Toby W.'s Linkedin Analytics

Why do some brands explode past $1M/month… while others flatline at $400K? It’s not spend. It’s not luck. It’s system > chaos. We’ve audited 100+ 7-figure brands in 2025, and the top 1% all have 5 things in common: ✅ Relentless creative velocity ✅ Research before rollout ✅ Awareness-based messaging ✅ Obsessive feedback loops ✅ Total funnel alignment They don’t run ads like a lottery. They run ads like a system. And that’s why they scale. 🧠 We just opened 3 new audit spots for next week. DM me “Audit” if you want one... or drop a comment and I’ll send you the details.

We scaled this outdoor games brand from: $742k → $1.5M/month in 6 months. ↳ Here’s exactly how we did it: No hacks. No "media buyer magic." Just full-funnel systems that compounded. 🔍 𝐒𝐭𝐞𝐩 𝟏: We audited the full funnel before scaling a dollar. Here’s what we found: - Ad creative was overly product-focused, lacking real-life use cases - The site had no angle-message match... just PDPs with zero context - No landing pages, no funnel segmentation, no upsells - Ad account was cluttered and reactive, not structured for data-led decisions 📐 𝐒𝐭𝐞𝐩 𝟐: We rebuilt the creative engine from scratch. - We used our Creative Variety Matrix to plug the gaps: Shot 40+ fresh ads across new formats: >lifestyle demos, objection-handling UGC, viral static hooks - Introduced modular scripting + batch testing → faster iteration loops - Created usage-driven content tied to weather, family events, and gifting moments 🧠 𝐒𝐭𝐞𝐩 𝟑: We rebuilt the funnel. - Launched pre-sell landers tailored to specific angles - Added simple bundles based on best sellers that increased AOV - Hooked up heatmaps + surveys to guide future tests ⚙️ 𝐒𝐭𝐞𝐩 𝟒: We restructured the ad account for scale. - Separated our testing & scaling campaigns - Rolled out influencer whitelisting + testimonial mashups - Increased budgets every 2–3 days based on pacing + MER 💡 𝐒𝐭𝐞𝐩 𝟓: We aligned the team on performance. - Weekly creative x media syncs - Testing roadmap built from data, not guesses - Clear feedback loops = compounding gains 📈 𝐓𝐡𝐞 𝐑𝐞𝐬𝐮𝐥𝐭: 🧨 Revenue: $742k → $1.5M/month 💰 CAC: ↓ 14% 📦 AOV: ↑ from $91 → $112 🔁 MER held at 3.2+ --- Doing $100k+ a month but feel like you cant break through the 7-fig/month ceiling> Next week, we’re opening just 3 audit slots for brands that want to break through that ceiling... efficiently. We’ll map out exactly how we’d scale your brand using the same systems behind this 2x revenue jump. ⚡️ Comment Audit below Or Connect + DM me 🚀

When a new brand comes on board, we often uncover clear gaps in their creative strategy. Sometimes it’s the lack of variety Other times, it’s messaging that’s too safe, or statics that aren’t pulling their weight. Because we’ve built our internal systems around speed, we can typically launch new creative tests... often within 24–48 hours. And the results? Even small changes, when combined strategically, often lead to a sharp drop in CPA and open the door to sustainable scale. It’s not about big bang ideas. It’s the accumulation of smart, fast, focused decisions, stacked over time.

Most brands don’t lack creative. They lack effective creative. The kind that breaks patterns, earns attention, and converts. This week’s newsletter is a swipe file of 5 ads that do exactly that... with breakdowns you can apply to your own creative process immediately. Here’s what’s inside: ✅ 5 high-performing ads worth studying ✅ The psychology behind why they work ✅ Practical tips to apply the same principles in your brand From Cocokind’s data-backed scroll-stopper… to RYZE’s clever iPhone hook… to BondiBoost’s social-proof-meets-upgrade combo… It’s a breakdown worth 5 minutes of your Saturday. 👇 Read it here

Most fashion brands are bleeding ad budget and don’t even realise it. Why? Their creative strategy is way too safe. 📉 Low variety. Weak testing. Random execution. If this sounds familiar: ✔ Same few carousels running on repeat ✔ One or two ad angles per collection ✔ Throwing creatives into the ad account without structure... You’re not just leaving money on the table, you’re blocking scale. I put together a swipe file of 100+ high-converting ads from fashion brands crushing it on Meta. Real examples. Real angles. Built to sell. Want it? 💬 Drop a “FASHION” in the comments + like this post and I’ll DM it straight to you.

