Oli Cimet's Linkedin Analytics

The #1 Meta ads mistake I see (and how to fix it) Running the same “winning” ad for 3 months straight and wondering why your CAC is climbing? Sure, there are unicorn ads that defy the odds and run profitably for months. But they’re the exception, not the system. I’ve worked on creative strategy for brands spending 7 figures+ on Meta, and here’s the truth: The brands that scale aren’t the ones with the biggest budgets. They’re the ones who treat creative like a living, breathing system. Not a one-and-done. Here’s what they do differently: Launch new angles weekly (not just new edits) Test different formats (UGC, statics, AI, carousels, memes, etc.) Rotate creatives based on performance signals, not just gut feeling Because the more creative inputs you give the algorithm, the better it works for you. 📉 Fewer refreshes = faster ad fatigue = higher CAC 📈 More creative variety = better engagement = lower CAC If you want to scale, your creative system needs to evolve as fast as your audience scrolls. No gimmicks. Just strategy.

Will your brand just make money or will it make history? Most founders don't start their brand just to chase a quick bag. They want to build something real. Something customers remember. Something their kids might even inherit one day. But somewhere along the way... It's easy to get pulled into the metrics: ROAS, CAC, click-through rates. I get it I'm in performance marketing. We track everything. But here's the truth: The best-performing brands I've worked with don't just optimize for conversions. They optimize for connection. One client shifted from gimmicky offers and spammy urgency... to story-led content rooted in why the brand exists. They still drove sales but now? Higher repeat purchase rate. Better retention. More DMs that start with "I love your brand so much." Lower CAC (because great creative builds trust). Performance didn't drop it got more sustainable. Every ad is a chance to reinforce your story or weaken it. So ask yourself: Will this make me money today? Or will this make people remember me tomorrow? Fast growth is great. But enduring brands change the game.

Is your CAC creeping higher every week? Here's what's probably missing in your ads. I see this all the time. You're barely breaking even. You've tried everything..new audiences, new offers, even throwing more budget at the problem. Nothing works. And let's be real, you're starting to lose faith in paid ads altogether. But the issue usually isn't your strategy it's your creative. If your ads aren't performing, check these five things: 👉 Your hooks might be weak. Lead with something bold, taboo, CONTROVERSIAL.. that creates immediate curiosity. (This alone can slash your CPMs and stop the scroll.) 👉 Your testing approach is scattered. Simplify it. Change one variable at a time with a tight feedback loop. Let the data lead you. 👉 You're stuck in one format. only AI, only UGC...not testing carousels, starics, non-narrated videos.. 👉 Your creative feels vanilla. 👉 You're ignoring the gold in your comments. Your best angles are already being written by your customers. Use their exact language in your ads. The brands I see turning things around don't necessarily have bigger budgets. They just have better creative. I'm offering a free ad account audit to the first 3 brands who feel they need guidance to shake their creatives. Just DM me.

There’s a lot of noise right now in ecom and I get it. I feel it too. I launched my own product on Amazon recently. And just as I was gaining momentum... tariffs hit. It feels like everything is shifting at once. Yes, this season is uncomfortable. But it’s also a chance to rebuild leaner, more innovative, and more resilient than before. If you run an ecom brand (or support one), I'm with you. This won’t last forever.

"UGC is dead" not it's not, it's still driving 80% of the revenue for all the brands I work with. The question is not if UGC is working, the question is WHICH UGC works. You need the right creators and the right format to tell STORIES. Here are the must: 1-An amazing hook → 2 functions: -finding the right people -to stop the scroll. This will include the trifecta: text on screen, visual + what you say. 2-Modular content: break down your script into different sections, so you can re-use the modules for compilations. This includes: problem, agitation, solution, feature benefits, social proof and CTA. 3-Work with creators not UGC'ers Check their socials, see how they show up for their audience to get a real feel. We want it to be CREATOR content not UGC content, because reciting a script holding a product is just not enough anymore. 4-Get as many dynamic b-rolls as you can, ask for 4-5 angles of each b-roll to keep the ad engaging. It's not about perfect production quality - it's about perfect audience alignment. I'm seeing brands that embrace this creator-first approach consistently outperform those clinging to outdated UGC formulas. The brands getting 2-3x ROAS are those giving creative freedom to their creator partners while providing clear strategic direction. Your audience knows when they're being sold to. They want stories from people they trust, not ads. Has your strategy evolved over the past year?

