$100M+ in sales. Scaling brands to 8 & 9 figures through meta & google ads.👇
Joined March 2025
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Tomorrow, Meta changes who pays for its AI's mistakes. You do.
Starting Oct 30, Meta's updated Commercial Terms make the advertiser solely responsible for anything its AI features create or change in your ads — including the features Meta switches on by itself.
There's no opt-in screen. If your ads are still running Friday, you've accepted it.
So today is the day to do three things in your account, in this order:
1. Screenshot the creative each live ad is actually delivering. Not the asset you uploaded — the variant your customers are seeing.
Get the date in the shot. That dated screenshot is your only proof of what was running before the terms changed, and it only counts if you capture it today.
2. Open Advantage+ creative enhancements on every live ad.
Turn off anything that can invent or stretch a claim: generated headline and text variants, image rewrites, AI-generated images, sitelinks, translations.
If an AI variant could add a discount you never offered, a guarantee you never made, or a result you never claimed — that's your liability from Friday, not Meta's.
3. Log one line per ad: ad name, which enhancements were on, which you turned off, screenshot taken or not.
Two minutes of notes is the difference between "we audited before the flip" and "we think we did."
Don't waste today re-checking yesterday's product-browsing flip — that one's already live and can be changed anytime.
And screenshot instead of editing where you can: edits send a live ad back through review, screenshots don't.
You need to take action on this meta update! Especially if your catalog is not updated/optimized.
Step 1 turn it off
Step 2 optimize your catalog as meta will find a way to turn some back on so then you’re covered
Meta flipped a switch on your ads today.
As of this morning, product browsing is ON by default on existing Facebook and Instagram ads.
Someone taps your ad and instead of landing on your site, they can land on a product page Meta builds inside the app — your catalog's prices, images and descriptions, plus "suggested items" that can walk your buyer straight to a cheaper competitor.
Here's exactly what to do in your account, starting today:
1. Before you touch anything, record your baseline. Link clicks, landing page views, sessions, purchases, AOV — per campaign, last 7 and 30 days.
Browsing went live today, so by tomorrow the "before" picture is gone. Without it, you'll never separate what this change did from Black Friday noise.
2. Open every live ad. Go to Advantage+ Creative → Destination settings and check whether product browsing is on. It's per ad, not account-wide — there's no bulk opt-out, so you have to look at each one.
3. Decide ad by ad. Leave it on only where your catalog page is accurate and the suggested items don't undercut you. Turn it off anywhere your own landing page does the selling — the guarantee, the proof, the offer stack. That's most hero ads for most brands.
4. Audit the catalog in Commerce Manager. Whatever price, image or description lives there is now the first thing a shopper sees. A stale price in your catalog just became your storefront.
5. Do the edits off-peak. Changing a live ad sends it back through review. Don't put your best ad in review at 10am on a selling day.
Then the second deadline, Friday Oct 30:
Meta's new Commercial Terms make YOU solely responsible for anything its AI features create or change in your ads — including features Meta turns on itself.
So before Friday, screenshot the creative each live ad is actually delivering, and kill any Advantage+ enhancement that can invent claims — discounts, guarantees, timelines, results. If Meta's AI writes it, you own it.
Rule: every platform default is a decision someone else made for your account. Audit the defaults the week they ship, not the quarter after they cost you.
stop selling $40 gummies
everyone on here is fighting over the same 3 supplement angles with the same AI faces
i sell a device that costs more than a car payment and it's the best decision i ever made
here's the high-ticket playbook nobody posts:
PRODUCT
pick a problem people already spend thousands on
hair loss, sleep, skin, pain
find the device version of the fix
clearance or clinical backing is your moat, not your ad account
cheap products need cheap clicks.
expensive products need trust
TRUST
founder on camera, not a stranger
real customers, month 1 vs month 6
show the box, the manual, the warranty
answer every objection before the comments do
OFFER
payment plans. non negotiable
long money back guarantee
"$3 a day" beats "$899" every single time
ADS
2-3 min videos and advertorials beat 15 sec hooks when the price is high
nobody buys a $700 device on the first touch. retarget like your life depends on it
MATH
at $50 an order you need 1,000 orders a day for $1.5M/mo
at $700 an order you need 70
same revenue. a fraction of the boxes to ship and tickets to answer
if you're still racing to the bottom on price that's on you
comment "TICKET" and i'll send you the advertorial structure i use to sell a 4-figure product off cold traffic (must be following)
Ps this is not auto send so give me some time to check and send to you. I’m on here 1-2 times per day in between running several brands. ✌️
My wife just looked through my phone..
No girls..
Just screenshots and video recordings of ad concepts I’m sending to my CS team..
The addiction is real.. lock in
If you’re not doing this you’re literally cooked..
Founders, if you don’t have time to do this, hire a CS or VA who can do it for you.
