I boost execs' growth with smart, data-driven marketing solutions | Building a revolutionary marketing ecosystem

Hi I'm Sefy, an entrepreneur, systems architect, and the founder of Vibey, an AI operating system that builds marketing infrastructure for founder-led businesses.Vibey, enables entrepreneurs to build complete offers, sales funnels, and marketing campaigns through conversation. Vibey handles the 90% (strategy, copy, structure, design) so founders can focus on the 10% that matters.My first business success came from building a team of 82 contractors into a 7-figure agency. But with it came my biggest fall, when Fiverr shut me down overnight...So... I rebuilt, this time with systems that don't depend on any single person.Vibey now serves solo founders, and agencies who want to stop being the bottleneck to their own growth. The platform handles offer creation, funnel building, email automation, CRM, and campaign orchestration, all from one interface.Through Vibey, I focus on one mission: equipping founder-led businesses with AI-powered systems that remove bottlenecks and ship revenue faster.My philosophy: Systems beat hustle. Every. Single. Time.

Sefy Tofan

Brick

A Paid Ad & Creative agency helping DTC brands scale using Paid Ads, Creative & CRO behind $400m in revenue for your favourite DTC brands.

We're data nerds who live and breathe e-commerce growth, and our only goal is to help you grow in the most efficient and robust way possible.

Some of our brand partners include:

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

We typically work with e-commerce businesses who want:

✔ A partner who takes a holistic approach to growth marketing and does all the heavy lifting so you don't have to
✔ To achieve sustainable growth whilst building unshakeable foundations that last
✔ A team of experts that support you through thick & thin and tell you exactly how it is. No sugar-coated BS or pulling the wool over your eyes

To see if your business is eligible, schedule a quick call using the link below:

https://bricksocial.typeform.com/to/xKBNuhvf

Some things we’re proud of:

→ $400,000,000+ profitable ad revenue generated for our partners
→ Dozens of 5⭐️ reviews from our partners on Clutch.co
→ Featured in industry publications talking about e-commerce growth 
→ Client retention 1.8+ years

If you want to learn more about how we do this, you can either:

→ GO HERE: https://www.growwithbrick.com/

→ EMAIL HERE: toby@bricksocial.co.uk

→ APPLY HERE: https://bricksocial.typeform.com/to/xKBNuhvf

Co-Founder @ Brick | Meta & Google Ads For Ecommerce Brands

Apple

Connecting businesses and entrepreneurs with the tools they need to thrive. Introducing Apple solutions, technology, and services and strategically deploying Apple equipment across a range of businesses. Engaging with businesses to build successful, long lasting relationships.

Sales & Marketing

Mimecast

Working closely with marketing, channel and different sales teams to develop new business. The role also entailed working at events and being involved in partner sales environments, speaking directly with end customers and articulating the benefits of the Mimecast platform.

Marketing Development Specialist

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.

My most downloaded resource just got an update.

The Creative Framework we use to scale 7-9 figure brands on Meta.

We've been auditing creative strategies for DTC brands spending $50K-$1M/month and kept seeing the same pattern:

Most brands are stuck testing random ideas with no structure.

They launch new creatives every week…

But they're guessing at what to test, how to set up tests properly, and what the data actually means.

I've watched this waste hundreds of thousands in ad spend, brands churning through budgets without finding their next winner.

That's why I packaged up our internal Creative Testing Framework into a guide.
Inside, you'll find:

✅ The 3 creative bottlenecks that kill scale (and how to fix them)
✅ Our data-backed system for generating test ideas
✅ How to structure tests so you actually learn something
✅ The analysis framework we use to identify winners

This is the same process we've used to manage hundreds of millions in Meta spend across global, household name brands.

Want the guide for FREE?

1️⃣ Like this post
2️⃣ Comment "CREATIVE"

I'll send it over.

P.S. Make sure we're connected so I can DM you the link.

Toby Waller

Boutique growth team for ambitious eCom brands | Paid Ads & Creative | $450M+ revenue driven for brands like Leica, Moto, Drake, Shiti Coolers & 200+ more.

My creative team told me NOT to share this…

But here we are.

I just dropped our complete AI-powered creative multiplication system that we use to turn ONE winning ad into 20+ platform-specific variations.

This is the exact 6-step framework we use with our 8-figure clients - complete with every prompt, tool, and workflow we use internally at Brick.

Most brands are stuck in the "creative treadmill"... constantly producing new ads from scratch while their best performers collect dust.

This system changes that. Forever.

For the next 48 hours, it's yours.

Like this post + Comment "AI" and I'll send it over.

(We MUST be connected)

Your ad creative is dying faster than it used to.

