Grow and Convert

Content Strategist

Writer

Key Level Marketing

Consulting in search-led content marketing for B2B brands, to increase their organic search visibility and brand authority.

Exit Five

Member

TextLogic

Consulting in technical and marketing communication, with emphasis on content marketing, customer engagement, social business, information design, and content management.

Consultant

Augmented Reality for Enterprise Alliance

The Augmented Reality for Enterprise Alliance (AREA) is a global non-profit, member-based organization dedicated to widespread adoption of interoperable AR-enabled enterprise systems.

Content Manager

Business Analyst

𝐃𝐨𝐞𝐬 𝐲𝐨𝐮𝐫 𝐰𝐞𝐛𝐬𝐢𝐭𝐞 𝐝𝐫𝐢𝐯𝐞 𝐭𝐫𝐚𝐟𝐟𝐢𝐜 𝐛𝐮𝐭 𝐥𝐢𝐭𝐭𝐥𝐞 𝐩𝐢𝐩𝐞𝐥𝐢𝐧𝐞?

Most companies that actively pursue an SEO strategy eventually become successful getting traffic, but the quality of their pipeline remains low.

They write top-of-funnel content that educates visitors, and that hopefully will generate demand for their products or services.

This strategy attracts visitors who may or may not be pain aware. But few, if any, will be actively seeking a solution.

➤ 𝐖𝐞 𝐭𝐮𝐫𝐧 𝐲𝐨𝐮𝐫 𝐰𝐞𝐛𝐬𝐢𝐭𝐞 𝐢𝐧𝐭𝐨 𝐚 𝐬𝐨𝐮𝐫𝐜𝐞 𝐨𝐟 𝐛𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐠𝐫𝐨𝐰𝐭𝐡 𝐛𝐲 𝐩𝐫𝐢𝐨𝐫𝐢𝐭𝐢𝐳𝐢𝐧𝐠 𝐚𝐧𝐝 𝐰𝐫𝐢𝐭𝐢𝐧𝐠 𝐨𝐧 𝐁𝐎𝐅𝐔 𝐭𝐨𝐩𝐢𝐜𝐬.

Your website is your owned media, so why not use it to capture demand from prospects who are ready to buy?

𝐖𝐡𝐚𝐭 𝐖𝐞 𝐃𝐨:

• We research your ICP to understand their pain points and needs.
• Based on this research, we devise a content strategy tailor-made to your industry, business, and product.
• We write long-form content in your voice and that of your prospects', in the language of your industry.

𝐁𝐞𝐧𝐞𝐟𝐢𝐭𝐬 𝐨𝐟 𝐜𝐚𝐩𝐭𝐮𝐫𝐢𝐧𝐠 𝐝𝐞𝐦𝐚𝐧𝐝 𝐟𝐫𝐨𝐦 𝐩𝐫𝐨𝐬𝐩𝐞𝐜𝐭𝐬 𝐰𝐡𝐨 𝐚𝐫𝐞 𝐫𝐞𝐚𝐝𝐲 𝐭𝐨  𝐛𝐮𝐲:

• A successful blog post can rank on the first page of search for years, without further need to update it. Contrast this with social media posts, which may bring short-term referral spikes, but disappear over time.
• A regular publishing schedule makes your blog a true business asset, bringing compounding growth in high-quality leads.
• Attracting those prospects who are currently deciding which solution to buy provides higher content ROI and generally shorter sales cycles than TOFU content.

𝐆𝐫𝐞𝐠 𝐁𝐚𝐛𝐛
Content marketing and SEO expert with over two decades of experience creating content for B2B companies. Worked in software startups and in enterprise-level organizations in industries such as finance, air navigation, telecommunication, and sports.

𝐑𝐞𝐚𝐝𝐲 𝐭𝐨 𝐓𝐚𝐥𝐤?
Book a meeting with me at the top of this page.

Greg Babb

Managing Partner @ Brick | Ads & Creative for 100+ DTC brands - $300m+ in sales | I write content about paid ads, performance creative & e-commerce

We scale 7 to 9-figure DTC brands using a creative-first, full-funnel approach that blends paid ads, landing pages, and performance-driven creative.

Brick isn’t a bloated agency juggling 50 clients. 

