SocialTap

Helping businesses get a consistent and predictable flow of leads and, most importantly, sales through Social Media.

Specialists in:

Paid Social (Facebook, Instagram Ads) Campaign Management and Consultancy
LinkedIn Automation

Founder

My Road to Wembley

Non Executive Director

Results Through Digital

We’re a multi-award winning digital agency that is obsessed with delivering results through digital. We help businesses grow in a digital world that changes quickly by using our expert team.

We work to 3 core values and apply them to everything we do:

Solve Problems
Add Value
Deliver Results

We help growing SME's with websites, SEO and Social Media marketing.

Director

Appitized

Appitized are an award-winning digital agency, specialising in mobile application development and strategy.

Clients include NHS, Reebok, Brookfield Rose Group, Cabinet Office, Countryside Properties & The Co-operative Group.

Current accolades include:

•	MOMA Award – Best Public Sector Mobile Strategy/Campaign (https://appitized.com/news-article/appitized-win-moma-award)

•	The Appsters - Nomination for Most Innovative App (https://appitized.com/news-article/appitizeds-hired-app-shortlisted)

•	Top 10 UK App Developers – Clutch (formerly SourcingLine) https://clutch.co/research/mobile-application-developers-uk

•	Top 10 Start-Up Category - Digital Leaders 100 (https://appitized.com/news-article/appitized-recognised-one-top-ten-start-ups-country)

EMS Internet

Sales Director of a market leading Web Design and Web Marketing company within the EMS Group.

Developing brand strategy and sales strategy within the organisation, recruitment, training and marketing.

Achievements include 30% growth on a yearly basis and due to this growth occupying 2 additional premises in the last 2 years.

Sales Director

National Sales Manager of a team of 35 Sales Executives including 5 Business Development Executives.

Developing brand strategy and sales strategy for a prominent organisation in the Web Design and Web Marketing Industry, recruitment, training and marketing.

Achievements include 30% growth on a yearly basis and due to this growth occupying 2 additional premises in the last 2 years.

National Sales Manager

Generating new business via Cold Calling, Account Management, Retention, Networking. Consistently generating over £500,000 per year in turnover for the company through a variety of products and channels.

Business Development Executive

EMS Media

National Sales Manager of a new, exciting Media company within the EMS Group.

EMS Media specialises in Mobile Website Design, App Development, mCommerce, Mobile App Advertising, Social Media Advertising and much more.

In 2011, Mobile Website and Mobile Marketing agency EMS Media created Appitized to meet the increasing demand for mobile applications from customers. Since then, Appitized has developed a strong team of App developers who cover all mobile platforms (iPhone, Android, Blackberry and Windows Phone) including Tablet App developers (Android and iPad). They work alongside our experienced App designers and project managers who strive to deliver the best products on the market for you.

We are fully aware of the app development cycle and, therefore, we understand how expensive it can be for some businesses to get ahead with this technology. This is why we try our very best to help you discover cost effective solutions from Appitized; we can enable you to take advantage of this exciting and expanding industry!

Roles include developing sales and business strategy, training sales employees, recruitment, marketing.

Achievements include growing the company to 15 employees within 3 months and increasing sales revenue by 20% on a monthly basis.

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

This eyesore building is no longer going to be the first thing you see as you arrive at Warrington Bank Quay station.

Instead, people will see banks of cutting edge data centres used by some of the worlds largest companies for AI infrastructure. 

I had the pleasure of a tour around the former Unilever site acquired by Platformdc this morning, with my good friend, Neil Rustage. 

The skyline of Warrington is about to change and this building which was once part of Warrington’s manufacturing history is to be replaced with something that is going to put Warrington on the innovation map. 

I’m slightly envious of Neil and the opportunity he has to work on a project that has significant legacy potential. 

But I’m also grateful not to have the headaches he’s probably going to have with such an ambitious project including demolition, bureaucracy, conspiracy theorists (local news content commenters are a delight) and everything else in between. 

It’s an inspiring project that I’m looking forward to seeing progress along with the wider benefits to Warrington.

Founder @ SocialTap | Your Sales Gen Partner | Get quality leads, drive more sales, make more profit

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Some days, being a Marketing Agency in 2025 feels less like running an agency… and more like a running a Management Consultancy. 

