Christian Lovrecich 🍕

🚨Sirens blared the second I walked into Facebook HQ, got banned on the spot, took all my ad accounts down with me. Hell of a welcome.

@binghott @IstvanicMarin

@IstvanicMarin Hit rate? Are you joking?

We can settle this debate If your hit rate is high enough, use ABO, as you'll be able to scale faster with multiple ads at the same time If your hit rate is lower or budget is low compared to creatives you want to test, use CBO

@garyvee One bad outcome turns into a whole identity crisis instead of just data. Take the lesson, drop the drama, and move on.

Stop turning everything that didn’t work out into something super negative … no one on this earth is undefeated .. the question I have this morning ☀️ is Whatya gonna take away from those missteps and mistakes and tough blows ???

@TaylorHoliday Call me crazy but I run my terminal on the white background 😂

Is Claude gonna turn the whole internet into dark mode? The bots hate the white background.

@theericcarlson @official_Gegeh 💀💀💀

@official_Gegeh Neither does her personal trainer.

Get yourself a gym girl. You will never have to beg for sex.

@AlexHormozi You’re pitching steak to people shopping for ramen and wondering why they’re offended. Different wallet, different conversation.

Friendly reminder that if your customers always complain about your prices - you don't need to lower your prices, you just need to raise your customers.

Your MER can look fine while your business is getting punched in the face. That usually means one of two things: You’re measuring efficiency too high in the funnel or your cost inputs are incomplete. Once storage, fulfillment creep and real contribution costs hit the model, a good ROAS can turn into we forgot math had receipts really, really fast.

@nicktheriot_ A tiny TAM with a low ticket offer is just a ceiling pretending to be a niche.

If I had to scale a product with a tiny niche (like 3,800 neurosurgeons in the US), I'd either go high-ticket ($40K-$50K offers) or broaden the avatar to a larger TAM (1.1M doctors) because you can't scale volume in a tiny pond. And most people mess this up as they pick a super narrow avatar thinking "niche down = better targeting = more conversions." And yeah, that works when you're doing $10K-$30K/month. But when you want to scale to $100K, $500K, $1M/month, you hit a ceiling fast. Let's say you're selling a medical device and you decide to target neurosurgeons specifically. There are 3,800 neurosurgeons in the USA. That's your total addressable market (TAM). Now let's say you want to do $1M/month in revenue. If you're selling a $1,000 product, you need 1,000 sales per month. But your TAM is only 3,800 people. That means you'd need to convert 26% of all neurosurgeons in the country every single month. That's not happening. So you have two options: Option 1: Go high-ticket If your TAM is tiny, your offer price has to be massive. Want to do $1M/month with only 3,800 potential buyers? You need a $40K-$50K offer. Now you only need 20-25 sales per month to hit $1M. That's 0.5% conversion of your total market. Way more realistic. This is why high-ticket coaching, consulting, and B2B SaaS works in tiny niches. Option 2: Broaden the avatar Instead of targeting neurosurgeons (3,800 people), target all doctors (1.1M people in the USA). Now your TAM is 289X larger. Suddenly, a $1,000 product works because you only need to convert 0.09% of the market per month to hit $1M. That's achievable. The rule of thumb is, the further you niche down, the higher your price has to go. You can't have both a tiny avatar AND a low-ticket offer if you want to scale. The math doesn't work. Here's the same logic applied to the info product space: Let's say you're teaching people how to make money online. You could target: "People who want to make $1M/month" Or you could target: "People who want to make $100/day" Which audience is bigger? The $100/day crowd is 100X larger. Way more people want an extra $100/day than want to scale to $1M/month. So if you're targeting the "$1M/month" crowd, you better be selling a $40K-$50K coaching program. Because that's a small, high-intent, high-budget audience. But if you're targeting the "$100/day" crowd, you can sell a $297-$500 course and still scale to millions because the TAM is massive. This is why you see gurus starting with content like: "How to make an extra $50/day" "How to make $1,000/month online" They're not starting with "$1M/month" because the TAM is too small to build a business on. They go broad first, build the audience, then ascend them to higher-ticket later. So here's the framework: Small TAM (thousands of people) = High-ticket offer ($10K-$50K+) Example: B2B SaaS for neurosurgeons, executive coaching for CEOs, consulting for enterprise companies Large TAM (millions of people) = Low-to-mid ticket offer ($100-$1,000) Example: DTC products, online courses, info products, consumer apps You can't mix the two. If you're selling a $500 product to 3,800 people, you'll hit your ceiling at $95K/month (assuming 5% monthly conversion, which is insanely high). But if you're selling a $50K offer to 3,800 people, you only need 20 sales/month to hit $1M. Or if you're selling a $500 product to 1.1M people, you only need 2,000 sales/month (0.18% conversion) to hit $1M. The math has to work. And this is why your best Facebook ads don't get spend sometimes. If you're creating top-of-funnel ads targeting a tiny avatar with a small desire, Facebook can't dump $10K/day into an audience of 5,000 people without burning it out. Your frequency skyrockets. Your CPMs go through the roof. Your ROAS tanks. Facebook WANTS to spend your money. But it can only spend where there's volume. So if your top-of-funnel ads aren't getting spend, ask yourself: 1. Is my TAM too small? 2. Is my desire too niche? 3. Am I trying to scale a low-ticket offer in a tiny market? If the answer is yes to any of those, you have two options: Go high-ticket or go broad. There's no middle ground if you want to scale.

