Tired of wasting your hard-earned cash into marketing strategies that just don't deliver? 

Frustrated with lacklustre leads that lead to dead ends? 

I get it. I’ve been there.

At SocialTap, we’ve generated over £200M in tracked revenue and 500k leads, we hold the key to digital marketing success.

We've spent the last six years perfecting the art of turning digital chaos into cold, hard cash.

We can help. 

Drop me a message and let's chat strategy.

Jon Wilson

In July 2024, a guy called Guy pitched me an idea.

A community for founders, business owners and exited entrepreneurs — with wellbeing at its core.

At the time, it landed perfectly.

I’d already started making some positive lifestyle changes personally. Training more. Looking after my head. Saying no to things that no longer served me.

At the same time, I was going through a big professional shift.
I’d started SocialTap with the support of three experienced entrepreneurs, but I’d decided it was time to buy them out and go it alone.

Both of those decisions created gaps.

My lifestyle changes created a void in my social circle.
The buyout created a gap in terms of professional support.

I’d been to plenty of “traditional” networking events before.
If I’m honest, I hated them. They always felt like something I should do as a business owner, not something I wanted to do.

Function turned out to be exactly what I needed — at exactly the right time.

A carefully curated group of like-minded people.
All founders, business owners or exited founders.
People who care about fitness, wellbeing, personal progression and building meaningful businesses.

Since joining, it’s led me to:
– Wellness sessions at The Farm Club
– Retreat in Andalucía
– HIIT sessions with other business owners
– A bit of Padel
– And some very honest conversations as part of the peer groups

I regularly feel like the least smart person in the room — which tells me I’m in the right room.

What I value most is that I genuinely look forward to each event.
It’s time away from the business, time for myself, and time spent with people doing inspiring things.

And just as importantly, I know I can pick up the phone to any of them for advice — and they can do the same with me.

They say your network is your net worth.

For that reason alone, Function has delivered an infinite return on investment — both professionally and personally.

Building a business can be lonely.
Building one alongside people who genuinely want to see you win changes everything.

Founder @ SocialTap | £200m Sales Generated for Clients | Get quality leads, drive more sales, make more profit

If you’re currently exploring Meta as a new marketing channel, one of the first questions you’ll be asking is:

“How much budget do I actually need to start?”

The honest answer?
It’s less about daily spend and more about how quickly you can get through the learning phase.

Meta needs data.
You need data.
And that only really starts to become meaningful once you’re hitting ~50 conversions in a short period of time. 

That volume gives:

You enough performance signal to judge what’s working
Meta enough signal to optimise delivery properly

Where it gets tricky is high-ticket businesses. It may be easy to get 50 leads in a week, but what about 50 converted sales?

If a sale costs £500 to acquire, you’re looking at £25,000 just to reach 50 sales.
That’s not always realistic early on.

So the smarter move is often to optimise earlier in the journey, whilst not compromising on lead quality:

Lender approvals in finance
Booked appointments
Qualified leads with a strong likelihood of converting

You’re still feeding Meta high-quality signals, but at a much lower cost, allowing you to reach that 50+ event threshold faster.

Once the data’s there?
You can then progressively move optimisation closer to the sale.

The final (and most important) piece of the puzzle 👇
You must understand what you can afford to pay per converted client — and how that looks at volume, not just one-off wins.

Meta doesn’t reward impatience.
It rewards clear economics, good signals, and enough data to learn.

If you get those right, the budgets start to make a lot more sense. 💡

When Meta ads get expensive, most people fix the wrong thing.

Rising costs aren’t random — they’re a signal that something in the system has changed.

But instead of diagnosing that change, most advertisers panic and start “doing stuff”:
👉 swapping creatives
👉 broadening audiences
👉 resetting campaigns
👉 blaming the algorithm

The reality? There are only a handful of things that usually drive cost inflation:
• Seasonality
• Ad fatigue
• Slower landing pages
• Shifts in user intent
• Broken follow-up

The mistake is treating all of these the same.

Performance issues need a process, not a knee-jerk reaction.

If you don’t know why costs have gone up, any “fix” is basically guesswork.

Ciaran Finn

Helping DTC Brands Scale 5+ New Ad Creatives Every Week // $150M+ In Trackable eCom Sales // DM me CREATIVE and let’s chat

DTC Brands: Click the button in my featured section below 👇

Founder & CEO

Founder & CEO of an award-winning growth consulting and performance marketing agency for eCommerce brands.

