The Andrew Faris Podcast Am I Wrong About Creative Testing & Manual Bids? Jordan Menard Thinks So.
Nov 13, 2025
Jordan Menard, co-founder of Instant Hydration, shares his expertise in scaling DTC brands and media buying. He dives into the nuances of creative testing, describing how to organize and scale winning campaigns effectively. Jordan emphasizes the need for high-volume, high-quality creative while debating the impact of manual bidding in Meta’s ecosystem. He argues that successful scaling blends creative strategies with solid unit economics, stressing the evolving landscape where agency founders are transitioning to brand operators.
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Organize Creative By Concept
- Jordan organizes creative by concept and assigns each concept its own ad set with a daily ABO budget to test and scale where it lies.
- This system stabilizes spend, surfaces winners, and funds losers while enabling high-volume creative testing.
Rapid Scaling Wins Shaped His Approach
- Jordan scaled Rise from $10k/day to $150k/day and repeated the approach at Everyday Dose.
- Those rapid-growth wins shaped his focus on building scale-first systems and teams.
Natural CAC As A Scale Lever
- Jordan defines "natural CAC" as a marketplace CAC Meta wants to charge that enables almost infinite scalable acquisition.
- Finding and operating at that CAC is the clearest path to very large, repeatable scale.