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Good morning,
Ultra’s marketing lead says the brand reached a $100M annual run rate in under a year.
His ad process begins with a question most brands skip: When does the thing a customer already uses let them down?
That moment gives the ad its angle. It gives the landing page a job, too.
Today we show the three-part formula, then put Ultra’s ads beside the pages they send shoppers to.
Today: We break down Ultra’s ad formula, cover five ecommerce updates, share 15 sharper Claude questions for Meta ads and apply the formula to one of your own ads.
Free Live Workshop
Your Black Friday Ad Needs Somewhere Better to Land
A good offer can still lose the sale when the ad and landing page tell two different stories.
In this free live workshop, I’ll show how to build the offer, ad angle and landing page together. We’ll draw on our breakdown of seven e-commerce brands that reached $100M in under four years, then apply the lessons to your own Black Friday campaign.
You’ll learn how to:
Build an offer with a reason to buy beyond a percentage off.
Turn that offer into distinct ad angles for different shoppers.
Make the landing page finish the argument each ad starts.
Choose the first tests to run with the time you have left.
Wednesday, November 11 · 9:00 AM Central Time
Free live session with Kaushal Pratap, founder of DTC Daily.
Bring your product. Leave with a plan for its Black Friday funnel.
Today’s Deep Dive
The Three-Part Ad Formula Ultra Used on Its Way to $100M
Ultra reached a $100M annual run rate in under a year, according to marketing lead Levi Knox. In a Sweat Equity interview, he shared the formula his team uses to find ad angles:
What customers use now → when it lets them down → why your product fits that moment better.
See what happens when you add the moment. The creatine and pet-care examples below are illustrative; the Ultra line comes from Levi.
The moment gives someone a reason to switch now.
Here’s what Ultra actually runs
A gym ad says “Better pumps. No nicotine.” Its landing page continues the workout argument: “Clean energy in a pouch” and “Ditch the pre-workout + energy drinks.”
The ad catches someone in a workout mindset. The page keeps them there and explains the replacement.
Ad: “Better pumps. No nicotine.” Page: “Ditch the pre-workout + energy drinks.”
Another ad and page speak to fasting. The ad leads with “16 hours. Zero hunger.” The page continues: “Fast longer. Feel better. Forget the hunger.”
The fasting ad and page carry the same situation from click to destination.
Same pouch. Two moments. Two different reasons to click.
What to copy
Write down what customers use instead, the precise moment it frustrates them, and why your product fits that moment. Pull those situations from reviews and customer conversations.
Then test one ad per moment. When an angle works, send the click to a page that continues its argument.
Give customers a moment they recognize, and you give them a reason to switch.
Ultra Funnel is Free to Review in Funnel Library this week
You can access the complete ad funnel of Ultra in the funnel library. Every Ad grouped by the landing page it drives traffic to.
Study how the ads and landing pages are constructed and try and replicate it for your brand.
We are seeing an increasing trend of brands making ads and landing pages very specific to different personas.
This is one of the better examples we have see.
While You Were Building
In the Headlines
Amazon opens free Shop Direct listings to eligible stores. Its new Merchant Workspace lets stores connect a product feed so shoppers can discover their products in Amazon search and Alexa for Shopping, then buy from the merchant. Check eligibility before assuming you need a full Amazon marketplace listing.
Microsoft Clarity can surface eligible store products in Copilot and Bing. Shopify and WooCommerce merchants using Brand Agents can extend product discovery into Microsoft’s AI experiences. Clarity also added a dashboard showing what supported AI agents do on your site.
Google is rolling out checkout inside AI Mode and Gemini in Canada. Shoppers can buy from eligible Canadian retailers, including select Shopify merchants, while researching products. Broader Merchant Center access is planned for next year, so most merchants should watch the rollout rather than assume checkout is live for their store.
Shopify is moving variant editing onto the product page. Plus merchants can try the new table and bulk-edit views now, with automatic opt-in on December 12. Other plans begin a gradual rollout in December. If your catalog has many sizes or colors, preview the new workflow before your team’s next large edit.
Shopify now checks product barcodes against the GS1 registry. The admin suggests which saved codes are real GTINs and lets you accept them in bulk. If Google struggles to match your product listings, review the suggestions before changing barcode types.
15 Meta Ads Questions Most Brands Never Ask Claude
You have months of ad data sitting in Meta. And you can now give Claude access to it.
So what do most people ask?
“What was my ROAS last month?”
“Which campaign spent the most?”
“What was my average CPA?”
“Which ad had the highest CTR?”
“How did this week compare with last week?”
Useful questions. But you can answer them by opening Ads Manager.
Claude can go much further. It can calculate metrics across your ads, look for patterns over time, and build an interactive report you can click through in your browser.
It can find the spend going to ads above your target CPA.
Show whether a creative format produces repeatable winners or just one outlier.
Work out whether an apparent winner still makes sense once you include product costs.
And then use those findings to decide what to make next.
Here are 15 questions to ask Claude, starting with three you can try today.
Connect your Meta data or upload an ad-level export. Give Claude your target CPA, and ask it to show the calculation behind every answer.
1. Where is my budget going wrong?
Using my last 30 days of Meta ad-level data and my target CPA, what percentage of spend went to ads above target? Show each ad's spend, purchases and CPA. Separate ads with less than twice my target CPA in spend so small samples do not dominate the answer.2. Which ads kept spending without a sale?
Which ads spent more than twice my target CPA with zero purchases in the last 30 days? Show spend and dates. Treat CPA as undefined when purchases are zero, not as zero.3. Am I funding my winners?
Plot each ad by spend and CPA for the last 30 days. Draw my target CPA as a reference line. What share of total spend went to ads below target, and how concentrated is that spend in one or two ads?Those questions tell you where your money went.
The next twelve help answer the harder question: What should you change on Monday?
This post is for Paid Subscribers
🎁 Two memberships for the price of one. 🚀 We built AI Launch Codes to help you scale smarter. We test AI tools, build workflows and write prompts so you don't have to. 🔍 Now it comes with the Funnel Library: the Meta ads DTC brands are running, each shown next to the landing page it sends people to. See what's working, then use AI to build your own.
UpgradeWhat you get:
- 🚀 2 tested AI workflows every week
- 🚀 The exact tool, prompt and steps for each
- 🔍 Access to The Funnel Library
- 🔍 Spy on all the ads and landing pages your competitors are running
- 🔍 Then use AI to build your own from them