We partner with growth-focussed eCommerce brands, taking a CMO-based approach to hitting revenue goals through paid advertising, performance creative and growth consulting.

Learn more here: bluefinnmedia.com

I'm going to regret giving this away...

This 1 document is how we produce +2000 UGC creatives for our clients on a monthly basis.

(It's literally why 80% of our DTC clients scale 100% YoY working with us.)

Here's what it includes: Every winning UGC ad we've ever made follows one of 25 proven frameworks.

These aren't just script templates.

They're full breakdowns showing exactly how to structure each ad type, what pacing to use, which frameworks work best for each stage of the funnel, and real examples from brands 8-figure brands.

I just packaged all 25 frameworks into a single resource we use internally at Linear.

Inside you'll find:

✅ 25+ Proven UGC Frameworks (with visual storyboards)
✅ Real ad examples for each framework
✅ Strengths of each unique framework
✅ Ideal video length & pacing guidelines
✅ When to deploy each framework in your funnel

We use this resource daily to script, shoot, and edit high-converting UGC for 7-9 figure DTC brands.

I should be charging a lot of money for this - but today you can have it for 100% free

To get access, all you need to do is:

• Connect with me Ciaran Finn 
• Comment 'UGC' below And I'll send it straight over.

🚨 PS. if you also repost - I'll send over a 𝘣𝘰𝘯𝘶𝘴 𝘤𝘩𝘦𝘢𝘵𝘴𝘩𝘦𝘦𝘵 including +470 high performance hooks 🚨

These 2 documents will be everything you need to scale with UGC creative in 2026.

DTC Growth Expert // $700M+ In Trackable DTC Sales // Scaling 7-9 Figure DTC Brands

Linear is hiring.

We're hiring for multiple roles including:

→ Media Buyers
→ Creative Strategists
→ Video Editors

Here's who we're looking for:

You have deep experience in DTC eCommerce and performance marketing.

You thrive in a fast-paced, high-performance environment.

You're willing to go above and beyond to get results for clients.

And you want to work alongside an elite team managing 7-9 figure DTC brands.

The roles are fully remote, but strictly EST hours.

We also recruit talent for our clients and agency partners - so even if we aren’t the right fit, we may have the perfect role for you.


 To how to apply:

1. Go to my profile Ciaran Finn 
2. Click the link in my 𝘍𝘦𝘢𝘵𝘶𝘳𝘦𝘥 section to see all open roles and apply.

Make sure to tag anyone below who you think would be a great fit.

ROAS is the biggest lie in DTC.

I've told this to 200+ brand founders.

Most of them didn't believe me.

Until we showed them the real numbers.

A brand celebrating a 2.0 ROAS that's actually bleeding cash on every order.

A brand sitting at 3.5 ROAS thinking they've hit their ceiling, when they could scale all the way down to 2.2 and still be profitable.

The difference?

One knows their unit economics.

The other is trusting a dashboard.

This is the exact Gross Profit Forecaster we use internally at Linear to calculate the real numbers for every client we onboard.

Inside you'll get:

✅ Breakeven CPA calculator
✅ Breakeven ROAS calculator
✅ Gross margin per order analysis
✅ Unit economics breakdown (AOV, COGS, shipping, returns, etc.)
✅ Gross profit forecaster over time

This tool has saved our clients six figures in wasted ad spend.

And it takes less than 5 minutes to fill in.

One of my clients told me I should be charging $500+ for this.

But today I'm feeling nice, so you can have it for 100% free.

To get access, all you need to do is:

1. Connect with me Ciaran Finn
2. Comment '𝗣𝗥𝗢𝗙𝗜𝗧' below

And I'll send the Gross Profit Forecaster straight over

I just put every internal creative resource we have into one folder.

And I'm giving it all away.

Frameworks, templates, prompts, checklists, SOPs - everything our team uses to produce 2500+ ads per month for 7-9 figure DTC brands.

All in one place. All for free.

Here's everything inside:

✅ 60+ Winning Video Ad Templates & AI Prompts
✅ 470+ High-Impact DTC Creative Hooks
✅ 25+ Winning UGC Frameworks
✅ Bulletproof Static Ad Concepts
✅ Our Top 9 Copywriting Frameworks
✅ How to Build Your Own AI Creative Strategist
✅ Post-Production Editing Review Checklist
✅ Our Ad Creative Benchmarks (Hook Rate, Hold Rate, CTR across $500M+ in spend)
✅ Unlimited Ad Variations Cheat Sheet
✅ Customer Generated Content SOP
✅ Q4 Creative Strategy Cheatsheet
✅ And a lot more

This has taken us 5 years to build, test, and refine across hundreds of DTC brands.