@Jason______A Not ad account is ever the same.

The only consistent thing about Facebook is that it’s inconsistent. There is no right or wrong way its really all account based. It seems the best way , most of the time (for now) is to throw a ton of creatives into a TEST CBO and let facebook pic and then move the winners to WIN CBO But some accounts that shit doesnt work and they just want ABO Some accounts you can put 100 ads into a test CBO some accounts you need to put 10 ads into a CBO and make 10 Test CBOS

@HenryCrochemore Originality is overrated when your competitor is busy cashing out on pattern recognition and speed.

Talked to a guy on a train from Milan to Zurich. Former warehouse worker. Never ran ads before. He’s doing €4.1M/year with one sleep supplement. Started with €11k and a basic Shopify store. His whole system is almost stupid simple: every night he saves 15–20 ads from TikTok Creative Center, rewrites the hook, keeps the same structure, and launches the next morning. No brand team. No strategy decks. Just volume and pattern recognition. He’s been sitting at ~3.1x ROAS for the past year. I asked him what changed everything. He said: “I stopped trying to be original. I just stopped being late.” Most people think they need better ideas. They just need to execute faster on proven ones.

Set attribution to 7-day click/1-day view from the start. That gives Meta enough signal to understand what’s actually driving conversions without going so wide that you start flattering yourself with garbage. On small budgets especially, you need a window that can pick up delayed conversions, because not everyone clicks and buys in the same session. If you go too narrow, you’ll under credit good ads and kill winners early. If you go too broad, you start giving credit to conversions your ad probably had no business taking credit for.

Tips for brands just starting to test on Meta with a small budget: 1. One campaign. One ad set. Keep it consolidated. 2. Launch as many ads as you can afford to test 3. Give each ad enough budget to actually learn something 4. Kill underperformers fast. You don't have the spend to let things ride. 5. Test fast, learn fast, and move on 6. Don't overcomplicate your account structure 7. Simple scales. Complexity kills small budgets. Would you add anything?

@jaketheadnerd Week 6 of the ramp is where people usually lose patience because they expect upper funnel to perform like lower funnel right away

Jake's Take: For awareness lift, I want to see at least +0.4% to +0.6% in downstream sales per lifted point when modeled out. That's the floor I'd defend. It usually runs higher, but I'd rather understate here and overdeliver than anchor to an average that doesn't hold across categories. Consideration is actually more efficient, but only if your awareness foundation is already there. For a 1pt lift in consideration, I'd like to see a move for both short and long-term sales by around +0.6%. As always, if baseline awareness is low, you are measuring intent in a vacuum. AKA the consideration lift will look good inside the test and not translate at scale. To be really clear... "good" cost per lifted point has to be anchored to your CM$s. Not anyone else's. Test duration still matters of course. Every test I've ever ran shows upper funnel lift tends to be flat in the first few weeks and ramps meaningfully from week 6 onwards (especially for CTV, OOH, etc). A 4week test will almost always undercount. Longer test plus a mature model connecting lift points to downstream sales is how I tend to get a number that actually holds up.