And it's not your fault.

Meta's algorithm favors creative diversity more than ever - but most brands are still operating like it's 2021.

The old playbook: 

→ Find 1-2 winning hooks 
→ Beat them into the ground 
→ Wonder why CPAs spike after 30 days

The new reality: 

→ You need 15-20 fresh variations per month minimum 
→ Not just new hooks - totally new angles

Here's what changed our trajectory:

We stopped making "more ads" and started building a creative system around 7 core content pillars:

📦 Founder Story 
📹 Product Demo
👥 UGC 
🧪 Behind the Scenes 
🧠 Problem/Solution 
💡 Lifestyle Integration 
⚖️ Comparisons

Each pillar has 3-5 format variations. 

Each format has 4-6 angle variations.

That's 100+ testable concepts without creative burnout.

Most brands we talk to are running 2-3 creative styles on repeat.

Which explains why their CPAs are 2-3x what they should be.

I've mapped out 102 specific creative ideas across these 7 categories in the carousel below.

Give it a scroll →

You'll find exact concepts you can hand to your creative team today.

Creative Ideas

Your Meta ads hit a ceiling? It's not budget. It's not targeting.

Here's what's actually holding you back:

Meta's algorithm needs more creative signals to hunt down buyers.

The fix is simple: 

→ More formats 
→ More angles

Not the same 3 creatives you've been running since Q2.

🎯 Every format = new data for the algorithm. 
⚡ More data = better targeting at scale.

Brands scaling past $1M/month are testing:
✅ Long-form video 
✅ UGC clips 
✅ Carousels 
✅ Founder content 
✅ Static ads 
✅ Studio-shots

You can't hit 8 figures with a 6-figure creative strategy.

Swipe for the breakdown.

Meta Ads Have Changed

Most beauty brands hitting $100K+/mo in spend make the same mistake:

They think creative diversity = testing 47 different hooks.

Reality? 

The brands scaling past $1M/mo are: 

→ Leaning into angle differentiation rather than sheer volume 

→ Have a bulletproof ideation process for new concepts 

→ Use every creative test as a learning experience to inform the next batch

This swipe file contains 100+ static ad concepts that leading beauty and wellness brands are using to scale right now.

Like + Comment 'CREATIVE' and I'll share.

{We must be connected}

I've audited 150+ Meta Ad accounts this year.

These 5 critical structural issues appeared in almost EVERY account:

1. 𝗡𝗼 𝗰𝗹𝗲𝗮𝗿 𝘀𝗲𝗽𝗮𝗿𝗮𝘁𝗶𝗼𝗻 𝗯𝗲𝘁𝘄𝗲𝗲𝗻 𝘁𝗲𝘀𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝘀𝗰𝗮𝗹𝗶𝗻𝗴 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀

𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲: 
→ Changes being made to campaigns already driving revenue 
→ Multiple large changes implemented simultaneously 
→ No isolation of variables to determine what's actually working

𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴: 
→ 80/20 split between scaling and testing campaigns 
→ Clear promotion criteria for moving creatives from testing to scaling 
→ Scheduled testing cycles that don't disrupt scaling campaigns

2. 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗽𝗼𝗿𝘁𝗳𝗼𝗹𝗶𝗼 𝗹𝗮𝗰𝗸𝘀 𝘃𝗮𝗿𝗶𝗲𝘁𝘆

𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲: 
→ Over-reliance on one creative format (usually testimonial/UGC) 
→ Similar messaging angles across all creatives 
→ No testing of different creative formats by placement

𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴: 
→ Balance of creative formats (UGC, lifestyle, educational, product-focused) 
→ Different hooks and angles mapped to audience segments 
→ Placement-specific creative (Stories vs. Feed vs. Reels)

3. 𝗔𝗱 𝗰𝗼𝗺𝗺𝗲𝗻𝘁𝘀 𝗯𝗲𝗶𝗻𝗴 𝗰𝗼𝗺𝗽𝗹𝗲𝘁𝗲𝗹𝘆 𝗶𝗴𝗻𝗼𝗿𝗲𝗱

𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲: 
→ Unanswered questions in comments 
→ Negative sentiment not being addressed 
→ Missing valuable feedback that could inform future creative

𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴: 
→ Comment monitoring and response protocol 
→ Comment sentiment analysis to inform creative strategy 
→ Leveraging positive comments as social proof

4. 𝗚𝗲𝗻𝗲𝗿𝗶𝗰 𝘁𝗿𝗮𝗳𝗳𝗶𝗰 𝗱𝗲𝘀𝘁𝗶𝗻𝗮𝘁𝗶𝗼𝗻𝘀:

𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲: 
→ Traffic sent directly to PDPs
→ No alignment between ad messaging and landing experience 
→ One-size-fits-all landing pages regardless of ad angle

𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴: 
→ Custom landing pages aligned with specific ad angles 
→ Problem/solution pages for problem-focused ads 
→ Comparison pages for competitor-focused ads

5. 𝗡𝗼𝗻-𝗲𝘅𝗶𝘀𝘁𝗲𝗻𝘁 𝗔𝗢𝗩 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆:

𝗪𝗵𝗮𝘁 𝘁𝗵𝗶𝘀 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲: 
→ No upsell/cross-sell system in place 
→ No offer testing beyond occasional discounts

𝗪𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴: 
→ Strategic bundle creation based on purchase patterns 
→ Post-purchase upsell flows 
→ Subscription offers with appropriate incentives

The uncomfortable truth:

Most brands will never scale beyond 6 figure im monthly spend because they focus on tactics (bidding, new platforms, audiences) rather than fixing these fundamental structural issues.

Are you making any of these mistakes?

Static ads still work. Here's proof.

6 winning frameworks and the psychology behind them 👇

1. 𝐓𝐫𝐮𝐞 𝐂𝐥𝐚𝐬𝐬𝐢𝐜: 𝐁𝐅𝐂𝐌 𝐖𝐢𝐭𝐡𝐨𝐮𝐭 𝐂𝐡𝐚𝐨𝐬

"BLACK FRIDAY – Up To 70% Off"

Big discount is the hero. 

Simple product stack. 

Clean design maintained even with heavy promo. 

Don't overcomplicate.

2. 𝐌𝐨𝐨𝐧𝐛𝐫𝐞𝐰: 𝐂𝐚𝐫𝐭 𝐒𝐜𝐫𝐞𝐞𝐧𝐬𝐡𝐨𝐭 𝐚𝐬 𝐭𝐡𝐞 𝐀𝐝

Checkout view with "FLASH SALE" banner + free bonus + savings visible.

Looks like a real checkout, not an ad. Shows others are already buying. 

Trust badges upfront. 

Perfect for warm traffic.

3. 𝐃𝐨𝐠 𝐅𝐨𝐨𝐝: "𝐈 𝐓𝐞𝐬𝐭𝐞𝐝 4, 𝐎𝐧𝐥𝐲 1 𝐖𝐨𝐫𝐤𝐞𝐝"

Comparison format feels like research, not a brand ad. 

Creates curiosity gap.

Overhead plates look like real testing.

4. 𝐀𝐫𝐫𝐚𝐞: 𝐁𝐚𝐜𝐤-𝐢𝐧-𝐒𝐭𝐨𝐜𝐤 𝐒𝐜𝐚𝐫𝐜𝐢𝐭𝐲

"Back in Stock! Grab Yours While Supplies Last!"

Back-in-stock framing = instant social proof. 

This already sold out once. 

Pair with clear outcome (not ingredients), use hand-held product shots.

5. 𝐏𝐑 𝐒𝐜𝐫𝐞𝐞𝐧𝐬𝐡𝐨𝐭 𝐚𝐬 𝐂𝐫𝐞𝐝𝐢𝐛𝐢𝐥𝐢𝐭𝐲

Evening Standard feature: "Best for restaurant-level ready meals"

Media logo = borrowed trust. "Best for X use case" helps people self-qualify. 

Use heavily with cold audiences.

6. 𝐇𝐚𝐩𝐩𝐲 𝐄𝐚𝐫𝐬: "𝐒𝐚𝐯𝐞𝐝 𝐌𝐲 𝐌𝐚𝐫𝐫𝐢𝐚𝐠𝐞"

Emotional, high-stakes outcome attached to... earplugs. 

Pattern interrupt forcea s double-take. 

No mention of snoring - your brain fills the gap.

𝐓𝐡𝐞 𝐏𝐚𝐭𝐭𝐞𝐫𝐧:

→ Scarcity & Timing 
→ Social Proof & Authority
→ Clear, Specific Outcomes

If your statics aren't converting, it's rarely a design problem.

It's an offer communication problem.

If your ads feel like guesswork, book a free Brick-by-Brick Audit. 

We'll identify the gaps capping your scale and map out your creative testing roadmap.

Comment "AUDIT" below.

Static

Why do some brands scale past 7-figure months while others flatline at 6? 
Similar product. Same starting point.
✅ Different creative strategy.

We’ve helped 200+ 7 and 8-figure brands smash through plateaus using our data-first creative strategy.

