Foton.

Executive Assistant & Content Coordinator

Executive Assistant

Gelt

- Manage Rippling HR System
Oversee and maintain the integrity of our HR information system, Rippling.
Perform regular audits to ensure data accuracy.
Train employees on how to use the system and act as the first point of contact for system-related issues.
- Time Reporting and Hourly Reports
Ensure all employees accurately report their working hours in a timely manner.
Generate biweekly and monthly reports on employee hours for managerial review.
Ensure compliance with company policies.
- Employee Gift Purchasing
Select and purchase gifts for employees’ birthdays, anniversaries, and other special occasions.
Coordinate gift delivery to ensure timeliness and personalization.
- Company Culture Initiatives
Plan and execute monthly remote get-togethers to build a strong company culture.
Brainstorm and implement a variety of engaging activities and events.
- Weekly All Hands Meetings
Coordinate the logistics for the weekly all-hands meetings, including the agenda and any necessary technical setups.
Facilitate the meeting to ensure it runs smoothly and achieves its objectives.
- Recruiting Support
Assist with screening resumes and coordinating interviews.
Maintain candidate pipelines and generate periodic reports to track recruiting metrics.
- Onboarding and Offboarding
Lead the onboarding process for new hires, including orientation and initial training.
Facilitate offboarding activities such as exit interviews and asset retrieval.
Ensure smooth transitions for both incoming and outgoing staff.
- Policy Creation
Research and draft new company policies as needed.
Communicate policy changes to employees and ensure understanding and compliance.

People Operations Admin

Ourcart

-Assist in the recruitment process by coordinating interviews and adding candidates to software.
- Be the liaison between candidate and company.
- Purchase and coordinate presents for employees during special occasions and events.
- Develop and implement wellness programs and initiatives to promote employee health and wellbeing.
- Think strategically to help develop and maintain company culture.
- Create OKRs for each quarter to track and measure the success of wellness programs and employee engagement initiatives.
- Collaborate with other departments to ensure that wellness initiatives are aligned with the company's goals and values.
- Own Kissflow processes related to HR and employee wellness.
- Coordinate travel for managers and other employees.

HR and Welfare Manager

Nanoramic Laboratories

- Generate and present creative ideas to develop new eLearning platform. Serve as point person to develop effective content for "in-company" training. Introduce interesting and exciting avenues of learning by creating and editing videos, webpages, and all content related to eLearning courses through collaborating with subject matter experts.
- Produced compelling content by coordinating with variety of stakeholders.
- Optimized the personal and professional skillset of team by orchestrating in-person training sessions for external courses.  
- Assisted with onboarding on company culture statements and rituals. 
- Assisted with employee engagement activities and employee relations
- Contributed to drafting the certification for 100+ roles and responsibilities.

Learning and Development Associate

Training Content Producer

Upwork

As virtual support, I assisted the Head of Brand Marketing in boosting product/organizational awareness for the accomplishment of complex objectives. I attended meetings, took notes, assisted branding campaigns, and monitored calendaring processes. In harmony with these duties, I orchestrated team meetings to enhance communication among the team and deliver key information.

Key Accomplishments:

►Enhanced organizational growth through the provision of backup support to the Vice President of Marketing.
►Strengthened long-term working relationships with the team to increase profitability and reliability. 
►Recognized potential growth opportunities by participating in company-wide and team meetings.

Virtual Assistant

Facilici 

During my time at Facilici Inc, I delivered effective ideas for brochures and social media posts while collaborating with Facebook, Instagram Campaigns, and Google AdWords. Moreover, I prepared written communications, generated reports, and drafted detailed documents. To maximize customer satisfaction and retention, I located and resolved customer issues while adhering to regulatory requirements.


Key Accomplishments:

►Directed, mentored, hired, and coached team members to enhance overall productivity. 
►Strategized marketing project planning to deliver marketing campaigns for an organization.
►Streamlined and regulated online marketing processes by leading a team of two members.

Digital Marketing Manager

Orange Attitude

As an Account Director, I spearheaded various activities, such as creating content for online and offline marketing, defining key targets, and executing marketing campaigns. Also, I planned budgets and activities for account management in the company.


