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In today’s newsletter,
Scale Your IRL Campaigns Like Digital Ads
Stop guessing. Here’s exactly when to stop running an ad.
Most TikTok Shop products fail before the first video.
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Scale Your IRL Campaigns Like Digital Ads
Out Of Home advertising has long been effective but hard to scale—until now. AdQuick makes it simple to plan, deploy, and measure campaigns with the same efficiency and insight you expect from online marketing tools.
Marketers agree: OOH is powerful for brand growth, driving new customers, and reinforcing messaging. AdQuick makes it easy, intuitive, and data-driven—so you can treat real-world campaigns like any other digital channel.
Campaign Command Center
Stop guessing. Here’s exactly when to stop running an ad.
Most brands fail to scale their advertising because they don’t know when to cut a losing ad. Instead, they keep spending money and hope the advertising platform will eventually “figure it out.”
It usually doesn’t.
You only need two numbers to decide whether to scale an ad, fix it, or stop running it: Return on Ad Spend (ROAS) and Cost Per Click (CPC).
Here is the simple model.
If Return on Ad Spend (ROAS) and Cost Per Click (CPC) are steady, your ad is working.
People are clicking and buying efficiently. That means the ad message, the audience, and the product page are all aligned.
Increase the budget slowly by 20 to 25 percent every 24 to 48 hours and avoid changing anything else.
When an ad is performing well, the worst thing you can do is keep tweaking it.
If Return on Ad Spend (ROAS) goes down but Cost Per Click (CPC) stays stable, your ad is still attracting clicks.
The problem is happening after the click.
This usually means something is wrong on your product detail page (PDP) or checkout experience.
Check things like:
Product page layout
Customer reviews and social proof
Offer clarity and pricing
Checkout friction
Mobile spacing and readability
Do not change the ad creative yet.
If Cost Per Click (CPC) increases while Return on Ad Spend (ROAS) stays stable, your ad is starting to lose attention.
People are becoming less interested in clicking.
In most cases, the issue is the opening of the ad.
Update the first 3 to 5 seconds of the ad:
Try a stronger opening line
Introduce a different angle or tension
Add a visual interruption that stops the scroll
Keep the rest of the ad structure the same. Often, only the opening needs to change.
If Cost Per Click (CPC) goes up and Return on Ad Spend (ROAS) goes down, the ad has stopped working.
This means fewer people are clicking and the people who do click are buying less.
At this point, the ad is effectively dead.
Stop running it and replace it with a new creative.
The margin rule: A practical rule many operators follow:
Keep running an ad until it spends the equivalent of 100 percent of your profit margin.
After that point, the declining performance usually costs more than the revenue the ad generates.
Action Summary:
Check your active ads: for each one, is ROAS stable? Is CPC stable? Use those two numbers to diagnose what to fix
If both are breaking, kill the ad today — don't wait for "one more day of data"
Raise winning budgets in 20–25% increments every 24–48 hours, not in big jumps
Source: Alex Fedotoff
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TikTok shop
Most TikTok Shop products fail before the first video.
The product is the ad on TikTok. If it's not the right product, no amount of creative fixes it.
Helium 10's Scale Stories series breaks down 5 filters for what makes a product work on TikTok Shop. They call it "TikTok ability." Here's what actually matters:
1. Demonstrability - The product has to show well in video. Before/after, transformation, unboxing — something visual happens when someone uses it. If you can't show it working in 30 seconds, it's the wrong product.
2. Solves a problem - TikTok is a before/after platform. Viewers need to see the problem and the solution in the first few seconds. If the value isn't that clear, it won't convert.
3. Price point: $30–$50 - This is non-negotiable. TikTok Shop buyers are deal-oriented. Above $50 and you're fighting friction. Below $30 and your margins disappear once you account for platform fees and fulfillment.
The other two filters (unique attributes, passionate niche audience) help — but you can't skip the three above.
One more thing from Ryan, who's done millions on TikTok Shop: one product, one specific audience, one marketing angle. The brands that go broad don't convert. The brands that say "this is for people who do X" — the algorithm finds those people.
Action Summary:
Run your current or planned product through the 3 non-negotiables: demonstrable, solves a visible problem, priced $30–$50
Define your one specific audience before you film anything — don't market to everyone
If your product doesn't clear all three filters, find a different product before spending on creative
The best marketing ideas come from marketers who live it. That’s what The Marketing Millennials delivers: real insights, fresh takes, and no fluff. Written by Daniel Murray, a marketer who knows what works, this newsletter cuts through the noise so you can stop guessing and start winning. Subscribe and level up your marketing game.