316 Interactive

09/10/2026

$16 CPM. 1.29 ROAS.
$35 CPM. 1.56 ROAS.

Pick one.

I took over an account this summer.
Scaled daily spend 2.3x.
CPMs more than doubled.

Here’s what happened.

CPM: $16.49 → $35.47
ROAS: 1.29 → 1.56
Conversion rate: 2.73% → 4.98%
AOV: $53.86 → $65.92
Cost per purchase: $41.64 → $42.58

Ads cost 2x as much to show.
Cost per purchase moved 2%.

And this wasn’t a small budget.

Ad spend: $109K → $176K
Daily spend: $1.6K → $3.7K
Revenue: $164K → $289K

20 fewer days. 76% more revenue.

Everyone knows the rule. Scale spend, lose efficiency.
I scaled daily spend 2.3x and ROAS still went up 21%.

Here’s the biggest lie in paid social:

Cheap CPMs mean you’re winning.
They don’t.

Cheap impressions are cheap for a reason.
The people who actually buy are the people every other advertiser is fighting over.
They cost more.

If your CPM just dropped, wait before celebrating.
Ask who you’re reaching now.

So why is everyone obsessed with it?
Because it’s the easiest number to understand and the easiest number to blame.

“Meta got expensive” is the perfect excuse.
It’s never you. It’s the algorithm. It’s Q4. It’s iOS.

Let me give you the real reason your CPA is climbing.

It’s not your CPM.
It’s not Meta.
It’s what happens after the click.

On this account, click to purchase went from 3.86% to 8.11%.
Every click got twice as valuable. So I could afford to pay twice as much for it.
A $16 CPM that doesn’t convert costs more than a $35 CPM that does.

Stop focusing on what it costs to be seen.
Start focusing on what a click is worth.

—

I’m Bobby. I write the creative strategy and run as an operator. So nothing gets lost between the ad and the account. I don’t care about cheap CPMs. I care about what hits the bank account.

09/04/2026

WTF do I actually do?

A lot of people still don’t really understand what I do.

Marketing has become such a broad word that it can mean 50 different things depending on who you ask.

And I’ve been figuring out how to explain what I do myself.

“You run Facebook ads?”
“So you make websites?”
“You do social media?”
“You run an agency?”

Not really.

The simplest answer is: I’m an operator.

I’ve spent the last 12 years learning how to grow businesses, and I’m still on that journey.

I’ve built my own startups to multiple 6 figures+ and flipped one.

I’ve worked with everything from local businesses to startups, enterprise brands and celebrity businesses.

I’ve taken ad accounts from $0 to $2M+ a month in spend.

I’ve helped take 6-figure businesses to 7 figures.

I’ve helped founders grow, scale and eventually cash out.

Brands hire me directly. Marketing agencies hire me to consult on their own clients.

I’ve managed a team of 12 agency style.

And I’m hands-on.

Strategy, paid acquisition, creative, landing pages, offers, funnels, analytics, systems, positioning, scaling, whatever is actually holding the business back.

I’ve worked across health, fitness, mental health, productivity, finance, consumer goods, fashion & apparel, sweepstakes, law and more.

DTC. B2B. Service businesses. Apps.

At this point, I have a network, systems and frameworks I can adapt to almost any business or vertical.

So no, I don’t just “run Facebook ads.”

I help grow businesses.

I’m a master in my craft but always a student at the same time.

That’s what I do in a nutshell.

08/28/2026

Hot take? You don’t need the next 12 months mapped out to launch a business or an ad campaign. Frameworks and strategy matter, but real marketing data only reveals itself once you move.

Here’s how business and marketing works.

You can only go as far as you can see, and when you get there, you’ll see further.

You can’t steer a parked car. 🚗

Stop trying to predict when you haven’t launched jack all. Execute the next logical step, get the data, and let the road unfold.

Action creates clarity. Not overthinking.

08/26/2026

“Test more creative” has become the default answer to almost every scaling problem.

CAC going up? More creative.
Performance plateauing? More creative.
Can’t increase spend? More creative.

Creative volume matters. A lot.