Key Accomplishments:

► Coordinated suitable business solutions for customers to increase business potential. 
►Leveraged a unique management style to achieve organizational and team objectives.
►Managed 20+ accounts and strengthened relationships with the company and customers.
►Directed a team of three people to improve efficiency and facilitate change.

Account Director

During my time at Orange Attitude, I effectively managed 11 accounts. For maximum organizational effectiveness, I established effective content for online and offline marketing plans. I engaged with the graphic design team to provide exceptional value to customers. I supervised activities related to social media, WordPress, Mautic, and email marketing campaigns.


Key Accomplishments:

►Generated monthly reports based on Google Analytics, Facebook, Instagram, and email campaigns to track overall performance.
►Spearheaded day-to-day management of customer's accounts within a particular business setting.
►Responded to clients’ queries and identified new business opportunities among existing customers.

Account Manager

Duty Free Americas

As an Administrative Assistant, I produced and delivered stocks and sales reports to all suppliers at six stores. Furthermore, I utilized a program, Visual Store for entering invoices directly into the stores. Successfully formulated long-term strategic planning, monitored routine tasks, and successfully distributed merchandise.


Key Accomplishments:

► Carried out multiple clerical tasks, such as clothes and accessories purchasing from brands like Tommy Hilfiger and Carters, entering all invoices, and monitoring purchase orders. 
► Responded to phone calls, greeted visitors, distributed mail, and prepared communications as a backup for the receptionist while serving as a Personal Assistant to the Manager.

Administrative Assistant

By acting as the face and voice of a company, I directly engaged with clients and suppliers via telephone and in-person sessions. I greeted visitors, handled incoming and outgoing correspondence, maintained files and records, performed data entry, maintained office calendars and schedules, and organized inventory.


Key Accomplishments:

►Achieved key objectives by offering unparalleled integrity, initiative, resourcefulness, consistency, and diligence.

Receptionist

With a background in People Operations and Learning and Development, I am passionate about helping organizations build and maintain a positive work culture that supports employee engagement and well-being. Whether it's through remote work arrangements or flexible scheduling, I believe in empowering individuals to achieve a healthy work-life balance that leads to personal and professional growth.

Some examples of my work include:

➢ Assisting with new hires' onboarding, ensuring that they were familiar with the company's culture statements and rituals.
➢ Contributed to employee engagement activities and employee relations, resulting in a positive workplace culture.
➢ Drafted and created over 100 roles and responsibilities for company employees, ensuring clarity and accountability.
➢ Created more than 200 eLearning courses, making learning accessible and engaging for employees.
➢ Organized office events to contribute to the company's culture, creating a positive and engaging work environment.

I'm highly motivated to work in a company that values a culture of collaboration, diversity, and innovation. 
I thrive in environments where employees are encouraged to bring their unique perspectives, creativity, and ideas to the table, and where there's a focus on creating a positive and inclusive workplace. 

I believe that a strong company culture leads to greater employee satisfaction and drives business success.

Valentina Nuñez San Martin

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.

If your Meta ads aren’t scaling… it’s not what you think.

Here’s the truth:

Meta can’t find your best customers without enough creative inputs.

That means:

→ More volume
→ More variety

Not just 2 statics and a 15-sec UGC clip on repeat.

🧠 Every format unlocks new placements.
📈 More placements = more efficiency + scale.

Winning brands are running:

✅ UGC
✅ Founder-led ads
✅ Studio content
✅ Carousels
✅ Long-form video
✅ Polished statics

If your goal is $3M/month, don’t expect to get there with 3 formats.

Swipe for the full playbook.

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

Meta has changed

Most brands fail to scale on Meta because they lack a creative system.

Here are the 3 gaps I see in almost every account:

1️⃣ No process for coming up with strong ideas
2️⃣ No framework for running proper tests
3️⃣ No strategy for turning learnings into repeatable wins

I built a step-by-step playbook that solves all 3.

It shows you exactly how to:

 ✔️ Generate data-driven creative concepts
 ✔️ Test ads the right way (without wasting budget)
 ✔️ Turn test results into new winners that scale

Want a copy?

Drop a comment with CREATIVE and I’ll DM it over.

(Must be connected)

Toby Waller

❌ Chasing ROAS doesn’t lead to growth.

❌ Spending more doesn’t necessarily mean better results.

What you need is a methodical, strategic approach to scaling your Meta account.