Which one do you choose? 🤣

How one brand broke through a 6-figure plateau When this client came to me, they were stuck Their Meta ads were running But CAC was creeping up And revenue had flatlined for months The product was solid The audience was there But the creative strategy? Repetitive and stale Here’s what we changed We built a creative system Not just new edits But new angles New formats New messages built on customer insights Instead of launching two ads a month We launched five a week We tracked performance religiously And cut anything that wasn’t pulling its weight In six weeks CAC dropped by 30 percent Revenue doubled Here’s the takeaway Scaling is about building a process for creative iteration Backed by data Informed by psychology And executed with speed If your growth has stalled Your creatives might be the bottleneck Just sayin.

High performers just hit different. It's not about being luckyit's all about those daily habits! They don't see obstacles, they see opportunities waiting to happen. Let me put you on game with how they stay winning, no matter what life throws at them. What's Next? ➜ Always thinking ahead of the curve. Play the Long Game ➜ Not chasing quick wins but building something that lasts. Feedback Goldmine ➜ Actually WANTS to hear how they can do better. Learn It Faster ➜ Getting good quick > being perfect (that part!). Data-Driven Optimist ➜ Keeps it real with facts but stays hopeful about what's possible. Reverse Engineer ➜ Starts with the end goal and works backward (genius move). Rest is Non-Negotiable ➜ Sleep and recovery isn't lazy, it's strategic. Obsession with Clarity ➜ No room for confusion - asking the right questions gets you answers. Unstoppable Grit ➜ Facing challenges head-on without being scared to fail. Curiosity Over Ego ➜ Swapping "I know everything" for "Teach me something new." Focus Sprint ➜ Mastering those short bursts when you're in the zone. Say No, Stay Yes ➜ Protecting your energy by cutting off distractions. This isn't something you're born with - it's something you build daily. Greatness starts in your head before it shows in your actions. Which habit are you starting today?

Hi, I’m Oli and I'm a recovering control freak. And if you’re a founder... there’s a good chance you are too. I used to want to be across every detail: Every script, edit, caption, CTA, color choice. I thought my hands-onness made things better. More polished. More aligned. But truthfully? It just slowed us down. One version… Turned into 5 rounds of revisions. Then 2 more people jumped in... also control freaks. Now we’ve got 12 opinions on a TikTok video that’s supposed to feel off-the-cuff anyway. I’ve seen this kill momentum inside brands over and over including my own. Here’s what I’ve learned: Speed > Perfection Feedback loses value the more diluted it gets Delegation isn’t about letting go of quality it’s about letting go of ego If you want your team to move fast, let them move. Build trust. Set the direction. Then let people run. Creatives are about finding what works. If this hit a little too close to home it’s okay. You’re not alone. But maybe the next best version of your brand isn’t found in more control… It’s in letting go of some. Are you ready to release control over this week?

Remember when you quit your 9-5 for freedom? And now you're working around the clock for your own brand? Yeah, that wasn't the plan. You started this thing to build something that would run without you breathing on it 24/7. But here you are drowning in ad metrics, chasing freelancers, and buried in Slack notifications. So much for freedom, right? After running my own brand and helping others hit 7-8 figures, I've noticed a pattern: 👉 Do everything yourself? You become the roadblock. 👉 Learn to delegate the right stuff? That's when you actually grow. Stop trying to do it all. Let go of the stuff that drains you. For most founders I know, it's the creative work. You're in too deep. What's one thing you know deep down you need to hand off this week but keep putting off? Drop it below. 👇

If your creative sucks, it doesn't matter how good your product is. You could have the most innovative, high-quality product in your category... but if your ads don't grab attention, build trust, and make people feel something you're wasting ad spend. Nielsen says 56% of sales ROI is driven by creative. Google puts that number at 70% of campaign success. Not targeting. Not timing. Not budget. Creative. Yet most founders still treat it like an afterthought. Here's the uncomfortable truth: Bad creatives kills great products. Great creative? It sells average products exceptionally well. So if your CAC is too high, your ROAS is dropping, or your ads are stuck in meh-mode... Start with the creative.

