Dillon Richardson

At most companies I worked at The ad team and the website team were different teams. Different departments. Different agencies. Different priorities. The ad team optimizes for performance. The web team optimizes for performance. However nobody optimizes for the handoff between the two. That's where performance leaks.

@benradack Do you also check ad-page alignment?

Last month I launched over 100 ads for a new client with a broken account. Practically zero testing going on. All their top ads were fatigued. Account was bleeding. Here's what I did. I organized all their untested ads by creator. Then launched an ad set per creator. Some ad sets had 20-30 ads in them. I don't advise doing this when things are working. Normally I test one angle per ad set, 3-4 ads max. But this account needed winners fast.. So we relied on Meta's algo to sort through them. Marble block style. → Meta picked its favorites in each ad set within a few days → We pulled those winners and got them into scaling → The fatigued ads finally had replacements Worked like a charm. Found winners quickly without waiting weeks for structured tests to play out. When your account is on fire you don't have time for one variable tests. Batch it. Let Meta pick. Find what works. Then go back to proper testing once things stabilize.

@adamtaylorl …or the landingpage killed the ads.

If your ads die after 5 days, you don't need better creative. You need better research. The ad didn't fail. The angle did.

@aporiabuilds Try it yourself: adalign.io

@DVRichardson Can you show us some examples

how to make ads that can do 5x ROAS Make ads that people don't realize they are ads

Alignment checks before you launch any paid campaign: 1. Does the LP headline mirror the ad headline? Word for word is ideal. 2. Is the offer on the page the same as what the ad promised? 3. Does the hero image match the ad creative's visual style? 4. Is the CTA above the fold and using the same language as the ad? 5. Does the social proof match the audience segment you're targeting? 6. Is the page load under 3 seconds on mobile? Most campaigns fail #1 and #2. That's not a creative problem. That's an alignment problem.

Client: "The creative is fatigued." No. Your landing page never matched the ad in the first place. You just got lucky with the first audience. The second one actually read the page.

My first startup mistake wasn't technical. I built for months. Polished every feature. Wanted it to be perfect before showing anyone. By the time I launched, I had a beautiful product and zero users. I also went way too broad. Tried to serve everyone. Served no one. With AdAlign, I'm doing the opposite: — Narrow niche (performance marketing agencies) — Selling before building — Shipping ugly, getting feedback, iterating Perfection is a trap. Feedback is the product.

How most agencies work: Ad team makes ads. Web team makes pages. Nobody checks if they match. How the best agencies work: Score the alignment between ad and page before spending a single euro. The difference is 20-30% of your client's budget.

@isumitallup Two worlds

X is the worst place to judge how far ahead you are. You're comparing yourself to the top 1% of the top 1%. People who: • Live online • Post daily without fail • And have been doing this for years Step outside. Go talk to your neighbor about AI. About building a personal brand. About making money online. Dude will look at you like you just explained cold fusion. You're not behind. You're surrounded by overachievers and somehow convinced yourself you're the slow one.

@lorenzo_pravata True + make sure your landingpage aligns with your ads.

An average person sees 1000 ads a day. You think they can’t tell your ad is an ad. Stop with the cheap UGC vids. Start using stealth creative formats in order to scale.

@teachingsX Check your ad-landingpage alignment. Often overlooked.

Zuck has been a very BAD boy lately 😡 Where did my 2.3 ROAS go?!?!?! Fuck meta ads 😡😡😡😡

@TheGeorgePu A flexible mind is something AI cant automate away.

The most underrated advantage right now is flexibility. Not financial flexibility. Identity flexibility. The ability to stop chanting something you no longer believe just because you've been saying it for years. SaaS founder. Bitcoin maximalist. Engineer for life. Most people would rather be wrong and consistent than right and uncomfortable.

@wearetheselect Great framework. The one layer I'd add: the ad-to-page flow. Right channel, right audience, wrong landing page experience. It's where conversions quietly die.

Here's something that took me a long time to understand running $400M in spend across all platforms: Traffic problems are almost never random. There is always a source. A channel that moved. A send that missed. A campaign that started pulling bad traffic. A feature that broke on the website. The mistake most brandsmake is jumping straight into the ad account and starting to optimize. Half the time the ad account is fine. The issue is somewhere else and it's pulling everything down with it. The discipline is to zoom out first. Pull the traffic view in GA. Go channel by channel. Identify what moved and what didn't. Then, and only then, go into the relevant platform to diagnose further. Top-down diagnosis. Every time. It saves hours and it saves you from making optimization decisions based on the wrong data.

@roasroi The data backs this up hard. We've been scoring ad-to-landing page alignment and the average mismatch is brutal. The ad says one thing, the page says another, and the visitor bounces. Nobody owns that gap.

consistency is extremely important ad -> lander -> offer should all have the same key points if ad says 10% discount, the lander says 15% and the offer say 12% - customer will lose any trust in your offer and bounce trust is one of the most important aspects of an online sell of any kind form fill, purchase, call the lead has to be in this funnel, has this tunnel vision of a deal or an outcome and the road that you lead it through has to be smooth ride, no bumps

@thedennis Most teams have an ads person and a landing page person and nobody owns the gap between them. That's the conversion killer. Built a tool for exactly this.

Your ad got the click. Your landing page lost the sale. The funnel is only as strong as its weakest point.

Your ad promises something specific. Your landing page says something different. The visitor gets confused. They bounce. Your CPA goes up. You blame Meta's algorithm. The algorithm wasn't the problem. The mismatch was.

@Sebastianb0527 Per engaged session. So make sure your ads and landingpages align!

How much should a media buyer be paid?

@naval A year ago I prioritized sleep and followed my whoop data religously. Now I combine Vibe Coding with Vibe Sleeping and am happier than ever.

Vibe coding is more addictive than any video game ever made (if you know what you want to build).

@adamtaylorl How are you checking ad to page alignment?

Ecom brands panicking about low ROAS We have clients with 6x targets. We have clients with 0.6 targets. Once you truly understand your numbers, scaling becomes easy