TikTok and Meta ads for DTC Brands | Creative Strategist | UGC Producer|Founder of Tok-Vibes.com

Hi, I’m Oli!  a creative strategist who helps DTC brands turn scrolls into sales. I blend storytelling and data to build ads that not only grab attention but also drive growth. Here’s what I do best: I dig deep into your ad data and customer psychology to find out what truly makes your audience click. Then I craft fresh ad concepts (often leveraging UGC and AI content) grounded in those insights. The result = Campaigns that lower your CAC, boost ROAS, and scale your revenue sustainably. Over the past 5+ years, I’ve helped startups and global brands alike smash through growth plateaus:🔹 Scaled Loop Earplugs to exceed a $18M Q4 sales goal by 33%. (Yes, we overshot the target by a mile!)🔹 Drove 3.5X ROAS on $150K ad spend for a DTC accessory brand by reinventing their creative strategy (20% above benchmark performance)🔹 Cut CPA by 18% for a skincare client and found new customer angles that led 5 out of 50 test ads to drive 70% of their online revenue.I’m a founder, too... I launched an accessory brand with an innovative first product that I designed myself. I partner with you, founder-to-founder, treating your business like my own. If something isn’t working, I’ll tell you. If I spot an untapped opportunity, I’ll seize it. My approach in a nutshell: Test, learn, iterate. 📊 I run structured ad tests (thanks to my nerdy side that loves numbers) and then double down on the creatives that perform. No fluff, no ego.. just actionable insights and winning ads. And because I started as a content creator myself, I excel at producing ads that feel real and relatable (not like those stiff “agency” ads). On a personal note, I’m a bit of a nomad and nerd: I’ve lived on 3 continents, speak English &amp; French, and once grew a fitness Instagram to 15k followers just by talking about protein pancakes. 🥞 (Turns out, authentic content really does attract an audience...a lesson I carry into my ad strategies!). When I’m not optimizing campaigns, you can find me in a Reformer Pilates class and having lunch on a terrace with a friend.Ready to scale your DTC brand with ads that convert? Let’s chat. 😊 Send me a DM or book a call through my profile link, and let’s spark your next phase of growth.

Oli Cimet

We started cussing in our ads.
Performance went through the roof.

Here's why.

Client sells to blue collar guys. Construction workers, mechanics, tradesmen.

These dudes don't say "I'm quite dissatisfied with my current solution."

They say "this shit doesn't work."

So we stopped writing ads that sounded like a marketing team wrote them.

We wrote ads that sounded like their customers talk.
"Retire this shit."
"Rate: excellent. Because we're not f*cking around."

The client was nervous. "Can we really say that?"
I said let's test it.


Clean version: 1.6x ROAS.
Raw version: 3.2x ROAS.

Double the performance. Same product. Same offer. Just different words.


Your customer should watch your ad and think "this is for me" before they even see the product.
That only happens when the tone matches.
Match the mouth. Not the brand guidelines.

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QuickFrame Creator: Meta Platform Expert

QuickFrame Creator: TikTok Platform Expert

Certified Personal Trainer & Nutrition & Postnatal Coach

Visual communication -  Front End 

Back-End Web Developer

Fashion Styling and Editorial Certification

Google Digital Marketing & E-commerce

Meta & TikTok ads for DTC Beauty & Health brands | Performance Creative Strategist | Ecom | Startups to Fortune 500s

Tok-Vibes is a small creative strategy team that crafts ad campaigns rooted in psychology and boosts performance. 

I'm an expert in growing DTC businesses, but outside of work I've:

Lived on three different continents, built a holistic health brand, and became a Pilates reformer lover.

Creative Strategy Studio for 7-8 Figure DTC Brands | Performance Creative for Meta & TikTok | Creator of the Tok-Vibes Method™

McDonald's CEO called his own burger a "product" on camera.
Your customer can tell when you do the same thing in your ads.

Every time your ad says "our solution is this revolutionary ingredient" instead of just "This stuff ATE my morning routine. I'm not going back"

Every time your creator holds the product like a prop instead of something they actually use.

Every time your script sounds like a template instead of a person...

Your customer feels it. And they scroll.

