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Happy Tuesday.

We are excited to announce a super fun, 10-day creative challenge in this issue. Keep reading to discover what it’s all about!

In today’s newsletter,

  • 10-day ecom creative testing blueprint

  • How has this ad been crushing it for 900+ days?

  • Why July is the breaking point for ecom brands on tariffs

This issue takes 3 minutes to read.

Let’s dive into it👇

Creative challenge

10-day ecom creative testing blueprint

Over the past few months, I’ve been having the exact same conversation. Brand after brand, spending $50K+ monthly, all saying the same thing:

"CAC is through the roof. Nothing's working anymore. We've tried new audiences, new offers, new landing pages..."

But here's the thing, their strategy hasn't evolved with changes on the platforms.

Ad platforms have changed the rules.

In the past, ads won through precise targeting — demographics, interests, behaviors. 

Now, thanks to AI and iOS 14.5, Meta, Google, and TikTok all use your creative as the primary targeting signal.

  • Meta ASC doesn't care about interest stacks or lookalikes

  • Google PMax is trained entirely on your assets

  • TikTok Smart+ optimizes based on in-ad engagement

So when your creative lacks variety, signal clarity, or iteration cadence... You're not just weakening performance, you're making it harder for the platform to find the right customer.

Every time I audit an account, the same pattern emerges:

Brands Struggling to Scale

Brands that are Winning

❌Monthly "drop" of 3–5 hero creatives

✅Weekly creative drops (8–12 concepts across formats)

❌3+ week production and approval cycles

✅Rapid iteration cycles (new concepts live within 5–7 days)

❌Media buyers test assets reactively, not strategically

✅Dedicated testing budgets with clear graduation benchmarks

Let me now show you how our system played out for a luggage brand spending $50k a month

We installed our creative testing system:

  • New creatives every 7 days (not 30)

  • Broad targeting only

  • Let Meta find the audience through creative signals

  • Fast iteration on winners

30 days later: 22% CAC drop. Same budget, same offers, just weekly creative drops.

Now that you've seen what the system can do, let me tell you what it is…

  • 4 Source Idea Generation 

  • Format Matching

  • Rapid Testing

  • Scale and Repeat 

So I’ve created a 10-part series on scaling Meta ads for you.

In this 10-day blueprint, you’ll get:

  • DAY 1: Creative is the New Targeting

  • DAY 2: Customer Feedback Mining

  • DAY 3: Competitor Creative Analysis

  • DAY 4: Product Deep-Dives

  • DAY 5: Trending Moments

  • DAY 6: Mapping Ideas to Personas

  • DAY 7: Turning Ideas into Ads

  • DAY 8: Creative Testing Process

  • DAY 9: Scaling Winners

  • DAY 10: The Weekly Creative Engine

Tomorrow we kick off with Day 1: Creative is the new targeting — why the platforms changed the rules and what most brands still don't understand.

Hit the button below to enroll, and you’ll get one email a day for the next 10 days👇

Enroll now

See you tomorrow,

– Sai 

Ad breakdown

How has this ad been crushing it for 900+ days?

There are 2 golden rules this ad follows 

  1. Show, Don’t Tell

  2. Make it a sensory experience

A classic way of showcasing their knives in combination with ASMR style audio makes this video soothing & satisfying to watch even if you aren’t into kitchen knives.

👉Watch the ad here

Tariffs

Why July is the breaking point for ecom brands on tariffs

If your COGS ticked up in July, it’s not random. Most brands just started selling tariff-hit inventory.

👉Check out the discussion

Have questions or feedback? You can write to [email protected]

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