Still creating ads like it’s 2020? You’re not just behind the curve. You’re burning money. We audited performance across 120+ eCom brands spending $50K+/mo. Here are the 5 creative shifts winning brands have already adapted to and most haven’t even noticed 👇 1. 🌀 The Feed Shift: “Following” → “For You” What changed: Feeds are now algorithmic, not user-curated Most viewers have zero context or brand familiarity You’re a stranger fighting for 1.5 seconds of attention What works now: Hard pattern interrupts Clear product category (within 3 sec) “Who this is for” baked into the opening 2. 🎯 The Targeting Shift: Manual → Algorithmic What changed: Meta ASC, PMax, Smart+ = creative-first delivery Creative is your targeting signal now Audiences are broad, not hand-picked What works now: Contextual cues inside the creative Creative that maps to use cases, not demos High volume testing across broad setups 3. 🧠 The Attention Shift: Focused → Fragmented What changed: Attention spans are collapsing Feed consumption is chaotic People rarely finish an ad or watch with sound What works now: “5th-grade” clarity Modular content that works even if skipped Visual-first storytelling Key message front-loaded 4. 📹 The Format Shift: Polished → Authentic What changed: High-gloss = high drop-off Platform-native wins over platform-agnostic Creators now set the tone for brand content What works now: Platform-specific assets Creator-style UGC, even for polished brands Direct, unscripted tones “Authentic enough” > “Agency polished” 5. 🧪 The Testing Shift: Methodical → Volume-Based What changed: Fatigue happens faster Algorithms favor fresh creatives The lifespan of a winner is weeks, not months What works now: Weekly creative testing Iteration loops tied to performance data Modular production to scale outputs AI-assisted variations 📈 Real Results A fashion brand came to us with rising CACs and slow creative cycles. Before: 8 creatives/month After: 60+ creatives/month Result: CAC dropped 18% in 45 days 🛠️ Implementation Roadmap Week 1: Creative audit Week 2: Modular framework build Weeks 3-4: Scaled creative production system Weeks 5-6: Testing infrastructure + iteration protocols Here’s the truth: Big budgets don’t win in 2025. Creative systems do. Mid-size brands ($25M–$250M/year) are best positioned to move fast, adapt early, and out-test bloated enterprise brands. 👉 Want to build a creative system built for today’s platform dynamics? Drop “CREATIVE” and I’ll show you how we’d rebuild yours from the ground up.

When a brand asks me why their landing page isn't converting… ➡️ I ask one question: "Are you answering these 6 critical questions within 8 seconds of landing?" After auditing 200+ landing pages, I've found that high-converting pages (4%+ CVR) all answer these questions immediately: 𝗪𝗵𝗮𝘁 𝗶𝘀 𝘁𝗵𝗲 𝗽𝗿𝗼𝗱𝘂𝗰𝘁? → Not just what it is, but what category it's in → Described with clarity a 5th grader could understand → No jargon or insider language 𝗛𝗼𝘄 𝗱𝗼𝗲𝘀 𝗶𝘁 𝗯𝗲𝗻𝗲𝗳𝗶𝘁 𝗺𝗲? → Benefits, not features (outcomes, not specifications) → Specific transformation language → Clear, tangible results they can expect 𝗪𝗵𝘆 𝘀𝗵𝗼𝘂𝗹𝗱 𝗜 𝘁𝗿𝘂𝘀𝘁 𝘁𝗵𝗶𝘀 𝗯𝗿𝗮𝗻𝗱? → Social proof (reviews, testimonials, press) → Authority signals (certifications, expert endorsements) → Transparency elements (real customers, real results) 𝗛𝗼𝘄 𝗱𝗼𝗲𝘀 𝗶𝘁 𝗰𝗼𝗺𝗽𝗮𝗿𝗲 𝘁𝗼 𝗮𝗹𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝘃𝗲𝘀? → Direct or indirect competitor comparisons → "Why this works when others fail" section → Objection handling that addresses alternatives 𝗪𝗵𝗲𝗻 𝘄𝗶𝗹𝗹 𝗶𝘁 𝗮𝗿𝗿𝗶𝘃𝗲? → Clear shipping expectations → Delivery timeline prominently displayed → Location-based shipping estimates if possible 𝗪𝗵𝗮𝘁 𝗵𝗮𝗽𝗽𝗲𝗻𝘀 𝗶𝗳 𝗜 𝗱𝗼𝗻'𝘁 𝗹𝗶𝗸𝗲 𝗶𝘁? → Risk reversal (guarantee, warranty, return policy) → Frictionless return process highlighted → Customer service accessibility 𝗧𝗵𝗲 𝗯𝗶𝗴𝗴𝗲𝘀𝘁 𝗿𝗲𝘃𝗲𝗹𝗮𝘁𝗶𝗼𝗻: Most landing pages answer maybe 2-3 of these questions well, leaving massive conversion gaps. We worked with brand whose landing pages only clearly answered questions #1 and #2. They were converting at 1.6% despite excellent creative. After restructuring their landing pages to methodically answer all 6 questions, conversion rate jumped to 3.1% 𝗛𝗼𝘄 𝘁𝗼 𝗶𝗺𝗽𝗹𝗲𝗺𝗲𝗻𝘁 𝘁𝗵𝗶𝘀: 1. Audit your current landing pages against these 6 questions 2. Identify gaps and restructure your hero section to address them 3. Test different formats (hero section layouts, mobile-first designs) 4. Monitor metrics beyond conversion (scroll depth, time on page, exit points) Remember: Be smart with your copywriting, don't be fancy. Focus on speaking to a 5th grader with your copy. People are on their phones with notifications popping in. Make it frictionless.