But after managing accounts at different stages of scale, I’ve learned that it’s only one part of the equation.

When an account isn’t scaling, I look at four things:

1. Intentional testing: Are we actually testing new hypotheses, or just producing more variations of the same idea?

2. Creative quality: More output doesn’t compensate for weak insights, messaging or ex*****on.

3. Campaign structure: Budget allocation, consolidation and how you’re scaling can become the bottleneck even when you have winning creative.

4. Market + seasonality: CPMs change. Competition changes. Demand changes. What worked at one level of spend might behave differently at another.

The mistake is prescribing more creative before diagnosing the actual problem.

Sometimes you need 30 more ads.

Sometimes you need a better offer, a different campaign structure, or simply to recognize that the market has changed.

Scaling is a diagnosis problem before it’s a creative volume problem.

08/23/2026

We spend a lot of time setting goals around revenue, growth, and what we want to accomplish professionally.

But I think lifestyle goals deserve the same attention.

Where you want to live, how you want to spend your days, the places you want to experience, and the freedom you want your work to give you. Those are goals too.

I’ve always believed you don’t have to choose between doing meaningful work and building the lifestyle you want. With the right structure, the two can grow together.

Northern Italy has been good to us. 🇮🇹

06/08/2026

Being busy is not a flex.

Busy is what you say when you don’t have results to show. It’s the safe answer. The one that sounds productive but means nothing.

Real operators aren’t busy. They’re moving. There’s a difference.

Perfectionism is the same trap with a better PR strategy. You’re not refining, you’re hiding. Waiting for conditions that will never be perfect enough to justify starting.

The market doesn’t care about your process. It rewards ex*****on.

Speed is the only honest signal. How fast you move tells me everything about how serious you are. Anyone can plan. Anyone can research. Anyone can tweak the deck one more time. Few people actually ship.

And when it doesn’t work? The loser mindset has an answer ready. The market was wrong. The timing was off. Someone copied them. Never the person in the mirror.

But it gets worse. Losers don’t just hold themselves back, they go out of their way to drag others down too. Bad reviews on competitors. Discouraging people who are just getting started. Judging from the sidelines of a game they’re too scared to play.

Winners don’t have time for that. When you’re actually building, you’re too focused on your own lane to care about someone else’s. And when you do look up, it’s to collaborate. To connect. To pull someone forward because you remember what it felt like to be at the beginning.

Empathy isn’t soft. It’s what separates people who build lasting things from people who burn everything around them on the way down.

Own your results. Move fast. Encourage the people in the arena with you. Leave the judging to everyone who’s still in the stands.

05/16/2026

05/14/2026

The ads manager shows you numbers. It doesn’t tell you what they mean. That gap is where most brands lose money, and where strategy actually lives.

05/08/2026

Hot take: Advertising is the tax you pay for not having a creative strategy

Over the last couple years I’ve been deep in the trenches helping brands develop creative strategy and scalable testing systems.
 
The biggest shift I’ve noticed is that the leverage moved.
 
Media buying keeps getting more automated, but the ability to extract real customer insight and translate it into scalable creative feels more valuable than ever.
 
The strategists who can consistently:

- identify patterns
- understand consumer insights (pains/desires/beliefs)
- develop strong positioning
- build repeatable testing systems
- turn messy customer psychology into clear messaging

…are becoming incredibly valuable to growth teams.
 
I recently had a call with a team member at Motion (Creative Analytics), and they mentioned they’re putting together an article around creative strategists and included me in it too. Feels like there’s definitely a larger shift happening in the industry right now around the role.
 
At the same time, honestly, just keeping up with everything happening sometimes feels overwhelming. The pace of change is wild right now.
 
I’m also slowly trying to build more of an online presence around my thinking/work, which has been uncomfortable in its own way. I’m naturally much better behind the scenes than on camera, so content creation and “being visible” doesn’t come naturally to me at all.
 
Here’s what I think is the next move for the most successful strategists:

- there will be a huge demand for elite strategists
- leveraging AI in this role will be a huge differentiator
- work on their own personal brand/content
- they should stay sharp without burning out trying to keep up with everything

What are your thoughts?