Matt Feng

eCom Growth Expert and Agency Owner | Helping businesses scale with Meta, Google & Tiktok Ads | Helped brands generate $100M’s in profitable revenue

[Matt Feng @scalemf]

@Seanfrank How about restaurant saas

[Matt Feng @scalemf]

@IgorWoorts People don’t realise even meta tells you to use abo to ‘warm up’ creatives before chucking them in with scaling

[Matt Feng @scalemf]

@toughyear Apple fees pain

[Matt Feng @scalemf]

@jordanmenard buy series c robotics biotech investments

[Matt Feng @scalemf]

@jordanmenard @IstvanicMarin agreed, need to scale the portfolio for sustainability

[Matt Feng @scalemf]

@Seanfrank incremental happiness

[Matt Feng @scalemf]

@Seanfrank @elkelk Wait till you see what the mobile app space is doing to the auction

[Matt Feng @scalemf]

@gioblaze0069 look into hiva tiers too

[Matt Feng @scalemf]

@_kaushalshah Check your attribution settings

[Matt Feng @scalemf]

@Seanfrank @allenwalton meeting booked

[Matt Feng @scalemf]

@kamal_razzak Media buying completely underrated rn

[Matt Feng @scalemf]

@UgcSam media buying is so back.

[Matt Feng @scalemf]

@tankots @WisprFlow Needs to be part of a workflow. Why is it so damn hard for other people to selectively get my whispr notes.

I have it bound to action button but it just gets stuck in whispr flow itself

[Matt Feng @scalemf]

@PhilKiel Andromeda doing the opposite of what andromeda was meant to do is how it feels sometimes

[Matt Feng @scalemf]

@Seanfrank One man could buy 1.8 flamingo pink ridge wallets for every human on earth

[Matt Feng @scalemf]

@Seanfrank yes

[Matt Feng @scalemf]

The cheapest conversions are usually the least scalable.
Advertisers see a low CPA and assume they’ve found a winner.

What they’ve actually found is a small, high-intent audience, and it converts well because those people are already close to buying.

But it doesn’t last. Once that pool is saturated, performance drops.
There are no new customers left for that ad to reach, and that’s where people get stuck.
They keep chasing low CPA, not realising they’re operating inside a limited pool.

Scaling comes from expanding into larger, less saturated audiences.
Those audiences convert at a lower rate and require more spend to reach, which naturally increases CPA, but real growth happens in the higher CPA ranges.

[Matt Feng @scalemf]

🥇 SYSTEM-LED / SIGNAL-DRIVEN
• Understands LTV, payback, and cash constraints
• Reads full-funnel metrics, not just purchases
• Knows which creatives drive new customers and why
• Understands the psychology, persona, and message
• Feeds clean, controlled data back into the system

→ When budgets increase, revenue scales with it

Anyone can run ads, but very few understand what’s actually making them scale. 
Stop optimising for what looks good and focus on what actually drives growth.

[Matt Feng @scalemf]

The difference between average and elite Meta advertisers is obvious once you see this.

🥉 RANDOM / UNSTRUCTURED
• Follow random advice from Twitter / YouTube
• One campaign, no structure
• Broad targeting, no exclusions
• Copy competitors without understanding why
• No budget discipline

→ No control, no reliable signals

🥈 STRUCTURED BUT MISREADING SIGNALS
• Runs structured testing (CBO / ABO)
• Scales based on in-platform ROAS
• Misreads last-click vs. real growth
• Scales ads that look best, not ones driving new customers
• Doesn’t understand what’s actually working

→ Gets stuck scaling the wrong things
🥇 SYSTEM-LED / SIGNAL-DRIVEN ↓↓↓

[Matt Feng @scalemf]

Meta optimises for total conversion volume, not the lowest CPA.

If you judge ads in isolation, you’ll make the wrong decisions.
Before you cut an ad, understand what role it’s playing in the system.

[Matt Feng @scalemf]

I see a lot of advertisers blaming Meta for wasting spend on the wrong ads.
🧵

It’s not.

[Matt Feng @scalemf]

Those signals still influence how the system distributes ads and finds new audiences.