Darian

👋 I’m Darian. I run @dash_activate , where we help DTC brands scale with creative testing + smart media ops. I’ll be sharing: – Creative strategies that actually move ROAS – How to build systems that keep scaling simple – Blunt lessons from running accounts daily Follow along if you want practical, operator-level insights → not fluff.

Most agencies won't tell you this: If your product margins are under 60%, scaling Meta ads gets really hard. You're not buying customers — you're renting them at a price that eats your margin. Fix your economics before you scale your ads.

Your retargeting audience has three different people in it. 1. Watched your video — curious, barely warm 2. Visited product page — actively considering 3. Initiated checkout — needs one nudge If you're showing the same ad to all three, you're leaving conversions on the table. Same audience. Three different messages. Different results.

Roll.BJJ has taught me more about business than any course I've paid for. You can watch 100 hours of technique videos. You get good by drilling. Same thing with ads. You can read every framework, follow every guru, study every case study. Or you can run 30 tests this quarter and learn faster than anyone who's been "researching." Volume of reps beats theoretical mastery every time. Roll.

BJJ has taught me more about business than any course I've paid for. You can watch 100 hours of technique videos. You get good by drilling. Same thing with ads. You can read every framework, follow every guru, study every case study. Or you can run 30 tests this quarter and learn faster than anyone who's been "researching." Volume of reps beats theoretical mastery every time. Roll.

Hot take: One campaign at $1k/day beats five campaigns at $200/day. Spreading budget thins your data. Thin data means slow learning. Slow learning means guessing. Meta's algorithm needs signal to optimize. You need signal to read what's working. Concentrate first. Split after you have proof.

Hot take: most health brands are selling the wrong thing. You're leading with ingredients. Your customer doesn't care about ingredients. They care about taste, convenience, and how they feel at 3pm. One electrolyte brand flipped their angle from "packed with magnesium" to flavor-first, taste-forward messaging. CTR went up. CPAs came down. The product didn't change. The conversation did.

BJJ has taught me more about business than any course I've paid for. You can watch 100 hours of technique videos. You get good by drilling. Same thing with ads. You can read every framework, follow every guru, study every case study. Or you can run 30 tests this quarter and learn faster than anyone who's been "researching." Volume of reps beats theoretical mastery every time. Roll.

CBO when you have proof: 3+ creatives with real purchase data, let it optimize across the set. Running CBO on untested creatives is handing your budget to a slot machine and calling it “trusting the algorithm.” Sequence matters. Most brands skip step one.

👋 I’m Darian. I run @dash_activate , where we help DTC brands scale with creative testing + smart media ops. I’ll be sharing: – Creative strategies that actually move ROAS – How to build systems that keep scaling simple – Blunt lessons from running accounts daily Follow along if you want practical, operator-level insights → not fluff.

ABO vs CBO isn’t a strategy debate. It’s a diagnostic question. ABO when you’re still learning: isolate variables, control spend per ad, don’t let the algorithm pick winners before you understand why they win.

"Should I run Advantage+ or manual campaigns?" Depends on one thing: Do you have enough creative volume to feed ASC? If you're running 3-4 ads, stick with manual. If you're running 15+, ASC will outperform. The tool is only as good as what you feed it.

I'm between gyms right now. No mat time. No rolls. No "I don't feel like this but I'm going anyway." And I realized — that feeling is the whole point. Not fitness. Not fighting. The practice of doing the thing when you don't want to. Easy to miss when it's gone.

Stop running ads in markets that can't convert. If a country is eating 15% of your budget at 2x your target CPA — that's not targeting. That's a leak. Quick audit: → Break spend + CPA by country → Kill anything 2x+ target with no improving trend → Reallocate to proven markets More reach isn't better. More signal is.

Your competitor isn't outspending you. They're out-testing you. → More angles → More hooks → More iterations on winners Creative volume is the moat now.

First week in Santa Rosa Beach. Unpacking. Two kids. Remote agency. A lot happening at once. The agency didn’t miss a beat. Client wins. No fires. Work got done. Not because I’m special — because the systems held. That’s what you’re actually building.First week in Santa Rosa Beach. Unpacking. Two kids. Remote agency. A lot happening at once. The agency didn’t miss a beat. Client wins. No fires. Work got done. Not because I’m special — because the systems held. lding.First week in Santa Rosa Beach. Unpacking. Two kids. Remote agency. A lot happening at once. The agency didn't miss a beat. Client wins. No fires. Work got done. Not because I'm special ‚Äî because the systems held. That's what you're actually building.

"We need to lower our CPA." No. You need to raise your AOV. A $45 CPA with a $120 AOV prints money. A $20 CPA with a $35 AOV is a slow bleed. Diagnose the real problem.

"How much should I spend on ads?" Wrong question. Right question: What's your break-even ROAS and how much can you spend while staying above it? Budgets aren't about what you can afford. They're about what's profitable.

Stop copying competitor ads. You don't know their: → Margins → LTV → Funnel → Offer stack What works for them at scale might bankrupt you at yours. Build your own creative playbook.

3 signs your ad account needs a restructure: 1. More than 8 active ad sets in one campaign 2. Campaign-level budgets fighting each other 3. You can't tell what's actually driving results Simplify. Let the algorithm do its job.

3 signs your ad account needs a restructure: 1. More than 8 active ad sets in one campaign 2. Campaign-level budgets fighting each other 3. You can't tell what's actually driving results Simplify. Let the algorithm do its job.

My 2-year-old son doesn't care about my ad account performance. He just wants to build the same block tower 47 times in a row. And honestly? That's the same energy you need in business. Repetition isn't boring. It's how you get good. The operators who win aren't doing new things. They're doing the same things better, over and over.