Because the truth is: modern marketing isn’t just marketing anymore.
You can’t separate “promotion” from “product”, “process”, “experience”, or “value.”
If you want campaigns that actually move the needle, you inevitably end up inside the business model.

And over the last few months, that’s exactly where we’ve found ourselves:

➡️ Helping event clients improve the actual experience on the ground — because a memorable event is far more marketable than a mediocre one.

➡️ Working with lead-gen clients to identify additional services they can offer to maximise the lifetime value of the leads already sitting in their CRM.

➡️ Reshaping sales processes and lead journeys so marketing isn’t fighting against friction that never needed to be there.

➡️ Creating new strategic sub-brands that allow clients to speak directly to the audiences they want — with relevance, credibility and clarity.

This is the reality of marketing in 2025.
It’s not “how do we get more leads?”
It’s “how do we make the business better so the marketing actually works?”

And honestly, it’s one of the best parts of the job.

“𝐌𝐞𝐭𝐚 𝐢𝐬 𝐬𝐚𝐭𝐮𝐫𝐚𝐭𝐞𝐝 𝐚𝐧𝐝 𝐰𝐞 𝐜𝐚𝐧’𝐭 𝐠𝐞𝐭 𝐭𝐡𝐞 𝐬𝐚𝐦𝐞 𝐪𝐮𝐚𝐥𝐢𝐭𝐲 𝐥𝐞𝐚𝐝𝐬 𝐚𝐬 𝐆𝐨𝐨𝐠𝐥𝐞.”

I hear this every single week.

And every single week… it’s proven wrong.

This month alone, across 𝐂𝐚𝐫 𝐅𝐢𝐧𝐚𝐧𝐜𝐞, 𝐒𝐞𝐜𝐮𝐫𝐞𝐝 𝐋𝐨𝐚𝐧𝐬, 𝐖𝐞𝐚𝐥𝐭𝐡 𝐌𝐚𝐧𝐚𝐠𝐞𝐦𝐞𝐧𝐭, 𝐄𝐯𝐞𝐧𝐭𝐬, 𝐅𝐞𝐬𝐭𝐢𝐯𝐚𝐥𝐬, 𝐁𝐞𝐚𝐮𝐭𝐲, 𝐋𝐞𝐠𝐚𝐥 𝐚𝐧𝐝 𝐂𝐥𝐚𝐢𝐦𝐬, we’ll generate millions of pounds in pipeline and revenue for clients through Meta.

Not instead of Google.
Not as a replacement for anything.
But as part of a 𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗺𝗶𝘅 𝘁𝗵𝗮𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝘄𝗼𝗿𝗸𝘀 𝘁𝗼𝗴𝗲𝘁𝗵𝗲𝗿.

Here’s the myth-buster:

💡 𝗠𝗲𝘁𝗮 𝗶𝘀𝗻’𝘁 𝘀𝗮𝘁𝘂𝗿𝗮𝘁𝗲𝗱. 𝗕𝗮𝗱 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝗮𝗿𝗲.
When you rely on one channel, one ad angle, or one type of lead, anything feels saturated.

What we’re seeing across clients right now:

Meta delivers profitable volume.

Google captures high-intent demand.

Email/SMS turns old data into new revenue.

CRM + lead flow optimisation multiplies the return.

Most of our clients run a multichannel ecosystem, but even when you isolate each channel — Meta still performs profitably on its own.

The “Meta doesn’t work anymore” narrative usually comes from:

❌ campaigns that haven’t been iterated
❌ funnels with friction
❌ relying on 1–2 creative angles for months
❌ weak CRM or follow-up processes
❌ comparing £5 Meta leads with £40 Google leads without looking at cost-per-sale

If Meta was “saturated,” we wouldn’t be producing the numbers we’re seeing right now.

The truth?

𝗠𝗲𝘁𝗮 𝗶𝘀 𝘀𝘁𝗶𝗹𝗹 𝗼𝗻𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁 𝗱𝗲𝗺𝗮𝗻𝗱 𝗰𝗿𝗲𝗮𝘁𝗶𝗼𝗻 𝗺𝗮𝗰𝗵𝗶𝗻𝗲𝘀 𝗼𝗻 𝘁𝗵𝗲 𝗽𝗹𝗮𝗻𝗲𝘁.
You just need a strategy built for 2025 — not 2020.

