Nomad Project

Founder

Structured

Consultant

General Manager

Loop Club

Head Of Operations

Nomad Marketer Collective

Marketing Strategist / Freelancer

Hawke Media

Email Marketing Strategist

WME (William Morris Endeavor)

Music Assistant

Little Empire Music

Intern

Helping E-Commerce Brands Scale on Facebook with creative & conversion-driven strategies.

Founder of the Nomad Project, a performance marketing agency, emphasizing in paid media performance through Facebook and Google ads. My journey includes years of deep-rooted experience in e-commerce, notably leading the growth trajectory of Loop Club, culminating in its successful acquisition.

How I structure my Black Friday FB ads campaign.

One CBO, 2 ad sets.

Ad Set 1: Broad TOF
→ Broad targeting
→ Exclude all existing customers (Meta pixel list + email list)

Ad Set 2: Existing customers
→ Target Meta pixel list + email list
→ Set max spend limit so this doesn't get out of hand
→ This is where a lot of money gets made

Ad creative:
→ Historical best performing ads with Black Friday banners added
→ Promo statics ("Buy 2 get 1 free for Black Friday")
→ Same ads in every ad set

Why I separate these:

In my experience, if you go fully broad with 1 ad set, Meta won't always target past customers.

There's a lot of money to be made with existing customers during Black Friday, so I force Meta to spend there.

Ben Radack

Media buyer & creative strategist - I help brands lower their CPA with Facebook ads

I have a client who solely runs his ads through a fake FB page.

Not the brand page - just a page named something generic like "John Doe."

The strategy:
→ Every ad is long-form copy that tells a story
→ Every ad sends to a listicle ("5 ways X will change your golf game")
→ Every ad hits a different emotion or need

One ad targets frustration with current results.

Another targets desire for quick improvement.

Another targets embarrassment on the course.

Why this works:

The personal page feels less like an ad, more like a friend sharing something useful.

The long-form copy filters people - if they read it all, they're genuinely interested.

The listicle educates before selling, so by the time they see the product, they're already warmed up.

It's not for every brand, but for this client it's their entire strategy and it works.

Should you turn ads off that look like they're underperforming?

The answer is sometimes.

Meta does a great job at allocating spend to the right ads and creating a funnel.

But not every ad is great, and some ads suck up spend and don't convert.

This happens for two reasons:
→ The ad has a ton of comments, so Meta favors it (because it gets more clicks) 
→ The ad is fatigued

Meta doesn't know your breakeven CPA, so why would it know which ad "performs"?

What it does know is which ad will get more clicks. Or at least it can guess.

So Meta will spend on the ad that gets the most clicks, even if those clicks aren't converting.

The problem:

How do you know when to turn off an ad that takes up spend but has a higher CPA?

Because sometimes that ad could be purely TOF and actually important for the funnel.

Turning it off would hurt your account.

How I decide:

I use the add to cart rate to check if that's the case.

If an ad takes up all the spend but the add to carts are very low, that tells me it's not doing a good job feeding the funnel.

And I'll turn it off.

If the add to cart rate is good but purchases are low, that ad might be serving a purpose in the funnel.

I'll let it run and see if other ads pick up the conversions.

Meta optimizes for clicks, not your breakeven CPA.

Your job is to step in when it's spending on the wrong things.

Running ads to multiple awareness stages is how you unlock efficient scale.

Each stage needs different ads:

→ Unaware/Problem Aware: Long-form content, VSLs, educational
→ Solution Aware: Comparison ads (us vs them)
→ Product Aware: Testimonials, social proof, reviews
→ Most Aware: Offer and FOMO ads

Why this matters:

If you only run bottom funnel ads, you're leaving 95% of your market on the table.

Worse - you're educating audiences that your competitors convert.

This is what Grüns and IM8 are doing to AG1.

Run ads for all stages simultaneously to unlock your full market and scale efficiently.

How to scale up your Black Friday Meta ads campaign.

If you don't know how it's going to perform, start the budget a little higher than your average daily spend for testing.

For example, if you normally test ads at $100/day, try $200/day to start.

Run it for 24 hours.

If it immediately crushes (which they often do during Black Friday), you can now double the spend.

Yes it will reset the learning phase but that doesn't matter when there's this much immediate demand.

If that continues to do well, double it or triple it again.

You can aggressively scale a campaign or ad set if there is very high immediate demand.

Important:
This is not a good strategy for your average campaign and will break things.

