The most important step. We work out what one customer is worth to you over their lifetime, and from that, what we can afford to pay to acquire one. A $10,000 customer and a $50 customer justify completely different ad accounts. Every decision after this serves that number. You get it in writing.

Most ads fail before they're designed, because brands communicate what they want to say instead of what customers want to hear. So we start with listening: every customer review, why people bought, what they loved, and what they hated. That's where the ad angles come from. Not guesswork.

15+ new ads every month from your brand assets, so creative never goes stale. Your only job is approval and creative direction. You're not designing anything and you're never chasing the next brief. If an idea needs filming or a creator (or you, since founders make the best people on camera), we brief it and price it before committing you to anything.

Campaign structure, targeting, placements, budget allocation. This is where Noah is most heavily involved: He leads media buying on every account, so every dollar you spend is founder-led. Not an outsourced overseas contractor.

You should never have to open Ads Manager to know what's going on. You get a custom, branded dashboard that updates in real time and starts as simple as it gets: money out, money in. One source of truth, then as much detail underneath as you need, down to which ad converted how many people.