And for a limited time folks on LinkedIn can access it for free.

To get access, all you need to do is:

1. Connect with me Ciaran Finn
2. Comment '𝗩𝗔𝗨𝗟𝗧' below

And I'll send the entire Creative Vault straight over.

We have a full internal checklist to make sure landing pages we send traffic to are 100% optimized.

Here's why:

Most DTC brands have a conversion problem they're blaming on their ads.
 
I see this every week.
 
A brand increases ad spend, CPAs climb, and the first instinct is to fix the creative.
 
But the ad isn't the problem. The landing page is.
 
Here's what we consistently find when auditing DTC pages:
 
𝗠𝗲𝘀𝘀𝗮𝗴𝗲 𝗺𝗮𝘁𝗰𝗵 𝗶𝘀 𝗯𝗿𝗼𝗸𝗲𝗻.

The ad promises one thing. The landing page says something else. The visitor bounces in 3 seconds.
 
𝗔𝗯𝗼𝘃𝗲-𝘁𝗵𝗲-𝗳𝗼𝗹𝗱 𝗱𝗼𝗲𝘀 𝗻𝗼 𝘄𝗼𝗿𝗸.

No clear outcome. No CTA. Just a pretty hero image that tells the visitor nothing about why they should stay.
 
𝗧𝗿𝘂𝘀𝘁 𝘀𝗶𝗴𝗻𝗮𝗹𝘀 𝘀𝗵𝗼𝘄 𝘂𝗽 𝘁𝗼𝗼 𝗹𝗮𝘁𝗲.

Reviews, guarantees, and social proof are buried at the bottom - after most visitors have already left.
 
𝗧𝗵𝗲 𝗖𝗧𝗔 𝗰𝗿𝗲𝗮𝘁𝗲𝘀 𝗳𝗿𝗶𝗰𝘁𝗶𝗼𝗻.

Vague button copy, no expectation-setting, and zero clarity on what happens after the click.
 
These are just a few tweaks you can make today to start seeing improvements in your CVR.
 
A higher conversion rate means a lower effective CPA.

A lower CPA means more room to scale.
 
If you want full access to our internal CRO checklist:

• Connect with me Ciaran Finn 
• Comment 'CRO'
 
And I'll send it to you.

---

🚨 PS. Repost this and I'll also send you our internal database of 25 proven UGC frameworks we use to produce winning ads every month 🚨

I consult +20 8-figure DTC brands every month
 
These calls don't go the way you might expect
 
You'd think the entire call would be about their marketing performance.

But usually they end up being about the business as a whole.
 
My job is to make sure they’re moving in the right direction - and I have a 6 component framework that I go over on every call:
 
𝟭. 𝗩𝗶𝘀𝗶𝗼𝗻
 
Is everyone in your organization aligned on where you're going and how you're going to get there?
 
When leadership has a clear direction but the team doesn't, you get friction at every level.
 
𝟮. 𝗣𝗲𝗼𝗽𝗹𝗲
 
Do you have the right people with the right skillsets in the right roles?
 
This sounds obvious, but it's where most scaling problems actually start.
 
𝟯. 𝗗𝗮𝘁𝗮
 
Are you running your business and tracking progress based on hard numbers?
 
Or are decisions being made on gut feel and optimism?
 
𝟰. 𝗜𝘀𝘀𝘂𝗲𝘀
 
Are you actively looking out for issues in your business?
 
And do you have a culture that promotes discussing and solving problems collectively and quickly?
 
𝟱. 𝗣𝗿𝗼𝗰𝗲𝘀𝘀
 
Does your organization have SOPs and do you follow them consistently?
 
Having documentation is one thing - using it is another.
 
𝟲. 𝗧𝗿𝗮𝗰𝘁𝗶𝗼𝗻
 
Is there an accountability system across all roles to make sure ideas and targets are being executed on?
 
Strategy is worthless without follow-through.

I took this from one of my favorite books, Traction by Gino Wickman, and I've seen it validated across 200+ brands we've worked with.
 
When you get to a certain level of business, you realize it's not about doing more.
 
It's about getting these six pillars right.
 
Fix the foundation.

The rest takes care of itself.

Over 800 million people ask ChatGPT what to buy every single week.

This is the biggest shift in product discovery since Google.

And most DTC brands have no idea how to show up.