And for the first time, I’m giving you the process we use to analyse ad creative that has been responsible for over $400m in revenue.

This free guide breaks down:

✅ How to create ads that actually resonate with your target audience

✅ The key metrics that drive creative decisions (and how to track them)

✅ How to use data to consistently improve and scale your ad creative

✅ The step-by-step strategy that has helped e-commerce brands triple their revenue

Want a copy? 

👉 Connect with me 
👉 Like this post 
👉 Comment "CREATIVE" and I’ll DM it to you

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

$11.1M in the last 30 days (+124%).

The lift didn’t come from one big “unlock.”

It came from stacking small, often ignored optimisations.

Here are the ones that matter most 👇

1️⃣ The scaling bottleneck most brands don’t see

Common pattern:

A brand finds a winning ad → increases budget → performance tanks.

Why?

They’re testing and scaling in the same place.

When testing budget and scaling budget mix, you create chaos:

→ Winners get diluted
→ Learning phases reset
→ You can’t diagnose what broke

Fix:
Separate environments completely.
• Testing campaigns = learning
• Scaling campaigns = efficiency

New creative proves itself fast. Winners graduate. Everything else dies.

This structural change alone has unlocked more scale than any “new angle” ever has.

Bonus scale unlock: geo expansion.

If you can ship to CA / UK / AU without killing margin, test them. 

Meta inventory is often cheaper and can lift total spend 30–50% at similar efficiency.

2️⃣ Creative: authenticity beats production:

Overproduced ads are killing performance.

Founder iPhone videos regularly outperform polished brand content.

Why? They feel real.

Talk about:
• Why you built the product
• The problem you were solving
• What makes it different

No scripts. No polish. Just belief.

UGC mistake: scripting creators to death.

Give them the angle + benefits... then let them speak in their voice.

Text overlays matter more than you think.

“Stops bloating in 30 minutes” beats a beautiful lifestyle shot every time.

💡 The algorithm rewards clarity.

3️⃣ Your offer is capping your growth

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

The brands scaling past $3M/month constantly test offers, not just discounts.

What works:
• Bundles to lift AOV
• Threshold offers to grow carts
• Bonuses > price cuts
• Perceived value over margin erosion

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

💡 Offers are a monthly lever. Most brands never pull it.

4️⃣ Metrics that actually matter

Start with break-even ROAS.

If you don’t know it precisely, you’re guessing.

Never let spend sit below it for more than 48 hours.

Then look for patterns:
• Best days of week
• Best placements
• Best formats

If Reels drive 70% of conversions, make more vertical video.

Let data tell you what to create.

5️⃣ The compound effect

Brands that scale smoothly don’t chase breakthroughs.

They stack small wins:

• +12% efficiency from structure
• +15% CTR from clearer hooks
• +10% CVR from better offers
• −18% waste from exclusions

Stacked together = 40–50% better performance.

The bottom line

Scaling isn’t one big tactic.

✅ It’s better structure.
✅ More authentic creative.
✅ Continuous offer testing.
✅ Metric discipline.

None of it is sexy.
All of it works.

I've seen brands with 100+ ads live struggle to break $500K monthly.

And brands with 50 ads scale past $5M.

The difference? 

One is making more ads. The other is testing more angles.

Going into 2026, Creative strategy isn't about volume. 

It's about angular diversity.

Here's what that means:

Most brands think they need "more creative." So they brief their team: 
"Make 10 new ads this month."

What they get back: 10 variations of the same concept. Different hooks, different B-roll, maybe different talent. But fundamentally the same psychological approach.

That's not 10 ads. That's one angle with 10 executions.

An angle is the core strategic premise. The "why should I care" that everything else hangs on.

"This product solves [specific pain point]" = one angle 

"This product delivers [aspirational outcome]" = different angle 

"This product works differently than [expected solution]" = different angle 

"You're already doing [behavior], this makes it better" = different angle 

"Everyone else is wrong about [belief]" = different angle

Each angle appeals to different psychology, performs in different audiences, and fatigues independently.

What I see working at scale:

The brands spending $500K+ monthly have 8-12 distinct angles in rotation simultaneously. 

Each angle might have 2-3 executions, but the strategic diversity is in the angles, not the ads.

They're not asking "Can we make more content?" 

They're asking "What angles haven't we tested?"

Pain point vs aspiration. Social proof vs founder story. Education vs entertainment. Problem-unaware vs solution-aware.

When one angle fatigues, the others keep performing because they're reaching fundamentally different audience psychology.

The brands stuck at $200K are making their 47th iteration of their winning ad.

The brands at $3M are testing their 9th completely different strategic approach.