The brands winning are the ones that feel the most real.

Not "our proprietary formula supports gut health."
More like "I stopped bloating in a week and I'm genuinely mad I didn't try this sooner."

One sounds like a brand. The other sounds like a person.

Your customer buys from people. Not logos.

Start talking about it like someone who actually uses it.

No alternative text description for this image

$310K in revenue.
$112K in ad spend.
Still not profitable.
And that was the plan.
Most founders see a revenue number and assume profit.

A skincare brand hit $310K/mo.

 From the outside, it looks like a massive win.

The reality: $112K in ad spend. Plus COGS, transaction fees, vendors, admin. The math barely breaks even.
On purpose.
Because the founders made a strategic decision: acquire as many subscription customers as possible at break-even before competitors catch up.

Short-term profit? Zero.

Long-term value? Thousands of recurring subscribers who pay every month without another dollar of ad spend.

This is a real strategy. But it's not the right strategy for everyone.

If your margins are thin, you can't afford to scale at break-even.

If you don't have subscription revenue, there's no "long game" to play.
If your product doesn't retain customers, you're just buying expensive one-time purchases.

Before you "scale aggressively," answer this:

What's the 6-month value of every customer you're acquiring?
If you don't know that number, you're not scaling.
You're gambling.
Know your CLTV before you crank your budget. That's the difference between aggressive growth and aggressive waste.

You know that ad you pulled from Ad Library? Your customer saw it 3 weeks ago. From them.

A client came to me doing $120K/mo.

Solid product. Solid team. Ads were "working."

But growth was flat. Same revenue for 4 months straight.

I pulled their ad account. Then I pulled their top competitor's Ad Library.
Nearly identical.

Same hooks. 
Same script structure.
Same angles. 

Your customer already saw that ad. From them.

Same audience. Same feed. Same message. Different brand.

So when your ad shows up, it doesn't feel new. 
It feels like a rerun.

And people scroll past reruns.

We scrapped everything.

Went into Reddit threads, Amazon reviews, Reviews, Youtube,Tiktok

Found 4 pain points their competitor wasn't even talking about.

Built new concepts around those.

First month: 3 out of 4 outperformed anything they'd run in the last 6 months.

Because we said something different to an audience that was tired of hearing the same thing.

Your Ad Library isn't your strategy.
Your customer's unspoken problems are.

"F*** Meta Ads. I'm done."
I hear you.
But your competitors aren't done.
They're still in your customer's feed. 
Still testing. Still showing up.
And the customer you spent months warming up? 
They're about to buy from someone else.
Meta didn't break. It stopped rewarding lazy creative.
Same ad. Same format. Same angle for 6 months? 
The algorithm is bored. 
Your audience is bored.
The brands scaling right now are testing new angles weekly. 
Mixing formats. Making ads that feel like content.
Before you quit, ask yourself:
When's the last time you made something your customer would actually want to watch?
Don't quit the platform. 
Fix the creative.
The founders leaving right now are making it cheaper for the ones who stay.

"Struggling with [problem]? Meet [product]."
You've seen this ad. So has everyone else. 400 times this week.
74% of new web content is now AI-generated. Every brand is using the same tools to write the same copy with the same hook-USP-CTA formula.
The internet is drowning in ads that sound like ads.
And your customer can smell it instantly.
They don't read your USP. They don't click your CTA. They scroll past anything that feels like a template.
What stops them?
Something that sounds like a person, not a brand.
Not "Are you tired of acne?"
More like "My dermatologist was shocked when..."
One is an ad. The other is a mirror.
Your customer stops for mirrors. Not billboards.
The dead internet killed copy that sounds like copy.
The brands still winning? They sound human.

The brands spending $400K+/mo that keep scaling are the ones that treat creative like a production system

At $400K+/mo in ad spend, your #1 bottleneck isn't budget. It's creative.

The algorithm is hungry. You're feeding it the same 4 ads it already optimized for. It's chewing through your audience faster than you can refresh the content.
Then you blame "audience fatigue" or "platform changes."
It's not fatigue!!!!!

It's starvation. 

You starved the algorithm of new creative.