@Seanfrank Their CPM looks like it got priced by this guy.

sport events have the absolute worst possible ads you can buy. big sales teams, flashy decks, cool sales meetings on the field/court but then they will look at you like this and try to sell you a $14,000 CPM for ads on the napkins

@aistisnotes Because the brain hates unfinished stories and will fill the gap with worst case fan fiction. You don’t need to scream, you need to imply. Just don’t cross into straight manipulation or you’ll get clicks and refunds at the same time.

best way to make people scared is to show something bad without any context. “hotel is on fire” human brain takes that piece of information and adds details itself. if its negative, those details will be negative too. so whenever you’re pushing ads all you gotta do is work on statements that your customer has awareness on, match them with sophistication levels, language patterns and let their brain do the rest.

@mbertulli Most founders treat suppliers like vending machines and then act shocked when quality drops, timelines slip and nobody prioritizes them.

Every supplier wants to be your partner. Very few founders act like one. I've been guilty of this.

@antonioventre_ A 6X ROAS ad on crumbs is just flirting with profitability. A 2X ROAS ad that can hold $5K+ spend is paying the rent.

The ads with the highest ROAS are not always your winners. The ads with the highest spend at a good ROAS are your winners. An ad with 10 purchases but low spend is not scalable. You cannot scale it. An ad with 200 purchases and $5K in spend at 3x ROAS? That is a winner. High spend means high volume. High volume means Meta has proven it can find buyers at scale. When building a bid cap scaling campaign, do not pick the highest ROAS ads. Pick the highest spend ads that are above your target ROAS. That is the difference between a test winner and a scaling winner.

@TheecomMike Most brands spend six figures acquiring customers and then forget those people exist the second the order goes through. When CPMs go up they panic and buy more traffic instead of realizing they already own the cheapest revenue channel in the building.

was on a google meet with a guy in New York about a month ago. runs a men's grooming brand. doing $190k/month. been scaling hard for 2 years. we were going through his numbers on a call when he mentioned his ad costs had been creeping up for months. "CPMs are just getting more expensive. feels like the platform is working against us" i asked him to pull up his klaviyo while we were on the call. he did. "what percentage of your revenue is coming from email" he clicked around for a second. "about 11%" i didn't say anything for a moment. "brands your size in your category are typically doing 28 to 35% from email" "really" "you're spending more every month on ads because your acquisition costs are going up. but you have a retention asset sitting there that could be covering that gap and you're barely using it" i went through his flows. welcome sequence. abandoned cart. that was it. no post purchase flow. no winback. no browse abandonment. 587,000 sessions a month and almost no system to bring any of them back. "how long have you been running email" "since we launched. about 2 years" 2 years of building a customer base. 2 years of paying to acquire people. and an 11% email revenue share to show for it. we rebuilt everything over 4 weeks. - post purchase flow segmented by first purchase SKU. - winback sequence at 30, 60, and 90 days. - browse abandonment triggering after 2 hours. - a weekly send that wasn't just a discount blast. email went from 11% to 33% of total revenue in 12 weeks. on $190k/month that was an extra $42k a month from an asset he already owned. he messaged me after month 3. "i've been throwing money at ads to solve a problem that was always on the retention side" rising CPMs aren't always a platform problem. sometimes they're a signal that you're over-relying on paid to do a job that retention should be doing. your email list already paid for itself once when you acquired those customers. most brands never make it pay twice.

@Samuel_Ecom1 You should also have a third party check for quality before it ships.

If you're dropshipping without a strong supplier agreement you'll get fucked. Here are 5 things that need to be in your supplier agreement: 1. Protection against shipping delays 2. Clear refund policies for quality issues 3. Liability for customer returns 4. Shipping with tracking in all countries 5. Dispute resolution options Btw skip Aliexpress and use private agents if you want to scale.

@lukasenECOM Definitely retry it in the US.

quick question started testing a product in the US, got some sales but results weren’t great so I killed it then tested the exact same product in australia and it’s been performing well for ~2 weeks now now that the product, ads, and funnel are clearly working would you try re-launching it in the US by duplicating the CBO and testing again with a lower budget? curious if anyone has done this and seen better results second time around

@connor_m You should be testing with renderings and refunding any orders that come in for them. Once it's proven, perfect it and order inventory.

Nothing humbles an business owner quite like launching a new product you spent 6 months perfecting. Only for your best-seller from 3 years ago to outsell it 10 to 1 on day one.

@markdmei Ship the thing and let revenue grade the design.

Brands doing $50K/month: "can we change this button color??" Brands doing $5M/month: "Looks good. Send it." This pattern is so funny to me. Every brand that obsesses over font choices are the same ones not sending enough emails to make money. Every revision you request is a campaign you're not sending. The brands printing money just SHIP. Stop tweaking man.