One that’s grounded in data and optimized for efficiency.

I’ve outlined the best practices and exact blueprint for scaling Meta accounts effectively in an updated guide...

Want it?

1. Like this post
2. Comment "Blueprint" below, and I’ll send it your way.

{Must be connected}

Creative strategy = the unfair advantage most media buyers ignore.

↳ Here’s how to build one that actually scales.

Most brands hit a wall not because they run out of money - but because they run out of ideas that work.

That’s why we developed a creative framework built around 7 core content categories:

📦 Founder Story → turns product into narrative

📹 Product Demo → showcases value, not just features

👥 UGC → builds trust from the first 3 seconds

🧪 Behind the Scenes → adds authenticity, removes doubt

🧠 Problem/Solution → delivers clarity + urgency

💡 Lifestyle Integration → sells the outcome, not just the item

⚖️ Comparisons → creates rationale for premium pricing

We rotate formats, angles, and avatars inside these 7 categories to unlock dozens of testable variations every week.

And it works:

→ Faster iteration loops
→ Fewer creative bottlenecks
→ More winners in less time

If you’re relying on 2–3 styles of creative right now…

You’re leaving serious scale on the table.

Want help mapping this out for your own brand?

Drop a “CREATIVE” below and I’ll show you how we structure creative systems that scale profitably - without creative burnout.

Creative Variety

Most brands think they’re testing enough ad creatives.

But 9/10 beauty & wellness brands aren’t even scratching the surface.

The brands we're scaling past $1M/month don’t just throw volume at the wall for the sake of it.

They strategically lean into volume + variety = scale.

So, I put together a swipe file of 100+ proven ad creative types beauty & wellness brands MUST test.

These are real creative formats that have helped scale brands from $50k to $3M/month 🚀

Want the full list?

Drop "100" in the comments, and I’ll send it over.

80% of ad creative FAILS.

But the best brands find winning creatives faster - without burning cash.

I built a Creative Testing Playbook that shows:

📌 The exact frameworks top brands use
📌 How to analyse test data
📌 What makes an ad scale

Want it? 

Drop ‘Testing’ below.
{must be connected}

❌ Most brands don’t scale because they keep recycling old winners instead of creating new ones.

Creative variety = scale.
Everything else = noise.

I built a swipe file of 100+ ad formats used by brands scaling from $200k → $2M/month.

Want the swipe file?

1. Drop 100 in the comments 
2. DM me 

And I’ll send it!

Most brands gamble on creative.

The best ones use data & research to stack the odds in their favor.

The key to scaling your ad performance lies in data-backed creative ideation

Not throwing spaghetti and the wall, hoping that some of it will stick.

I’ve documented the framework that we use to help our 7-9 figure brands uncover winning ad concepts and get more winning creative like clockwork.

The Framework will breakdown how to:

✅ Analyze your data to understand what’s working.

✅ Uncover winning creative concepts that actually resonate with your audience.

✅ Scale your ads profitably with a repeatable system.

No more guessing.

Just new creative ideas that are based on hard data.

Want the framework?

1. Like this post
2. Comment “Convert”, 

And I’ll send you the full breakdown.

{Must be connected)

Most brands obsess over UGC and forget the silent killer: static ads.

Cheap, fast, and when done right, capable of selling in 3 seconds flat.

Here are 6 static frameworks that crush:

2️⃣ Mott & Bow – Context + Credibility

Not “comfortable jeans.” → “Jeans you’ll actually want to wear on an airplane.”

Everyone knows airplane discomfort. Add Condé Nast attribution = instant authority.

5️⃣ BaliBody – Ingredient Education

Callouts like Hyaluronic Acid, Niacinamide, Vit C = built-in consumer trust.

Transforms a cosmetic into a functional skincare product.

3️⃣ ARMRA – Visual Proof + Urgency

“How it started vs. How it’s going” shows transformation in 1 glance.

Overlay “30% OFF” and belief turns into immediate action.

4️⃣ Ritual – Customer-Led Messaging

Headline pulled straight from a review = authenticity.

“Subscriber since 2021” signals trust and long-term retention.

1️⃣ Nutrafol – Results + Offer Stacking

Clear, time-bound promise: “Thicker, longer hair in 3–6 months.”