Here's the ratio that works at scale:
For every $100K/mo in spend, you need 8-12 new creatives per week.
Not random concepts. Strategic variations built from what's already working.
Break down your winners:

What hook stopped the scroll?
What visual held attention?
What angle drove the click?

Now rebuild each element with slight twists. 
same body different format 
Same hook but in a static
new creator
Same angle, new format....

The brands spending $400K+/mo that keep scaling are the ones that treat creative like a production system. 

Not a brainstorm session every other Tuesday.

Volume isn't the opposite of quality. It's how you FIND quality.

My highest-performing ad last month was built from 3 dead ads.

Here's the method:

Ad 1 died at 1.4x ROAS. But the hook had a 42% thumb-stop rate..
Ad 2 died at 1.2x ROAS. But the body story held people for 18 seconds. Great retention.
Ad 3 died at 0.9x ROAS. But the CTA had a 4.1% click-through. Way above average.

Each ad failed as a whole. But each had one part that worked.

So I stitched them together.

Hook from Ad 1 + Story from Ad 2 + CTA from Ad 3.

Result: 3.4x ROAS. Scaled to 5fig ad spend quick.

I call this the Frankenstein method.

Most brands look at ads as pass/fail. Winner or loser.

I look at ads as parts. Hook. Story. Proof. CTA.

A "failed" ad with a great hook isn't a failure. 

It's a hook you haven't paired with the right body yet.
Stop killing ads. Start harvesting them.

I heard a barista tell a customer yesterday:
"Sorry, we're out of oat milk. We've been out all week because I keep forgetting to tell my manager we need more."
The customer left.
That barista just showed me every founder's scaling problem in one sentence.
You know there's a problem.
You know how to fix it.
But you haven't systematized the fix.
In DTC terms:

You know your best ad is dying (the oat milk is running out)
You know you need new concepts (you need to reorder)
But you haven't built the system to flag it and act on it

Most brands don't fail because they don't know what to do.
They fail because they don't build the system that makes sure it gets done.

Every Meta Ads tutorial teaches you to sell the problem.
That works for some industries. but it can kill your brand.

Nobody has a "pain point" about t-shirts for example.
Nobody googles "my current hoodie is ruining my life."

Fashion isn't a solution. It's an identity.

For these products, you need to stop testing pain points. Start testing identities.

Not "premium cotton, relaxed fit."

More like "this outfit ATE and I need everyone to know."

The fashion brands scaling past $100K/mo right now aren't pitching their clothes.

They're making you want to be the person wearing them.
That's the ad.

If you're stuck and wondering why the ads aren't adsing 

it's because some frameworks weren't built for you.

some needs its own playbook.

Stop testing "Women 25-45."
Start testing "Women who bought competitor X in the last 30 days."

Here's what happened when I tightened targeting for a skincare client:
Broad test: $180 CPA, 1.4x ROAS
Competitor purchaser test: $35 CPA, 3.1x ROAS
Why?
People who JUST bought a solution are still in "seeking" mode.
Either they're not satisfied yet, or they're comparison shopping, or they want to stack products.
They're warm. They have budget. They're in-market right now.
Your best customer isn't "interested in skincare."
It's "bought skincare in the last 60 days and is still searching."

I heard a story the other day about a founder who almost died.
Heart attack at 34. Woke up in the ICU thinking about all the things he never built.
A year later, he launched a business doing the thing he'd been "planning to do eventually."
Hit $500K revenue in year one.
Here's what he said changed:
"I stopped waiting for perfect. Perfect was killing me slower than the heart attack."
Before: spent 3 years researching, planning, perfecting the idea.
After: launched in 6 weeks with a landing page and a prayer.
The business he built in 6 weeks outperformed the one he'd spent 3 years planning.
Turns out the biggest risk isn't launching too early.
It's never launching at all.

You hired more people to move faster.
You just gave more people access to your mess.

There's a winning ad in your pipeline right now that won't go live this week.
Not because it's bad.

Because it's stuck between Notion, Slack, Asana, and a Google Drive folder nobody can find.

Brief in one tool. Feedback in another. Assets in a third. Approval in a fourth.

Every handoff is a delay. Every delay is a day you're not testing.

And every day you're not testing is a day your competitor is.

