in just 9 months.
➜ Unlocked growth for a UK coffee brand and grew their revenue by over 100% YoY.

Our growth engine:
➜ Paid Social: High-impact Meta campaigns that actually drive sales.
➜ Email & SMS: Brand building & Retention-focused automations and campaigns.

Get in touch to unlock your next stage of growth.

➜ www.envu.agency
➜ Book a call: https://calendly.com/envu/discovery-call

Kevin Sussat

If you're still publishing ads based on gut feel, stop and do this instead.

Your customers are your in-house marketing team; you just need to listen to them.

Every week, we mine reviews and ad comments to uncover the exact language real buyers use to describe our brands’ products. This reveals angles that are likely to perform before we spend a single penny testing them.

That process alone has helped us scale our brands by 3 digits year on year.

Watch how I break down this framework - brilliantly executed by SURI. 

#dtc #paidsocial #creativestrategy

Profit-led Paid Social for scaling DTC Brands | Founder @ Envu Media

They teach you everything at school.
Except for money and public speaking.

I’ve met and worked with many inspiring leaders over the years and the ones that inspired me the most were the ones constantly asking for feedback.

The ones that recognise their weaknesses and go outside their comfort zone to learn and grow.

That’s leading by example.

Identifying the gaps and doing something about them.

Lately, I’ve done just that.

Starting with speech with the great support from Sara Bagheri. 

Last year, I came to the conclusion that speaking wasn’t my forte and decided to take action.

Not just in delivery, but in confidence and structure of thought.

Clarity under pressure.
More structure when presenting ideas.
Owning the room.

So far, Sara brought so much value at each session, and progress is there! (I think)

If public speaking is something you or your team struggle with, I’d strongly recommend speaking to Sara Bagheri.

The best leaders always study.

#publicspeaking

The sun came out yesterday after 2 months of non-stop greyness in London.

So I naturally told the team to stop what they were doing, end their day early and go load up on Vitamin D.

As I always say, a happy team is a dangerous team.

They work hard so treat them well.

graphical user interface, text, application, chat or text message

Stop asking for a case study.
If I were spending £50k+ per month on Meta and thinking about hiring an agency, I'd ask about their creative systems instead.

Today, I’m showing you the tools we use on a daily basis to scale brands beyond 7 figures in ARR.

Scaling isn’t about one winning ad.
It’s about repeatable creative output that keeps on winning.

#dtc #contentcreation #paidsocial

"Is our ad account structure correct?”
This question is on most founders’ minds these days.

I have some news for you:
There is no one way to run an ad account.

Your brand, margins, and buying behaviours are unique.
Your account should reflect just that.

What works for a £50k/month brand won’t necessarily work at £500k/month.

But in 2026, consolidation and signal-rich creatives will be your key growth levers.


All you need is:

Fewer campaigns.
Stronger signals.
Better creatives.


You can keep tweaking campaign structures, new audience splits and new “hacks” every week.

Or you can invest where it actually moves the needle:
↳ Signal-rich creatives that generate real demand.


If your growth is plateauing, it’s rarely because of your campaign structure.

It’s usually because your creatives aren’t strong enough to unlock new scale.

#dtc #paidsocial Envu Media

Hot take: Meta doesn’t want your ads.

It wants them because it’s their business model.
They find you customers so you can spend more.

But what Meta fundamentally wants is content that keeps users on the platform.

Over the last year or so, Reels have become a core ad placement which you should not ignore.

Overall video watch time on Instagram is up 20% year-over-year, largely driven by Reels.

And Reels are responsible for 50% of all time spent on Meta apps.


So what do you need to do?
Make f**** great content.

But here’s where most brands get this placement wrong.

Their content looks like ads, and they earn the scroll, not the thumbstop.

Your creative must feel native, fast, disrupting and entertaining to watch.

Fail to deliver, Meta will signal low engagement, leading to higher CPMs, restricted reach and a bad-looking P&L.

Build your content for attention first; the auction will reward you.

Build it for ads; the auction will tax you.

#dtc #paidsocial Envu Media

Want to master UGC ads?
Use these 7 pillars used by some of the biggest names in the game, such as Loop Earplugs, SURI, Purdy & Figg, Spacegoods and more.