Ciaran Finn

Your Glow Up

Managing Director at Your Glow Up, an award-winning DTC performance creative agency.

Lowering acquisition costs and scaling 8-9 figure DTC brands through performance ad creative.

Find out more at www.yourglowup.io.

Managing Director

Blue Finn Media

Founder & CEO of an award-winning 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

scale & send

The DTC eCommerce events company that your agency tells you not to worry about.

Co-Founder

Kensington Media House

👉 Strategic Director at leading Retention Marketing Agency, Kensington Media House
👉 Regularly achieving 35%+ revenue driven through Email & SMS with no additional ad spend 
👉 Over $60 million generated with Email & SMS for clients across the US, UK, EU, & Asia

Strategic Director

Whilst at university, I founded and ran a lead generation business under the "Rank & Rent" model.

I created highly converting funnels for a specific business niche, focussing on the core pain points of their ideal customers. I'd then use SEO to begin driving traffic to my funnels and generating leads. 

From here I optimized in two ways:
1. Improved my SEO marketing to drive more traffic at a faster rate.
2. I increased the conversion rate of the funnels through landing page optimization and split-testing offers, angles, landers.

These leads were then tracked using call softwares and CRMs, and to monetize:
1. I sold leads on a cost-per-lead basis
2. Or I rented the entire funnel for a flat fee, allowing businesses to receive exclusivity on all leads that the funnels generated.

Despite having fun and learning a lot during this period, I realised I preferred the faster impact of paid advertising vs organic SEO. This led me to a career as a performance marketing consultant, and ultimately founding my next business, a performance marketing agency called Blue Finn Media.

Funnel Builder & SEO Expert

LeadX Ltd

After 2+ years working as an Account Manager part-time whilst at school, I'd finished school and was ready for a full-time role.
 
Within a few days of switching full-time as an Account Manager, I was offered to join the group's head office as a Talent Acquisition Executive, and within the first month I was promoted to the role of Talent Acquisition Consultant.

Here I was responsible for headhunting specific executive positions and strategic recruiting for team members across all departments, including organising 60+ person recruitment events and achieving company-wide recruitment and talent acquisition KPIs.

This was for all consumer brands under the LeadX Holding group, including digital marketing agencies such as Ropto, with 1000+ employees across the group.

This was a performance based role and my bonuses were tied to my team's performance, meaning I was regularly assisting and leading other team members to ensure we hit our bonuses as a team every month.

Talent Acquisition Consultant

Aged 16, I began working as an Outbound Sales Representative at LeadX.

Despite being part-time and still at school, I was quickly top of the team and was promoted to Account Manager.

My role was heavily commission based and involved lead management and sales on behalf of the company.

Account Manager

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

We've whitelisted 1500+ Meta ads in the past 6 months.
But 95% of brands have no idea how to do it properly.

I'm giving away our internal Whitelisting Cheatsheet that we use with every client - completely FREE.

This is the exact step-by-step system we follow to launch whitelisted ads for 7 and 8-figure DTC brands, which has helped us reduce CPAs by an average of 35% across our client portfolio.

This cheatsheet includes everything:

✅ The 3 types of whitelisting (and when to use each one)
✅ Pros and cons of each whitelisting method
✅ Real examples from brands like Dr. Squatch and Mirror
✅ The 8-step process to launch whitelisted ads
✅ Step-by-step Facebook Business Manager setup guide

We've spent the last 2 years perfecting this process across hundreds of creator partnerships.

This training is worth thousands to brands that implement it correctly.

Today, you can have it for 100% free.

To get access, all you need to do is:
1. Connect with me Ciaran Finn
2. Comment 'WHITELIST' below
   
And I'll send the Whitelisting Cheatsheet straight over.

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

Ads that look organic and native to the platform are the best performing creatives in 2025.
 
But most brands only run ads from their own brand page.
 
Thats where whitelisting can be a complete game changer.
 
Whitelisting lets you run ads through creator profiles, third-party pages, or publisher accounts instead.
 
The result? Your ad shows up in someone's feed looking organic.
 
It bypasses ad blindness completely.
 
We've seen this single strategy reduce CPA by 30-40% for brands spending $100k+/month on Meta.
 
