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CPMs climbing. Frequency spiking. CAC creeping up... If you’ve felt your Meta ads are “hitting a ceiling”, this episode is for you.
We break down incremental reach, the hidden KPI that dictates whether your Meta spend is actually reaching net new audiences or just recycling the same eyeballs.
Inside this episode we cover:
- What incremental reach really means (and how to measure it)
- The signals your account is fatiguing (and how to fix it fast)
- Why creative strategy is the #1 lever for reducing frequency and unlocking growth
- How to forecast the creative volume you actually need to scale
- Our research process for uncovering new personas, pain points, and angles
- The account structures that work best at 5-figure+ daily spend
This is the Meta Blueprint for founders and marketers who want to scale without killing CAC or exhausting their warm audience.
We’ve stress-tested these strategies across 8 and 9-figure DTC brands and they work.
0:00 Intro
2:36 Today’s topic: incremental reach explained
5:40 What is incremental reach (and how to measure it)
10:10 Creative as the key lever to fix incremental reach
12:00 Breaking down the creative strategy layers
15:45 Meta creative fatigue reports
17:00 Quick creative wins
19:45 Researching new personas & angles
32:50 Using AI to uncover hidden pain points & angles
34:20 Seasonality
35:15 Forecasting creative volume
45:00 Account structure & testing strategies
48:30 Scaling winners
50:30 Why consolidation helps incremental reach at scale
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