01 — The short version
Good to have you here.
I've spent 8+ figures on Meta ads over the last 6 years scaling consumer brands with paid funnels. We only work with brands doing $50k+ per month, and we focus on two things: creatives and funnels.
The testing structure, the campaign architecture, the AI workflows — all of it exists to serve those two things.
02 — How I think about ads
Not every ad needs the best ROAS. It needs to do its job.
One winning ad is a myth. The funnel wins.
The MOF ad that converts wouldn't exist without the TOF ads that created the demand. TOF creates it, MOF captures it. When you make decisions on the whole funnel instead of hunting for a single winner, the account gets stable enough to scale.
Structure beats vibes.
ABO for TOF testing, CBO for MOF and BOF evergreen. Winners on their own bid caps, losers on theirs. Every campaign has one job, and every ad has a job inside that campaign.
Pattern interruption is where it starts.
The average person scrolls 4–5 hours a day on FB and IG. You have 1.5 to 3 seconds to freeze a thumb. The hook either hijacks attention or it doesn't — everything else happens after that.
Iterate formats around winners.
Same angle, new format: skeleton, claymation, song, whiteboard, talking head. Format testing on an already-good performer is how winners become machines.
AI creatives scale. Strategy makes them work.
The tools — Claude, Kling, ElevenLabs, Nano Banana — are cheap and getting cheaper. The scripts, the briefs, and the funnel they plug into are what actually move the numbers.
03 — The daily sauce
No gatekeeping.
I drop breakdowns of what's actually working — hooks, AI video workflows, ad account structure, and funnel examples from real accounts. If it's moving the numbers, I'm sharing it.