There are three main whitelisting strategies:
 
→ Influencer whitelisting — running ads through creator profiles. Most effective but requires partnerships.
 
→ Third-party page whitelisting — creating pages like "DTC Growth Hub" to run ads from. Easiest to set up.
 
→ Publisher whitelisting — building editorial-style pages with listicle landing pages. Most scalable long-term.
 
Each one works differently depending on your brand, offer, and creative style.
 
Hundreds of 8-figure DTC brands use influencer whitelisting to scale past seven figures.
 
The strategy isn't complex. But the setup process is where most brands get stuck.
 
That’s why we’ve put together our internal Whitelisting Cheatsheet that breaks down all 3 strategies, includes real brand examples, and shows the exact step-by-step process we use to launch whitelisted campaigns for our clients.
 
I’m giving it away for completely free today, so f you want it:
 
• connect with me (Ciaran Finn)
• comment 'WHITELIST' below.
 
I'll send it over to you in the DM’s

I audited 8 accounts spending $100k/month in October.
Here's the one mistake I saw in most of them:

They were scaling winners too aggressively.

Let me explain:

A brand hits a winner — 2.8x ROAS at $8k/day spend.

They get excited.

Double the budget overnight.

Two days later?

CPA jumps 60%. ROAS tanks to 1.4x.

What happened?

They exceeded the ad's saturation point.

Every winning ad has a ceiling — a maximum efficient spend threshold before performance collapses. 

Most brands don't know where that ceiling is.

So they scale blindly and burn through budget watching their "winner" turn into a loser.

𝗛𝗲𝗿𝗲'𝘀 𝗵𝗼𝘄 𝘄𝗲 𝗳𝗶𝘅 𝗶𝘁:

→ Increase budget by 20-30% every 48 hours (not overnight)
→ Monitor CPM and frequency daily during scale
→ When performance starts declining, pause the increase
→ Duplicate the creative with new hooks instead of pushing the original further

Smart brands scale horizontally (more winning ads) not vertically (forcing one ad to do everything).

We took one fashion brand from $300k/month to $800k/month in four months using this exact approach.

Controlled budget increases. Creative iteration. No aggressive scaling.

Most brands think scaling = more budget.

It doesn't.

Scaling = more winning ads at sustainable spend levels.

We kill 80% of our ads within 72 hours. The other 20%?

They become winning concepts that scale.

Here's the exact 4-stage framework we use to separate winners from losers in under a week:

𝗦𝘁𝗮𝗴𝗲 𝟭: 𝗣𝗿𝗲-𝗟𝗮𝘂𝗻𝗰𝗵 𝗦𝗲𝘁𝘂𝗽

ABO campaign structure (not CBO).

One concept per ad set. 4-5 variations of each concept.

Broad targeting only.

Why ABO? Because we need clean data on each concept.

CBO pushes budget toward early winners before you have clean data.

ABO forces equal spend across all concepts so you can actually see what performs.

Budget per ad set: 3x your AOV minimum.

𝗦𝘁𝗮𝗴𝗲 𝟮: 𝗧𝗵𝗲 𝟳𝟮-𝗛𝗼𝘂𝗿 𝗪𝗶𝗻𝗱𝗼𝘄

Launch all concepts simultaneously.

Monitor two metrics only: CPA and ROAS.

Ignore soft metrics like hook rate and CTR at this stage.

They don't pay your bills.

After 72 hours (or when each ad spends 3x AOV), categorize:

→ Winner: CPA below target
→ Loser: CPA above target

Kill losers immediately.

𝗦𝘁𝗮𝗴𝗲 𝟯: 𝗥𝗮𝗽𝗶𝗱 𝗦𝗰𝗮𝗹𝗶𝗻𝗴

Duplicate winners into your scaling campaign.

But here's what most brands get wrong: they turn off the winning ad in the testing campaign.

Don't do this. That ad is making you money.

Instead, let it run in both campaigns.

Increase budget by 20-30% every 48 hours in the testing campaign.

Watch for saturation signals.

𝗦𝘁𝗮𝗴𝗲 𝟰: 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴 𝗘𝘅𝘁𝗿𝗮𝗰𝘁𝗶𝗼𝗻

Most brands move on to the next batch of creative without understanding why ads won or lost.