You don't have a talent problem. You have a system problem.

The fastest creative teams don't have the best people.

They have one system where everything lives.

Briefs. Scripts. Feedback. Assets. Status. All in one place.

Centralized = fast.
Fast = more tests.
More tests = more winners.
More winners = more revenue.

Before you hire another strategist, ask yourself:
Can everyone on your team find what they need in under 30 seconds?
If not...
 that's your bottleneck.

 Not your people.

The "aspirational" ad strategy is dying.
Your customer doesn't want to see a dream.
They want to see themselves.

For years, the playbook was: show the perfect version of life. Make the customer want that. Sell the product as the bridge.

It's not working like it used to.

A skincare brand switched from aspirational content to educational, conversational content.

Instead of flawless models with perfect skin, they featured real people talking openly about their skin struggles.

Comments went from "nice ad" to actual conversations.

People tagged friends who had the same skin issues.

Shares doubled.

CPMs dropped because the algorithm rewards engagement.

Aspirational ads get watched. Conversational ads get shared.

And shared > watched. 

Every time.


Your customer doesn't need to be sold a dream. 

They need to feel understood.
Make ads that start conversations.
Not commercials.
The algorithm rewards the brands people actually talk about.

The clients who want the most creative concepts are usually the ones who need the fewest.
Client came to me: "We need 50 per week."
I asked: "How many winners do you have right now?"
Them: "One. But it's dying."
Me: "Then you don't need 50 concepts. You need 20 iterations of your one winner."
Most brands treat creative like quantity game.
More concepts = more chances to win.
Wrong.
Your winning ad contains every signal you need. Milk it.
I'd rather have 1 proven concept with 10 strategic variations than 50 random concepts hoping something sticks.
When you find gold, don't go looking for silver.

Flight attendant told me during boarding:
"I check the same 6 things before every flight. Same order. Every time. Been doing it 20 years."
I asked: "What if you skip one?"
She looked at me like I was insane. "I don't. That's the point."
That's the difference between amateurs and pros.
Amateurs rely on motivation.
Pros rely on systems.
My pre-launch checklist for every ad concept:

Hook passes 3-second test?
Script passes customer language test?
CTA is friction-aware?
Brief includes shot list?
Editor has reference ads?
Tracking is live?

Same order. Every time.
I don't FEEL like checking. I just check.
That's why my win rate is 40% and not 5%.
Systems beat motivation every single time.

Your best ad died after 12 days.
It wasn't a bad ad.
You just don't have a system to replace it.
At $500K+/mo, creative fatigue isn't an occasional problem.
It's a daily reality.
The algorithm burns through creative faster at scale because you're reaching more people faster. 

An ad that lasts 30 days at $5K/mo might last 10 days at $500K/mo.

If your response to fatigue is "we need to brainstorm new ideas"....you're already behind
By the time you brainstorm, brief, produce, and launch, you've lost 2-3 weeks of declining performance.

You should always have 2 weeks of creative in the pipeline AHEAD of what's running.

While this week's ads are live, next week's are in editing, and the week after is in scripting.

Log every creative in one place.

 Track what's working, what's fatiguing, what's dead. 

Not in your head. In a system your whole team can see.

When a winner starts declining, the replacement is already queued.
That's not creative genius. It's a production calendar.
The brands that scale past $500K/mo don't have better ideas.
They have better pipelines.

My Pilates instructor taught me more about creative strategy than any marketing course.
She said: "Your body will compensate. If your core is weak, your shoulders will do the work. You'll still get through the movement, but you're building the wrong muscles."
That's exactly what broken creative strategy looks like.
Weak hook? Founders compensate with bigger budgets.
Weak offer? They compensate with more concepts.
Weak product-market fit? They compensate with "better" creators.
You get through the month. But you're building the wrong thing.
The best strategists don't compensate. They fix the weakness.
Sometimes the insight comes from weird places.

Your customer is scrolling "spring glow up" content right now.
Your ads still look like January.

Here's the problem with most creative teams:
They don't write briefs inspired from their customer's feed.

They haven't opened TikTok as a CONSUMER in weeks. 
They don't know what formats are getting pushed.
 They don't know what their audience is actually watching at 10pm on a Tuesday.
And then they wonder why the ads feel off...