Your creative production bottleneck isn't volume. It's your angle diversity.

You don't need 50 ads a month. You need 5 genuinely different angles, each executed 2-3 ways.

Stop counting ads. Start counting angles.

Brands don’t crash after BFCM because demand for their product dies.

They crash because they don’t plan for what comes after the weekend.

December has a rhythm that most teams completely miss

And that’s why their numbers fall off a cliff while others keep climbing.

I put together a quick carousel breaking down the real sequence we see inside accounts every year...

The dip, the mistakes, the pivots, and the plays that actually keep you profitable through December.

Carousel below 👇

BFCM

Everyone’s chasing UGC… 

But static ads still print the money.

The best-performing ads right now don’t move.

They’re clean, effective static ads - built on clarity, contrast, and credibility.

While everyone’s chasing UGC and “motion-first” creative, these brands are scaling with simplicity.

Here are 6 static ads worth studying and why they convert 👇

1️⃣ DEUX Donut Holes

🧠 Principle: Newness + appetite

“3x sold out. Now in chocolate.”

Scarcity + novelty + irresistible close-up.

💡 Takeaway: Use visual appetite cues before your copy does the work.

2️⃣ Hush

🧠 Principle: Product confidence

“Our coldest pillow yet.” Short. Direct. Calm.

No hype, just a confident product-led promise.

💡 Takeaway: Premium brands don’t need noise - they need authority.

3️⃣ Conzuri

🧠 Principle: Transformation without shame

“+2.4 inch height boost.”

Empowering, measurable, human. Handwritten notes make it feel honest.

💡 Takeaway: Sell confidence, not correction.

4️⃣ Misfits

🧠 Principle: Borrowed belief

“The best vegan protein bars in thirty years of searching.”

The review is the headline. Nothing sells like a real human endorsement.

💡 Takeaway: Turn your best testimonial into your next hook.

5️⃣ Bamboo Ave

🧠 Principle: Scarcity + simplicity

“They’re back. But not for long.”

Conversational urgency > corporate FOMO.

💡 Takeaway: Short scarcity lines feel more trustworthy than countdown timers.

6️⃣ Grüns

🧠 Principle: Contrast + humor

Side-by-side storytelling (pain vs relief) with raw, relatable emotion.

You understand the transformation in one glance.

💡 Takeaway: Show emotional before/after moments - not just product benefits.

Why static ads still work:

✅ They communicate one big promise in 3 seconds
✅ They show proof visually, not verbally
✅ They build belief, not just attention

Clarity > clever.
Message > motion.
Emotion > production.

Static Ads

It’s never the sexy stuff that drives scale.

It’s the unsexy operational fixes that unlock the biggest efficiency gains.

Here are the unsexy optimisations driving the fastest scale for our brands right now 👇

1️⃣ Testing + scaling in the same campaign = chaos

When winners and tests fight for budget, you get:
 • False fatigue
 • Learning resets
 • No attribution clarity

Split them.
Testing = rotation + fast kills.
Scaling = stability + proven assets.
 
This single change unlocks more scale than most creative breakthroughs.

2️⃣ Authenticity > production value

Overproduced ads are losing to iPhone content daily.

Raw founder stories, lo-fi demos & native UGC consistently win.

And stop scripting creators to death - you’re paying for their authenticity.

Bonus: bold text overlays improve clarity AND help the algo understand your offer.

3️⃣ Your offer is limiting scale

Running the same offer for 6+ months? 

You're leaving money on the table.

 Top performers test:
 • BOGO
 • Bundles
 • Threshold incentives
 • Bonus value > discounts

 Small offer shifts often beat new creative entirely.

4️⃣ Operators win by watching the right metrics

Break-even ROAS should be non-negotiable.

Don’t let campaigns sit below it for 48 hours.

Look for timing patterns (best days/hours) and shift budgets accordingly.

And use placement breakdowns to decide which formats to make more of.

5️⃣ Scale comes from stacking small wins - not one magic tactic:

 +12% from better structure
 +15% from clearer hooks
 +10% from offer tests
 –18% wasted spend from exclusions

One optimisation is nothing.

Ten optimisations = compounding scale.

Bottom line:

The brands scaling into 2026 aren’t chasing quick wins - they’re tightening structure, simplifying creative, testing offers, and analysing performance daily.

Came across 3 eCom landing pages that I felt compelled to redesign:

→ Atlas

Added a navigation bar separator

The hero image blended in with the nav bar beforehand.

To me, it’s too connected. The elements need to be distinct.

So, we made them distinct.

Tidied up the upper-mid action of the site.

Moved their headline up.

Lightened the background to make the text pop.