Your ads aren’t underperforming because they’re “bad.” They’re just not speaking to what your customer really wants. Most brands stop at surface-level messaging: ❌ “All-in-one” ❌ “Travel-friendly” ❌ “High-quality” But here’s the truth: Those aren’t emotional triggers. They’re product features disguised as benefits. I’ve worked on creative strategy for 7-figure+ brands, and the real breakthroughs come from going deeper into why your customer wants those things in the first place. 👇 Let me show you: A product isn’t just “compact.” It’s giving your customer freedom, ease, or a sense of control in a chaotic day. That’s what gets them to stop scrolling. That’s what gets them to click. And when your messaging taps into deeper motivators — like Reiss’s 16 core desires (think: tranquility, acceptance, status, independence) that’s when your creative starts converting on a whole different level. So next time you brainstorm messaging, ask: What’s the emotional reward behind the feature? That’s the unlock. That’s where scale lives. Follow for more psychology-backed ad strategy that drives results.

In 2025, Stop Burning Ad Budget To succeed with Meta ads now, you need fresh and unique content. Must-Have Content Types: Problem/Solution: "Waking up with back pain?" - Directly addresses audience pain points Tutorial: Teaching-focused content - perfect for products needing instruction Honest Review: Builds trust, addresses questions + objections Comparison: Brand vs brand - excellent for products with competitors "Ugly" Ads: Intentionally low production quality - feels authentic Day in a Life/GRWM: High risk/reward - always test Educational Content: Provide valuable information they can use Personal History: Storytelling through experience (crushes for beauty clients) Skits/Partners/Family: More people = better performance How to Choose? -Research competitor formats (learn, don't copy) -What works in organic often works in paid Give equal energy to organic strategy -If the creator is good, Let them take the lead. The winners aren't those with the biggest budgets - they're the ones embracing creative 𝘃𝗮𝗿𝗶𝗲𝘁𝘆 and treating their Meta strategy like a living organism. What formats work best for your brand?

In today’s world, where AI has made content creation so easy, the problem isn’t how to create content...it’s what to say. What’s your story? Why should a customer choose your brand over the thousands of others out there? It’s all about creating an emotional bond through storytelling. For example, if you’re selling sustainable clothing, don’t just say “we’re eco-friendly.” Tell the story of how your brand helps a customer feel good about their purchase while tackling a real problem, like reducing waste. That kind of narrative can make your brand unforgettable, especially in a multi-channel environment. Focus on your story first. Get that right, and then experiment with channels

I used to think the best ideas came from staring at dashboards. Scrolling ad comments. Watching trends. But lately, the real breakthroughs? They hit when I’m walking with no phone. No Slack. No to-do list. No tabs. Just stillness. Last week, I stepped away from the screen for 20 minutes and came back with the clearest creative angle I’d had in weeks. Sometimes what your brand needs isn’t more hustle. It’s the mental margin. Because strategy requires thinking. And thinking needs space. If you’re feeling stuck or reactive, try doing less. The clarity doesn’t come from the algorithm it comes from you.

