Mason Littlejohn

Here's a question I get on almost every call. "There are 8,000 things I could test on this one concept. Headline, image, message, sub-headline. Where do I even start?" My answer is a constraint. You get four ads. That's it. Four versions of the ad, max. Ideally one to four ads per ad set. If you're running $25 to $50 a day per testing ad set, that's all the budget can support anyway. And only one thing changes between them. Keep the image, swap the headline. Or keep the headline, swap the image. Change two things and you can't tell what worked. The reason this matters more now than ever is AI. It's so easy to say "give me 30 variations" and launch the whole pile. Don't. That's not testing.You end up spraying spend across 30 guesses and learning nothing. Test with intention. Which versions do you actually believe will work? Based on your reviews, your DMs, the comments on your ads, your gut. Make only those. Skip the ones you're already doubtful about, because you were right to doubt them. Stop trying to test a million things at once focus on testing with intention only.

10x your speed when you're rolling through Meta ad accounts

Most brands retire a winning ad the moment it fades. Performance drops, they turn it off, and they go hunting for the next brand-new idea. That's leaving money on the table every single time. A winning ad proves one thing. The message hit. The problem was real. The timing was right. None of that goes away because Meta got tired of the same pixels. So remake it. Change the colors. Make the text bigger. Swap the background. Throw some fall imagery behind the flat lay. Get a new actor.Keep the message, refresh the look. One of our brands is on at least the second or third version of the same moth-trap ad and it just keeps hitting. Lightning doesn't just strike twice. It'll strike 20 times in a row if you keep rebuilding the rod. Here's the discipline though. When you remake it, mimic the original closely. Same text placement, same sub-headline, same structure. If you change 10 things and it flops, you didn't test the concept, you built a different ad. Match as much as you can so there are fewer variables and you actually learn something. Before you brainstorm anything new this week, open your ad account and sort by all-time spend. Those top five ads are your remake list. Then get back to the drawing board. That's the whole game, week in and week out.

Here's why most brands kill their best top-of-funnel ads. They grade them on CPA. A cold ad reaching new people almost never shows a great CPA up front. Those purchases land in your retargeting and bottom-funnel campaigns later. So the ad looks like a loser and gets turned off, right as it's filling the funnel. You need different metrics for different jobs. For upper-funnel ads I look at cheap clicks, cost per add to cart, cost per checkout, cost per email signup, and two that almost nobody watches. Cost per content view. How much does it cost for someone to view a product on your site? Under a dollar is good. Twenty cents is excellent. That means people are clicking through and actually browsing. Cost per search. If someone lands on your site and searches for something specific, that's extremely high intent. Think about Google search, people only search when they're close to buying. Same thing on your site. A low cost per search means that ad is sending you a high-quality audience. The goal of a cold ad isn't the sale today. It's getting people into your funnel in a meaningful way, at a cheap price, so the rest of your campaigns can close them. Carve out a small slice of budget, say 3 to 5%, for ads that drive these metrics even if CPA looks soft. Then watch your other campaigns pick up. That's the feedback loop that scales the whole account together.

Someone on a call this week asked if they should build a dedicated landing page for a new ad. Fair question. I looked at their account. Their personal campaign was ripping, everything going to the product page, and crushing. So my answer was, why? Landing pages have a place. When you're spending enough that you've sniped all the bottom-of-funnel buyers and every budget increase stalls, you have to go up the funnel. That's when a page that educates cold people starts earning its keep. But if your PDP is ripping, you haven't capped out. And every hour you spend building a landing page is an hour not spent making creative, which is what's actually driving your results. Plus you introduce a mess of variables. Do I test to the PDP or the landing page? Would that ad have hit if I'd sent it to the PDP? Now you're second-guessing every result. Here's the proof it's a future problem. One brand that graduated the program, Meraki Medicinal, did $1.5 million a month sending everyone straight to the PDP. You'd think a product like that needed a landing page. The PDP did the job. Get your product page as good as a landing page first. Do more of what's working. The landing page can wait until you actually need it.

A brand owner told me this week that 90% of his spend is on AI-generated video. Profitable. Working. And quietly capping how far he can scale. Here's why. Meta knows what's AI and what isn't. The algorithm works like a For You page now, so it serves your AI creator ads to people who engage with AI content. The people who scroll past AI video? They're probably never seeing you at all. That's a whole audience you're locked out of. A real creator who fits your persona doesn't just add a new ad. It opens a new pool of people Meta wasn't showing you to before. And in a feed full of obvious AI slop, something real stands out more every month. Then it compounds. Find a real creator who converts, and now you can run partnership ads through their account. That's a whole new unlock, running your winners under their handle. Then take screen grabs from the real UGC and turn them into statics. Real statics, not generated ones. Whatever got you here got you here. Getting to the next level means doing things you're not doing now. Keep the AI running. Just stop letting it be the only thing in your account.

They say “find what you love and let it kill you” I always loved stock trading and thought I was going to be on Wall Street. But no one wanted me because I f*cked off in school Instead, I fell into media buying What I realized is that the passion can come later You need to focus on learning a high-income skill and making money For me, media buying was a 1:1 match because I was always creative and really good with numbers. Now I'm a maniac with it So grow up. Stop overthinking, learn a high-income skill, and go from there

Everyone likes to flex how they went from $0 to $10M in 10 months I've gone that fast too. With my last brand, we scaled to $100M/year in 2 years and $500M/year in under 4 years. But that's not the case for every brand We had a lot to learn with my current brand, and we didn't go from $0 to $10M in 10 months The real story is we’re almost $6M in lifetime revenue at almost 3 years in But I know it's going to be doing $100M+ a year. Our moat is huge because we've had to solve so many problems, so many little things. This is the only brand I have active equity in, and it's my moonshot play So we're not trying to be a flash in the pan Respect to any of you that do big numbers fast, but talk to me in 5 years It’s about time in the market and the ones who are in the game the longest take the lions share of the market