Every client that comes to us wants growth, but wants to control every decision that gets us there. Those two things don't coexist.

Let’s dive in!

One of the biggest things I would say people struggle with coming to us is you are almost completely removed off of the account and step out of the marketing position as a whole.

Why...?

What we have seen over the years is the more control a founder or brand tries to hang onto the worse performance usually is. When you hinder us moving with speed or us having to answer 500 questions a week or explain every move to you this just takes time away from us being in the data or in the creative making decisions on our next moves.

Some brands really struggle with this but this is why a lot of the bigger accounts come to us. For example... Pepsi Co.'s team does not want to be involved in every decision. They care about one thing and one thing only. GROWTH.

That is what we do. We grow companies, FAST.

If you can not get hands off keys, can not let us operate because you want to be involved in every decision success is usually slowed drastically. What you have been doing previously is not working which is why you came to us in the first place.

Trust the process, let us work, and let us find you the results. We have scaled 4 companies this year who have all been flat the last 2 years and already beaten last years numbers by July.

You have to go hands off and you have to let the team dive in.

It is correlated because you are bidding down in the auction, but it is not a cap in any way. It is controlled by the auction dynamics. You do not set your bid cap based on your CPA.

Test in ABO, scale the winners in CBO. Whether it's a local brand or a national account, you're not trying to find the perfect audience on day one, you're running tests, angle by angle, until something breaks out. Then you move it to CBO.

Same logic applies to audience overlap. If your audiences overlap, don't panic and split everything by default. Only time you keep the split is if it's for inventory control purposes. Otherwise let the algorithm find its shape.

And when the winners start scaling, don't expect a straight line. Usually takes us about 60 to 90 days to unlock full growth. The journey to the top is not an escalator, it more looks like a stair case.

Budget for the flat stretches. They're part of the process, not a sign it's broken.

— Torii, founder @ DREAMLABS