We’re a boutique team of senior strategists, creatives, and media buyers working closely with a small group of brands we genuinely believe in.

Everything we do is grounded in research, strategy, and execution. No juniors, no handoffs, no fluff.

We’ve driven over $400M in trackable revenue for some of the fastest-growing DTC brands. Our work has been featured in Entrepreneur, Social Media Examiner, and other leading publications. More importantly, 92% of the brands we work with hit all-time revenue highs in under 90 days.

If you're spending on ads but not seeing consistent growth, we can help. 

We focus on fixing the bottlenecks that are holding your brand back—whether it's creative fatigue, poor landing page performance, or inefficient account structure.

Message me “GROWTH” or check the link in my featured section to see how we work.

Toby W.

Most brands have at least 1 of these 3 creative bottlenecks that stop them from scaling their meta ads:

1️⃣ Not knowing what to test next
2️⃣ Not knowing how to test it
3️⃣ Not knowing how to turn test results into new winning creatives

I put together The Ultimate Creative Guide to fix all 3.

This guide breaks down the entire creative testing process - from generating data-backed ideas to structuring tests effectively and analyzing results to create high-performing ads.

By the end, you’ll have a proven framework for consistently producing top-tier ad creatives that drive conversions.

Want the guide?

1. Like this post
2. Comment ‘CREATIVE’ and I’ll DM it.

{Must be connected}.

Toby Waller

I help eCom brands scale past $25M/yr with Ads + Retention. $450M+ in revenue | Moto, Leica, Kodak, Drake + 200+ more.

Struggling to scale your Meta Ads efficiently?

Most brands just throw more budget at the problem, but that’s not the way forward.

The real secret? 

Scaling methodically, with a structured blueprint that ensures every dollar spent is working harder for you.

I’ve put together a step-by-step guide on how to methodically scale your Meta account without wasting budget.

Want a copy?

Like this post + Drop "Scale" in the comments and I'll send it over!

🚨 FOOD & BEVERAGE BRANDS…

YOU'RE NOT TESTING ENOUGH CREATIVE VARIETY.

9/10 of the brands in this space aren’t even close ⤵️

If you’re running:

✔ The same UGC formats on repeat
✔ Just one or two ad angles with little variation
✔ “Random” tests instead of a structured, scalable framework...

💰 You’re leaving serious revenue on the table.

I’ve put together 100+ high-converting FOOD & BEVERAGE ad creative types that top brands are using to scale profitably.

Want a copy?

Give this post a 'Like' & comment “CPG”, and I’ll send it over.

📢 “OMG, you guys, I just found the BEST product!”

It’s time for a new script.

I’ve worked with countless brands, and the biggest challenge with getting their UGC to convert consistently is inauthentic scripts that do more damage than good.

So, we’ve perfected a process for writing scripts that hit the sweet spot between genuine connection and driving conversions.

Today, I’m giving you access to our exact script-writing framework for free. 

Here’s what you’ll learn in the guide:

- How to write naturally and still inspire action
- The secret to understanding your audience and speaking their language
- What makes your creator script stand out in a crowded feed
- How to avoid sounding “salesy” while still driving results

To get your hands on the full guide, just do this:

Connect with me
Like this post
Comment “SEND”

I’ll send the script-writing guide straight to your DMs!

1 winning ad → 10+ new variations.
In hours. Not weeks.
↳ All with AI.

Most brands treat a winning ad like a one-hit wonder.

They run it into the ground, burn it out, then scramble to create something brand new from scratch.

But the brands we're scaling like crazy?

They multiply what already works… systematically.

We’ve built a creative system that does exactly that.

Using AI + a few insanely useful tools, we help brands:

✅ Deconstruct their best ad using Foreplay.co
✅ Identify what made it win using Gemini
✅ Build 10+ platform-ready variations using Claude by Anthropic
✅ Keep CPAs low while scaling spend

We’ve just published the full SOP we use internally, and I’m giving it away for FREE.

It includes:

• The exact prompts we use with Claude + Gemini
• How we turn creative insights into new winning variations
• A full visual direction template for designers + editors
• Platform-specific tweaks for Meta, TikTok, YT & more

It’s not fluff.

It’s how we help our clients 5x their creative output and scale to record months... over and over again.