#dtc #ugcads Envu Media

A fact that most agencies won’t tell you on weekly calls:

Meta sometimes can take too much credit.
Even if you exclude past buyers.

When agencies review ads manager metrics on weekly calls, it can go two ways:

Channel-centric agencies:
“Last 7 Days, your ROAS was 3.35, we’re scaling.”

Business-centric agencies:
“Last 7 days ROAS is 3.35. New customer ROAS is 2.55. That aligns with what Triple Whale shows on new customers. The performance is inflated on ads manager mostly because of those emails sales leaking onto Meta.”

Big difference.

If you optimise purely on platform numbers, you can easily overestimate true acquisition performance.

At Envu Media, we don’t just make high-stake decisions based on surface-level metrics.

We look deeper into the data and provide real transparency to our brands.

We understand our brands at a business level and know how each channel impacts their wider ecosystem.

Question…
Would you rather work with a channel-centric or business-centric agency?

#dtc #paidsocial Envu Media

Sam Altman and I had a good run. 🥹

Last week, I sat down, brewed a cup of coffee, signed up to Claude (very late to the party), and within a few hours, I'd shipped one tool. Then another. Then another.

The difference with GPT is night and day. 

Early days, but one of the tools I'm building will give DTC brands a real picture of their business health.
Giving them more clarity on where they stand and where they're headed over the next 12 months.

I'm bullish about it.

If you want beta access - DM me.
I'm looking for founders or DTC operators to stress-test it and optimise it before a full release.

Curious to know what you're all building with Claude?

Keen to connect with someone to properly show me around.

#ai Envu Media

“No matter how bumpy the road will be - this has to be our best year yet.”

After a busy January, I held our “2026 Big Reset Meeting” this week.

And I loved every single moment of it.

- Honest conversations
- Setting the tone & goals for the year
- Recognising mistakes (all mine)
- Standardising our systems even more
- Refining our pricing and ICPs


What’s our goal this year?
100% revenue increase while bringing in talented and creative people to serve our brands.

Ambitious? Yes.
Doable? Totally.


What will it take?

Countless punches in the face, almost 0 holidays, probably 2 weekends off this year and 1 evening off per week.

Not glamorous, but it has to be done.

This year is about clearer positioning and even higher standards.

Onwards 📈

--
If you’re building or re-building, share some wise words I can refer to please. 🙏

#dtc #agencylife #envumedia

Save this post the next time you're briefing a creator.

This UGC ad by Jones Road Beauty is just right.
Every decision maps back to strategy, not aesthetics.

Here's my honest breakdown, and why I'd give it a 10/10.

#paidsocial #dtc #ugc #creativestrategy

Daily, I see brands mirroring their competitors' ads, and it's doing more harm than they think.

What ends up happening is very simple:

- The content on Meta looks the same across your niche
- The audience you share gets bored
- You end up providing a bad user experience on Facebook or Instagram
- Meta penalises you with high CPM
- Leading to higher CAC

Your brand is unique.

Your content should reflect that.

#dtc #paidsocial

If you don't know your true break-even CAC, hold off before scaling your ads.

I ran a brand's numbers through this tool I built, and they were targeting the wrong CAC entirely.

Truth is, most DTC brands scale blind.
They're optimising for ROAS while quietly losing money on every customer they acquire.


Here's the problem:

ROAS tells you revenue per pound spent.

It doesn't tell you what you actually keep.

It ignores:
- COGS
- fulfilment
- shipping
- payment fees
- returns
- CAC payback
- LTV

So you're making budget decisions based on a number that's missing most of the picture.

Example:
Say you're hitting a 1.5x NC-ROAS.
Seems fine?

In reality, you're either:
- barely breaking even
- or losing money upfront and hoping LTV saves you

The fix isn't better ads.

It's understanding your numbers properly.

So I built a tool for it.

You plug in:
- AOV
- COGS
- fulfilment
- CAC
- repeat rate

It gives you:
→ true LTV
→ max allowable CAC
→ breakeven NC-ROAS
→ payback period
→ contribution margin
→ LTV:CAC health


Numbers you should know before you touch your ad account.

You can even simulate your next 12 months.
Giving you more clarity on your estimated cash flow and growth.