Layered with “Save up to 20%.” Outcome + subscription = recurring revenue.

6️⃣ Native – Simplicity + Authority

One benefit: “Say goodbye to dull skin.”

One proof: “Dermatologist tested.” Minimalism wins attention in cluttered feeds.

------

👉 Statics work when they’re sharp, specific, and believable.
 
Test often, cut the noise, double down on clarity.

Static Ads

Most brands think static ads are “simple.”

They’re not.

Static ads are one of the highest-ROI formats in paid social when they're done right.

Low cost.
High signal.
Fast iteration.
Massive scale potential.

The problem?

Most brands treat statics like filler.

Top brands treat them like a weapon.

Here are 6 static ads worth studying, and the psychology that makes them convert 👇

1️⃣ Jones Road - Hybrid Positioning

Principle: Category reframing

Why it works:
“Ditch the cakey makeup” = anti-problem hook
Venn diagram = instant understanding
Shows dual utility (makeup + skincare)

👉 Use diagrams when your product doesn’t fit in one box.

2️⃣ Sunday Bedding - Double Meaning

Principle: Humor + utility clarity

Why it works:
“Hot people sleep here” = ego + temperature trigger
Subheadline clarifies cooling benefit
Cozy visual builds desire

👉 If your product solves a problem, earn the click with personality.

3️⃣ The Perfect Jean - Category Attack

Principle: Create a villain

Why it works:
Pattern-breaking profanity = scroll stop
Clear enemy: khakis
Comfort + stretch baked into the value prop

👉 In competitive categories, take a side. Bold > polite.

4️⃣ Gruns - One-Hack Gut Gummy

Principle: Simple habit + outcome stacking

Why it works:
“One hack” = curiosity + low effort
Icons = instant benefit recognition
Tiny gummy in fingers = “easy daily win”

👉 Simplicity sells far more than intensity.

5️⃣ ARMRA - Goodbye Bloat

Principle: Pain-to-relief testimonial

Why it works:
“GOODBYE BLOAT” = direct pain removal
Highlighted chronic struggle = emotional proof
Real photo holding product = credibility

👉 Emotional lived-experience > brand copy.

6️⃣ Tropeaka - Hair Aspirations

Principle: Outcome over product

Why it works:
Question headline invites self-qualification
Back-of-head = user imagining themselves
Hair > product bottle focus

👉 Show the result. Let the shopper place themselves in the scene.

------

What this means

Static ads win when they:

 ✅ Deliver one promise clearly
 ✅ Use proof fast (visuals > paragraphs)
 ✅ Anchor to an emotion or identity
 ✅ Make the benefit obvious in 1 second

Clarity > clever.
Outcome > product.
Truth > hype.

Everyone asks: “How do we come up with new ad ideas?”

Wrong question.

The real one is: 

“Why did your best ad work - and how do we engineer more like it?”

Most brands miss this.

They scale creative without understanding why it worked.

They recycle winners instead of reverse-engineering them.

Here’s the 4-step system we use to scale Meta ad accounts from $50k to $500k/month:

✅ Review the top 20 ads
✅ Run a message + visual analysis
✅ Extract scroll-stopping hooks, angles & motifs
✅ Brief 5–10 net-new concepts to test

It’s simple. It’s scalable. And it compounds over time.

We recently used this exact process to help an apparel brand unlock their biggest month ever.

Want us to reverse-engineer your top ads and show you what to make next?

📩 We’re offering free Creative Strategy Sessions this month for brands spending $100k+/mo on Meta.

No pitch. Just insights.

DM me to book one.

Data > Creative

From $2.1M to $3.3M/month

Here’s exactly how we unlocked that 57% lift 👇🏼

When this brand came to us, they were doing good numbers.

Already a multi 7-figure-a-month brand.

But they couldn’t break the ceiling - they were stuck.

Strong product. Loyal customers. But growth had plateaued.

We didn’t reinvent the wheel or rock the boat.

What we did do was identify bottlenecks, missed opportunities, and build a system to remove them.

The Results:
 → Scaled past the first $3M/month
 → Maintained a stable MER
 → Implemented a creative system that 2x’d output

Here’s what moved the needle 👇🏼

🎯 1. Creative Iteration & variety

When we dug into their creative, we found two clear bottlenecks holding growth back:

1️⃣ Lack of data-backed ideation - creative was being produced in volume, but without strategic intent.