We've spent the last few months working with Matt from Step Labs to crack the code on AI-powered product discovery.

And we finally have our ChatGPT Readiness Playbook for DTC Brands.

This is the exact framework we're using with 7-9 figure clients right now.

Inside you'll get:

✅ How to make your website 'LLM-readable' so ChatGPT can actually recommend your products
✅ Why visitors arriving from ChatGPT convert and how to capture them
✅ Real case studies from brands seeing +108% direct traffic from ChatGPT
✅ A step-by-step action plan to get ahead of 99% of competitors in your niche

I’ve collaborated with our CRO partner Matthew A. from Step Labs to make this

And we’re sharing it here on LinkedIn for a limited time.

To get access, all you need to do is:

1. Connect with me Ciaran Finn
2. Comment 'AI' below

And I'll send the full playbook straight over.

🚨 PS. When you 𝗿𝗲𝗽𝗼𝘀𝘁 𝘁𝗵𝗶𝘀, I'll also send you a full guide on how to make your own AI creative strategist - so you can produce and iterate on 100’s of winning ads per month. 🚨

The best DTC executives I know all have one thing in common:

They prioritize data.

No matter what their role is.

I've worked with hundreds of DTC brands over the last 5 years, and I can tell within 10 minutes of a conversation whether an executive truly understands their business.

The difference isn't talent or experience.

It's whether they can speak fluently about the numbers that actually drive the business.

The executives who scale brands to 8 and 9 are the ones who can look at a spreadsheet and immediately identify the bottleneck holding back growth.

They understand that you can't optimize what you don't measure.

And you can't scale what you don't understand.

The brands that win have executives who live in the data.

If you're leading a function in a DTC business and you're not comfortable with numbers, you're fighting an uphill battle.

Learn your metrics. Build your models. Understand how every decision you make impacts the P&L.

Make sure every executive is 100% aligned on the numbers.

That's what separates good DTC brands from great ones.

DTC teams that will win in 2026 are half the size of the ones that won in 2024.

Here’s what I mean:   Brands that are crushing it today generally don’t have the biggest teams.

They have smaller teams full of people who are: 

→ more talented
→ execute faster
→ and have a deep understanding of AI

We call this Talent Density.

DTC teams with talent density

→ research faster
→ write faster
→ Iterate on creative faster
→ make decisions faster.

Not because they're working harder.

Because they're working with better systems and better tools.

Talent density is already a competitive advantage.

By the end of 2026 it'll be a requirement.

Every week I audit a DTC brand spending $50K+ on Meta.

And every week the same landing page mistakes are bleeding their budget dry.

The brand increases spend. CPAs climb. And the first instinct is to fix the creative.

But the ad isn't the problem.

The landing page is.

Here's what I see over and over again:

𝗠𝗲𝘀𝘀𝗮𝗴𝗲 𝗺𝗮𝘁𝗰𝗵 𝗶𝘀 𝗯𝗿𝗼𝗸𝗲𝗻.

The ad promises one thing.

The landing page says something else.

𝗔𝗯𝗼𝘃𝗲-𝘁𝗵𝗲-𝗳𝗼𝗹𝗱 𝗱𝗼𝗲𝘀 𝗻𝗼 𝘄𝗼𝗿𝗸.

No clear outcome. No CTA.

Just a pretty hero image that tells the visitor nothing about why they should stay.

𝗧𝗿𝘂𝘀𝘁 𝘀𝗶𝗴𝗻𝗮𝗹𝘀 𝘀𝗵𝗼𝘄 𝘂𝗽 𝘁𝗼𝗼 𝗹𝗮𝘁𝗲.

Reviews, guarantees, and social proof are buried at the bottom - after most visitors have already left.

𝗧𝗵𝗲 𝗖𝗧𝗔 𝗰𝗿𝗲𝗮𝘁𝗲𝘀 𝗳𝗿𝗶𝗰𝘁𝗶𝗼𝗻.

Vague button copy, no expectation-setting, and zero clarity on what happens after the click.

These aren't complicated fixes.

But most brands don't even know they're the issue.

A higher conversion rate means a lower effective CPA.

A lower CPA means more room to scale.

We built a full CRO checklist with our partners at Step Labs that covers all of the above and more. 

Connect with me and drop '𝗖𝗥𝗢' in the comments and I'll send it your way.

🚨 PS. Repost this and I'll also send you our internal database of 25 proven UGC frameworks we use to produce winning ads every month 🚨

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