Hey Reader -

I've scaled multiple products to $100k/day in ad spend.

You know what's funny?

All that stuff everyone argues about on Twitter? All those LinkedIn bro 'hacks'?

Cost caps vs bid caps. CBO settings. The latest targeting hack.

Nobody at $100k/day is having those conversations.

They're playing a completely different game.

Here's what that game actually looks like.

1. They're always testing the next channel before they need it.

Meta and Google are great until they're not.

Algorithm changes. CPMs spike. Account gets flagged for some mysterious reason. And if that's all you've got, you're screwed.

$100k/day accounts are running tests on TikTok, Apple Search, Snap, DSPs, Taboola, CTV, podcasts, offline. $5k-$10k test budgets. Enough to get signal. Not enough to hurt if it flops.

On a 7-figure account, our biggest channel was a DSP. On a couple of others, we ran 10+ channels at all times.

So when the main channel hiccups: and it will: you've already got somewhere to go.

2. They know what's actually working. Not what the dashboard says is working.

Dirty secret: every channel wants credit for every conversion.

Your dashboard looks beautiful. Everyone's a winner. Meanwhile your bank account is telling a very different story.

So we run incrementality tests. Media mix models. Geo holdouts. Boring stuff that tells you the truth.

One account found their "best" channel wasn't incremental at all(oh hi 'not evil' company). Cut spend 50%. Blended CPAs didn't budge.

That's real money back. To spend on stuff that actually works.

3. They're testing hundreds of creatives a month. With a system.

Not random. Not chaotic. Not just "make more ads."

A real feedback loop.

Every week: new concepts into testing. Winners identified. Insights fed back into the next round.

UGC. AIGC. Static. Skits. Whatever. The format matters less than the rhythm.

Because at $100k/day, creative fatigue is coming for you. Every single week. You can't outrun it with a dozen ads and good vibes.

You need a pipeline. And you need it running all the time.

**

Multi-channel. Measured. Creative system.

Not sexy. Not a hack. Just what actually works at scale.

Most teams do one of these. Maybe two on a good week.

$100k/day accounts do all three. Relentlessly(and they build org structures to do all 3).

This is why this sort of relentless experimental cadence is the bedrock of our process - even for smaller accounts.

If you're spending $50k+/month and want to see what the path to $100k/day looks like for you, hit reply and say "100k" - and we'll talk.

Later,

Shamanth

PS: From the socials:
​Quick tip: Add time to your hook​

​My Valentine's ads arent converting!​

​Another day. Another breakup 💔

​BetterSleep does this so well. It's called 'Ear Scrubbing'​