 2️⃣ Shallow variety - most concepts lived within one or two creative archetypes, leaving massive untapped potential.

So we revamt their creative systems.

Our team, alongside theirs, built a feedback loop that combined:

 → Deep performance data analysis (Motion (Creative Analytics), Foreplay.co, and Triple Whale 🐳 data)

 → Weekly structured ideation sessions rooted in real metrics

 → Full-spectrum variety testing - from highly polished hero assets to raw, native, “ugly” content

The result: a pipeline that consistently produced new, data-driven creative winners, not by chance, but by design.

🧠 2. Smarter account structure

Once the creative system was optimized.

We rejigged the ad account to support it, not fight against it.

We introduced a clear Test → Scale framework.

→ Testing campaigns isolated variables for clean learnings

 → Scaling campaigns focused on efficiency and compounding winners, fed weekly by new creative data.

 → Prospecting frequency was tightly managed to avoid fatigue while maintaining reach.

 → UTM + naming conventions were standardized to ensure performance insights stayed transparent across teams.

The outcome: a cleaner, smarter account that could scale predictably, with creative and data flowing seamlessly between test and scale.

💻 4. Post-click optimization

Ad performance was strong, but the post-click experience wasn’t keeping up.

So our team ran a full audit of their primary site and landing pages to identify friction points.

From there, we:

→ Built new landers in Replo tailored to customer personas instead of relying on PDPs.

 → Offer tests across $-off, %-off, and value-stacked incentives.

-----

What gets you to $2M/month won’t necessarily get you to $3M/month.

You don’t always need to blow everything up or reinvent your approach.

You need to identify the bottlenecks and tackle them with intent.

Scaling isn’t just about spending more.

It’s about building systems.

Want to see what’s holding your brand back?

We’ll build a free 70+ page audit that shows:

 → Where your next $1M/month is hiding
 → What to fix in your ads, creative, & landing pages

👇 Drop “GROWTH” below or DM me

Brands at $100K/mo have a creative problem. 

Brands at $500K/mo solved an operations problem.

The difference isn't talent. It's not budget. It's not "better" ads.

It's systems.

Here's what I see across accounts:

Brands Spending $50K-$150K/mo:

> Creative Production:
> 1 designer
> 5-10 new concepts per month
>Reactive workflow ("we need new ads by Friday")
>No shot list or concept pipeline

Testing Structure:
> Launch ads when they're "ready"
> Hope something works
> Milk winners until they die
> Panic when performance drops

Team:
> Founder approves everything
> Media buyer requests creative when campaigns fatigue
> 2-3 week lag between "we need creative" and "ads are live"

This works... until it doesn't.

At $100K-$150K/mo, you hit a wall. 

The algorithm needs more fuel than your creative ops can provide.

Brands Spending $500K+/mo:

Creative Production:
> In-house creative team OR dedicated production partner
> 15-30 new concepts per month minimum
> Proactive pipeline (concepts planned in advance)
> Modular shoot systems (one shoot = 20+ concept directions)

Testing Structure:
> Weekly creative launches (scheduled, not reactive)
> Structured concept taxonomy (testing different angles, not just different footage)
> Portfolio approach (always have 8-12 active concepts in rotation)

Team:
> Creative strategist separate from media buyer
> Approval process is systematized (not bottlenecked by founder)
> 5-7 day turnaround from concept to live

Why this matters:

At $500K/mo, you're spending ~$16K/day.

Meta needs to test, learn, and optimize across:

Multiple audience segments
Different creative angles
Various campaign objectives
Retargeting pools

If you're only launching 8 new ads per month, you're starving the algorithm.

You dont need more volume, you need more concepts.

"Concepts" = distinct strategic angles. 

Not just different cuts of the same idea.

The Operational Shifts:

1. From Reactive to Proactive
Brands at $100K/mo make creative when performance drops. Brands at $500K/mo have a pipeline that never runs dry.

2. From Artisan to Assembly Line
You can't scale with bespoke, one-off creative production. You need repeatable systems: shot banks, modular templates, concept frameworks.

