Kurt Bullock

Creative determines targeting. And Meta “knows” how your ad will perform before it even spends. Here’s how:

@tomselecksulcer @codyplof @andrewjfaris This uses a read only connection like other analytics apps you’re used to - so shouldn’t cause any issues!

@KurtBullock @codyplof @andrewjfaris Apologies if this has been covered, does this cause any issues with the meta connection and ad/business account suspensions? Or it only reads data and can’t write so therefore no api connection needed? Thank you 🙏

CPMr is having a moment. Great to hear @codyplof and @andrewjfaris dig into it on the AJF podcast this week. Even cooler to hear Cody mention Ad Insights as a tool his team uses to track it. Cody and his team gave us really helpful feedback when we were first building this thing. We made it really easy to keep an eye on net new reach, campaign incremental reach, and more. withadinsights.com

@champagnekofi @codyplof @andrewjfaris You can run the Monthly Rolling Reach report for free on as many ad accounts as you like! There is an upgrade available but it’s totally optional.

@KurtBullock @codyplof @andrewjfaris hey this is free and i can just use it... is that right? just signed up and had a look i was going to have a go with building something for myself then i came across this tweet 😃

@cmikulin @codyplof @andrewjfaris You can choose which ad accounts (if any) to sync from the profile drop down menu.

@KurtBullock @codyplof @andrewjfaris Do the app builders get full visibility into every account? Just wonder about data privacy.

@MatthewGattozzi @codyplof @andrewjfaris you’re either in or you’re not

@KurtBullock @codyplof @andrewjfaris Bro just raw dogging it without a landing page. just straight to the meta connection. I respect it.

@codyplof @andrewjfaris Catch the full episode here: youtube.com/watch?v=FsBvaj…

@Teapreneur @jameshyujinlee You can use withadinsights.com to pull it

@jameshyujinlee How do you calculate net new

Performance has been tanking for 2 weeks. I was blaming it on Meta's outage. Macro factors. But I finally did a deep audit of our ad account. And I found the real problem. Our core campaign's frequency and CPM shot up almost 2x from last month. Higher than BFCM. Then I checked our net new customer reach report. We've been struggling to find new customers all month. Here's the context: we grew 100% last year. This year we did 50% of last year's revenue in the past 2.5 months. But we weren't taking creative swings. Just iterating on what worked. So here's the plan: 1. Complete creative refresh - persona-driven creatives, new formats we've never tested. Leaning heavy into UGC video. 2. Partnership ads - we have tons of content from our influencer program. Turning those into partnership ads. 3. Increase AOV - higher AOV means we can afford higher bids and reach new customers. What we implemented right away: → Launched target ROAS campaigns → Partnership ads already making up 30% of our ad spend It's only been 3 days. Early signs are promising. Shoutout to @PhilKiel for the educating us on CPM and net new customer reach framework. Wasn't looking at this before. And @oliverwhudson been learning a lot about persona-driven creatives from his YouTube. Back to building.