We analyze every element:

→ The creator
→ The angle
→ The format (video vs static vs GIF)
→ The hook
→ The messaging

We document hypotheses on why each ad performed the way it did.

These learnings become the foundation for the next testing round.

𝗧𝗵𝗲 𝗥𝗲𝘀𝘂𝗹𝘁:

Every test produces data.

Every winner becomes a template.

Most brands treat testing like throwing spaghetti at a wall.

We treat it like a science experiment.

That's how you scale creative profitably.

2 years ago, I used worked 14-hour days and only hit 80% of my tasks.

Today, I work 8-9 hours and move faster than ever.

Here’s what changed:

I used to wake up and just react.

→ Emails at 7AM
→ Client call at 8AM
→ Deep work at 9AM
→ More emails at 10AM

By noon, I was mentally cooked.

By 5pm, I was a zombie.

I thought I was just "busy."

Turns out I was burning energy in the wrong order.

Here's what I do differently now:

I divide my day into 3 work blocks.

Each block has one purpose - and I never mix them.

𝗪𝗼𝗿𝗸 𝗕𝗹𝗼𝗰𝗸 𝟭: 𝗗𝗲𝗲𝗽 𝗪𝗼𝗿𝗸 (𝗛𝗼𝘂𝗿 𝟭-𝟯)

This work block starts right after I wake up when my brain is sharpest.

No meetings. No Slack. No emails.

Just coffee and the most important work that moves the business forward.

Anything related to: Strategy, Growth, Big decisions gets put into this bucket.

𝗪𝗼𝗿𝗸 𝗕𝗹𝗼𝗰𝗸 𝟮: 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 & 𝗠𝗲𝗲𝘁𝗶𝗻𝗴𝘀 (𝗛𝗼𝘂𝗿 𝟰-𝟳)

This is when I'm with my team.

Client calls. Internal strategy sessions. Problem-solving.

All the collaboration that requires my attention gets stacked here.

𝗪𝗼𝗿𝗸 𝗕𝗹𝗼𝗰𝗸 𝟯: 𝗧𝗿𝗮𝗰𝗸 𝗣𝗿𝗼𝗴𝗿𝗲𝘀𝘀 & 𝗣𝗹𝗮𝗻 (𝗛𝗼𝘂𝗿 𝟴-𝟵)

This is when I close the loop.

→ Review what got done today.
→ Identify what didn't get done and why.
→ Have a 1-on-1 with my business partner.
→ Plan tomorrow's priorities.

I never start a day without knowing exactly what needs to happen.

And I never end a day without knowing where we stand.

𝗪𝗵𝘆 𝘁𝗵𝗶𝘀 𝘄𝗼𝗿𝗸𝘀:

Energy isn't constant throughout the day.

Your best thinking happens when you're fresh.

Your best collaboration happens when your mind is primed.

Your best planning happens when you can reflect.

Most people try to do all three at once, all day long.

That's why they're exhausted and unproductive.

Structure your day around your energy, not your to-do list.

You'll get more done and feel better doing it.

At 16, I trained twice a day chasing a career as a professional kickboxer.

Six days a week. For years.

I never made it pro.

But those years taught me everything I needed to build a 7-figure agency:

𝟭. 𝗚𝗲𝘁 𝗱𝗲𝘀𝗲𝗻𝘀𝗶𝘁𝗶𝘇𝗲𝗱 𝘁𝗼 𝗽𝗮𝗶𝗻

Punches hurt. Rejection hurts more.

But you can't become a great fighter if you flinch.

And you can't build a great business if you avoid rejection.

You’re going to get hit. You’re going to get rejected.

The best fighters & entrepreneurs know how to keep moving forward.

𝟮. 𝗪𝗶𝘁𝗵𝗼𝘂𝘁 𝗰𝗼𝗻𝗱𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴, 𝘆𝗼𝘂’𝗹𝗹 𝗴𝗮𝘀 𝗼𝘂𝘁.

In the ring, your cardio either holds or it doesn't.

No amount of talent saves you when your body can’t keep up.

Business works the same way.

If you're not sleeping well, eating right, or moving your body—you'll burnout.

Treat yourself like a professional athlete - that’s how you outlast competitors.