Want a copy of the SOP?

1. Drop "AI CREATIVE" in the comments
2. DM me & I’ll reply with the resource

Let's get you scaling 👇🏼

You don't have a creative problem.
You have a strategic angle problem.

Most brands hit a wall at <$100k/month in Meta spend, not because they've run out of ideas, but because their creative isn't mapped to the buyer journey.

Every piece of creative needs a job. 

And that job changes depending on where the buyer is.

Cold audiences need pattern interrupts. Warm audiences need proof. Hot audiences need urgency. 

Run the wrong angle at the wrong stage, and you're burning budget wondering why your "winning" creative stopped working.

That's why we mapped out the 7 angles we use across every account we scale.
Swipe through this carousel - it breaks down:

→ The 7 angles that actually move buyers at each funnel stage 
→ Which angle to deploy where (and why it matters) 
→ Real examples you can adapt and test this week

Angles

The best-performing ad accounts? 

They build creative ideas using real customer data.

Here’s the exact framework we use to turn: 
– Reviews into messaging 
– Performance metrics into strategy 
– Competitor tracking into differentiation

No more random testing. 

No more “let’s just try this.” 

Just high-performing, data-backed creative.

In this carousel, I’ll show you how to: 

✅ Build a research-backed creative system 
✅ Extract gold from reviews + reputation 
✅ Track competitors without copying 
✅ Analyze creative performance properly

Swipe through the step-by-step framework 👇

Creative Ideation

This $4B company doesn’t run complicated ads.

They run simple ones.

And that’s exactly why they work.

Most brands try to win with:

• More features
• More claims
• More design
• More “polish”

hims & hers does the opposite.

They lead with:

👉 A shared frustration
👉 A seasonal anxiety
👉 A reframe of the status quo

No aggressive before/afters.

No over-explaining.

No feature overload.

Just emotional truth + smart positioning.

A few things worth stealing:

1️⃣ Start with the feeling, not the fix.
If your audience has heard the phrase before (“Your blood work looks fine”), you’ve already won attention.

2️⃣ Let typography do the heavy lifting.
Strikethroughs. Corrections. Visual tension.
The design itself tells the transformation story.

3️⃣ Compete against the default, not a competitor.
“5x more than routine bloodwork” is stronger than naming a brand.
Position against the status quo.

The biggest mistake I see eCom brands make?

Trying to prove they’re better.

Instead, show people what they’re missing.

If you’re running static ads right now, ask yourself:

Are we leading with emotion?

Or are we leading with features?

Big difference.

I'm Toby, the data-nerd, dog-loving, Ex-apple, combat sports enthusiast, and foodie CEO of Brick Social. 

We help 8-figure DTC brands scale with paid ads. I'm passionate about Facebook Ads, DTC Growth, Google Advertising, Performance Creative, and Conversion Rate Optimisation. 

When I'm not helping clients grow, you can find me volunteering at my local dog shelter, exploring new cities, or tasting amazing food at new restaurants.

𝐃𝐓𝐂/𝐄𝐜𝐨𝐦 𝐛𝐫𝐚𝐧𝐝 𝐦𝐚𝐧𝐚𝐠𝐞𝐫? 𝐈 𝐤𝐧𝐨𝐰 𝐰𝐡𝐚𝐭 𝐲𝐨𝐮’𝐫𝐞 𝐠𝐨𝐢𝐧𝐠 𝐭𝐡𝐫𝐨𝐮𝐠𝐡.

I get it. You've been burned by other agencies, flooded with cold emails, and worried about poor communication or outsourcing to inexperienced talent. I'm here to change that. 

I take a holistic approach to growth by providing the attention and expertise you need to drive results. 

No overpromising, no underdelivering – just real growth.

𝐒𝐨𝐦𝐞 𝐨𝐟 𝐭𝐡𝐞 𝐛𝐫𝐚𝐧𝐝𝐬 𝐈’𝐯𝐞 𝐰𝐨𝐫𝐤𝐞𝐝 𝐰𝐢𝐭𝐡:

Patch Plants, Bougie Bakes, SHITI Coolers, Brooklyn Brew Shop, Moto 360, Kodak Smart Home, Paddywax Candles, PetFusion and many other awesome brands.

