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 our content resonates, grab a free audit - we’ll pinpoint where revenue is leaking and map out exactly how to scale your brand.

This week’s issue breaks down how we helped an apparel brand climb from a $250K/month plateau to $1.7M/month in under a year - all while holding CPA steady.

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 dig into the exact levers we pulled so you can swipe what works. 👇

1. Creative Built on Deep Research

Why it mattered: Their ads relied on generic “style” messaging and copycat ideas from other brands, rather than insights rooted in research or performance data.

We needed to uncover the real reasons customers bought.

What we did:

• Analysed 1,000+ customer reviews, survey responses, Facebook groups, and competitor feedback.

• Tagged insights by pain point, desire, and objection.

• Translated those into Hook–Angle–Visual–CTA briefs for every stage of the buyer journey.

2. Creative Volume & Variety

Why it mattered: Creative is the biggest lever when scaling an ad account. It’s effectively your targeting mechanism: the message, hook, and format decide who stops scrolling and who converts. To unlock scale, you need breadth… varied hooks, angles, and formats and people within your ads, and enough volume to discover winners and keep performance stable.

What we implemented:

• A testing engine producing 8–10 new concepts per week.

• At least 3 hooks per concept.

• Formats mixed: UGC, statics, carousels, testimonial videos, product demos.

• Weekly creative review → winners iterated into new formats (e.g., take a static and re-shoot as UGC).

3. Landing Pages Designed for Intent

Why it mattered: Most of their ad spend was pushing cold traffic straight to PDPs. While PDPs convert well for shoppers who already know what they want, they’re rarely optimised for first-time visitors. There’s no space to build trust, explain benefits, or position bundles - which meant CVR stalled whenever budgets grew. Scaling profitably required a smarter way to introduce and guide new prospects.

What we tested:

• Advertorials: Long-form pages framed as editorial content. We used customer stories, before/after imagery, and clear proof (reviews, UGC) to give cold audiences a reason to care before presenting the offer.

• Ambassador / Influencer Pages: Tailored landers for traffic coming from partnerships. Each page featured the ambassador’s intro, a personal story, product picks, and an exclusive discount to tighten message–market fit.

• Custom Collections & Bundles: Curated best-sellers into bundles. This let us raise AOV while reducing choice overload.

The breakout performer was a UGC-led page that stacked authentic reviews, credibility markers (press badges, customer photos). This format increased CVR by 18% and lifted AOV thanks to pre-selected bundles.

4. Site Optimisation & AOV Levers

Why it mattered: Pouring more into ads without fixing the site is like filling a leaky bucket. Every extra visitor is wasted if navigation is clunky, pages load slowly, or there’s no incentive to increase order size. For this brand, site inefficiencies were limiting CVR and leaving AOV on the table — which meant scaling ad spend only magnified the leaks.

Key moves:

• Simplified Navigation & Product Filters: We cut the clutter, tightened the menu, and added intuitive filters (size, style, bestsellers).

• Free-Shipping Thresholds: Raising the threshold by 15% encouraged larger carts without hurting CVR. Many shoppers added a second product just to unlock free shipping.

• Cart-Based Upsells & Pre-Checkout Bundles: Instead of generic upsells, we tested complementary add-ons tied to bestsellers.

• Speed Optimisation: Mobile site speed jumped from 13 → 66.

4. Creative & Media Buying in Lockstep

Why it mattered: When creative and media buying work in silos, campaigns stall.
That lag in feedback means learnings aren’t applied fast enough, and budget keeps flowing into ads that should’ve been paused days ago.

To scale from $250K to $1.7M/month, we needed a tight feedback loop where insights → briefs → tests → scale happened in near real-time.

Our rhythm:

• Weekly Joint Reviews: Media buyers and creative strategists sat down together every week to dissect metrics: CTR, thumb-stop rate, CVR, CPA etc... The goal wasn’t just to report numbers - it was to translate them into clear “why’s” behind performance.

• Briefs Built from Data: Instead of brainstorming in a vacuum, we wrote new creative briefs directly from what we learned. If a UGC testimonial spiked CTR with women 35–44, we’d build new hooks or formats around that proof point.

• Shared Dashboards & KPIs: Everyone worked from the same live data (Triple Whale + Ads Manager + Motion), so there was no debate about which numbers mattered.

🚀 The Result

• Revenue: $250K → $1.7M/month in 10 months

• 3.5X blended ROAS

• Brand still growing.
  
  If you’re stuck at a revenue ceiling or you can’t seem to maintain efficiency as you scale… we can help.
  
  👉 Book a free Brick-by-Brick Audit or reply with “SCALE.” and we’ll let you know the next steps!

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