Added a new line of copy to affirm Atlas’s mission:
To build incredible dog gear.

Added in benefit badges
“Handmade in Colorado”
“Buy it for life guarantee”

Can’t hurt & gives customers more reason to stay & click through.

New CTA button

Your site visitors won’t know what to do next without a CTA.

So we added in an on-brand button to keep visitors moving along.

Essential & goes beyond design.

It’s functionality.

→ anese

Cleaned up the navigation bar

The upper section of the site looked messy.

Too much going on.

So we cleaned up the top bar & made it look uniform.

Less buttons = less decision fatigue for customers.

Downscaled the hero image

Was too big before.

Took up too much space which took away from the site.

So we shrunk the image + added in their “8,000 reviews” social proof.

Revised the copy

We enlarged some of the previous copywriting.

We added in new text to tease anese’s come up story.

Much cleaner.

Added a highly visible CTA button + a “featured in” section.

The CTA button makes it easier to move the prospect towards buying.

The “featured in” section boosts anese’s status.

Both elements encourage sales & were missing entirely before.

→ Fast Growing Trees

Decluttered the navigation bar.

Too many buttons.

Too many options.

This confuses site visitors.

So we streamlined the bar to a general menu button, logo, and cart.

Added a reel showcasing multiple tree pictures

Visitors are on this page to shop for… trees.

So we added more pictures & upped the visuals.

Included more purchase options.

We made it clear that you can buy through Klarna with interest-free payments.

Or purchase 100% upfront.

No-nonsense when it comes to pricing & numbers.

Benefit badges

The purpose of these is to ease the reader & collect more sales.

They’re worries that customers have before buying.

So we tackle them upfront (shipping time, warranties etc).

Clear buyer’s journey

We introduced a size button.

We added a quantity option.

All tied together with an add to cart CTA.

Each element works in unison.

Landing Pages

November was absolutely insane.

Pretty much every brand we work with just hit lifetime record months.

Highest volume and efficiency they've ever achieved.

I'm watching my team execute at a level I didn't think was possible. The media buyers, the creative strategists, the account leads – everyone firing on all cylinders.

This is what happens when you get the right people rowing in the same direction 🔥

We had multiple partners hit their first 8-figure month this BFCM.
One brand: $10.4M in 30 days. Up 50% YoY.
These weren't anomalies. 

Here's what separated the winners from everyone else:

What Actually Worked:

1️⃣ 𝐄𝐱𝐭𝐞𝐧𝐝𝐞𝐝 𝐬𝐚𝐥𝐞 𝐰𝐢𝐧𝐝𝐨𝐰𝐬 𝐜𝐫𝐮𝐬𝐡𝐞𝐝 𝐬𝐡𝐨𝐫𝐭 𝐛𝐮𝐫𝐬𝐭𝐬:

Brands running sales from the Tuesday before Thanksgiving through Cyber Monday outperformed Friday-only promotions by a massive margin.

Customer behavior has shifted - people shop when they're ready, not when you decide to turn ads on.

2️⃣ 30%+ 𝐝𝐢𝐬𝐜𝐨𝐮𝐧𝐭𝐬 𝐰𝐞𝐫𝐞 𝐭𝐡𝐞 𝐟𝐥𝐨𝐨𝐫, 𝐧𝐨𝐭 𝐭𝐡𝐞 𝐜𝐞𝐢𝐥𝐢𝐧𝐠.

Anything under 20% got lost in the noise.

The brands that treated BFCM as a customer acquisition event (optimizing for volume + LTV) destroyed those protecting short-term margins.

3️⃣ 𝐖𝐡𝐢𝐭𝐞𝐥𝐢𝐬𝐭𝐞𝐝 𝐜𝐫𝐞𝐚𝐭𝐨𝐫 𝐚𝐝𝐬 𝐝𝐨𝐦𝐢𝐧𝐚𝐭𝐞𝐝.

Consistently lower CPMs, higher engagement.

These ads feel native, not promotional - critical when every feed is saturated with Black Friday content.

4️⃣ 𝐀𝐭𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐢𝐧𝐟𝐫𝐚𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞 𝐰𝐚𝐬 𝐧𝐨𝐧-𝐧𝐞𝐠𝐨𝐭𝐢𝐚𝐛𝐥𝐞.

Clients using Triple Whale 🐳 could see the full customer journey (Meta click → Google search → email open → conversion).

Those flying blind on platform data made budget decisions that killed performance.

What Flopped:

1️⃣ 𝐌𝐚𝐧𝐮𝐚𝐥 𝐛𝐢𝐝𝐝𝐢𝐧𝐠 𝐜𝐫𝐞𝐚𝐭𝐞𝐝 𝐜𝐡𝐚𝐨𝐬.

