Collins

Scaling 7-9 figure ecom brands with narrative ads & ICP deep dives

[Collins @randomthatsgood]

@RomanEcom Sell MRR supps to those same 85 year olds

[Collins @randomthatsgood]

update: this ad spent $56K in 24 days, still going strong.

that's what happens when you apply the secret formula:

psycho-analysis based research + storytelling ads

[Collins @randomthatsgood]

2 weeks in with a new client, already cracked $21K spend on a winning ad.

Client tried to crack this product for 3 months, we're already at $4k/day spend after 2 weeks.

Here's what 99% of people miss when testing creatives:

[Collins @randomthatsgood]

@niakjaw Winner ad breakdowns by hand

[Collins @randomthatsgood]

@brian_blum1 NY state could be enforce Meta to mention it on the ad itself. Probably next to the “sponsored” text

[Collins @randomthatsgood]

@ecombrady Keep pushing budgets roas is too high

[Collins @randomthatsgood]

@TheecomMike Yeah education kills the flow. Instead you gotta adapt the copy based on their sophistication level

[Collins @randomthatsgood]

@nicktheriot_ One thing most people miss out on this is adapting the vernacular of the persona

A 50 year old black woman doesn't speak the same way as a 30 year old southern woman

[Collins @randomthatsgood]

Happened earlier than expected tbh

In the next couple of months Meta will probably start labelling all AI content. Time to start planning for the day after

[Andrew Foxwell 🦊 @andrewfoxwell]

1/New York just became the first US state to require advertisers to disclose AI-generated people in ads.

It takes effect June 9, 2026. If you run paid media, you have days, not months.

Here's what it actually means for your brand or agency. 🧵

[Collins @randomthatsgood]

@bbriantrinh Not throwing shade but when someone says 6 seconds in "just got my mommy kit in the mail" the viewer already knows it's an ad

[Collins @randomthatsgood]

Stop copying ads that run for a long time.

Sometimes they just get buried in a CBO with barely any spend.

Do this instead:

Scroll past their newest ads. Notice the same concepts that are being iterated lots of times. 10+ is min amount

Those are their winning concepts. Copy those

[Collins @randomthatsgood]

@NotZainAgain @thechrismeade Cashflow is a crazy headache imo

For people with solid direct response skills it's better to go the agency route. More stress & work, but you actually take home a predictable salary

[Collins @randomthatsgood]

@FedotOff90 Too much sauce in the comments when you write posts about a specific countries. Ppl always spilling data about local consumer psychology / payment processing etc.

Starting to think this is part of why you're making these posts🤣

[Collins @randomthatsgood]

@Saturdaymatters Mechanism is king. If you're expanding into new ICPs I suggest testing new mechanisms for them. I use different mechanisms for different ICPs (age/ethnicity mostly) and each reacts best to specific mechanisms

[Collins @randomthatsgood]

@squidwhisperer1 Ty legend

[Collins @randomthatsgood]

> be me

> on a consulting call

> client: i don't get it. last 7 days our CPMs down 37% but CAC is climbing up. what's going on?

> me: stop looking at your CPMs.

> client: what? why?

> me: look at new visitor %. that's where your problem is at.

> client: one sec let me check. ok it says it's 41% account level.

> me: yep that's it.

> client: wdym?

> me: only 41% of your adspend reaches cold traffic. you're basically spending most of your budget on people that already know your brand.

> client: shit... how do i fix this though

> me: there are two possible issues doing this. let's go through them

> client: sure.

> me: do you exclude warm traffic & existing customers in your prospecting campaigns?

> client: umm... no

> me: ok. 2nd issue is creative related. i see most of your ads target product aware & most aware audiences. you're basically doing retargeting with most of your budget.

> client: but those other ads take up all the spend and get breakeven roas...

> me: yeah that's the point. they're reaching new traffic so they're less inclined to buy from their first exposure to your ads. see how those ones have 80%+ new visitor %?

> client: yeah....

> me: that's why the product aware ads are at 3+ roas. they got 15-30% new visitor %.

> client: ok yeah that makes sense. but i mean, why did no one tell me this before?

> me: because they don't follow @randomthatsgood

[Collins @randomthatsgood]

TRANSFORMATION OUTCOMES.

This is what separates brands struggling to hit $100k/m and those who scale +$1M/month.

Most brands only touch the primary outcome. That's just the tip of the iceberg.

Bookmark this & apply for your brand.

[Collins @randomthatsgood]

@adsbyjosh Spot on

[Collins @randomthatsgood]

Here's 3 strategies I used to scale this brand to $500K in 2 months.

Bookmark this and watch your brand scale:

1. Scientific creative testing

A good creative strategist works like a scientist. Every ad that got launched had a hypothesis behind why it would work.

Ad failed? Analyze why.

Was the problem the angle? The ICP? Root cause?

Document this. Connect patterns.

Ad crushed it? Document why and iterate ASAP.

2. Spot market gaps

This brand has one main competitor. 90% of their ads target the 20-35 year old demographic.

After doing research, I found there's a huge segment of 50+ year old with STRONG painpoints the competitor never addressed.

You already know my first ads were targeting the 50 year olds. They crushed.

3. Crack winners fast, scale even faster

Cracked a new winning ad? Congrats. You have 48 hours until all your competitors will rip it and flood the market.

If you don't act immediately and iterate it to squeeze it to the fullest, you're getting left behind.

You're the first to get the data of this ad. Use this to your advantage and scale FAST. Take risks. You can scale much faster than you think.

[Collins @randomthatsgood]

Narrative ads are exploding for this client. Would've pushed to ~700K if we had more inventory.

[Collins @randomthatsgood]

How to make your AI talking head ads 10x better:

Watch interviews on mute.

Analyze their body language carefully.

Then rewatch it with sound. See how the body language amplifies the voice?

Add this to your briefs and watch CAC go down.

[Collins @randomthatsgood]

> doing Reddit research

> find quote “I tried everything but nothing made me lose the fupa”

> conscious analysis (what everyone does): “sounds like all the products on the market are shit”

> subconscious analysis (the actual feeling behind the writing): “she’s starting to feel like the problem is HERSELF. she’s seeing all those transformations online, but she’s still stuck 12 months in. I need to reach to her through relatability and empathy. She has a high sophistication level as well. A long form talking head covering a personal story with a solution & problem mechanisms she never heard of would convert her.

> first ad gets 0.3 ROAS, $83 spend

> second ad gets 2.3 ROAS, $40K spend

[Collins @randomthatsgood]

@rokhladnik I tried this months ago, use with caution. Since LLMs are usually agreeing with your queries they provide incorrect insights