The Ad Lab Live! - with John Moran & Ralph Burns

In beauty & wellness, we see this mistake often: applying one global CAC target to a diverse product line with wildly different margins. One client has products ranging from 70% to 40% gross profit. Same CAC for both. It’s a recipe for margin erosion. Profit-driven CAC

Meta is changing the game: one campaign, one ad set, creatives from every stage of the funnel inside it. The platform handles delivery — you handle relentless creative iteration. Are your teams built for this new reality? #MetaAds #MarketingStrategy

Meta is quietly ending the era of manual ad management. With a $60–65B AI investment by 2025, they’re shifting from giving advertisers control to letting algorithms run the show. Advantage+ will become the default, powered by unprecedented access to user data. For marketing

The Ad Lab Live! - with John Moran & Ralph Burns

How to Move Creative from Test to Scale Without Losing Audiences:. 1️⃣ Duplicate winners into scaling. 2️⃣ Keep the test running. 3️⃣ Immediately test to beat your best. Never shut off the original—you risk losing audience share. Are you scaling smart or scaling sloppy?

One of the simplest and most powerful ways to measure marketing performance: If you put $1 in, you should see $1–$2 (or more) come out in revenue. It’s the quickest test for whether your spend is fueling growth or wasting budget — regardless of what platform metrics say. Do you

$2,500 spent. 650 clicks. ZERO new customers. And the platforms still tell you your CPA is ‘great.’ This is the danger of miscounted conversions — existing customers counted as new. Without clean data, your decisions are wrong before you even make them. How confident are you in

The Ad Lab Live! - with John Moran & Ralph Burns

Google’s playing a new game. With platform compatible columns, Demand Gen can now get 100% credit for conversions — even if Shopping or Search touch the customer last. Sounds a lot like Facebook’s attribution model, doesn’t it? How does this change where you put your budget?

Scaling trap: Lowering your tROAS target without proper first-click imports can backfire—fast. You’ll pay more for the traffic you already own instead of buying new volume. Are your Google Ads feeding growth… or just retargeting the same people?. #ScalingStrategy #PaidMedia

Your click-through dreams?. Gone. We’re all feed-based now — scrolling, scanning, deciding in seconds. If your ad doesn’t deliver in-feed, it won’t deliver at all. Are you still designing for landing pages instead of the feed?. #FeedFirst #DigitalMarketing

The Ad Lab Live! - with John Moran & Ralph Burns

Everything you knew about Meta ads? Dead. The playbook’s been burned. The only path forward? Check your ego, become a student again, and relearn the engine. The market’s been reset—are you ready to start from scratch? #MetaAds #MarketingShift

10 years of manual targeting? Gone. Andromeda reads your ad + decides exactly who should see it. The future? AI-led creative targeting. The fear? Losing control. Would you trust it? #AIAds #CreativeTargeting

Most marketers still treat Meta like it’s 2018. One campaign. One message. One ad set. Spray and pray. But here’s what Meta really wants:.Creative tailored to every stage of the funnel — awareness, consideration, decision. They already know where the user is. They just need the

The Ad Lab Live! - with John Moran & Ralph Burns

60% of your customers will come back. But maybe not to you. Amazon. Your competitor. Whoever’s cheaper. If price is your only value prop —.You’ve already lost. How are you protecting your brand from becoming a commodity?.#MarketingLeadership #RetentionStrategy #PriceWar

The ad we thought was only for retargeting? Meta disagreed. We ran a consolidated campaign, and the platform chose a testimonial ad to push to cold traffic. Result? 🚀 New visitor % up. Traffic got colder. Performance improved. Marketing lesson: Let the algo test what you

Hard truth for marketing leaders:. Meta, Google, and YouTube are marketing platforms, not reporting platforms. If you're using them to measure business growth, you're using the wrong tool for the job. Their data trends in the right direction — but it's rarely accurate. That’s