We're hiring a Senior Meta Media Buyer 👇 Looking for someone with deep platform knowledge and strong creative strategy chops. You’ll work with fast-growing eCom brands, alongside a world-class internal team. DM if that sounds like you (or someone you know).

🎯 Lookalikes. Interests. Retargeting. These used to be your targeting edge. Not anymore. Platforms don’t reward precision targeting - they reward creative that performs. Here’s what changed: → Meta’s ASC → Google PMax → TikTok Smart+ All three optimize based on creative signals... not your audience inputs. If you're still relying on manual targeting to scale, you're falling behind. Let’s break it down 👇

Scaling stuck at $100k, $300k, even $500k/month? Your creative strategy is probably the reason. Because most brands are making the same 3 mistakes: 1️⃣ No clear idea what to test 2️⃣ No structure around how to test 3️⃣ No system to turn results into winners So I built The Ultimate Creative Guide to fix that. It breaks down the entire creative process we use to scale brands past $1M/month From ideation to testing to iteration, with real frameworks, examples, and test setups. Want a copy? Like this post + comment ‘CREATIVE’ and I’ll DM it to you. (Must be connected.)

Most brands don’t have a media buying problem. They have a creative variety problem. Same angles. Same formats. Same results. ❌ Your ads aren’t working because you’re using the same 3-5 creative types. Most brands stall out because they lack the variety needed to consistently scale. So, I put together a swipe file of 100+ proven ad creative types Homeware & Furniture brands must test. These are real formats that helped scale brands from $50K → $1M+/month 🚀 Want the full list? Drop “100” in the comments and I’ll send it over.

Tired hooks. Same angles. Stale results. If your ads feel flat, it’s not the algorithm... it’s your creative. Most brands plateau because they keep recycling the same 5 ideas. We built a vault of 102 creative frameworks to break that cycle. And these 7 content types consistently move the needle: → Founder stories that build emotional pull → Behind-the-scenes content that feels human → Demos that convert, not just inform → UGC that builds trust fast → Interactive formats that boost time-on-ad → Lifestyle angles that spark desire → Comparisons that crush price objections If your content pipeline is running dry, it's time for a change. If you want to chat about your Meta ads and Creative with me directly... DM me for a free 30-minute strategy session where I’ll analyse your current ads and flag your biggest scaling levers.

Top brands don’t guess. They mine data and turn it into creative that scales. That’s the difference between random testing and strategic growth. Here’s the exact system we use to turn: → Reviews into high-converting messaging → Performance data into winning strategy → Competitor research into brand-level differentiation No more “let’s test this and hope.” Just consistent, proven, data-backed creative decisions. In this carousel, you’ll learn how to: ✅ Build a repeatable, insight-led creative process ✅ Extract conversion gold from customer reviews ✅ Track competitors without falling into copycat traps ✅ Use performance data to double down on what works Swipe through to get the full framework 👇

I spent this week making a playbook of 150+ ad copy templates. These templates are responsible for $400M for 7-9 fig DTC brands I collected them from: ✅ Our high-performing database of eCom market research ✅ Copywriting angles & hooks we’ve written for top brands ourselves ✅ These are essential for any DTC brands wanting to fine tune their Meta Ads We’ve used a ton of these copywriting hooks & concepts ourselves - they never let us down. Here’s a sneak peek at the copywriting angles inside: ✅ The sales & discounts angle ✅ The point-point driven angle ✅ The scarcity & urgency angle ✅ The new product launch angle ✅ The social proof angle To get the full playbook: - Connect with me - Like this post - Comment “TEMPLATES” below I’ll then send the template playbook over via DMs

🚨 You’re not scaling. You’re guessing. Without the right metrics, every dollar spent is a gamble. Data wins. Gut feel doesn’t. Scaling without visibility is like driving blindfolded. You either burn cash on ads that don’t convert, or scale too fast and tank your margins. That’s why we built this guide, rooted in data-first growth principles we’ve used to scale 200+ brands to 8-figure revenues. Inside, you’ll get: 📊 The exact metrics we track for profitable scaling (blended ROAS, CPA & more) 🌐 How to assess performance across all channels (Meta, Google, TikTok) using blended data 📈 Advanced scaling tactics to reduce risk and maximise returns 🛠️ How to diagnose performance drops before they spiral Want the blueprint? Here’s how to get it: 1. Connect with me 2. Like this post 3. Comment “SEND” below I’ll drop it in your DMs.

Scaling an e-commerce brand is tough. The number one bottleneck? Creative testing. Here is your answer 👇🏼 Too many brands rely on the same creatives for months, wasting ad spend on what isn’t working. The key to scaling faster isn’t just about increasing your ad budget, it's about testing smarter, faster, and more effectively. That’s why we developed an exact framework for creative testing that has helped us scale some of the top brands. Here’s what this framework ensures: ✔ Smarter testing that reduces wasted spend ✔ Faster feedback loops so we can optimise quickly ✔ Efficient creative refresh to avoid ad fatigue Want to learn how we do it? Drop "Scale" in the comments, and I’ll send you the full breakdown!