Peak ROAS achieved
CPL range (education)
Creative variations per cycle
Section scoring model
Creative Intelligence
How We Think About Ads
The 4-section ad anatomy, section-level metrics, and why most agencies optimize the wrong thing. Includes the opener-as-glasses framework and creative fatigue rotation model.
Funnel Economics
Why CPL Doesn't Matter — CAC Does
Different funnels have fundamentally different economics. A $5 lead from a quiz funnel is not the same as a $50 lead from an application. Here's how to benchmark what actually matters.
Growth Physics
The ACC Growth Engine
Attention → Capture → Conversion → Cash. A universal framework for diagnosing where growth is stuck and which layer to fix first.
Offer Architecture
Engineering Offers That Scale
Pricing psychology, market sophistication, offer stacking, and the low-ticket ascension model that turns $7 buyers into $5,000 clients.
Creative Testing
The 5×5×5 Protocol
Hook-first testing, the Ad Scaling Matrix, promotion paths from sandbox to winner campaign, and kill criteria that prevent wasted spend.
Sales Velocity
From Lead to Close
Set rates, show rates, close rates, and the downstream metrics that determine whether your funnel is actually profitable — not just generating leads.