Profit‑First Ad Rules Drive $200M+ Results
If you want to generate $200M+ in client results, these are the 50 rules to live by. Steal them. Save them. Print them out. 1. Creative strategy > media buying. 2. If Meta spends money on your ad, there's a reason. Let it run. 3. CPL up isn't bad if they convert. 4. The goal is always profitable revenue. 5. Testing without a system = gambling. 6. Model what's already winning before you burn money on it. 7. Don’t reset the learning phase by touching up your campaigns every 12 hours. 8. "Failed" ads just never got a fair shot. 9. If view-through conversions exceed 25%, your dashboard is lying. 10. Stop paying to convert people who are buying anyway. Run holdout tests. 11. Ignore blended ROAS when scaling. 12. Contribution margin is your North Star. 13. Revenue growth without unit economics is just a slow death. 14. AOV barely covering CPA creates profits that evaporate at scale. 15. Beautiful ads can't save a product nobody wants. 16. Hire creators to make your ads. Built-in trust, better content, less cost. 17. If it feels like an ad, they're gone. 18. Change the hook, keep the body. One ad becomes 10. 19. 60% budget on winners. 30% on variations. 10% on wild swings. 20. Test 10-20 creative variations weekly, kill anything 2x over target CPA. 21. Polished content creates distance, imperfection builds connection. 22. Educate, don't sell. 23. Video and Reels aren't optional anymore. 24. 5% improvement in data inputs can give you 25% improvement in ROAS. 25. Single-channel dependency is a gamble disguised as strategy. 26. Meta's own ads are a roadmap. 27. Your top 10% of customers are 40-65% of your profit. Treat them like it. 28. Zero post-purchase strategy is why BFCM customers never buy again. 29. Rotate creatives every 7-10 days during peak. 30. Stop celebrating vanity metrics while your CAC quietly creeps up. 31. Insecurity kills more careers than a lack of talent ever will. 32. Successful people execute shamelessly. 33. Overthinking is a poverty trap. 34. Doubt, hesitation, no results, more doubt. Break that loop or stay stuck. 35. Nobody has life figured out. Stop waiting for permission to move. 36. Your network won't save you. Your execution will. 37. Delegation isn't about offloading tasks, it's about owning outcomes. 38. Having a system only you can run isn't a business. 39. Revenue isn't profit. This kills brands. 40. If you can't explain your competitive advantage, you don't have one. 41. People buy beliefs, not products. 42. Your landing page should dismantle objections, not just look nice. 43. When someone underperforms, diagnose your system first. 44. Communicate expectations in writing. Assumptions destroy teams. 45. Customers before brand identity. 46. Don't chase new channels when your core channel still has room to scale. 47. Don’t outsmart the algorithm. Just feed it better. 48. Winners have what ads can't create. 49. Fix your hesitation problem, not your skill problem. 50. Adapt, or fund your competitors' results.
Break Category Norms: Market Water Like an Energy Drink
Liquid Death made $100M selling water with ONE differentiator: marketing it like an energy drink brand. Meanwhile you're trying to 'fit in' your category. That's the gap.
SEO Demand Spikes as Cleanup Work Multiplies
There will also be more work for SEOs who help clean up the mess 😅
YouTube Views Vs. Nielsen Ratings: Incomparable Metrics
Comparing YouTube views to Nielsen ratings is a mistake. YouTube’s views aren’t unique and only needs to be seen good a few seconds to count as a view. Nielsen measures unique concurrent viewers in an average minute. Apples and oranges.
AI Chatbots Turn Into Digital Real Estate for Ads
AI chatbots are becoming the next digital real estate, and ads are moving in. As usage scales and infrastructure costs rise, monetisation models are shifting from subscriptions alone to advertising layers embedded in conversation. The real question is not whether ads will...
Balance Cost Caps with Creative Diversity for Optimal Spend
Good take but depends on the structure. 100% cost control / bid cap? 900 ads is fine - more creative diversity = more opportunities to spend. 100% in lowest cost? Likely hemorrhaging data and money
Founders on Camera Build Trust, Fuel $100M Growth
If you’re a founder of a brand doing sub $100M and you’re NOT on camera making content for organic, ads etc… You’re putting yourself at an extreme disadvantage People want to buy from genuine people - not from brands. Create a brand...
AI Overload Overwhelms Marketers: Find Calm Amid Chaos
We've never been given more tools than ever before to do our jobs in marketing. With the proliferation of AI everything should become easier, faster. And yet, I feel more overwhelmed than ever before in my entire adult working life which...
Visibility Alone Won’t Drive Sales Without Brand Trust
Showing up in an AI overview is a form of distribution and not necessarily consideration. It’s highly potentially valuable, in the same way that getting on the shelf at Walmart creates big opportunity potential, but for many product that alone...