Your customer's feed changes every season. Every month. Sometimes every week.

Right now it's spring break prep. Glow ups. Reset routines. Fresh starts energy.

If your ads aren't matching that, they feel stale. 
Not because the product changed. 
Because the MOMENT changed and your creative didn't.

 and it's not complicated. It just takes discipline.

1. Create a fresh Instagram account just for your brand.
Follow your brand + Follow 10-15 creators in the niche. 
Then just scroll.

Within 48 hours, the algorithm starts serving you exactly what your customer sees every day.

That's not your feed. That's THEIR feed.

The content the algorithm pushes to that account is literally a map of what your audience is consuming right now. 

The formats. The sounds. The hooks. The vibe. All of it.

If your creative team isn't doing this, they're guessing.

2. Check TikTok Creative Center weekly.
ads.tiktok.com shows you what's actually performing. Not what you THINK is trending, what's driving real engagement and spend.
Top ads by category. Trending hashtags. Winning formats.
This isn't optional research. This is the brief.

3. Use Atria
What are the brands in your space running RIGHT NOW? Not last quarter. This week.
What formats are they testing? 

This takes 30 minutes a week. And it gives you more strategic insight than a 2-hour brainstorm session ever will.

Your customer's feed is the most honest creative brief you'll ever get.
It tells you what they watch.
What they save.
What they share.
What makes them stop scrolling.
If your team isn't consuming what your audience consumes, they're making ads blind.
And if they ARE doing this and your ads still feel stale?
You need a better team.

Open article: TikTok for Business | Marketing & Advertising on TikTok by ads.tiktok.com

TikTok for Business | Marketing & Advertising on TikTok

SaaS Camp

SaaS Camp is a Performance-Based Accelerator for B2B SaaS startups. Our specialty is working with founders who are scaling through direct sales (i.e. selling solutions at $1k/mo all the way to 1M/y).

High chance you've understood that getting to your long-term revenue targets won't happen just through visiting boring events or relying on inbound. We can help you nail your Cold Email and LinkedIn systems, so you get from 4-20 to 60-110 product demos a month.

It makes total sense for you to speak to our team if:
- You're a B2B SaaS founder selling a product at 1k/mo all the way to 500k/y
- You understand you'd want to have a predictable in-house system for getting an extra 20-40 demos a month
- You want to secure/increase your close rate as you scale

We've run over 100 startups through the program, helping them to fill their pipeline in every niche you can imagine. We got so good at it that now we work on a performance-based model, getting 60% of our fee only after you add +240K ARR from our systems.

Check out numerous testimonials of our students at saascamp.com and book a call to see if we can help you out.

Founder

Startup Mentor

Sole Proprietor

Founder Coach

SaaS tool for exam preparation

Founder & CEO

Sobachii Kaif

Co-Founder

Okinawa Techwear

Co-Founder & CEO

Global Markets Research Analyst

Textura Jewelry

BulletPoint VC — Pitch Decks for Startups

Business Development Manager

I was working as a Research Analyst at EY, until one day I realized that corporate life isn't for me.

I left to launch businesses. The first one was a jewelry store. Launched a cool collection, but co-founding jeweler received an offer for a higher-paid role. I couldn't get proper traffic and shut this one down (could've kept going).

Next, I started dropshipping backpacks. My friend and I created one FB ad campaign after another and kept getting them banned. Gave it another shot with dropshipping skincare, but the 7th ban was permanent and we gave up on it.

I knew one day I would make things work, and with 2 other friends, I started an ecom store selling dog toys. We were overwhelmed with logistical hustle. And with friends handling full-time jobs, we slowly put it to an end. 8 months later I randomly went through Excel and it turned out we made 1,7X return on every $1 spent. It was not that obvious because it took 4 months for all units to sell. If only we continued, we could've just 100X'd the same model. 

But, I was excited about IT startups and started building different products with no code. I made every mistake possible, from going too broad to building every feature request. Back then I was afraid to charge $20 for a lifetime deal and got (begged) people in with discounts. Fun times.