Like It or Not, These 6 Industries Will Always Make Money These six fundamental human motivations drive industries that consistently create wealth: 𝗪𝗼𝗺𝗲𝗻’𝘀 𝗱𝗲𝘀𝗶𝗿𝗲 𝗳𝗼𝗿 𝗯𝗲𝗮𝘂𝘁𝘆 Skincare, fashion, and weightloss keep growing because the demand never stops. 𝗠𝗲𝗻’𝘀 𝗹𝘂𝘀𝘁 Adult entertainment, dating apps, and OnlyFans are billion-dollar industries. 𝗘𝗹𝗱𝗲𝗿𝗹𝘆’𝘀 𝗵𝗲𝗮𝗹𝘁𝗵 Healthcare, supplements, and assisted living services make fortunes. 𝗖𝗵𝗶𝗹𝗱𝗿𝗲𝗻’𝘀 𝗲𝗱𝘂𝗰𝗮𝘁𝗶𝗼𝗻 Parents spend heavily on tuition, online courses, and skill development. 𝗥𝗶𝗰𝗵 𝗽𝗲𝗼𝗽𝗹𝗲’𝘀 𝗳𝗲𝗮𝗿 𝗼𝗳 𝗹𝗼𝘀𝘀 Wealth management, insurance, and investment firms profit from this. 𝗣𝗼𝗼𝗿 𝗽𝗲𝗼𝗽𝗹𝗲’𝘀 𝗱𝗲𝘀𝗶𝗿𝗲 𝘁𝗼 𝗴𝗲𝘁 𝗿𝗶𝗰𝗵 𝗾𝘂𝗶𝗰𝗸𝗹𝘆 Get-rich-quick schemes, lotteries, and even certain coaching programs feed off this. Whether ethical or not, these industries will always have demand. How can you create a brand that stands out ethically while tapping into these powerful market forces?

Brand vs. Performance? You don’t have to choose Somewhere along the way, performance marketers started treating “brand” like a dirty word But here’s what I’ve seen working inside 7-figure ad accounts The creatives that scale the hardest aren’t always the ones with the lowest CPA on day one They’re the ones that build trust Resonate emotionally And make people remember you after the scroll That *is* performance It just plays out over time Here’s the formula I live by: **Brand drives intent** **Performance captures it** You can absolutely have a thumb-stopping hook *and* a message that makes someone feel something And honestly, if you’re spending 6–7 figures on ads without investing in brand story, creative consistency, and trust-building... you’re 𝗹𝗲𝗮𝗸𝗶𝗻𝗴 money Performance and brand aren’t enemies They’re partners And when they work together, that’s when you build something that lasts

Why your ad isn’t converting (even though it looks great) Here are 5 emotional triggers I use in creative strategy for brands spending 7 figures+ on Meta and TikTok Save this for your next creative brief

The TikTok-ification of Ads is how you win in 2025 If your ad still looks like... an ad You're losing scroll-stopping power by the second TikTok changed more than just how we consume content It changed how we respond to marketing altogether Now, even Meta rewards ads that feel native That means: • Lo-fi > polished • Hook-first > slow build • Personality > perfection • Storytelling > selling I’ve worked on creative for brands spending 7 figures+ And the top performers all have one thing in common: They don’t chase “viral” They chase real They meet the customer where they are not where the brand wants to be seen Open with a hook Talk like a human And make it feel like something they would’ve posted That’s how you stop the scroll in 2025 Not with more polish With more presence Follow for more real-world strategy

'Facebook ads are just gambling" That’s what a client told me last week And honestly... I get why it *feels* that way Some ads flop Some kind of work And it’s hard to predict what’ll scale But then I spoke to another client who’s testing tons of AI ads at scale And guess what? Ad fatigue is up And everything feels… off Why? Because they’re producing content fast but with zero strategy Same visual over and over Same recycled angle No variation in emotion, tone, or story It’s not that AI is bad It’s that 𝘀𝗽𝗲𝗲𝗱 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗱𝗶𝗿𝗲𝗰𝘁𝗶𝗼𝗻 𝗶𝘀 𝗷𝘂𝘀𝘁 𝗻𝗼𝗶𝘀𝗲 Volume isn’t the goal Strategic variety is Here’s how to spot bad testing: Every ad looks identical Every message hits the same point Here’s what real testing looks like: Different formats (UGC, statics, AI, motion) Different emotional drivers (fear, belonging, relief, status) Different entry points to the same product Because creative is not gambling It’s how you control the odds