Why I'm more bullish on incremental attribution on Meta... 1. It's been the biggest way to increase new reach % incrementally in ad accounts at scale that struggle with this. 2. Revenue per visit is between 2-3x higher than standard attribution in most ad accounts I have it running. 3. New customer orders are nearly 100%. The leakage and cross over is much much lower. 4. They are less prone to performance swings. Once the system is optimized (50 conversions) it acts like a growth engine and fatigues less than standard attribution (in my ad accounts). So how do I run these? 1. In creative testing - all ads go into IA now. Why? Since Andromeda was implemented we've noticed less and less "new" traffic going to these pre-heated ads. In fact, it dropped down near 20-30% only. This obviously creates a problem, I don't know if these creatives are scalable. And the reality was, most weren't. So switching to IA helped identify more and more ads that work. BIG win here. 2. I am a massive fan of Flex Ads. A few reasons, Meta's ad retrieval systems love simplistic. Mainly because it makes it easier to digest and identify winning assets. So the more account consolidation on the ad level (where most of the work is being done) are now spread across less ads with more opportunities for Meta to find new winners. 3. IA + multiple traffic sources + flex ads = the scaling machine. We know Meta uses 50% of the creative and 50% of the LP in the ad account. Yet, most of us only optimize one of these two things. Become as diversified on your traffic sources as you are on your creative for larger wins. A few caveats: 1. Please don't switch your entire ad accounts to IA. IA works for me and a lot of my brands, but it doesn't work for all. What I've found is the following: a. If your audience has a TON of retention - test IA b. If you have an AOV above $80-90-100 - test IA c. If you have a long consideration window - test IA d. If new reach is ur probem - test IA For many ad accounts I'm still all in on 7/1/1 and 7DC via standard attribution. But for many, IA is truly the growth engine needed because it's not putting the window of time to act in a short, well, window. It's instead acting as a likely much more realisitic way that consumers on Meta are acting. I really hope other channels adopt this system next.

@Peter_Quadrel AI

NanoBanana 2 just made your static ad agency obsolete. And I just open sourced the entire tool. Drop your product page URL. It pulls your logos, product images, fonts, colors, and brand voice automatically. Builds a full brand guide for you. Then generates ad creatives at scale using nearly 4,000 high-performing ad templates across 8 niches. It dynamically matches the best templates to your brand and brief. Here's what makes it different: → Instant resizing Get any ad in 1x1, 4x5, 9x16 with one click. No regeneration. No broken text. → Highlight-to-edit See an issue? Highlight the area and tell it what to fix. → Multiple brand profiles Run different brands or segments from one tool. → Auto persona building from real customer reviews → Multiple QC loops on briefs and final assets Catches AI-isms before you do. → Upload your own templates or use ours Runs locally. Just needs your Claude and Google API keys. This is the lite version of what we use internally. You get the full finished tool AND the open source code to make it your own. Creatives still design the system, this handles iteration and scale. Want a copy to download? 1. Like this post 2. Comment "AI" Will DM you the tool along with a tutorial shortly after.

@mikefutia Nano

Claude Code + Nano Banana 2 is f*cking cracked 🤯 I built a system inside Claude Code that researches any brand, writes 40 ad prompts from scratch, and fires them all to Nano Banana 2. One brand name + one URL = 40 production-ready static ads. All inside Claude Code. I took @alexgoughcooper's brilliant framework and automated the whole thing inside Claude Code. Perfect for DTC brands and agencies who need high-volume ad creative without briefing a designer or spending hours in Canva. If you're finding winning ad concepts on Meta and manually recreating them one at a time in Higgsfield — copying prompts, pasting product details, tweaking aspect ratios, downloading, organizing... This system eliminates the entire loop: → Give Claude a brand name and URL → It researches the brand's fonts, colors, packaging, and photography style → Builds a Brand DNA document from scratch → Fills in Alex's 40 proven ad templates (headline, us vs them, testimonial, UGC, review cards, stat callouts) with brand-specific details → Fires every prompt to Nano Banana 2 with your product photos as reference → Downloads finished ads into organized folders with an HTML gallery No Higgsfield. No manual prompt filling. No copy-pasting between tools. What you get: → 40 ad formats filled with your exact brand colors, fonts, and copy → 4 variations per format so you pick the best output → Product photos passed as reference so the model matches your real packaging → A reusable system — new brand, new folder, same pipeline Built 100% in Claude Code with Nano Banana 2. I put together a full playbook & Loom video showing the exact process to set this up yourself. Want access for free? > Like this post > Comment "NANO" And I'll send it over (must be following so I can DM)

@zachmstuck Amazing - congrats Zach!!!