No more guessing.


Want to run your numbers? 📈

Comment 'ECONOMICS' and I'll send it over.

(Must be connected with me!)

-

Not sure how to get your data?
The tool includes a master prompt. Copy/paste it into Sidekick (Shopify's AI assistant), and voilà.
Easy.

-

Note: This tool runs entirely in your browser. No data is collected, stored, or sent anywhere.

Heads up, your performance on Meta is likely to drop.

Up until this month, Meta was attributing your conversions… quite generously.

Every time someone clicked anything on your ads within 7 days - likes, shares, comments, not just clicks, Meta took credit.

Meanwhile, GA4 was counting actual link clicks.
And you ended up with wildly different results.

That changes now.

In just a few weeks, only link clicks will count toward click-through attribution, not likes, shares and comments.

Going forward, those types of engagement will fall under a renamed bucket called “engage-through attribution.”


Why is Meta doing this?

Well, it was about time advertisers would get less confused when comparing data between Ads Manager and third-party tracking softwares.

This closes that gap.

Engage-through has always been Meta’s preferred attribution model as it gets more signals to learn from.

Those engaged signals won’t disappear, but placing them in their own bucket will make analysing performance easier.

THE CONs

- Click-through conversions will drop. Relax, it’s a reclassification, not a performance dip.
- Engage-through and click-through are not the same thing. A link click is real purchase intent. A like or a save is intent too, just softer.
- Benchmarks built on old data are now obsolete. Reset expectations with your clients before the numbers do it for you.


THE PROs

- Ads Manager and third-party tracking tools will now tell a similar story.
- Better decisions will be taken.

Back to reality:
Attribution will still be messy. But it’s been the most honest Meta has been with advertisers in years.


Last one from me:
Don’t be too channel-centric.
Always make decisions based on blended performance and profitability.

#dtc #paidsocial #metaupdates

If you’re about to work with an agency that’s promising predictable results on Meta, run.

You’re advertising to human beings - AKA, the most distracted species on planet Earth.

Layer in algorithm changes, trending moments, and platform outages, and you'll have bad days. Bad weeks, even. No one can predict them.

What separates good agencies from great ones?
How fast they react when it happens.

Note: I said reactive, not proactive - on purpose.


One invaluable skill to have when managing ads is patience.

Knowing when not touch spend, and understanding what your next move means for the business long-term.

At Envu Media, transparency sits at the core of our values.

We never shy away when performance is down.

We thoroughly explain why this might be happening and show our brands what we're doing to reignite it.

Takeaway:
If an agency sells you predictable results, put your ON running shoes on and come to 5 Forest Road, E17 6ZJ - London, Office 302 - that’s where Envu Media HQ is.

#dtc #paidsocial

The way you're judging ads is probably costing you.
And yet, most people running them still miss a crucial point.

Here’s what I mean.

Never judge ads on ROAS or Cost Per Purchase alone.

Pausing ads solely based on these 2 metrics tells me what I need to know about where someone’s at with media buying in 2026.

The game has changed.

Example:
An ad spends meaningfully.
It drives most of your purchases.
ROAS? 1x.
CPA = AOV.

Worth pausing, right?

Not quite.

Take a moment and diagnose your ad.

9/10, you crafted an unaware ad unlocking new pockets of your audience.

More reach, more eyeballs, but it comes at a cost.

Hence, the 1x ROAS. 


Let’s flip the script.


An ad takes 10% of your overall spend and gets you a 3x ROAS.

Tempting to push it. 

We tested it hundreds of times, that 3x ROAS doesn’t last.

Diagnose it, and it’s very likely your ad is doing retargeting work. 


Point being:

Meta has 3-4 billion DAP (Daily Active People).
The platform serves billions of ad impressions per day and deals with trillions of daily signals.
While the system can get it wrong sometimes (humans do too), one thing is certain: it knows better than we do.

Feed it with the right signals, build a real ad ecosystem and let Meta run it.

--
Save this post and get back to it whenever you're about to pause an ad.

#dtc #paidsocial Envu Media

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Phil Kiel

Kevin Sussat

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The Battle

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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);}Kevin Sussat's LinkedIn Performance

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