Post‑Purchase Friction Is the Real Brand Killer
Misunderstood Marketing - : The Delonghi-Bosch Pivot: Why Post-Purchase Friction is the Real Brand Killer https://t.co/9vxehhnI4s
Growth Requires Custom Strategies, Not One‑Size Solutions
We currently oversee $17M+ in monthly ad-spend and one thing that is consistent is that most brands take a different strategy / creative framework to work. No-one is the same... There's similarities etc... but overall the brand core fundamentals are...
A Launch Plan Transforms Guesswork Into a Proven Playbook
Launching a product without a plan is just posting and hoping. This Skill builds the full playbook. https://t.co/juAq4qxygY
Applovin Delivers Fastest, Most Adaptable DTC Support
As a person overseeing many of these tests for brands I can attest to this too. Applovin’s team have also been the quickest, most nimble at adapting to what DTC is requesting of them. Their teams go above and beyond over...
AI Agents Unite Disconnected Marketing Tools in Live Demo
Hot take: The marketing tool stack is broken. Not because the tools are bad. Because having 12 of them that don't talk to each other is insane. I'm doing a free webinar on Feb 24 with someone who's built a platform where...
Human Expertise Still Outperforms AI in Ad Creation
There is still a net benefit to having someone with an intricate knowledge of the creative and ad buying processes that AI can’t automate.
Stop Treating Prospects Like Leads; Build Real Relationships
LEAD = Someone opted in, knows about you, is being nurtured by you. PROSPECT = You found them in a public database, has no idea who you are. I see so many "gurus" and magical "AI Experts" conflate Lead and...
Social Search Drives B2B E‑commerce Credibility and Conversions
Why social search for #B2B ecommerce is the new key to credibility and conversion https://t.co/djobyMHgwk
Leverage Existing Momentum: Stitch Into Ongoing Conversations
Stitching works because it borrows momentum. You’re stepping into a conversation that already has attention.
Emerging Strategies: Agentic Pricing, Nuclear Cloud, Analog Marketing
Strategic Brief: The Agentic Pricing Shift, Nuclear Cloud Grids, and the Analog Marketing Rebellion https://t.co/P5qLllgBGU
2025 State of SaaS Marketing: Insider Data Unveiled
Tired of being left in the dark on how other SaaS companies are doing? Then welcome to the 2025 State of SaaS Marketing mega thread. Buckle up. I surveyed hundreds of SaaS founders & marketers last year, to collect the data that's usually...
Urgency Beats Minimalism: 11% vs 4% Conversions
I've tested 90+ checkout flows. Here's the pattern: Checkouts I made 'simple and clean' converted at 4%. Checkouts I added urgency and scarcity to converted at 11%. Your minimalism doesn't matter. Psychology does. Test everything. Trust nothing.
Popups Need a Clear Value, Not Newsletter Requests
A popup should offer one clear win, not “join my newsletter.” Nobody wakes up craving newsletters.
When Metrics Drown You, Rethink What You Track
If you feel like you’re drowning, check what you’re tracking. Sometimes the metric is the problem.
Great CTAs Echo Customer Intent, Not Commands
The best CTAs don't sound like CTAs. "Submit." No one in the history of the internet has been excited to "submit." "Buy now" vs. "I need this" "Subscribe" vs. "Count me in" "Learn more" vs. "Show me how it works" Generic CTAs describe the action. Great CTAs...
Monthly Creative Demand Plan Aligned With Financial Forecast
A Full CREATIVE DEMAND Plan connected to your financial plan. Every month you get a clear breakdown of: How many ads you need to make What format should you make them in What products or moments to focus on And who is responsible for the...
Consistency Serves Life, Not Just the Algorithm
Content insurance is not about being consistent for the algorithm. It is about being consistent for your life.
Creators Must Vet Brands: Brand Safety Is Mutual
"Brand safety goes both ways" is something I've said a lot lately It used to be brands worried about creators as potential liabilities (what if they go rogue or get canceled?!) But with everything that's happening lately, it's just as important for...
Segmented Marketing Unlocks Hidden Revenue Growth
Customer segmentation drives growth. Many businesses ignore it and waste budget on broad marketing. Group customers by behavior, survey feedback, and purchase history. When campaigns match each segment and product decisions follow real data, sales rise. If all customers are treated the same, how...
Micro‑influencer Gifting Drives $50M, Not $50k Macro
Pura Vida made $50M with ONE model: micro-influencer gifting at scale. Meanwhile you're chasing one macro influencer who wants $50k. That's the gap.
Live Posting Beats Perfect Drafts for Real Learning
An imperfect post teaches you more than a perfect draft sitting in your notes app.
