By Application · Five Sessions Each Month
A private, one-on-one diagnostic for founders already past proof-of-concept — combining performance data with consumer psychology to find exactly what's limiting your growth, before you commit another pound to the wrong system.
The Difference
Agencies execute. Consultants advise. Neither pauses to ask why the system is underperforming in the first place. The diagnostic sits precisely where that question lives — at the intersection of performance data and how buyers actually think, decide, and convert.
ROAS, CPL, CTR — most founders read these as outcomes. I read them as symptoms. Every underperforming account carries a pattern. The diagnostic surfaces it before you spend more trying to outrun it.
Performance data tells you what is happening. Consumer psychology explains why. Whether your creative stops the scroll, whether your offer triggers action, whether your funnel removes hesitation or deepens it — this is where the real constraint almost always lives.
Most accounts have one primary constraint. Fix the wrong thing first and you scale the problem. The diagnostic identifies the single highest-leverage intervention — and the order in which everything else should follow.
Not observations. Not a strategy deck. A prioritised, sequenced action plan — delivered in writing within two business days. Your team executes directly from it. No interpretation required.
The Private Session
A single, deliberate engagement to identify exactly what is limiting your paid growth — conducted with the rigour of a specialist, not the assumptions of an agency. Reserved for founders who treat ad spend as an investment, not an expense.
At £10k/month in spend, a 15% ROAS improvement returns £1,500 each month — compounding.
The session recovers its cost within a week.By application · Europe & Dubai · Online
Every paid resource in the Vault. Fourteen documents, over 250 pages of frameworks, benchmarks, and templates. Delivered immediately on session booking.
A private brief on your top 3 competitors — prepared before your session.
The Resource Vault
Fourteen practitioner-built resources drawn directly from the methodology behind the private sessions. Two are free. Twelve are available individually — or together as the complete Vault for a single deliberate price. The full Vault is also included at no additional cost with every private diagnostic session.
The exact 27-point checklist run before every private audit — campaign structure, creative, audience logic, funnel behaviour.
Receive →The foundational principles from behavioural science that determine whether your audience scrolls, stalls, or buys. Written for founders, not academics.
Receive →When to scale, when to hold, when to rebuild. The decision framework behind the 8× ROAS result — written for founders guessing at these calls and paying for it.
Acquire →Why ads stop working — and how to see it before it happens. Frequency signals, refresh triggers, and a rotation system that prevents burnout before it destroys ROAS.
Acquire →The attention, emotion, and memory mechanisms that determine whether an ad is remembered or dismissed. Applied — with creative examples from D2C.
Acquire →Every point at which your funnel quietly loses revenue — from ad to landing page to checkout. A systematic diagnostic you can run on your own funnel today.
Acquire →Scale, hold, or fix — the three decisions that define a paid growth quarter. A mental model for making these calls with evidence, not instinct.
Acquire →Why your product is not your offer. A framework for constructing an offer that converts at scale — anchored in perceived value, risk reversal, and decision psychology.
Acquire →Which metrics actually matter at your stage. What to ignore. How to evaluate performance without being misled by vanity signals. A permanent fix for metric confusion.
Acquire →How to read competitor ads, funnels, and offers the way a specialist reads them — and extract signal, not just copy. The exact method used in the session dossiers.
Acquire →A structured testing protocol that produces winners faster and at lower cost. Hypothesis design, variant construction, statistical rigour — made practical.
Acquire →How Meta and Google accounts should actually be organised at different stages of spend. Architecture, naming, budget logic — everything that compounds or silently breaks.
Acquire →The comprehensive D2C creative reference. Twelve sections covering every format, the eight core angles, 50+ hook structures, the five-element script framework, CTA matrix, platform-native specs, testing protocols, and every creative brief template used inside the private sessions.
Acquire →Every major channel, every major industry. Nine platforms across thirteen verticals. Over five hundred benchmarks — CTR, CPC, CVR, CPA, ROAS, MER, CAC:LTV, funnel stage, email, SMS, organic social. The reference document founders keep open on a second monitor.
Acquire →Qualification
Built for a specific kind of founder. If that isn't you, the Vault above is the right starting point.
◆ This is for you if —
◇ This is not for you if —
Selected Results
What follows is drawn directly from live ad accounts — with client identifiers removed and figures generalised to protect commercial confidence. Every number is real. Every number has been produced under management. Verification available on request during the diagnostic session.
The table below is drawn from live ad accounts. Campaign identifiers, client names, and exact spend figures have been rounded and generalised. Performance figures are reported as they appeared in-platform.
| Campaign Type | Spend Range | Primary Result | Platform Reported |
|---|---|---|---|
| D2C e-commerce · prospecting | £5,000 – £6,500 | Purchase ROAS | 8.86× |
| D2C e-commerce · prospecting | £1,000 – £1,500 | Cost per purchase | £0.53 |
| D2C e-commerce · prospecting | £750 – £1,000 | Cost per purchase | £0.61 |
| D2C e-commerce · consideration | £5,500 – £6,500 | Purchase ROAS | 4.75× |
| D2C e-commerce · consideration | £5,000 – £5,500 | Purchase ROAS | 4.97× |
| D2C traffic · landing page views | £5,000 – £6,000 | Cost per LPV | £0.02 |
| Lead generation · cold prospecting | £600 – £700 | Cost per lead | £0.07 |
| Lead generation · retargeting | £400 – £500 | Link CTR | 5.86% |
| D2C awareness · scale campaign | £8,500 – £9,500 | Total purchases driven | 2,086 |
| D2C awareness · scale campaign | £1,800 – £2,100 | Total purchases driven | 1,569 |
The Specialist
I work privately with D2C founders who are already investing in paid growth — and getting less from it than they should. My methodology sits at the intersection of performance data and consumer psychology, two disciplines most practitioners treat as separate, and where the real constraints tend to live.
Most practitioners optimise within the system. I interrogate the system itself. That distinction is what produces outcomes like 8× ROAS for a D2C e-commerce brand — not through a single tactic, but through identifying the primary constraint and rebuilding outward from it.
I work across Meta, Google, TikTok, and Snapchat, with founders based in Europe and Dubai who treat their ad spend as a serious, measurable investment. The private practice is intentionally small — no more than five sessions each month — to protect the depth of attention each one receives.
A single private session. A specialist's diagnosis. A full execution dossier within two business days. A competitor brief your competitors don't know exists.
By Application · Five Sessions a Month · Europe & Dubai