Building a multi-million dollar DTC brand.
Michigan, USA 🇺🇸
Joined January 2024
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Halloween drop was a success. Just ordered a bunch of new Christmas designs.
One of the best parts about selling a product you can put just about anything on is the endless opportunities to get creative and keep things fresh.
Currently launching as many creatives a day that I can for the brand.
Everything is going into my CBO per product adsets.
Dropping in founder ads and TikTok style ads with a hook as text.
These have been working the best for my brand.
Guys, idk about you. But you’re missing out!
RELATED MEDIA. With Meta Ads.
It has made me -100k profit in the past few days!
One of the best features ever released!
Anyone can run an ad acct tbh.
Just need high quality ads G.
Ads with actual intent.
So many conflicting views on how things should be done on this platform.
Mainly meta ads.
Really all you need to do is trial and error and learn for yourself.
There is no magic sauce.
Something may work for someone else and not you.
420k on the new brand in the 6-7 months.
Concept is totally proven.
One product. Hats.. and a few other filler products as upsells.
Different designs of the same style hat.
Over 20 SKUs now.
How do I take this to the next level via meta.
Currently running one cost cap cbo.
Some hats get starved for sales.
Testing all ads in new batches.
Ads seem to spend best when it finds a cool hat. Not necessarily good ad at all.
Lmk thoughts if you have em! ❤️
I LIKE TO THINK I AM GOOD AT RUNNING META ADS.
BUT SOMEONE OUT THEIR IS WAY BETTER THAN ME.
I THINK I NEED TO OUTSOURCE AND FOCUS ON CREATIVE AS THE FOUNDER.
IDK MAN, THE AD ACCOUNT FUCKING STRESSES ME THE FUCK OUT, AND THERE IS NOT REASON.
Spent ~$67k on one Meta cost cap scaling campaign since April 30.
My break-even ROAS is only 1.3, so overall it's been a great campaign.
One thing that's been interesting though...
For a while, I could drop a new creative into the campaign and it'd immediately start taking spend. If one product sold out, I'd pause that ad set and another product would naturally pick up the budget. It was almost effortless.
Then... it just stopped.
I wasn't finding new winners anymore, so I built out a separate ABO testing campaign.
Now I can consistently find winning creatives in ABO, but I burn a decent amount of testing spend, and when I move those winners into my main cost cap CBO... they rarely scale the way I'd expect. They'll perform at a small budget in ABO but struggle to take meaningful spend in the scaling campaign.
My main cost cap is still set at a $23 CPA.
At one point it'd happily spend my full "inflated" budget (which was only around $1,500/day anyway). Lately, it's slowed down quite a bit.
Because of that, I'm even testing a Highest Volume campaign alongside it. Not something I'd generally recommend because of audience overlap, but sometimes you have to test ideas instead of assuming you already know the answer.
The biggest lesson I'm taking away:
It always comes back to creative.
Not just more creative—but better creative. Creative built with actual learnings and intent behind it.
Ironically, I've always told people not to overcomplicate Meta... and here I am doing exactly that.
I think I'm about ready to simplify everything again. One scaling cost cap campaign, potentially removing the dedicated ABO testing campaign, and just feed the cost cap machine with better creative and minimum spend limits.
Curious if anyone else has gone through a similar phase or sees something I'm missing. Always open to being wrong and looking for constructive criticism.
Anyone else that runs cost cap cbos…
Do you get 10-20k spend out of one creative and it is just dead?
Seems like right now as I’m testing to find new winners, my main creatives die out and shit just stops spending.
Like not even spending 1/10 of the budget.