𝐒𝐨𝐦𝐞 𝐨𝐟 𝐭𝐡𝐞 𝐭𝐡𝐢𝐧𝐠𝐬 𝐈’𝐦 𝐩𝐫𝐨𝐮𝐝 𝐨𝐟:

-Generated $300,000,000+profitable revenue for clients
-Dozens of 5⭐️ reviews from our partners on Clutch.co
-Featured in industry publications talking about e-commerce growth 
-Client retention 1+Years 

𝐋𝐞𝐚𝐫𝐧 𝐚𝐛𝐨𝐮𝐭 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 & 𝐠𝐫𝐨𝐰𝐭𝐡 𝐟𝐫𝐨𝐦 𝐦𝐲 𝐋𝐢𝐧𝐤𝐞𝐝𝐢𝐧 𝐜𝐨𝐧𝐭𝐞𝐧𝐭.

As your go-to marketing professional, I’ll write here weekly about growth tips in e-commerce, paid ads, CRO, direct response creative, copywriting, and funnels. I'll also sprinkle in some personal stories that closely examine my internal world, adventures, and experiences. So hit the 🔔 to never miss a post! 

𝐈𝐟 𝐲𝐨𝐮'𝐫𝐞 𝐚𝐧 𝐄 𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐞 𝐅𝐨𝐮𝐧𝐝𝐞𝐫 𝐨𝐫 𝐂𝐄𝐎 𝐰𝐡𝐨 𝐰𝐚𝐧𝐭𝐬:

-To achieve sustainable growth while building unshakeable foundations that last 

-To work with a partner who does all the heavy lifting so you won’t have to 

-To have a team of experts on your side that supports you through thigh & thin and has a ZERO BS and sugarcoating policy-

 I'm your guy.

If you’re interested to learn more:

👉🏻Dm me on Linkedin
👉🏻email me at: toby@bricksocial.co.uk
👉🏻apply to work with me here:  https://bricksocial.typeform.com/to/rnERXIke

Or simply follow my LinkedIn profile. 

Let's forge a strong connection and help your brand grow!

Hers

Most brands kill ads too early.

Not because they don’t work…

But because they don’t understand why they work.

I broke down 3 static ads from Hume Health that refused to die. 

Hume Health

Different angles.
Different psychographics.
Same product.

Here’s the bigger lesson:

Winning creative isn’t about making “better ads.”

It’s about building a system.

• One ad that sells to past pain
• One ad that sells to ego + identity
• One ad that dominates a niche community

3 emotional entry points.
1 product.
Full market coverage.

Most brands rely on one angle and call it testing.

The brands that scale past $25M/year build psychographic coverage.

If you want your ads to last, stop asking:
“Is this creative good?”

Start asking:

“Who is this for - emotionally?”

Steal the framework inside the carousel 👇

Hume

You tested 18 ads last month. Zero winners.

You weren't testing 18 concepts. You tested one idea 18 times.

Here's what I see constantly:

A brand spends $150K/mo on Meta. 

They're "testing aggressively." 

The creative pipeline looks like:

→ 5 UGC creators saying the same hook in different kitchens 
→ 3 variations of the founder story with different B-roll 
→ 4 versions of the same testimonial cut to different lengths 
→ 6 static ads with the same value prop, different colors

They tested 18 ads. They tested 3 concepts.

The problem isn't volume.

It's strategic diversity.

Most brands confuse creative production with creative strategy.

Here's the difference:

Production volume = more ads that say the same thing
Concept diversity = fundamentally different hypotheses about what drives conversion

Example:

Low diversity:

"Reduces bloating in 30 days" (UGC)
"Reduces bloating in 30 days" (founder)
"Reduces bloating in 30 days" (testimonial)

High diversity:

"Reduces bloating in 30 days" (outcome-driven)
"Finally, a probiotic that doesn't make you nauseous" (problem-aware)
"Your gut microbiome is why you're tired" (education-led)

Same product. Completely different angles.

Why this matters at scale:

When you're spending $10K+/day, you're fighting angle saturation.

The algorithm finds everyone who responds to "reduces bloating." If that's your only angle, you've capped your addressable market.

New angles = new audiences = new scale ceiling.

