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Table of Contents

• Marketing News

  • Best Way to Increase Your eCommerce ROAS — Even with Low Margins

  • CPMs aren’t the problem—your strategy is.

  • how to run winning ads for your newsletter.

  • How to build an AI Creative Strategist that 100x's your brain power.

  • Scale your brand

Become a celebrity

1. 𝗖𝗥𝗘𝗔𝗧𝗘 𝗔 𝗡𝗔𝗥𝗥𝗔𝗧𝗜𝗩𝗘

Most companies just market the product (or even worse, features):

- marketing attribution
- intent data / signals

Only a handful of B2B brands figured out how to capture an outsized share of voice in their category (the only way to grow market share).

Those that have - market the problem, not the solution.

So, I would zoom out and stake my claim to the underlining, grand problem we're actually solving:

- marketing being treated as sales' errand boy
- inefficient go-to-market, shooting in the dark

Then, I'd squeeze my founder's strong POVs around this grand problem, look for the data that supports it and create a strategic narrative.

I'd keep it short & simple: good narrative can be told in 3 sentences.

2. 𝗗𝗜𝗦𝗧𝗥𝗜𝗕𝗨𝗧𝗘 𝗧𝗛𝗘 𝗡𝗔𝗥𝗥𝗔𝗧𝗜𝗩𝗘 𝗢𝗡 𝗟𝗜𝗡𝗞𝗘𝗗𝗜𝗡

If you have a strong narrative and POV, you can talk about it from dozens of different angles.

So that's what I would do from founder's LinkedIn profile: distribute our narrative.

Zero focus on the product, just keep hammering down on the grand problem and our ideological solution (not product).

Simple content production flow:

- publish text-only content first
- turn top performing text content into talking-head video

3. 𝗔𝗧𝗧𝗘𝗡𝗗 𝗔𝗟𝗟 𝗠𝗔𝗝𝗢𝗥, 𝗥𝗘𝗟𝗘𝗩𝗔𝗡𝗧 𝗘𝗩𝗘𝗡𝗧𝗦

Identify 3-10 major events with high ICP-density. Buy 3-5 tickets for each (founder, me, video crew, maybe Sales).

If you sell to e.g. founders & marketers, Wynter Spryng & SaaStr are a must.

4. 𝗕𝗘𝗙𝗢𝗥𝗘 𝗧𝗛𝗘 𝗘𝗩𝗘𝗡𝗧

I'd use Clay to scrape contact info of all speakers and sponsors.

1. Then I'd upload the list and run LinkedIn thought leader ads:

- founder's talking head video
- no CTA, just distribute the narrative

2. Then I'd figure out Google search terms attendees might use:

- hotels near [venue location]
- flights to [venue city]
- [event name]

I'd run Google ads designed for zero clicks to keep the spend low. Once again, the goal is to distribute the narrative, not get clicks.

These 2 should give us 70-80% attendee coverage.

5. 𝗗𝗨𝗥𝗜𝗡𝗚 𝗘𝗩𝗘𝗡𝗧

The goal at the event is to:

- Co-create content with ICP (short casual interviews around the grand problem)
- Have as many off-camera conversations with relevant people (industry big names, ICP)

6. 𝗔𝗙𝗧𝗘𝗥 𝗘𝗩𝗘𝗡𝗧

Now it's time to:

- Send interview recordings to everyone we talked to, with clear posting instructions/templates (remove all friction for them)
- Identify folks with a decent audience and ask them to be a guest on their podcast
- Launch our own podcast and invite the rest as guests

Drown our entire space in our message.

CPMs aren’t the problem—your strategy is.

Remember, CPMs are high for one of two reasons...

1. You're content sucks and no one wants to watch it (remember, Meta's #1 goal is to keep users on their platform)

2. You are targeting a highly competitive audience (not "button push" targeting, but content & objective targeting)

If you have a combination of the above two, you're in real trouble.

But while advertisers love to complain about CPMs and act like it's something completely out of their control, it's really not.

If you create content that is engaging and has a post click experience that is high quality and delivers a good product on an easy-to-shop site. You'll have lower CPMs.

I recently saw this with one of my clients who's CPMs were consistently above $100.

We focused on getting better quality content and improving our acquisition offer, and in a little over a week, we dropped them down by -16%. But did we care about the CPMs?

NO! We were too busy looking at the +171% increase in ROAS and +98% increase in spend!

So yes, CPMs can be annoying. But don't use them as an excuse as to why your ads aren't working. Use them as information to guide you to creating better content and offers.

how to run winning ads for your newsletter.

Here’s what I found interesting

Short form text overlays work.

Simple text overlays in videos are powerful for grabbing attention and calling out your ideal subscribers.

More followers ≠ better ads.

Just because a creator has a big audience doesn’t mean they’ll convert for you.
It’s not about reach it’s about relevance.

People buy from people they relate to.

Think about your audience.
Who represents them best in your ads?
The right creator can make all the difference.

Blend in, don’t stand out.

Ads that look like ads get ignored.
The best performing ads feel organic like something your ideal customer would already see on their feed.

Always be testing.

When you find a winning ad, don’t lose momentum.
Feed Meta new ads constantly so you’re never relying on just one.
Take the same script, try different creators, and keep iterating.

Keep asking

What’s working? What’s not? What can we improve?

Google Ads just flipped the script.

They’re running different auctions for each ad location. That means your top-of-page bid is playing a whole different game than your bottom-of-page bid.

So what?

This is BIG because:
1. You can’t assume a high bid will automatically win top placement.
2. Performance could vary wildly between positions.
3. Google is shifting even more control behind the curtain.

Now, here’s where most advertisers will freak out. They’ll throw their hands up and say, “Ugh, Google’s making it impossible to optimize!”

But not you.

You’re smart. You’re adaptable. You know the game just changed—and that means new opportunities to test, optimize, and outsmart the competition.

Here’s what to do:
• Check your bid strategy—automated bidding might not be adjusting the way you expect.
• Monitor performance by ad position—not just overall results.
• Test different bids to see where your sweet spot is now.

Change isn’t the problem. How you respond to it is.

Want to scale your brand?

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