If you are in any way involved in the creative process in ecom you need to be doom scroll maxxing
If you aren't and you simply rely on copying competitor ads or solely relying on direct response principles you will simply not be able to compete
You need to know what organic formats are trending
Topic trends across Tiktok and IG
what the latest buzzwords being used are
Trending audios
And in general just have a feel for the culture
The ads that perform the best usually blend seamlessly into the organic feed
And the problem is trends move quick
So that format that was scaling last month is not guaranteed to work as well this month
Being on the edge of this stuff is where the alpha is
By the time people have swiped our new ads and copied them, we've already scaled them and moved on
There of course are formats that last for a long time.
ad formats that tend to last the longest with paid media are the ones that remain eternal on the organic feed (yappers for example)
The reason that format has always and likely will always work well with paid media is that it has always and will always be a top organic format
So when people come across a paid yapper they don't automatically assume its an ad because such a high percentage of their normal feed looks the same. So their is no yapper = ad association
Other formats like song ads, I'm not so sure will last so long
You don't see this format on the organic feed, so soon people will just associate this format with ads. Which means soon enough as soon as they see it, they will just scroll past
And this is why it's key to early with these formats, because if they aren't an eternal format like a yapper the window of opportunity will be very small to scale them before they just get associated as ads in the users mind
The most dangerous month in ecom is your first really good one.
A spike feels like a new baseline. It isn't. It's a spike.
Founders hire against it, sign against it, raise their own draw against it — fixed costs all set at peak altitude.
Then the month reverts to normal, because it always reverts, and now the business is carrying peak-month expenses on normal-month revenue.
Hire against your worst recent month.
Spend against your average. Bank the spike.
Celebrate a great month in cash, not commitments.
Your ads aren't why you can't scale.
Your math is.
Take two stores spending the same $1,000/day:
Store A: $40 AOV, 60% gross margin. That's $24 of gross profit per order to buy a customer.
Store B: $100 AOV, 80% gross margin. That's $80 per order.
Store B can pay three times more for the same customer and still win.
Same ads. Same creative. Different economics.
This is why some brands look "unstoppable" in the auction. They're not better media buyers.
They're playing with a bigger pile of chips on every hand.
And it's why low AOV is a trap: at $30–40 AOV with thin margins, almost nobody scales far — unless subscriptions are carrying the backend and the first order is allowed to break even or lose.
Before you touch another campaign, answer this:
How much gross profit does ONE order give you to acquire the next customer?
That number decides your ceiling.
Everything else is tactics.
What's yours — and be honest, do you actually know it?
Every Q4 guide tells you to flip your budget:
80% cold / 20% warm becomes 20/80 in Q4. Almost nobody tells you WHY the warm traffic converts…
A repeat buyer costs $40 to land. A new buyer in peak season: $100. That $60 gap is your entire Q4 strategy…
Discounts train your best customers to wait. Risk removal gives them a reason to move now.
Your 20% off sale isn't urgency. It's a confession that nobody wanted it at full price.
Real urgency: a reason to buy NOW that isn't a discount. A bonus that disappears. A price increase with a date on it. Genuine scarcity.
Discounts train customers to wait. Urgency trains them to act.
When's the last time you bought at full price because you were afraid of missing out?
we cleared 14k unengaged buyers off our list last week.
monday open rated doubled. yesterday sales were up 30%.
your esp doesn't care if those 14k are dead weight. they still bill you for the send. your inbox providers do care, and they'll send you into the promotions tab for it.
stop hoarding your sub count because it looks good in a screenshot. a smaller, more engaged list will win every single time.
biggest mistake i see in ecom?
everyone's out chasing the next winning product. i'm not looking for that. i'm looking for products people come back and buy again.
anyone can copy your product. a guy can screenshot your listing and have it live in a week.
what he can't copy is customers who already trust you enough to buy twice.
that's the actual moat. products expire. repeat buyers don't.
approval rates are the most expensive number that almost nobody at $100k/month is tracking
here's what i mean
at $100k/month you're processing somewhere between 2500 and 4000 orders a month depending on your AOV
if your payment approval rate is sitting at 91% which is not unusual and not something most stores even know off the top of their head
you're losing somewhere between 225 and 360 orders every single month to declines
not to bad products
not to weak creatives
to payment infrastructure that was never optimised
at a $50 AOV that's between $11,000 and $18,000 a month in revenue that the ad spend already paid to acquire
the customer saw the ad, clicked, went through the funnel, made the decision to buy
and then the processor said no
and in most cases they don't come back
i've seen stores go from 91% to 94% approval rate through processor routing alone
no new creatives, no offer changes, no media buying adjustments
just fixing something that was silently leaking revenue every single day
at $100k/month a 3% improvement in approval rate is real money
at $500k/month it's a different conversation entirely
most stores find this out by accident
usually when someone who's operated at scale looks at their setup and asks why they're only running one processor