3. From Media Buyer-Led to Strategist-Led
At $100K/mo, your media buyer can also handle creative strategy. At $500K/mo, you need someone whose only job is creative pipeline + concept development.

4. From Approval Bottleneck to Systemized Process
Founder approves every ad = you cap at ~10 ads/month. 
Clear brand guidelines + trust in your team = 30+ ads/month.

The Real Bottleneck:

Most brands think they need "better creative."

What they actually need is creative operations that can produce volume without sacrificing quality.

Ask yourself:

How many net-new concepts are we launching per month?

How long does it take from "we need an ad" to "ad is live"?

The creative isn't the problem.

The system producing the creative is.

Think your CAC is too high?

Look at your spend pattern before blaming your creative.

One of the most overlooked drivers of CAC volatility?

Spend dynamics.

Creative and targeting matter - but how you spend can make or break performance.

Here’s what we’ve seen scaling brands from $100K → $500K+/mo in ad spend:

1. Sudden spikes = shaky learning

Cranking budgets 2x overnight confuses the algo.

It exits learning, starts from scratch, and performance suffers.

📉 Instead: Ramp budgets gradually (10–20% daily), or use rules-based scaling.

2. Under‑spending kills efficiency

Spending $1K/day across 15 ad sets? That’s starvation.

Your winners can’t break through, and Meta defaults to cheap, broad delivery.

💡 Consolidate. Focus spend into fewer, stronger ad sets.

3. High volatility = inconsistent CAC

Day-on-day swings confuse Meta.

One day you spend $500, the next $2K. CAC yo-yos as a result.

📊 Keep your daily spend consistent for smoother algo performance.

4. Your past matters

Meta looks at account history when distributing budget.

If you’ve spent $100K on poor-performing ads, it degrades trust in future delivery.

🧼 Reset performance perception by refreshing creative, tightening structure, and using new campaigns.

5. Bid type impacts CAC

Highest volume campaigns chase scale.

Cost cap campaigns chase efficiency.

Know when to use each.

⚡ So next time CAC jumps…

Before rewriting your ad…

→ Look at your spend patterns.

The media buyer’s job isn’t just launching ads.

It’s managing volatility.

High CAC?

You think you've hit your audience ceiling. 

You've hit your margin ceiling. Let me explain 👇🏼

Most brands think TAM is fixed.

"There are only X million people who care about [product category]."

Your TAM isn't determined by product-market fit. 

It's determined by how much you can afford to pay to acquire a customer.

Here's why this matters:

The Math:
Let's say you sell supplements. Your "core" audience:

2M people in the US
Highly interested, problem-aware
Will convert at 3.5% CVR
CAC: $45

You scale to $100K/mo. 
Then you plateau.

Your media buyer says: "We've saturated the audience."

But have you? 

What Actually Happened:

At $100K/mo spend, you've reached everyone willing to convert at your current offer/price point who you can afford to acquire at $45 CAC.

But there's a much larger audience - 5M+ people, who:

Are somewhat interested
Less problem-aware
Will convert at 2.1% CVR
Requires $75 CAC to acquire

You can't access them because your unit economics won't support $75 CAC.

Here's the Framework:

Your maximum affordable CAC determines your TAM.

Example Brand:
AOV: $85
COGS: $22
Target Payback: 60 days (need 50% margin on first order)
Max CAC = (AOV - COGS) × 0.5 = $31.50

At $31.50 CAC, they can only target:

Highly qualified audiences
Warm traffic
Strong retargeting

Estimated TAM at this CAC: 800K people

Now, what if they improve margins?

Scenario 1: 

Increase Price
AOV: $95 (raised price by $10)
COGS: $22
Max CAC: $36.50
Unlock 200K more people. 
Now at 1M TAM.

Scenario 2: 

Reduce COGS
AOV: $85
COGS: $18 (better supplier terms)
Max CAC: $33.50
Same direction. Slightly larger TAM.

Scenario 3: 

Extend Payback Window
AOV: $85
COGS: $22
Target: 90-day payback (only need 35% margin on first order)
Max CAC: $44

Now TAM jumps to 1.8M people.

The Real Pattern:

Brands that scale past $500K/mo don't have "better audiences."

They have unit economics that allow them to pay more for acquisition.

