⏤ Journal
Plays we ran. Things we got wrong. The week's interesting numbers.
FEATUREDThe most common Reddit thread in r/FacebookAds: ‘CPMs are insane, what’s working?’ The honest answer almost nobody wants to hear: it’s your ads.
UGC · Apr 2026 · 6 min read
Why creative is the new targeting (and what that means for your D2C budget)
Meta and Google’s targeting tools have collapsed into broad + signal loss. The lever that still works is the one most teams under-invest in: creative volume and variance.
Performance · Apr 2026 · 8 min read
ROAS dropping? Run this 6-step diagnostic before you panic-rebuild the account.
Before you nuke your campaigns, work through this checklist. 9 times out of 10 the answer is one of these — and 8 times out of 10 it isn’t the algorithm.
Case Studies · Apr 2026 · 6 min read
Boldfit: 50 videos a month to kill creative fatigue
Boldfit was already running at 3.4× ROAS — but daily spend was high enough that every winning ad fatigued in days. Their previous agencies couldn’t keep up. We took over the creative pipeline and now ship 50 videos a month. Fatigue stopped happening.
Performance · Apr 2026 · 9 min read
Scaling past ₹5L/day on Meta without breaking unit economics
The ‘scaling wall’ that almost every D2C brand hits between ₹3L and ₹6L/day in spend is real — but it isn’t the algorithm. It’s a creative pipeline that hasn’t kept up.
UGC · Apr 2026 · 9 min read
The 7 UGC hook frameworks that consistently convert for lifestyle brands
A working library of opening lines and visual setups that we’ve seen scale across categories — fitness, wellness, fragrance, fashion. With examples and what each one signals.
BLUE TEACase Studies · Apr 2026
A national TV moment gave Blue Tea the kind of inbound spike every D2C founder prays for. At their existing creative throughput, the wave would have faded in weeks. We built multiple creative pipelines in parallel and kept the momentum going for months.
FUEL SHOESCase Studies · Mar 2026
Stuck at 3.1× ROAS and shipping too few creatives. Fuel Shoes moved onto a 20-videos-a-month plan — ten angles, two cuts each — and let raw, honest reviews do what polished product films couldn’t.
UGC · Mar 2026
Format diversity matters more than ad volume. If you’re running 30 ads in one format, the algorithm sees 1 ad. Here are the 5 formats we keep on rotation across every account.
HOOFERSCase Studies · Mar 2026
Hoofers came to us without a marketing engine — no campaign structure, no creative pipeline, no creator roster. We built the whole performance stack from scratch and brought the brand to a steady 4.1× ROAS.
Performance · Mar 2026
Most teams kill ads too late. A small group kills them too early. Here are the specific signals we use to make the call — and the rule we use when the signals disagree.
UGC · Mar 2026
These are not the same thing. We treat UGC as performance creative, and influencer as awareness — and we run them on different timelines, with different KPIs.
Case Studies · Mar 2026
Sustainability ads usually preach. Reistor’s audience didn’t need preaching — they needed proof. We rebuilt the creative system around touch, drape, and the founder’s voice.