Welcome to Intelligent Artifice, your weekly dose of insights to help you win with performance marketing in a Generative AI world.
Intelligent Artifice features hard won insights from the front-lines of performance marketing in a Generative AI world - delivered straight into your inbox. For free.
The elephant is lying
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Hi Reader After 16 years in performance marketing, I’ve learned something most people don’t want to admit: Nobody actually knows what the algorithm wants. Not Meta. Not the gurus. Not the guy posting “7 hacks to scale your ROAS.” (Not even the guy who is writing this email to you all.) We all have pieces of the truth. Which reminds me of that old parable: A group of blind men each touches one part of an elephant. One says it’s a rope. Another says a tree. Another says a wall. All of them are wrong… because none of them can see the whole.
That’s what trying to “understand” the algorithm looks like. We guess. We theorize. But once you’ve spent real money at scale, you learn fast: The only thing that matters is what the algorithm is
already rewarding.
That’s why we built Brute Force AI the way we did. It doesn’t try to predict the future. It reverse-engineers what’s working right now. We analyze top-performing ads: yours, or from across the Meta Ads Library... and break them down into their working parts:
Then we do two things: ✅ We make tight, strategic changes Fresh hooks. Visual swaps. New openings. Structural tweaks. All grounded in what’s already winning. ✅ And we generate net new concepts... But we do it knowing what’s been tested, what the algorithm rewards, and what “new” actually means inside a Meta ad account. Not invention for invention’s sake. Creation with context. A winning ad is great. But you know what’s better? Knowing how to make ten more like it… and knowing when it’s time to break the mold.
….and being able to do both at will.
If you spend $50k+ a month, and are done guessing… and ready to scale creative profitably - with intent, not noise… Hit reply with “BRUTE.” I’ll show you how we build repeatable performance. Later, Shamanth PS: ICYMI: here are some of our recent deconstructions from our socials. |
Welcome to Intelligent Artifice, your weekly dose of insights to help you win with performance marketing in a Generative AI world.
Intelligent Artifice features hard won insights from the front-lines of performance marketing in a Generative AI world - delivered straight into your inbox. For free.
Hi Reader Last time I told you how our “lazy” variations crushed the bold new ads in the account. What I didn’t say? If we hadn’t figured that out, the whole account would’ve gone off a cliff. I didnt realize how close to a crazy drop we were. It’s easy to think ‘haha lazy’ - and move on. and hard to appreciate how hard it is to build a rock-solid testing system. This is why I see most teams(even well intentioned) bleed out. Because this is what their tests can look like: No structure 20 new...
Hi Reader In 2013, I was running user acquisition for a mobile app called Bingo Bash. Our monthly ad budget? $1.75 million. When I’d just joined, I honestly couldn’t believe it was humanly possible for a single product to spend that much. I thought Bingo was for a tiny niche of middle-aged women. But this was the wild west of mobile growth: when platforms were exploding ...and anything was possible. So we spent. Scaled up. And one ad quietly started hogging a huge chunk of that budget. This...
Hi Reader After I sent that last email about building on winning ads… I got hit with some replies that all sounded kinda like this: “Okay… but what about new ideas?” “What about new formats? New audiences?” And look: I get it. Most marketers hear “optimize what’s working” ….and just assume you’ve stopped trying to grow. But here’s the truth: that is a false dichotomy.... The smartest marketers dont pick... between optimizing what's working and what's new. They build off what works AND go...