Example:

Brand A: 
60% margin, can afford $65 CAC
TAM: 3M people
Spend capacity: $600K/mo

Brand B: 
40% margin, can afford $35 CAC
TAM: 1M people
Spend capacity: $180K/mo

Same product. 
Same category. 
Different economics.

Why Brands Get This Wrong:

They think: "We need to find more qualified audiences."

Reality: You need to improve unit economics so you can afford less qualified audiences.

The biggest TAMs exist in broader, less intent-driven segments. 

But you need margin to access them profitably.

Bottom line:
You most likely haven't saturated your market. You've saturated the market you can afford to reach.

Fix your unit economics. Your TAM will expand.

Most teams see rising CAC and hit the panic button.

The best buyers see rising CAC and grab a magnifying glass.

Because CAC isn’t a verdict = it’s a symptom.

When we diagnose performance inside 7-figure eCommerce ad accounts, here’s what we look at before making any moves 👇

1️⃣ Recent scale
If spend jumped without creative depth, CAC will spike.
The algorithm needs time to adapt - not just more budget thrown at it.

2️⃣ Creative fatigue
Your best performer has been live for 4+ weeks?
You’re not scaling, you’re coasting. And the cliff will be expensive.

3️⃣ Shifts in intent
Consumer confidence, seasonality, even mid-month cash flow dips, external factors can nudge CAC up without anything “wrong” in the ad account.

4️⃣ Post-promo hangover
Last month’s 20% off promo made CAC look amazing.
This month looks ugly, but the baseline didn’t change - the offer did.

5️⃣ Down-funnel leaks
Slow site speed. Broken codes. Shipping delays. Tracking issues.
Most teams blame Meta first. Smart buyers audit the entire funnel.

👉 CAC is just the symptom.

Real buyers know how to trace it back to the source.

CAC Spiking?

You thought you tested 18 ads last month...

You actually tested 1 idea 18 ways.

Here's what I see constantly:

A brand spends $150K/mo on Meta. They're "testing aggressively." The creative pipeline looks like:

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

They tested 18 ads. They tested 3 concepts.

The problem isn't volume.

It's diversity.

Most brands confuse creative production with creative strategy.

Here's the difference:

Production volume = more ads that say the same thing 

Concept diversity = fundamentally different hypotheses about what drives conversion

Example:

Low diversity:
"Reduces bloating in 30 days" (UGC)
"Reduces bloating in 30 days" (founder)
"Reduces bloating in 30 days" (testimonial)

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

Same product. Completely different angles.

Why this matters at scale:

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

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

New angles = new audiences = new scale ceiling.

The Framework: Creative Concept Taxonomy

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

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

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

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

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

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

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

Bottom line:

Concept diversity unlocks new audience segments. 

Production volume scales the segments you've already unlocked.

Most brands do the second without the first.

That's why they hit a wall.

High CTR, terrible CVR.

Your creative wrote a cheque that your landing page couldn’t cash.

Here’s the problem I see constantly:

A brand launches a new ad and early metrics look good.
CTR: 2.8%
CPC: $0.85
Hook rate: 42%

Then you check the landing page:
CVR: 1.4%
CAC: $68 (well above target)

What happened?
 
The creative promised one thing. 
The landing page delivered another.

The Disconnect:

Creative says: “Lose bloating in 3 days”
Landing page says: “Support gut health with our 90-day protocol”

Creative shows: 2-week transformation
Landing page shows: Science + ingredients

Creative leads with: Fast emotional outcome
Landing page leads with: Product features + mechanism

The customer clicked for the outcome.

You sold them the process.

High CTR + Low CVR = Paying for the right traffic… with the wrong expectation.

Real Example

Supplement brand running UGC:

Creative:
Hook: “I stopped waking up bloated after 4 days”
Emotional, fast relief, visual proof

Landing Page:
Hero: “Clinically Formulated Gut Health System”
Science, ingredients, quality

 ❌ No mention of 4-day relief

Results:
CTR: 3.1%
CVR: 1.6%
CAC: $75

What we changed:

 ↳ New LP matched to the promise
 Hero: “Feel Relief in Days, Not Weeks”
Lead with results, then science
Added “Results Timeline” showing what to expect by Day 4

New results:
CTR: 3.1% (same)
CVR: 2.9% (+81%)
CAC: $41 (-45%)

Same ad. Same audience. Different landing page.