Constant micro-adjustments disrupted algorithm learning. 

The brands that set intelligent daily budgets and let Meta's system work outperformed the obsessive optimizers.

2️⃣ 𝐈𝐧𝐭𝐫𝐚-𝐝𝐚𝐲 𝐛𝐮𝐝𝐠𝐞𝐭 𝐬𝐜𝐚𝐥𝐢𝐧𝐠 𝐰𝐚𝐬 𝐚 𝐦𝐞𝐬𝐬.

Brands cranking budgets up in the morning, slashing them in the afternoon... pure volatility that destroyed efficiency.

3️⃣ 𝐒𝐢𝐧𝐠𝐥𝐞-𝐜𝐡𝐚𝐧𝐧𝐞𝐥 𝐝𝐞𝐩𝐞𝐧𝐝𝐞𝐧𝐜𝐞 𝐠𝐨𝐭 𝐜𝐫𝐮𝐬𝐡𝐞𝐝.

The winners orchestrated campaigns across Meta, Google, email, SMS, and influencers simultaneously.

𝐓𝐡𝐞 𝐭𝐚𝐤𝐞𝐚𝐰𝐚𝐲?

BFCM isn't a sprint where you turn ads on Friday and hope. 

It's a strategic buildup that requires infrastructure, patience, and proper tracking.

Most brands are already fumbling the next opportunity: the three weeks until shipping cutoffs represent massive revenue that requires an entirely different playbook than BFCM.

—
We've opened 3 partnership slots for January. 

If you're doing $200K+ monthly and want this level of execution for Q1, touch base with me, and we'll see if we can help!

Our brands' spending $500K+ monthly don't refresh creatives. 

Here's what they do instead.

Everyone's obsessed with creative refresh schedules. 

"Rotate new ads every 2 weeks." "Refresh before fatigue hits." "Keep it fresh."

Wrong problem.

Here's what I see at scale:

The brands that scale don't refresh creatives. They maintain creative diversity from day one.

The difference matters more than most people realize.

Refresh thinking says: Run your winners until they fatigue, then replace them. 

You're constantly chasing performance with new creative, trying to recapture what worked.

Diversity thinking says: Run 15-20 distinct concepts simultaneously. Some will work this week. Others will work next month. 

Different creatives fatigue at different rates in different audiences. You're never dependent on any single winner.

What this actually looks like:

Your creative briefs aren't "make another version of the winner." They're "give me 5 completely different psychological approaches to the same outcome."

You have ads performing at 1.5X ROAS that you keep running because they're reaching different audiences at scale, while other brands would have killed them for "underperforming."

You're testing constantly, but you're not in panic mode when something drops off. Because you have coverage.

The brands that approach us talking about "creative fatigue" are running 4-6 ads. The brands that don't mention it are running 20+.

It's not a production problem. It's a strategy problem.

Most brands batch-produce creative once a month because they're thinking in refresh cycles. 

They should be producing 3-5 new concepts weekly because they're thinking in portfolio diversity.

When you have true diversity, individual creative performance becomes less critical. Your account doesn't swing wildly when one ad dies. You're not scrambling for a replacement winner.

You're just running a diversified system that smooths out the inevitable performance variance.

The question isn't "when should we refresh?"

It's "why aren't we diverse enough that it doesn't matter?"

This apparel brand's best month ever was $3.2M.
Last 30 days? $6.5M.
Here's what changed in 8 months of working together.

When they came to us, they were stuck in the $2M-$3M range.

Decent business. But they'd hit a ceiling.

They had blinders on. 
US-only. 
Limited creative angles. 
Generic landing pages. 
No influencer partnerships. 
Same offer since launch.

They weren't doing anything wrong. They just weren't pulling enough levers.

Classic symptom: running a decent operation that's nowhere near optimized.

Here's what we fixed:

1. Launched whitelisted ads
They'd never run whitelisted content before. We partnered with creators in their niche and ran ads directly from their profiles immediately. 

The trust transfer was immediate. Lower CPAs, higher engagement, and access to audiences that were fatigued by the brand's own account.

2. Optimized their site (where 90% of traffic was going)

They were driving traffic to generic product pages with zero optimization for cold traffic.

We rebuilt the landing experience: faster load times, clearer value props, social proof above the fold, and offer-specific landing pages that matched ad messaging.

Site conversion rate jumped nicely.

3. Unlocked creative variety with our Creative Variety Matrix

They were leaning into 1-2 types of creative on repeat. 

Polished product shots and basic UGC.

