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Acquisition

Paid that scales past one good ad.

We map the strongest reasons people buy and give each concept a fair test. Ideas that show promise get deeper creative and a matched funnel. That opens more of the market without betting everything on one audience or one ad.

The ceiling

One angle only gets you so far.

Most brands ride a single winning creative until the demand behind it runs dry. After that, every new customer costs more than the last. Real headroom comes from covering more angles, each one aimed at a specific buyer with a specific reason to care.

CEILINGSPEND ON ONE ANGLE →RETURN
How we do it

One message, from ad to offer.

A persona is a specific buyer. The angle is the way the product makes their life better. Each pair is a possible concept with a message we can carry from the ad to the landing page and offer.

A fit this tight for one buyer used to be slow and hand-made, so brands stayed broad. AI makes more of these matched concepts affordable to research and produce. The testing budget decides how many enter play.

Lay every angle across every persona and you get the Persona Angle Matrix. We rank that field first. The budget decides what gets tested, and only proven cells receive a full path.

Read the thinking
ONE ANGLE · ONE FUNNELAdPageOfferBuy

As much creative as the budget can test.

Testing capacity starts with the media budget. We use it to set creative output instead of selling an arbitrary asset count. Before a concept goes live, we decide how much it can spend and how long it will run. We also set the result that moves it forward or stops it.

Making more ads does not create more learning when each idea is starved of spend. Unused capacity stays visible rather than being filled with work for the sake of volume.

Example: a cookware brand
  1. 1Meal preppers × One-pan dinnersIn test
  2. 2New cooks × Nonstick that lastsIn test
  3. 3Gift buyers × Oven to tableIn test
  4. 4Couples moving in × Easy to cleanIn test
  5. 5New cooks × One-pan dinnersIn test
  6. 6Meal preppers × Fits a small kitchenIn test
  7. 7Gift buyers × Nonstick that lastsIn test
  8. 8Couples moving in × Oven to tableIn test
  1. 9New cooks × Easy to cleanQueued
  2. 10Meal preppers × Oven to tableQueued
  3. 11Gift buyers × Fits a small kitchenQueued
  4. 12Couples moving in × Nonstick that lastsQueued

promoted

2
  • Couples moving in × One-pan dinners
  • Meal preppers × Nonstick that lasts

held

1
  • Gift buyers × One-pan dinners

recycled

1
  • New cooks × Oven to table

killed

2
  • Couples moving in × Fits a small kitchen
  • Meal preppers × Easy to clean

How many ideas get a fair test

8–16 concepts a month

8–16

concepts a month

An estimate. Get the number from your own account Book an audit

€50,000
25%

Meta suggests 20–30%.

€75
  1. Spend€50,000
  2. times
    New ideas25%
  3. equals
    Test budget€12,500
  4. divided by
    10–20× CPA€750–€1,500

We give each concept 10–20× your target CPA: enough to see which ideas earn more budget and which to drop.

Each concept can run as a few variants. They share its budget, so adding variants doesn't add concepts.

The creative

Prove the message before upgrading the format.

Statics are the starting point for an unproven message. Once the story shows promise, we move into creator video.

Landing pages usually start as listicles. We move into an advertorial when the story needs more room, or add a quiz when the product solves a clear problem.

Direct responseListiclesAdvertorialsQuizzesLong-form image adsClean product shotsVideo
Direct response
123
Listicle
Quiz
Wall of text
Video
Clean product
The process

From map to renewal.

01

Map

Start with the ads already working and who they convert, then rank the next reasons to buy.

02

Probe

Test distinct messages in fast, lower-cost formats.

03

Prove

Give each concept enough budget and time to support a decision.

04

Deepen

Pair promising ads with landing pages that carry the same message.

05

Scale

Move budget into concepts Meta can spend behind while the business stays on target.

06

Renew

Keep genuinely new concepts entering the system instead of polishing one winner forever.

A result has to survive the whole account.

A high ROAS at tiny spend is not enough. We read platform delivery, new-customer efficiency, landing-page behavior, and wider business performance together.

A concept gets more budget when Meta can spend behind it without pulling the account away from its acquisition or profitability targets.

Who the audit is for.

  • You spend €50k+/month on Meta.
  • CPAs keep climbing, and new hooks and new audiences aren't bringing them back down.
  • Your team ships ads every week, but nobody can say which idea is winning or why.
  • The account runs on one or two winning angles, and you know it.
  • You're about to raise spend or launch in a new market.
  • You have a team or agency keeping the winners running, and nobody's working on what comes next.

Common questions.

  • Do you run our ads?

    We can, or we hand the finished funnels to your buyer or agency. Either works.

  • Which channels and markets?

    Meta is where we test. Winning concepts can run anywhere.

  • Why don't you promise a number of ads?

    Because the budget decides how many ideas can get a fair test, not a quota. The calculator above shows yours.

  • Where does AI come in?

    Behind the scenes. It lets a small team research and produce more. A strategist owns every idea, and a person approves every ad before it goes live.

Start with an audit.

We'll go through your ad account, show you what to test next and what to stop, and tell you how many ideas your budget can actually test.

Book an audit