$34 cheaper CAC.

The Fix: Creative → Landing Page Congruence

1. Match the Promise
If the creative promises speed/ease/transformation, your LP must open with that same promise.

2. Match the Emotional Temperature
Emotional ad → emotional, benefit-led LP
Educational ad → credibility + mechanism-led LP

3. Echo the Language
Use the exact words from the ad on the LP.
If they clicked “feel less puffy,” don’t greet them with “reduce water retention.”

4. Build Angle-Specific LPs
Different ad angles need different landing pages.
One LP for all traffic = guaranteed mismatch.

Common Mistakes:

❌ “Our LP is already optimised for CVR”
 → For which traffic?

❌ “We can’t build multiple LPs”
 → Then stop running multiple angles. You’re burning spend.

❌ “The ad exaggerates, the LP clarifies”
 → Then the ad is wrong. Fix the creative or match the page.

Bottom line:
Creative gets the click.
Landing page gets the conversion.

If they’re not telling the same story, you’re paying for traffic you can’t close.

High CTR means nothing if CVR is broken.

Fix the congruence → CAC drops

🚨 Most brands sleep on static ads.

The smart ones scale with them.

Static ads aren’t just filler. 

Done right, they grab attention, communicate value in under 3 seconds, and drive serious growth.

In this week’s Brick-by-Brick Newsletter I broke down 6 of the best statics live right now - and the principles you can swipe for your own brand.

If your creatives are only UGC and video, you’re leaving money on the table.

View newsletter: Brick-by-Brick Newsletter

Welcome back to the Brick by Brick Newsletter… where 7–8 figure brands learn how to scale efficiently. If you’re serious about growth and feel like yo

Open article: 🚨 6 static ads that caught  my eye this week  by Toby Waller • 4 min read

🚨 6 static ads that caught  my eye this week

CAC went up.
So your agency told you to “refresh creative.”
Here’s what they don’t understand 👇🏼

When CAC rises, most agencies default to one play:

“You need new hooks.”

But veteran buyers know better.

Rising CAC isn’t just a creative issue - it’s a diagnostic signal.

And solving it means looking under the hood across 6 key variables:

1. Spend Volume:

The more you spend, the harder it gets to maintain efficiency.

Why? 

Because high-spend brands exhaust their warmest audiences faster, and have to go broader, faster.

✅ Solution: Build CAC guardrails by spend tier and monitor MER in parallel.

2. Frequency & Fatigue:

If frequency > 3 in your top prospecting campaigns and CTR is dropping…

It’s likely not the product - it’s your saturation.

✅ Solution: Refresh angles, not just assets. Use CTR hold rate as a proxy for fatigue, not creative volume.

3. Market Timing:

Consumer intent shifts. Weekly. Seasonally.

During “off-cycle” months (e.g. post-holiday, summer dips), CAC will rise no matter how good your ad is.

✅ Solution: Zoom out. Look at YoY trends. Adjust the allowable CAC by the seasonal baseline.

4. Offer Relevance:

Same product.
Same creative.
Same audience.
Different CAC - just because the offer changed.

✅ Solution: Test hooks against different offers. Sometimes it’s not the message, it’s the value prop.

5. Landing Page Conversion:

Creative gets the click.

But your LP gets the conversion.

We’ve seen CAC drop by 20-30% just by improving PDP layout, CTA copy, and mobile load speed.

✅ Solution: If click → ATC is healthy, but ATC → purchase is broken? It’s your site.

6. Audience Saturation:

Meta's targeting is interest-based + lookalike-based.

Which means… if your seed audiences are small or outdated, CAC rises fast.

✅ Solution: Refresh seed lists. Build broader LALs. Segment based on LTV or contribution margin for better prospecting efficiency.

The best media buyers don’t chase new ads.

They diagnose like analysts and adapt like operators.

Next time CAC rises - don’t panic.

Zoom out. Look at why.

Then fix the root cause, not the symptom.

-----

Let me know if you'd like a breakdown of your CAC drivers across Meta & Google.

Happy to jam. 👇

taplio

The Battle

Valentina Nuñez San Martin

Toby W.

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taplio

The Battle

Valentina Nuñez San Martin

Toby W.

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Toby W.'s LinkedIn Performance

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