Insights
This is where we answer the questions $5M+ DTC operators actually ask us: how much to spend on Meta, what a good MER looks like, whether creative should live in-house or at an agency, and how many ads you really need each month. No theory for its own sake. These are the same views we bring to a client account. The through line is simple: your creative volume is the ceiling on your growth, and everything here is about raising it. Every piece is written by our founder, Matthew Feng.
When performance stalls, most brands go hunting inside the ad account: bids, budgets, audiences, campaign structure. The real constraint is usually upstream. If you are not feeding the platform enough fresh, on-brand creative, no amount of account tinkering fixes the ceiling. This piece explains where the actual bottleneck sits and what to do about it.
There is no single right number, but there is a way to reason about it. We walk through how spend should track to creative capacity, contribution margin and your target MER rather than a fixed budget pulled from last year.
The honest answer is that neither one on its own gets you to volume at a low cost per ad. We break down what each model is good at, where each falls down, and why we brief scripts into your in-house team instead of producing ads ourselves.
MER is the number that keeps profit, revenue and creative honest. We explain what a healthy marketing efficiency ratio looks like at different growth stages, and why chasing ROAS in isolation can quietly cost you money.
More than you are running now, and the answer scales with spend. We put a practical range on monthly creative volume for growing brands and show how to hit it without the cost per ad climbing into the thousands.
The through line
Creative agencies make great content but miss the performance. Media agencies run the ads but ignore the creative inputs. Every article here sits on the seam between those two. We write the scripts, angles and concepts, coach your team to produce at volume, then buy the media against the winners and feed them back into new briefs. Profit, revenue and creative, compounding in harmony.
Book a call with Matthew Feng and the senior team. We will look at your creative volume, your MER and where the real ceiling on growth is sitting.