Big‑budget Ads Feel Antiquated in the Feudal Media Era
Why big budget ads can feel as outdated as a Punch & Judy show in this age of Feudal Media: https://t.co/j2c3qULSef
Shift From Keywords to Answering Questions with AEO
Most content still plays by 2015 rules: rank with keywords, wait for clicks, hope for traffic. But AI doesn’t click—it answers. To win in search today, flip your strategy: - Write for questions - Support with data - Format for instant clarity That’s AEO in action. https://t.co/7hZRYIiPIb
Align Your Messaging Cascade to Unlock Pipeline Growth
SaaS CMO: “How do we get more pipeline?” Me: “First, fix your messaging cascade.” Here’s where most teams go wrong: 1. Scattered messaging. Every channel says something different. 2. No clear core message. ICP’s pain point and your unique solution...
Ad Spend Won’t Drive Pipeline Without Revenue‑Focused Strategy
More ad spend ≠ more pipeline. Teams skip 3 basics: • Bottom-up strategy • Quality over cheap CPL • Revenue reporting, not click reporting Miss this and you get: Traffic up. Demos flat. Sales frustrated. Budget cut. What are you optimizing for? https://t.co/U8B9p57BkD
World‑class Skill Invisible without Buyer‑centric Packaging
You can be world-class and still invisible. Just ask Joshua Bell, one of the world’s top violinists... In 2007, Joshua Bell played his $3.5M Stradivarius violin for 45 minutes in a Washington, D.C. subway station. Only 7 people stopped to listen. The same...
Stop Overthinking: Write Ten Takes on One Belief
If you keep stalling because you don’t have “enough ideas,” you’re overthinking. Start with one belief and write ten versions.
Ideal Clients Crave Clarity, Not Convincing.
The right clients don’t need you to convince them. They need you to be clear.
Google Drives 190× More Traffic than ChatGPT
👀 ChatGPT Has 12% of Google’s Search Volume but Google Sends 190x More Traffic to Websites - An eye opening piece by @patrickstox if you were still thinking in terms of *traffic* as a main indicator or goal from...
Scaling to $10M: Creative, Calendar, and Product Playbook
Do you follow @JoySharma_11 yet? If not let this video convince you that you should: https://t.co/6arD99vusY In the video Joy outlines the key focus areas for brands on the journey from $1M - $10M. He has intimately watched countless brands make this trek...
Influencer-Driven Outrage Shapes Game Developers' Strategies
Enjoyed reading this former Highguard dev's thoughts on social media rewarding criticism. Game companies are increasingly focused on influencers to get the word out these days -- less so games press. But in a climate that rewards outrage, how does...
Build Systems to Keep Content Consistent Amid Chaos
If you are building content, build systems too. Systems are what keep you consistent when your life gets messy.
Meta's AI Engine Makes Creative the New Targeting
What Meta's Q4 Earnings Actually Mean for Your Ad Spend Meta dropped their Q4 earnings a few weeks ago, and most operators are completely missing the most important takeaways. - $59.89B revenue (+24% YoY), - ad impressions up 18%, - price per...
Use Proven Frameworks, Not Vibes, for Converting Content
If you want content that converts, stop relying on vibes and start relying on repeatable frameworks.
Bing's AI Search Report Misses Crucial Grounding Detail
Thanks to @ChouinardJC for flagging this important detail regarding Bing’s new AI search report and the grounding queries shown in it: https://t.co/8pHLKfFY1U
Identify the Lead‑Gen Leak in Your Growing Ecosystem
If your social media is growing but your lead gen isn’t, your ecosystem has a leak. Let’s find it.
AI Search Redefines Visibility, Not Replaces SEO
#AI Search Isn’t Replacing #SEO — It’s Rewriting Visibility: Key Insights from Conductor’s 2026 AEO / GEO Benchmarks Report - B2B Marketing Blog | Webbiquity - https://t.co/Cs3W27UiQI
Trust Becomes Key Differentiator Amid AI Content Surge
82% of marketing teams are increasing content in 2026. The content boom isn’t slowing down. And brand-only publishing isn’t enough anymore. The most advanced teams are building what I call a trust portfolio. Marketing manages the systems, assets, and standards....
Batch 30 Days of Content by Filming Reusable Clips
If you want to batch 30 days of videos fast, stop filming full videos and start filming reusable clips.
Teach First, Offer Later: Simple Phrase Calms Audiences
You’re allowed to say, “I’m going to teach first, then I’ll share an offer.” That one sentence relaxes everyone.
First Like Drives Clicks, Later Likes Lose Power
RT @Frank_Strong "A new Journal of Marketing study finds that the first like on a social ad has a profound impact, significantly boosting both clicks and likes. However, as the number of likes increases, their influence on clicks diminishes." ...