𝟯. 𝗦𝘁𝘂𝗱𝘆 𝗮𝘀 𝗺𝘂𝗰𝗵 𝗮𝘀 𝘆𝗼𝘂 𝘁𝗿𝗮𝗶𝗻

The best fighters don't just train. They study.

They watch their own fights.
Their competitors.
The legends.

Business is the same.

You can outwork people.

But if you're not constantly learning, someone smarter will outmaneuver you.

𝟰. 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝘆𝗼𝘂𝗿 𝘀𝘁𝗿𝗲𝗻𝗴𝘁𝗵𝘀

Every fighter has a style.

They have strengths, and they have weaknesses.

The worst thing you can do is try to be good at everything.

Find what you're naturally better at. Then make it undeniable.

In business, I stopped trying to be everything to everyone.

I doubled down on what I did best and hired people better than me to fill the gaps.

That's when things scaled.

Looking back, I can confidently say fighting has taught me more than any business book ever could.

PS. Anyone else feel the same about their sport?

The best creative strategists in 2026 won't just make pretty ads.

They’ll think like CMOs.

Here's what that actually means:

Six years ago, creative strategists wrote briefs and came up with concepts.

That was the job.

Today, that same person will get outperformed by someone who understands unit economics.

The role evolved. But most people haven't adapted.

𝗪𝗵𝗮𝘁 𝗖𝗠𝗢𝘀 𝗰𝗮𝗿𝗲 𝗮𝗯𝗼𝘂𝘁:

They don't care if your hook is clever.

They care if it drives down CPA.

They don't care about your aesthetic.

They care if it moves MER.

They don't optimize for views or engagement.

They optimize for profit.

If you're making creative decisions based on what "looks good" instead of what the data says works, you're operating like it's 2019.

𝗛𝗲𝗿𝗲'𝘀 𝗵𝗼𝘄 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲𝘀 𝘁𝗵𝗶𝗻𝗸 𝗼𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝗮𝗹𝗹𝘆:

They start every brief by analyzing the last 30 days of performance data.

→ Which angles drove the lowest CPA?
→ Which hooks had the highest conversion rate?
→ Which formats scaled past $10k/day spend?

They understand the brand's unit economics before pitching a single idea.

Most importantly, they translate customer research into creative strategy.

There’s a strategic “Why” behind every concept they plan.

They read through post-purchase surveys, customer reviews, competitor reviews, comments, and testimonials — extracting the exact pain points, objections, and language their customers use.

They know soft metrics inform iteration, but hard metrics determine winners.

Hook rate tells them where to improve. CPA tells them if it's worth improving.

𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝘀𝘁𝘀 𝗶𝗻 𝟮𝟬𝟮𝟲:

You don't need to become a media buyer.

You need to understand what makes creative profitable.

Ask your media buyer these three questions weekly:

→ Which ad angles are hitting target CPA?
→ What's the average CPA by creative format this month?
→ Which concepts are scaling past $5k/day?

Use those answers to inform your next creative brief.

And lead your creative strategy with performance insights baked in.

That's how you stay valuable in 2025.

This one lifestyle change has made me more money than anything else.
(It’s probably not what you think.)

I grew up believing that hard work meant long hours.

That's why I prioritized working hours over everything else.

I needed to work a minimum of 12 hours a day to feel like I was giving it my all.

There was only one issue - I was averaging 5-6 hours of sleep per night.

I convinced myself it was necessary.

But I was just putting in more time doing less quality work.

Here's what changed:

Instead of prioritizing work - I started to prioritize sleep.

The more your business grows
The bigger your organization gets
The more your decisions count.

Your job as a CEO is to make good decisions consistently.

And you can't do that if you’re not getting the sleep you need.

That's why sleep is now the cornerstone of my daily routine.

Here's what it looks like:

→ I go to bed at the same time every single night
→ I have my last meal of the day 4 hours prior to bed
→ Blue-light glasses go on 4 hours before I sleep
→ Phone goes away 2 hours before bed
→ I read a paperback book to wind down - no screens
→ Bedroom stays at 19°C

To make sure I’m getting high quality sleep on a nightly basis, I track everything with an Oura Ring.

My target: 9 hours in bed, minimum 8 hours of actual sleep.