I started a little marketing agency 7 years ago called Homestead, named after the street I grew up on. I had the vision to build something special and looking back now, I think we did exactly that. Today I’m excited to announce that Homestead has been acquired by Verndale (also recently acquired VAAN Group) in an effort to create a DTC growth platform built to support brands across the entire commerce lifecycle. I’m extremely grateful to my business partner @_RileyTrotter for all of the time he’s given this company and all the incredible work that he’s done. Riley took over as CEO a few years ago and Homestead wouldn’t be where we are today without his leadership and pursuit of greatness. I can’t say enough about my other partners @kellybird__ and @jsappington. These two have shown a level of commitment to building this company that is unmatched. Watching them both grow as leaders over the last few years has been nothing short of inspiring. To all our current and past team members, thank you for always giving Homestead and our clients 100% effort. Will forever be grateful to you all for helping us get to where we are today. To all of our clients, thank you for trusting in us to help grow your businesses. This is not an easy task and we have never taken it lightly. As for me, I’m officially stepping out of the agency business, but as most of you know I haven’t been involved in the company for some time as Riley/Kelly/Jacob have been and will continue to lead Homestead for years to come. Expect to see more updates on the brands I’ve been building in weeks to come.

Sharing because I've been fielding questions on this: should I expect lower reported results? Short answer: Yes, for advertisers relying on click-only attribution (1-day or 7-day click), attributed results will be lower. For brands using wider attribution windows that include views or engaged-views, the reporting impact is expected to be minimal. Nuanced answer: One of the unique benefits of Meta is the many ways it can drive business results beyond click-only attribution. People share, comment, tag friends—and that can drive discovery. So I'd highly encourage brands to evaluate and consider moving toward broader attribution windows that capture this value. Ultimately, we want brands to drive incremental results and validate (with structured experiments) which optimization settings lead to the greatest incremental outcomes. So in addition to testing different attribution windows, advertisers should seriously consider Incremental Attribution to help with this. I'm personally seeing a lot of success here with brands.

@MattiSchroder Running your own error monitoring or using something like post hog?

Best thing I've built in Kleio: a Slack alert that pings me when a customer hits an error. Today I got an alert at 12:05, fixed the bug, and proactively reached out to the customer at 12:11 — before they even reported it. 10/10 would recommend if you run a SaaS 🤝

@cmikulin I’ve been using both SuperMetrics and DataSlayer MCP’s - and so far it seems dataslayer has more tools and fields available. Both timeout on big queries though. The most robust setup is to connect to a data warehouse.

What’s everyone using to connect Shopify, Meta, Google, TikTok ads to Claude? Just using a GitHub thingy? Or something like Windsor?

We just surveyed hundreds of digital marketing agency owners for the 2026 State of Agencies report. The results are... a lot. Here are the data points that surprised me most 🧵

@brettjweisberg Rad - I’m a believer in pickle juice from experience on long bike rides. Love the packaging!

The sampling setup is improving. Coming soon to a studio/venue near you:

@pr99az @IstvanicMarin @andrewfoxwell Thanks for the share! Fyi this was pure Claude code (doesn’t use any code from your repo). But at the end of the day it’s just a report! Anyone can have Claude code build one.

@IstvanicMarin @KurtBullock @andrewfoxwell would've been nice to get some credit for this.. i literally put the code public for @KurtBullock as you can read here x.com/i/status/19255…

A huge shoutout to @KurtBullock & @andrewfoxwell for building a FREE incremental reach report tool So far, that was available only through the FB rep, and is crucial in understanding if you are reaching new people Besides this main report, you have a few additional cool reports that can provide more clarity on how your ad $ is spent Access it here for free: app.withadinsights.com