The Framework: Creative Concept Taxonomy

1. Outcome-Driven – "Get clearer skin in 14 days" 

2. Problem-Agitation – "Tired of probiotics that make you more bloated?" 

3. Education/Mechanism – "Why gut health affects your energy" 

4. Social Proof – "I've tried 6 probiotics. This is the only one that worked" 

5. Contrarian – "Most probiotics are a waste of money. Here's why" 

6. Lifestyle/Aspiration – "What high performers do for gut health" 

7. Comparison – "We're not like other probiotics"

How to structure testing:

Month 1: Test 1-2 ads from EACH category. 

Goal: Find which angles have legs. Don't kill early - these need $2K-$5K spend to prove themselves.

Month 2-3: Exploit + Expand Double down on 2-3 winning angles. Produce 3-5 variations of each. Now you're scaling concepts, not guessing.

Ongoing: Rotation Every month, test 1-2 new angles from categories you haven't validated.

The mistake:

Brands find one angle that works (outcome-driven). 

They produce 30 more ads in that category. Performance plateaus.

They blame creative fatigue or iOS or Meta.

The real issue: they're fishing in the same pond with 30 rods instead of finding new ponds.

Bottom line:
Concept diversity unlocks new audience segments. Production volume scales the segments you've already unlocked.

Most brands do the second without the first.

That's why they hit a wall.

We started working with this health brand at the beginning of 2026.

Here’s the YoY comparison:

• Revenue: $4.53M (+61%)
• AOV: $125.40 (+14%)
• Conversion rate: +34%
• Sessions: +7%

No new channels.
No viral product.
No “one big unlock.”

Just better execution across the fundamentals.

Operators fall into the trap of thinking scale comes from one big idea.

In reality, it’s small, often ignored optimisations stacked together that compound.

Here’s what actually moved the needle for this brand 👇

1️⃣ Fixing fundamentals before scaling spend

Before increasing budget, we:

– Deep audited creative (angle gaps, objection blind spots, avatar depth)
– Restructured the ad account for cleaner testing + faster feedback loops
– Audited the site for clarity, proof, and friction
– Implemented stronger attribution (Triple Whale, KnoCommerce)
– Built a proper creative analysis workflow

Most brands try to scale with brute force.

Scale happens when you obsess over the fundamentals.

2️⃣ In health, trust > production quality

Overproduced ads underperform in health.

Raw founder content.
Educational iPhone breakdowns.
UGC that feels real.
They convert better.

Why?

Health purchases are trust-driven.

But authenticity only works when:

– Creators sound like themselves
– Claims are clear
– Objections are addressed directly

Clarity > aesthetics.

Especially in health.

3️⃣ Offer engineering lifted AOV

Scaling past $2M/month required structured offer testing:

• Bundles built around use-case
• Subscribe & save optimisation
• Threshold incentives
• Value-add bonuses instead of discounts

$100 + added value

Beats

$80 with margin erosion.

4️⃣ We optimised for contribution, not ROAS

Serious scale comes from knowing:

• CAC thresholds
• Contribution margin
• Payback window
• LTV:CAC

Once you understand those, you stop guessing.

You know when you can push.

You know when you need to pull.

5️⃣ Scale is compounding

Better creative depth.
Better offers.
Better structure.
Better data clarity.

Individually small.

Collectively massive.

There was no “magic tactic.”

Just disciplined stacking of the right levers.

Not sexy.

Extremely effective.

---

If you’re running a health brand and want a second set of eyes on your setup, I’m happy to take a look.

No pitch.
No obligation.

Just an honest audit of where the leverage probably sits.

The real reason brands can't scale past $50k/day on Meta isn't what they think.

Most teams assume it's about:

> Testing more creatives
> Restructuring campaigns
> Switching between CBO and ABO
> Hiring a "better" media buyer

But when we run the diagnostic, the Meta account is rarely the issue.

Here's what we actually find:

Their CAC targets were set 18 months ago based on gut feel, not payback modelling. 

They're measuring blended ROAS when they should be isolating new customer acquisition costs. 

And they have no idea what their actual cash-to-cash cycle looks like - so they pull back on spend during high-CAC periods that would've been profitable if they'd just waited 60 days.

