Stop reinventing the wheel with your ads

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

Quick heads up before we dive in:

Most of our partnership spots for Q1 are now filled.

If you’re looking for a new partner to help you unlock your next phase of growth in 2026, now’s the time to lock in a spot.

We’ll audit your current setup and show you exactly where scale is being left on the table:

»You can apply for your audit here «

Today’s edition is more bite-sized.

But it tackles one of the biggest hidden growth killers we see:

Most brands reinvent the wheel every time they get a winning ad.

In reality…

Your best creative probably has 10x more juice left in it than you think.

The difference between plateauing and compounding isn’t “more new ideas.”

It’s how well you extract value from what’s already working.

The problem: Brands treat winners as finished products

Here’s what most teams do when an ad works:

✅ It hits CPA
✅ They scale it
❌ Performance fades
❌ They brief something completely new

Rinse. Repeat.

That’s not iteration.

That’s creative churn.

Sophisticated teams treat winners like assets to be mined, not one-off hits.

The Brick approach: Controlled creative extraction

At Brick, we don’t ask:

“What should we build next from scratch?”

We ask:

“How many controlled experiments can we run on this winner?”

The rule is simple:

Change one variable at a time.

This turns creative iteration into a system - not guesswork.

How we (and you) can extract more from winning VIDEO ads

Instead of reshooting everything, we systematically test:

Hooks

• New text overlay on the same opening

• Reshoot only the first 3 seconds

• Swap in different opening lines

Creators

• Same script, different creators

• Same pacing, different energy

• Same structure, different demographic

Pacing & structure

• Speed up or slow down delivery

• Cut to the core message sooner

• Extend with more proof or credibility

Visual layers

• New b-roll on the same audio

• Different product shots

• Different lifestyle context

Proof

• Swap in new testimonials

• Change social proof angle

• Reorder credibility moments

Same core idea.

Multiple controlled experiments.

How we (and you) can extract more from winning STATIC ads

Static is even easier to systemise:

Winning visual + new headlines
Winning headline + new visuals

That’s it.

You’re not testing “new ads.”

You’re isolating whether:

• The visual is doing the heavy lifting

• Or the headline is doing the heavy lifting

This alone unlocks massive learning.

Native-style & UGC: Multiply without reshooting

For native-style ads, especially:

AI tools now let you:

• Swap the person

• Change demographics

• Adjust tone and delivery

Same message.
Same structure.
Different audience resonance.

This is how you scale angles without burning creators or budgets.

The key principle: One variable at a time

Most brands change:
Hook + creator + pacing + message + visual
…all at once.

Then they wonder why learnings are unclear.

At Brick, every iteration is designed to answer one question:

“What specifically caused the performance change?”

That’s how creative becomes predictable.

Why this matters

If you’re constantly rebuilding from scratch, you’re:

• Throwing away proven messaging

• Resetting learning cycles

• Slowing compounding

• Increasing creative risk

The brands that scale fastest don’t out-create.

They out-iterate.

Final thought

Your best ad is rarely “done.”

It’s usually just under-extracted.

Treat winners like controlled experiments, not one-hit wonders, and your creative output becomes a growth engine, not a bottleneck.

🏆 WINS THIS WEEK AT BRICK. 🏆

Since you made it this far, I thought I’d share a few wins from inside Brick this week:

• Expanded our senior operator team - we onboarded new experienced ecom operators to strengthen delivery, and continue to raise the bar on execution.
  

• Scaled our editing capacity: further increased the size of our editing team so we can handle more creative volume without sacrificing quality.
  

• New long-term growth partners - we onboarded some awesome brands that we’re excited to help smash through their next phase of growth.

We’re building Brick intentionally for depth, not just scale - so every expansion is designed to improve output, velocity, and results for our partners.

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.