The result:

→ Clearer thinking in strategy sessions
→ More patience with my team
→ Better decisions under pressure
→ No burnout by Thursday

Sleep isn't a luxury. It's the foundation everything else is built on.

If you're grinding on 5 hours and wondering why you feel stuck - start here.

Black Friday is in 3 days.

But many brands are unsure about their ads…

I consult several DTC brands on their Meta strategy, and every year I see the same mistake.

BFCM is the most competitive window of the year.

CPMs spike, attention is scattered, and generic creative gets buried.

The brands that win Black Friday aren't spending more.

They're running creative specifically designed for BFCM buying psychology.

It's not too late to fix this.

That's why I'm giving away our Q4 Creative Strategy Cheatsheet today.

This is the exact playbook we use internally at Linear to prepare our clients for BFCM.

It includes everything:

✅ The 4 types of creative that outperform during BFCM
✅ Real examples of each creative type
✅ BFCM-specific hooks that convert holiday shoppers
✅ Offer stacking strategies for Black Friday
✅ Last-minute creative pivots you can make this week

Last BFCM, our clients generated multi-7 figures using this exact cheat sheet.

To get access, all you need to do is:

1. Connect with me
2. Comment 'Q4' below

And I'll send the Q4 Creative Strategy Cheatsheet straight over.
—
Feel free to repost if you find it valuable, to help someone else crush it this BFCM ♻️

Had 6 back-to-back BFCM calls with 8-figure brands 
 
Here's what I told all of them:
 
𝗬𝗼𝘂𝗿 𝗯𝗿𝗲𝗮𝗸𝗲𝘃𝗲𝗻 𝗥𝗢𝗔𝗦 𝗷𝘂𝘀𝘁 𝗰𝗵𝗮𝗻𝗴𝗲𝗱.
 
With 20-30% discounts and spiking CPMs, your margins aren't what they were last week.
 
If you haven't re-run your unit economics with BFCM margins, you're about to scale into a loss without realizing it.
 
𝗧𝗿𝗮𝗰𝗸 𝗻𝗲𝘄 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗠𝗘𝗥 𝘀𝗲𝗽𝗮𝗿𝗮𝘁𝗲𝗹𝘆.
 
During BFCM, your returning customers flood back.

They were buying anyway - your email list did the work.
 
Blended MER will look incredible, but it's not reliable data.
 
The metric that actually matters is aMER - new customer acquisition efficiency.

That tells you if your ads are actually working, or just capturing demand that already existed.
 
𝗔𝗢𝗩 𝗶𝘀 𝘆𝗼𝘂𝗿 𝗺𝗮𝗿𝗴𝗶𝗻 𝗯𝘂𝗳𝗳𝗲𝗿 𝘄𝗵𝗲𝗻 𝗖𝗣𝗠𝘀 𝘀𝗽𝗶𝗸𝗲.
 
CPMs will jump 40-60% by Friday morning. You can't control that.
 
What you can control: how much each customer spends.
 
Brands with strong AOV strategies (bundles, free shipping thresholds, post-purchase upsells) stay profitable at high CPMs.
 
𝗞𝗻𝗼𝘄 𝘆𝗼𝘂𝗿 𝘄𝗮𝗹𝗸-𝗮𝘄𝗮𝘆 𝗖𝗣𝗔 𝗯𝗲𝗳𝗼𝗿𝗲 𝘁𝗵𝗲 𝗰𝗵𝗮𝗼𝘀 𝘀𝘁𝗮𝗿𝘁𝘀.
 
Calculate this now: What's the maximum CPA you can afford at your BFCM margins and still make first-order profit?
 
Write it down - when your CPA crosses that line, you scale back.
 
𝗧𝗵𝗲 𝗿𝗲𝗮𝗹 𝗺𝗼𝗻𝗲𝘆 𝗶𝘀 𝗶𝗻 𝗗𝗲𝗰𝗲𝗺𝗯𝗲𝗿.
 
The week after BFCM, CPMs crash 30-40%.

But buyer intent stays high - gift card redemptions, returns turning into exchanges, people spending holiday cash.
 
Smart brands hold 15-20% of their BFCM budget for this window.
 
We're now 48 hours out from BFCM - the prep is over.

Now it's just about staying disciplined.
 
Make sure to protect your margins.

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