Their creative team is producing 5 new ads per week. Sounds decent - until you realise it's the same UGC format with slightly different hooks. 

There's nothing built for Reels. Nothing educational. Nothing high-production. 

The "diversity" is surface-level, and Meta's already exhausted the audience that responds to that singular approach.

They're sending all traffic - cold, warm, problem-aware, solution-aware - to the same generic product page. 

The ad promises a specific outcome, but the landing experience is a bland product description and an "Add to Cart" button. 

There's no bridge between intent and conversion, and they're bleeding 30-40% of their traffic because of it.

Their product catalogue hasn't evolved in two years. Customer support has hundreds of requests for specific variations, bundles, or adjacent products - but none of that intelligence is making it back to the product team. 

So creative and media are doing all the heavy lifting to compensate for gaps in the actual offering.

Their AOV strategy is "hope people buy two." No structured bundles based on real purchase behaviour. 

No post-purchase upsells. No subscription option, even though 40% of customers reorder within 90 days. 

They're leaving thousands per day on the table - money that could be funding higher CACs and more aggressive acquisition.

The breakthrough usually comes when they stop asking:

"How do we optimise the account?"

And start asking:

"What needs to be true about our business for this account to scale?"

Because Meta doesn't care about your tactics.

It cares whether your business can absorb expensive traffic, convert it efficiently, and monetise it profitably.

That's not a campaign structure problem.

That's a business architecture problem.

And no amount of creative testing will fix it.

In 2025, we scaled a fashion brand from $150k to $1.2m/month.

The bottleneck wasn’t creative volume.
It wasn’t CRO.

It was creative depth.

When we audit fashion brands spending £50k–£500k/month, we see the same pattern:

• Same formats
• Same messaging
• Same angles
• Different colours

That’s not testing.
That’s rotation.

The top-performing brands we work with are obsessed with creative diversity.

Not more ads.

More angles.
More formats.
More avatars.

So I pulled together 100+ high-performing fashion ad concepts - the exact types driving scale right now.

If you want the swipe file:

Like this post + comment “Fashion” below, and I’ll send it over.

Brands we're scaling to 8 and 9 figures aren’t running more ads.
 
Often, they run fewer than some 6-figure brands I audit.

Instead, they’re running more distinct ads, built for fundamentally different people.

That difference matters.

Creative diversity isn’t volume.

It’s intentional variety across:

• Messaging
• Angles
• Formats
• Avatars
• Awareness levels

Let’s make it concrete with a familiar example: 

Loop Earplugs.

Different avatars. Same product.

• Festival-goers protecting their hearing
• Light sleepers with a snoring partner
• Remote workers in noisy homes
• Parents craving calm without isolation
• Frequent flyers trying to survive long-haul flights

One SKU. Completely different jobs to be done.

Different angles per avatar:

• Festival-goer: Protect your hearing without killing the experience.
• Sleeper: Sleep through snoring—finally.
• Remote worker: Reduce noise without disconnecting.
• Parent: Lower the chaos, stay present.

Same product. Different emotional entry points.

Different awareness levels:

• Unaware: What years of festivals did to my hearing.
• Problem-aware: Tried melatonin, white noise, everything—nothing worked.
• Solution-aware: We tested 3 earplugs against toddler-level noise.

You don’t sell the same way to all three. Most brands still try.

Different creative formats:

• POV moments
• Comparisons
• UGC listicles
• Street interviews
• Lifestyle integration

Creative formats aren’t there to “look different.”

They exist because people absorb information differently.

Some need proof.
Some need comparison.
Some need to see themselves in the situation first.

That’s why one message rarely scales.

The mistake most brands make is hammering a single audience with variations of the same idea and calling it testing.

Your customers already told you how to scale.

You're just not listening.

Most brands install a post-purchase survey…

…ask “how did you hear about us?”

 …and call it a day.

That’s leaving money on the table.

Post-purchase surveys aren’t for attribution.

They’re for leverage.

When structured properly, they unlock:

• Better ad hooks (real language buyers use)
• Stronger offers (what actually tipped them)
• Higher LTV (why they come back)
• Clearer positioning (why you vs competitors)
• New product ideas (what they want next)
• Margin protection (discount sensitivity insights)

The key is asking questions that ladder into strategy.

