Welcome back to the Brick-by-Brick Newsletter… where 7–8 figure brands learn how to scale efficiently.

If you’re serious about growth and feel like you’ve hit a plateau, »snag a free audit« - we’ll uncover what’s holding you back and map out exactly how to break through and scale… we have just two more spots for brands to join us in Q4.

This week’s issue breaks down one of the most overlooked levers in ad account growth:

Creative variety.

The brands we scale to 8-9 figures don’t run more ads.

They run more diverse ads.

Before we dive in, a quick shout-out to our Partner of the Week:

Vidful - the team we trust to turn existing content into a steady stream of high-performing TikTok and Meta ads.

They deliver fresh, done-for-you creatives every week
(more on what they offer at the end of this email) 👇🏼

Now, let’s unpack why creative variety is the fastest way to unlock growth - and exactly how to implement it. 👇

1. Creative Variety = Systematic Scale

Most brands think they have a creative problem when growth stalls.

In reality, they have a variety problem.

If every ad speaks to the same customer with the same angle in the same format, fatigue sets in fast. You’ll plateau long before you’ve tapped your true market potential.

2. Different Avatars, Same Product

Take Loop Earplugs as an example. Same SKU, but 5+ distinct avatars:

• The festival-goer protecting their hearing

• The light sleeper with a snoring partner

• The remote worker drowning out noise

• The parent managing chaos

• The frequent flyer escaping plane noise

Each avatar has a unique pain point, language, and context.

Same product → 5 markets → 5x the growth potential.

3. Multiple Angles per Avatar

Creative variety isn’t just about who you’re speaking to - it’s about how you frame the value.

For the sleeper:

• “Finally sleep through your partner’s snoring.”

• “Wake up refreshed after 8 solid hours.”

• “No more tossing and turning at 3 am.”

Each angle hits the same avatar, but from a different perspective. One will resonate more deeply than the rest.

4. Awareness-Level Targeting

Most brands default to problem-aware messaging - but not every customer is there yet.

For Loop:

• Unaware: “Tired but don’t know why? Poor sleep might be the culprit.”

• Problem-aware: “Your partner’s snoring doesn’t have to ruin your night.”

• Solution-aware: “Meet Loop: stylish earplugs that help you sleep soundly.”

5. The System to Make It Work

How we build variety at Brick:

• Weekly briefs built from review mining, performance data, and competitor research.

• At least 8-10 new concepts are being tested at any given time.

• 3+ hooks per concept.

• Formats include static, UGC, carousels, and testimonial videos.

• Weekly creative/media syncs → iterate winners into new formats.

This system prevents fatigue, unlocks scale, and ensures we’re always tapping into new demand rather than milking the same old segment.

🚀 The Result

Brands that implement true creative variety see more stable scaling beyond the $500K–$1M/month thresholds.

If you’re stuck running “more of the same” and watching CPAs climb, we can help.

👉 Book a call with me (Toby) and I’ll walk you through exactly how we build creative systems that scale brands like yours.

PARTNER OF THE WEEK

Struggling with high CAC and weak ROAS?

Vidful delivers a weekly batch of TikTok and Meta ads done for you.

They repurpose your UGC and old content into high-converting creatives that cut costs and scale results. Brands have seen $50K GMV in 30 days and 13x ROAS.

You can check out their work here: https://vidful.co/

Or book your free Dust-to-Gold Audit » https://vidful.co/call