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, »You can apply for your audit here« and we’ll map out exactly what’s capping your scale.

Today’s issue isn’t about what new things you need to do to unlock growth.

It’s about constraint removal.

At the beginning of 2026, we started working with a health brand.

Here’s the YoY comparison:

• Revenue: $4.53M (+61%)
• AOV: +14%
• Conversion rate: +34%
• Sessions: +7%

Look at that carefully.

Traffic barely moved.

Revenue did.

Most brands try to scale by adding.

New channels.
New creatives.
New funnels.
New agencies.

But scale rarely comes from addition.

It comes from removing the right constraint.

This week, I’m breaking down:

– How to identify your real growth constraint
– The 4 structural bottlenecks most health brands have
– The compounding model of scale
– How to decide where to deploy capital

Steal this. 👇

The Constraint Model of Scale

Every brand has one dominant constraint at any given time.

It’s usually not what you think.

Common misdiagnoses:

“Traffic problem.”
“Creative problem.”
“Platform problem.”

Often it’s structural.

Here’s how we approached this brand.

1️⃣ Creative Depth Constraint

Not creative volume.
Depth.

Most brands rotate formats.

Few expand psychological coverage.

We audited:

• Objection gaps
• Avatar blind spots
• Awareness-stage imbalance
• Repetitive messaging

Health is trust-driven.

We rebuilt creative testing around:

– Problem framing variation
– Outcome emphasis variation
– Risk reversal
– Social proof layering

Result?

Higher trust → higher CVR (+34%).

Creative depth is not output.

It’s a structured psychological expansion.

2️⃣ Offer Architecture Constraint

Health brands under-engineer offers.

Scaling required:

• Use-case bundles
• Subscription repositioning
• Threshold incentives
• Value stacking vs discounting

AOV increased 14%.

Not through discounting.

Through perceived value expansion.

Offer architecture funds scale.
Discounting funds Meta.

3️⃣ Data Clarity Constraint

ROAS is directional.

Contribution margin dictates aggression.

We aligned spending around:

• CAC thresholds
• Payback windows
• LTV:CAC
• Blended contribution

When those are clear, capital allocation becomes mechanical.

Most brands stall because they scale emotionally.

Serious operators scale economically.

4️⃣ Account Structure Constraint

Messy structure slows learning.

We rebuilt the account to:

• Accelerate feedback loops
• Improve signal clarity
• Reduce test contamination
• Improve creative iteration velocity

Learning speed is leverage.

Faster learning = faster compounding.

The Compounding Model

Here’s what actually happened:

No one big breakthrough.

Just:

Better creative depth
Better offers
Better structure
Better measurement

10-15 small levers tightened simultaneously.

Individually incremental.

Collectively transformative.

This is what most brands don’t want to hear:

There is no silver bullet above $1M/month.

There is only disciplined constraint removal.

—

How to Identify Your Constraint

Ask yourself:

If revenue is flat but traffic is rising → conversion constraint.

If traffic is flat but revenue is rising → structural leverage exists.

If spend increases but MER declines → economic misalignment.

Scale begins when you solve the right problem.

Not the loudest one.

Ready to Break Your Growth Ceiling?

If you're doing $200K+ monthly and feel like you've hit a wall, this is exactly the type of work we do at Brick.

We don't just run ads. We diagnose constraints, build systematic testing frameworks, and execute strategies that actually scale.

If you want to explore what this could look like for your brand:

» Book A Call With Me Here «

Until next week,

Toby.

PARTNER OF THE WEEK

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