Every high-value survey falls into one of 6 buckets:

1️⃣ Attribution (but smarter - time to convert, influence layering)
2️⃣ Motivation (what problem were they solving?)
3️⃣ Objection (what nearly stopped them?)
4️⃣ Retention (what would make them reorder?)
5️⃣ Competitive (what alternatives did they consider?)
6️⃣ Expansion (what else do they want from you?)

The moment after purchase is the highest-truth point in your funnel.

Intent is fresh.

Emotion is active.

The real reason is still conscious.

Most brands guess at creative angles.

The best brands read what buyers already told them - and reflect it back in ads.

Meta will get noisier.

First-party insight compounds.

If you want the full framework (200+ question examples broken down by use case), comment “SURVEY”, and I’ll send it over.

Posting this because it’s a good example of how scale actually happens.

$18M in the last 90 days (+147%).

No single “unlock”.

Most brands think scale comes from one big idea.

In reality, it's small, often ignored optimisations stacked together that compound.

Here are some of the biggest I see consistently 👇🏼

1. Testing and scaling in the same place

A brand finds a winner, increases budget… and performance falls apart.

Why?

Because testing budget + scaling budget creates chaos.

You can’t tell if results dropped due to fatigue, bad tests, or a learning reset.

Fix:

Separate testing from scaling entirely.

Tests prove themselves fast. Winners graduate to efficiency-focused campaigns.

2. Overproduced creative kills performance

The most common mistake: ads that look too polished.

Founder iPhone videos and raw UGC consistently outperform studio-quality content.

Why?

Because authenticity beats production value.

UGC only works if creators sound like themselves. 

Give them an angle, not a script.

And don’t underestimate text overlays:

Clear, bold claims beat subtle lifestyle visuals every time.

Clarity > aesthetics.

3. Your offer is stale

If you’re running the same offer you launched with, you’re leaking revenue.

Brands scaling past $3M/month constantly test:

 • Bundles to lift AOV
 • BOGO structures
 • Threshold offers
 • Time-limited bonuses

Adding perceived value beats cutting price.

$100 + $40 bonus > $80 discount (and your margin stays healthier).

4. The metrics most brands ignore

ROAS is a vanity metric.

Serious scaling happens when you have clarity on:

 • CAC Thresholds
 • Contribution margin
 • LTV:CAC ratios

If you don’t know these, you’re optimising blind.

Once you do, decisions get simple:

You know when you can push, and when you need to pull back.

You allocate capital where unit economics justify it.

5. Scale comes from compounding, not breakthroughs

Brands that scale don’t chase silver bullets.

They stack small wins:

 • Better structure
 • Better creative systems
 • Smarter offers

Individually small. Collectively massive.

Bottom line:

Scaling isn’t about one magic tactic.

It’s about tightening the 10–15 levers that quietly determine performance.

Not sexy. 

Extremely effective.

Brands brag about creative testing…

…but avoid the one test that actually unlocks scale:

Price.

Most brands obsess over:
Creative angles
Audience targeting
Campaign structure

And never touch the most powerful variable in the system: pricing.

Why this matters.

Let’s say you’re selling a supplement at $79.

Current state:
Price: $79
COGS: $18
Conversion rate: 2.8%
CAC: $52

Media contribution: $79 − $18 − $52 = $9 per order

You’re profitable, but capped.

At around $150K per month in spend, CAC starts to break and scale stalls.

Now test $89.

Price: $89
COGS: $18
Conversion rate: 2.4%
CAC: $60

Media contribution: $89 − $18 − $60 = $11 per order

That’s a 22% increase in contribution per order.

Same product.
Same traffic.
More room to scale.

Higher media contribution lets you:
Bid more aggressively
Tolerate higher CPMs
Target broader audiences

Now push it to $99.

Price: $99
COGS: $18
Conversion rate: 1.9%
CAC: $68

Media contribution: $99 − $18 − $68 = $13 per order

At $150K per month in spend:
$79 price → ~$26K total contribution
$99 price → ~$29K total contribution

Fewer orders.
More profit.

Most brands never test this because they’re scared.

They’d rather tweak creative endlessly than touch the variable that actually decides how far they can scale.