We mapped their entire creative library and identified 12+ untested angles sitting in blind spots.

Within 60 days, we had founder content, problem-aware ads, comparison angles, and testimonial mashups all working simultaneously.

More variety = more scale.

4. Expanded into international markets

They were 100% US-focused while sitting on margins that could handle international shipping.

We tested Canada, UK, and Australia in prospecting campaigns.

Meta's inventory was cheaper in these markets. Same creative. Same offers. Different CPMs.

5. Authenticity beat production value

They were overproducing everything. Professional shoots. Scripted UGC. Polished brand content.

All of it getting crushed by raw iPhone footage.

We shifted to: authentic founder content, real customer testimonials, and benefit-first messaging with bold text overlays.

6. Tested offers like a media buying variable

They'd been running the same 20% off since launch.

We tested BOGO structures, threshold offers, and bundles that increased perceived value without destroying margins.

One bundle offer lifted AOV while keeping customers happier than a straight discount ever did.

This isn't an exhaustive list.... just some of the key levers we pulled over 8 months.

The results:
→ $6.1M in revenue last 30 days 
→ Daily revenue now consistently $200K+ 

This wasn't a creative breakthrough or a hack you don't have access to.

It was fixing the foundation and stacking optimizations month after month.

The unsexy stuff that actually compounds.

After 6 months, we took this brand from ~$90K to ~$185K+ per day.

And it had nothing to do with better ads.

Here's the framework that unlocked $5.5M in monthly revenue:

✅ Research Before Spend

We analyzed 18 months of support tickets, had leadership call 50+ customers, and audited every creative that had ever run.

What we found: They'd been speaking to their smallest, noisiest audience while ignoring the segment doing the bulk of the buying.

Their messaging was dialed in for enthusiasts who cared about specs and features. 

But their actual growth was coming from people who just wanted something that worked without the learning curve.

The audience they'd been ignoring was 3x larger, converted better, and had significantly higher LTV. But every ad, every landing page, every product description was written for the wrong person.

Once we repositioned around what their best customers actually cared about, the entire funnel opened up.

✅ Separate Testing From Scaling

Here's where most brands break: they try to test and scale in the same place.

When you mix testing budget with scaling budget, you create chaos. 

Performance drops, and you can't tell if it's because your winner fatigued, your new tests are dragging down the average, or the budget increase triggered a learning phase.

But there was a deeper issue: their account was a mess. 47 active campaigns, overlapping audiences, campaigns with conflicting goals competing against each other for the same user.

We separated testing environments from scaling environments. New creative proved itself or died quickly in dedicated testing budgets. Winners graduated to scaling campaigns optimized for efficiency, not learning.

The simplification unlocked more efficient spend before we changed a single creative.

Top performers scaled from initial tests to meaningful daily spend without the performance degradation that kills most growth attempts.

✅ Authenticity Over Production

Raw founder content on iPhone outperformed polished brand content every time.

Short-form video generated 35% higher engagement and 28% lower CPA than statics.

✅ Geographic Expansion

By testing Canada, UK, and Australia, we increased total spend by 30% while maintaining efficiency. 

✅ Offer Testing Over Discounting

Instead of "20% off," we tested: 
→ BOGO structures 
→ Bundles that boosted AOV 
→ Threshold offers

A $100 product with $20 of bonus items feels better than the same product at $80. But your margin stays healthier.

✅ Post-click That Compounds

Desktop speed: 32 → 96
Mobile speed: 13 → 66
Advertorial landing pages converted 18% better
Global CVR hit 2.8%

The Result: $5.5M in 30 days.

We didn't chase breakthroughs. We stacked optimizations.

Better structure, authentic creative, smarter offers = better efficiency = more scale.

Research isn't sexy. 

But it's the difference between growth that scales and growth that stalls.

Here's a pattern I see constantly:

Brand finds a winning ad → Scales the budget → Performance flops

The problem? 

They're trying to test and scale in the same place.

This is just one of the structural bottlenecks that quietly kills scale.

In this week's newsletter, I'm sharing 5 tactical optimizations that most brands miss:

→ Why your account structure is limiting your scale 
→ Why authentic content beats production value every time 
→ The offer testing framework brands use to break $3M monthly 
→ The 4-5 metrics that actually matter (and the dozens that don't) 
→ How small wins compound into massive scale

These aren't the flashy strategies everyone talks about.

They're the unsexy, operational improvements that compound into 40-60% performance lifts over 90 days.

Welcome back to The Brick-by-Brick Newsletter - where 7-8 figure brands learn how to scale efficiently. Before we dive into today's edition, a quick a

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