$6.7M in 30 days on Shopify (We just made better ads)

Business / marketing results & scaling claims (authority)

• Brand performance: $33M+ sales in the first 7 months (Jan 1–July 28), +444% YoY vs the prior period.
• Ads spend scaling (Facebook):
  • Increased from $10k/day → $20k/day → $100k/day
  • On some days: up to $150k/day
• Forward-looking target: After the first 7 months, planning an additional $30M–$40M in Q4.

Core thesis / execution playbook: “Winning ads” require teardown + iteration

The speaker’s argument: to achieve similar growth, you must find winning ads and then go deep on learnings—not simply “ride out” a winner.

They frame the session like a “game”:

1. Show two ads
   • Ad #1 = loser
   • Ad #2 = winner
2. Explain why the winner worked and what to do next.

Case study (ad example): Pergola/Deck refresh UGC-style creative

What’s being advertised

A pergola for backyard decks/patios, including accessories such as:

• Screens
• Lights
• A heater (for cooler months)

Performance signal mentioned

The winning-style ad is said to have 7.5M+ views (referenced via an ad library example).

Key creative differences (same visuals, different script)

The speaker claims the ads use similar / basically identical clips, and the performance gap comes from storytelling and structure, not video “format.”

Winning ad components (framework)

• Storytelling (scripted narrative over raw clips)
  • Includes “what’s happening / why / what’s next,” turning a makeover into a coherent story.
• Valence + intensity (hook psychology)
  • Loser hook (negative valence): “fixing the ugliest thing”
  • Winner hook (positive + higher intensity): “this is the coolest thing we’ve added”
• Flash-forward to the outcome
  • Shows the end result / reveal early (e.g., pulling down a shade screen), creating a curiosity gap.
• Bridge for new viewers (“part three” without exclusion)
  • Uses “Part three” but quickly catches new viewers up so they don’t feel left out.
• Curiosity gap via “how did we get there?”
  • Movie-style transition: quick setup + a dramatic “before” change (e.g., “6 months earlier” conceptually).
• Pitching without “rejection”
  • Recommends the product in a trusted friend tone, not a hard sell.
• Objection handling woven into the narrative
  • DIY fear: “we were nervous but it was incredibly DIY friendly” + proof
  • Time-to-install / capability: installed in 2 days
  • Aesthetic blending: looks like an extension of the house, not an eyesore
  • Family/lifestyle: “with young kids… shade is essential”
• Features framed as benefits
  • Example: “shade screen” → privacy + blocking afternoon sun
• Relatable, life-in-the-moment utility
  • Phone control while managing toys/babies: “one tap” adjustments

Actionable recommendations (what to do when iterating ads)

• Once you identify a winning ad, don’t stop learning—break it down into components so you can replicate the mechanics in future iterations.
• In next iterations, test changes in:
  • Hook valence/intensity (positive + energized vs bland/negative)
  • Flash-forward (show outcome earlier to increase curiosity)
  • Story arc + context (add “why/what/what next,” not just visuals)
  • Bridge strategy (“Part X” recap in 3–5 seconds so new users get context)
  • Objection handling (preempt “DIY,” “install time,” “looks out of place,” etc. with proof)
  • Feature → benefit translation and lifestyle relevance
• Suggested angle expansion:
  • Test angles like “non-DIYer transforms backyard patio themselves” (because the DIY objection is a major conversion blocker).

KPIs / metrics explicitly mentioned

• Sales growth: +444% YoY
• Revenue: $33M+ in 7 months
• Forward target: $30M–$40M in Q4
• Ad spend scaling: $10k/day → $20k/day → $100k/day → up to $150k/day
• Engagement proxy: 7.5M+ views (for the pergola creative example)

Presenters / sources

• Presenter (speaker): Unnamed (primary narrator/coach in the subtitles)
• Referenced sources/models:
  • Sarah Lebiger — credited for Valence & Intensity model and flash-forward concepts.