End of week wins 👇
Our Head of Google, David Shelton, just dropped performance updates from two recently onboarded CPG brands...

Both came to us in similar positions:

Under-structured accounts.

Low efficiency.

Untapped intent.

Brand 1 -(starting almost from scratch on Google)

First month after rebuilding properly:

• +173% increase in click volume + traffic

• +15% lift in AOV

• +48% increase in ROAS

• Meaningful incremental revenue built immediately

Not from increasing spend.

From fixing structure, feed optimisation and tightening intent capture.

-----

Brand 2 -(had been running Google but struggling with ROAS)

Without increasing spend:

• +28% ROAS

• +21% purchases + revenue

• +13% new customers

• +16% AOV

• -20% CPC

Again - efficiency driven.


------

On the retention side, Brad Neil (our Head of Email) wrapped the week by completely re-architecting a partner’s Klaviyo setup.

We:

• Rebuilt high-impact flows from the ground up

• Tightened segmentation based on real buyer behaviour

• Refined offer positioning inside campaigns

• Cleaned deliverability and send logic

Result:

Significant incremental revenue lift - without increasing send volume or discount dependency.

That’s the part most brands miss.

Scaling isn’t about “more”.

It’s about better architecture and synergy across paid + retention.

Proud of the team.

If your Google account is plateauing or your email channel feels like it’s just ticking along, there’s usually a structural unlock sitting there.

I just wrapped up an audit for a beauty brand spending $100K/month on ads and made a concerning discovery...

Their static ads were performing terribly:

Unique CTR: 1.31%
CPM: $10.11
CPA: $178

The culprit?

Product-obsessed creatives that look like every other beauty ad.

Same glossy product shots.

Same perfect models.

Same "revolutionary formula" claims.

Here's the problem with product-focused ads on Meta and Google: 

they scream "THIS IS AN AD" and users scroll right past them.

After analyzing 200+ top-performing beauty ads, we found that the best-converting creatives don't just showcase products, they tap into specific customer motivations.

Our Creative Matrix Worksheet revealed 7 concepts they're completely missing:

Testimonial Ads (real people sharing authentic results)
Lifestyle Ads (showing the product in everyday contexts)
Problem → Solution Ads (addressing specific pain points)
Comparison Ads (clear differentiation from competitors)
Ugly Ads (organic-looking content that doesn't feel polished)
Authority Ads (leveraging press mentions and accolades)
Before & After Ads (visual proof that creates desire)

The beauty brands scaling profitably on Meta and Google right now are the ones testing across ALL these concepts, not just product shots.

Most beauty brands we audit are only using 1-2 of these concepts in their ad arsenal.

No wonder CPAs are through the roof.

We're confident we can turn their ad account around with these adjustments + our Brick-by-Brick Framework to systematically test each concept.

When brands follow our framework, they typically see CTRs double and CPAs cut by 30-50% within 45 days.

The lesson? Stop making ads that look like ads.

If your CTRs are below 2% on Meta, you're paying a massive "boring tax" on your ad spend.

Running $50K+/month on beauty ads but struggling with rising CPAs?

Let's chat.

A $35 CAC on a $70 AOV can be either terrible… or great.

Here’s how to tell in 30 seconds.

With one CPG brand we worked with:

• First order AOV: $67
• 90-day LTV: $120
• Gross margin: 50%

That’s $60 in gross profit within 90 days.

If you demand first-order profitability, your CAC ceiling sits in the mid-$30s.

But if you’re comfortable with a 60–90 day payback window?

Your CAC ceiling jumps to $50–55.

Same brand.
Same product.
Completely different scaling potential.

The difference isn’t “better ads.”

It’s understanding your cohort table.

Your cohort data tells you:

• How aggressive you can be
• How fast you can scale
• Whether your CAC is actually “bad” or just misunderstood

Too many brands set CAC targets based on anxiety instead of math.

Pull your cohort table this week.

Look at 30, 60, and 90-day contribution.

Then set your CAC ceiling based on data, not gut

taplio

The Battle

Greg Babb

Toby W.

Followers

Posts

Engagements

Likes

Performance ScoreToby W.'s LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Greg Babb

Toby W.

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);}Toby W.'s LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreToby W.'s LinkedIn Performance