A few products and countless mistakes later, my accountability platform got initial sales. Other founders started asking me for advice, as for the moment I was a bit further. My guidance got them better results than I had myself, they shared amazing feedback and I loved it. That's how I found out I want to coach founders for a living.

Today I have created Go-To-Market Strategies and campaigns for over 100 B2B SaaS startups. My outbound LinkedIn campaign helped an AI Property startup close an 8-figure real estate deal with the #1 Investment Fund in Dubai. 

By now I've generated $55M in new revenue and in 2023 my outbound campaigns booked startups 1500 product demos.

We're now averaging 22 applications a week for SaaS Camp from LinkedIn, cold email, and SEO. So I am specializing in solving 2 problems I solved for myself: 

A) Helping B2B SaaS startups book more product demos
B) Helping them increase their close rate

So if you're a B2B SaaS founder scaling through product demos and want to solve these 2, feel free to tell me about your case and I'll share what I feel you're missing.

If you'd like to hear the whole story (and what other expensive mistakes I made) - I covered them in this YouTube video: https://youtu.be/6QEVRjVMlsU?si=ErBhG_O4mjpN_Ljd

Denis Shatalin

I see so many B2B SaaS founders obsess over complete vanity metrics in their ad campaigns.

None of the CTRs and CPMs matter if you aren't turning $1 into $2-5. 

The correct metric hierarchy is as follows:

1. Roas (considering your LTV too)
2. Cost per qualified showed up call
3. The rest

"The rest" can't possibly beat the importance of roas and cpqc. So the next time you're telling yourself your campaigns are fine, please don't make this assumption because your CTRs are great.

B2B SaaS Growth Advisor | Teach founders how to use Meta algorithm to reach top 5% of their in-market buyers | 14 startups to 100K MRR using High-Intent Ads | 8-figures in client results

In the past 4 years I have used 20 different funnels for scaling B2B SaaS startups and my own businesses.

Some of them I spent hundreds of hours and over $50k in costs just to realize they're terribly overrated and weren't worth going into in the first place.

Also, there are numerous stories when I or one of my clients would waste a YEAR working on a certain funnel just to realize that for their type of solution it's a complete waste of time.

That's why I recorded a 1h video ranking every b2b saas funnel there is, and sharing my thoughts on when it makes a lot or zero sense to use it for your startup.

I did spend over 100k on one of them which turned out to be a complete waste, shared the story inside. 

Really don't want you to repeat the same mistakes and instead invest your effort where it's optimal.

Learn all of this in this youtube video I uploaded (link in comments)

https://youtu.be/SSyfhOHLuH0?si=FY55OTjVHvlcA_eU

I teach B2B SaaS founders how to use Meta algorithm to reach top 5% of their highest intent, in-market buyers (so they finally stop chasing the rest and scale quicker)

How do you add 600K ARR in 5 months spending less than 18K on ads?

A B2B SaaS founder came to me with a solid product, happy customers, and good retention. On paper everything looked fine.

But they were stuck. Doing everything manually. Cold calling, Facebook DMs, whatever they could find. Two founders handling all demos themselves with no room to scale.

When we dug into what was missing, it became clear fast:

No predictable way of getting new leads - check
Leads not coming to demos pre-qualified - check
No repeatable system that could scale without them - check

So here is what we did.

First, we shifted from pure outbound to paid ads. One Facebook ad with the right angle took them from struggling to fill a calendar to needing to hire a setter just to handle the volume.

Then we tackled churn. They were sitting at 30% monthly gross churn, which was silently killing all the growth coming in at the top. The fix wasn't the product. It was setting better expectations in onboarding and actually talking to customers before they decided to leave. Churn dropped from 30% to 13%.

Then we looked at average order value. By shifting pricing tiers upward and prescribing higher plans based on customer goals, average subscription nearly tripled.

More demos. Less churn. Higher ACV.

600K ARR added. Less than 18K spent on ads over the entire period.

One of my first tech projects was an app for medical students to prepare for exams. Wonderful idea which made complete sense:

- Medical students have a lot of exams they need to prepare for
- They can't fail them (many bad consequences)
- They spend hours on preparation
All boxes check.

But turned out one *tiny* thing was missing...