@TheMattBerman @openclaw @vishalojha_me @Meta Ads

I run my meta ads with @openclaw for $0/month 😱 here's the system that runs autonomously: step 1: daily health check → social-cli (major shoutout to @vishalojha_me) wraps @Meta's marketing API (token refresh, pagination, rate limits all handled) → am I on track? what's running? who's winning? who's bleeding? any fatigue? → the same 5 questions I asked Ads Manager every morning for 20 years step 2: catch dying ads before CPA spikes → @OpenClaw pulls daily frequency by ad → frequency > 3.5 = audience is cooked, CTR is about to drop → this one signal saves more money than any dashboard step 3: auto-pause bleeders + shift budget to winners → CPA > 2.5x target for 48hrs? auto-pause. no hesitation. → ranks every campaign by efficiency. recommends shifting spend. → last fri it paused an $87 CPA campaign at 3am and scaled my best performer 30% step 4: write new ad copy from your winners → agent analyzes what's working (hooks, angles, CTAs) → generates variations based on the patterns in YOUR top performers → copy modeled on what already converts in your account. step 5: upload ads directly to your account → new creative + copy → live in @Meta Ads Manager → no more downloading, formatting, clicking through the upload flow → agent handles the entire publish cycle step 6: content concepts + morning brief → spots patterns across winners and suggests what to test next → delivers everything to Telegram, Slack, wherever you want it → 90 seconds to read. reply "approved." done. input: your ad account + your target CPA output: an AI that monitors, kills, scales, writes, AND uploads your ads dozens of hours in ad manager → 1 text message I packaged the entire system as the Meta Ads Kit. 5 @OpenClaw skills: - meta-ads (daily checks + auto-pause) - ad-creative-monitor (fatigue detection) - budget-optimizer (efficiency scoring + shift recs) - ad-copy-generator (writes variations from your winners) - ad-upload (publishes creative directly to your account) giving it away free. comment ADS + like + follow (must follow so i can DM)

@BStulberg Just finish that chapter last night. One of my favorites from the book.

ps, Much of this post comes directly from the chapter on Joy in The Way of Excellence, where I explore how the combination of fun and intensity is the ultimate competitive advantage. If you liked this post you'll love the book! It's currently $7 off here:amazon.com/Way-Excellence…

Joy is a competitive super power. Alysa Liu retired from figure skating at 16. She was tired of not not having fun, tired of being consumed by her sport. She came back two years later with a new goal: to have as much fun on the ice as possible. And now she’s an Olympic gold medalist. Liu won her first national title when she was just 13. But by 16, after competing in the 2022 Olympics, she decided she’d had enough and stepped away. She said pressure and losing her identity trying to be an elite athlete made it all miserable. But then, she said she went on a ski trip that reminded her just how much fun she could have doing a sport. Something in her brain clicked. Maybe she could bring fun to figure skating. Maybe she could approach it in a way that could be full of joy and life and love. She unretired at 18 and won a world championship the next year. At 20, she was ready to face these Olympic games differently than in 2022. Liu went into the women’s figure skating final in third place. After her short program, she said: “Even if I mess up and fall, that’s totally okay, too. I’m fine with any outcome, as long as I’m out there.” One of the greatest competitive advantages is having fun. People love to romanticize the athlete, artist, or entrepreneur who has a chip on their shoulder, fueled by anger and resentment. But the truth is that if you’re not having fun, you are not going to last long at whatever it is you do, and you certainly won’t get the best out of yourself. There’s a foolish idea that you either have to be full of intensity or full of joy. But that’s nonsense. It’s no surprise one of the first things out of Alysa’s mouth after her free skate was: “That was so much fun!” Joy and intensity can coexist, and in the best performers, they almost always do. Alysa is unapologetically authentic and true to her values. She has said where she used to skate to win and be technically perfect, she now uses competition as a chance to show her art, to have fun, and to put herself out there. She’s a fierce athlete with an infectious sense of joy in her sport. And she broke USA's 24-year gold medal draught in women’s figure skating doing it. Excellence requires focus, determination, a little bit of crazy, at times obsession, and living a mundane lifestyle that many people would find boring. But excellence also requires that you find deep joy in your craft, that you learn how to have fun while working hard. What makes for excellence—and not just in sports, but in anything—is the combination of intensity and joy. It’s the latter that makes the former sustainable.