But Black Friday has concentrated demand that doesn't exist the rest of the year.

Normal scaling rules don't apply when everyone is in buying mode.

Scale fast, capture as much as you can during the window.

One of my client's best performing campaigns is a unique one.

1. It's a Maximize Value campaign

This helps us tap into a slightly different audience of higher value customers.

Also attribution defaults to only 7-day click, which gives you a more accurate view of performance.

2. It's a partnership (whitelisting) campaign

All the ads in this campaign are whitelisted using Meta's partnership function.

We're running as "Creator x Brand" instead of just from the brand page.

3. Creative Angle Diversity

Every creator we hired was given a script that hits a different angle.

→ One focuses on convenience
→ One focuses on results
→ One focuses on comparison to alternatives

This way we're covering multiple pockets of the audience with authentic voices.

Why it works:

→ The Maximize Value finds higher-value customers.

→ The partnership ads feel less like ads and get more trust.

→ The angle diversity ensures we're not just hitting one corner of the market.

New strategy I'm testing: 10 ad set CBO - audience diversity test.

Every ad set is a different angle (reason for buying).

For example (backpacks)

→ Hikers who need durable outdoor gear
→ Business travelers who need TSA-friendly bags
→ Students who need laptop protection

The setup:

Each ad set has the same 2 ads with the same copy, but a landing page that speaks to that specific reason for buying. A few examples:

→ Hiking ad set → LP focused on weatherproof, durability, outdoor features

→ Business travel ad set → LP focused on TSA-friendly, professional look, laptop protection

→ Student ad set → LP focused on organization, laptop sleeve, affordable

Set min spend limits on each ad set so they all spend evenly.

Then turn each one off after 3+ days of underperforming.

Why this works:

This is how we test which audiences are responding best to our ads.

We're not testing creative - we're testing which problem people actually care the most about

The winning angle tells us what to double down on across all our marketing.

With a simple CBO structure I've been able to achieve a 3.77X ROAS for Fresh Chile via Meta ads

Here's how I set it up

1 CBO campaign 
→ Ad set for historical winners
→ Ad set for new tests 

Every new testing ad set now gets a minimum spend of at least $200 to ensure that new ads get spend.  Otherwise Meta just favors all the old ads due to the amount of engagement they have.

In addition to building this new campaign, I turned off some of the top spending ads in his old campaign.

Why?  Because ad fatigue is real

And you need to give your top spenders some time to rest when their performance starts to drop

Aside from that Chris Lang has been so great to work with.

He's got a great content team and I'm consistently impressed with how well a simple video of chile on a hamburger crushes at a 4+ ROAS.

Fresh Chile Last 365 (+43.88%) 🌶️
ROAS: 3.90
MER: 26%
Web CR: 4.95%

YTD (+53.99%)
ROAS: 3.88
MER: 26%
Web CR: 4.75%

Last 30 Days (+12.29%)
ROAS: 4.37
MER: 23%
Web CR: 4.8%

Last 7 Days (+9.39%)
ROAS: 4.82
MER: 21%
Web CR: 4.9%

Website & Community Growth
Website SOT: 2,183,317
Social Followers: 295.9K
Facebook Group: 35.7K
YouTube Subs: 3.8K
Email List: 954.4K
SMS Subscribers: 71K
Rivo Memberships: 616
ReCharge Subscriptions: 1,782

Here’s the Reality
We began warming up Omnisend for email and SMS and will be fully live before Thanksgiving. Ad performance continues to improve and ROAS has rebounded to above 4.8 with stronger Meta results. The system is aligning again as we prepare for the biggest sales cycle of the year.

What’s Working
• Omnisend warmup progressing smoothly with campaigns scheduled ahead of full launch
• Meta ads performing at a 3.77 ROAS under Ben Radack's CBO structure
• Zipify One Click Upsell generated $25,813 since late September
• Week-over-week lift across both organic and paid touchpoints

What’s Not
• Limited ad creative volume continues to cap scaling potential
• BFCM campaign structure not fully finalized
• SMS reach still restricted due to Texas compliance filter

What We Need to Implement This Week
• Finalize and launch Buy More Save More BFCM campaign
• Expand ad creative testing volume using b-roll and caption variations
• Continue email warmup to reach full Omnisend activation before Thanksgiving

Ace Up the Sleeve ♠️
When organic social, paid, email, and SMS flow together, efficiency compounds. We’re warming up now to hit peak performance just as the holiday season begins.

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