See, I intended to make money with this tool instead of going the typical VC route. And that's how I learned there is a terrible disconnect when I started asking my first users to pay... I couldn't convince them to give me even $20-$40/mo for it.

I'm smiling as I'm writing this. But back then it was a very hard lesson, because I put more than 5 months building it daily, learned all the no-code tools of that time to get it to market, and spent weeks DMing students to receive their feedback.

The fact they "loved" the app but my project's MRR wouldn't even cover my lunch for the day left me puzzled.


It *only* took me a few more ventures and entrepreneurial years before I learned the most fundamental business lesson: If you intend to make money within the first year, you should be in the business of helping winners win more, not turning losers into winners.

It's not that in my eyes medical students are losers. But hear me out — when you don't have millions in runway (and even if you do, but there are competitors who have 10X) — you should be very mindful about who you do and who you don't work with.

One of the most common mistakes I see founders making, and the one I made myself, is trying to make money off customers who: 
aren't wealthy
don't have any urgency
aren't the ones who will have the biggest benefit / ROI from using the product


This results in the same deadly loop I fell into:
You waste months/years implementing feedback from the wrong people
Waste all your resources
End up in a totally wrong direction
Your startup story comes to an end


If you have a slight feeling your product is worth more than you're selling it for, or you know your competitors are charging more for a similar (or worse) software, than from my experience 100% of times you can be making multiple times higher profit if:
- You position it right
- You get enough good traffic into it using High-Intent Systems 
 
All fastest growing companies I know were never in the business of transforming losers. They all focused on helping winners win more. That’s exactly why I do the same now — both in my advisory and in my other projects.

It's easy to get off track with your startup when you don't know what specifically you need to pay attention to.

Then months go by, your runway shrinks and you're no longer thinking how to capture your market, but rather how to stay afloat.

Six weeks ago I started working with a founder in AI space who is 4 years in with his B2B SaaS.

But he still didn't break through 1M ARR level.

When we started digging into reasons why he's plateaued for the past years, at first it was unclear:

good ticket size - check
consistent demos - check 
little churn - check

So I then zoomed out and looked at LTV:CAC. It made sense too.

Turned out, he has been spending the same amount of effort shipping features for users from different pricing tiers.

And then it has become obvious: he never broke through 1M ARR ceiling because he kept trying to optimize for everyone.

His first thought - "let's optimize for highest LTV clients then".  

But it's not as easy. Because when deciding on your product and marketing strategy for scaling beyond 1M-3M ARR, you need to analyse your ICP at a deeper level.

So I advised to consider sales velocity, buying intent, show up rates and a few additional parameters which were essential in his case.

Result? In the past 6 weeks he went from drifting between -5% to 5% Month-Over-Month growth rate to now pacing 15%-20%.

No surprise. 

You can't win a sailing regatta with a broken compass.

One of the biggest mistakes in SaaS ads? Not DQing enough.

Knowing how to run ads gives you a fantastic privilege. They allow you to move from chasing leads and hoping when is the next gonna come from, to having so many interested people you can choose who to do business with.

But if you're allowing semi-qualified prospects to enter pipeline, usually that's how you're hurting your business more than growing it.

Letting semi-qualified people in pollutes your pixel, Meta learns how to bring more of such semi relevant people in, and then you waste months trying to get back in front of the right audiences. 

Clarify your ICP and in your quiz allow motivated qualified people in. Your only job is to be clear on how to help them, not try to get everyone in.

I helped B2B SaaS founders book over 5000 product demos with ads.

Today I made a 30-min video ranking all ad creative formats from best to worst, to save you millions my clients and I spent testing them all for you. 

(Included examples for all of them)

 Comment “Ads” and I’ll send it to you.

Watch this to learn how to put yourself in best position to exit your SaaS at 5X+ valuation – https://lnkd.in/e9it5q3b

Open video: If you want to exit B2B SaaS at 5X+ valuation — listen carefully on youtu.be

If you want to exit B2B SaaS at 5X+ valuation — listen carefully

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taplio

The Battle

Oli Cimet

Denis Shatalin

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);}Oli Cimet's LinkedIn Performance

Performance ScoreDenis Shatalin's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreOli Cimet's LinkedIn Performance