Rising cost per thousand (CPMs), fickle algorithms, and endless creative demands are rewriting the rules of performance marketing. In this episode, you’ll hear how a leading subscription marketer is using specificity, trust, and tight ad-to-landing-page congruency to turn attention into high-intent subscribers at scale.

In this episode, Doug and Robbie Giles discuss:

• Meta CPM inflation and AI-driven algorithm shifts
• Building creatives that grab the attention of the right people, not just anyone
• Sequencing performance, precision, and trust at scale
• Messaging and visual congruency from ad to landing page
• Rethinking metrics: CTR, CVR, and the power of funnel rate

 Key Takeaways:

• As Meta gets more expensive and algorithmically sophisticated, brands must move beyond simple hook swaps and build genuinely distinct creatives for different audience segments.
• The path to scalable growth starts with precise performance marketing to identify what resonates, then layers on trust through believable promises, proof, and product quality.
• Creatives that win don’t just grab attention; it filters for the right intent so algorithms learn from qualified engagement instead of noisy clicks.
• Consistency between the ad message, landing page copy, and visual identity builds trust and can drive meaningful conversion lifts, especially at scale.
• Evaluating click-through rate or conversion rate on their own can mislead teams; optimizing for the combined funnel rate from impression to conversion is far more powerful.

“I've learned that you can find similarities and learn lessons from companies that actually are very dissimilar.” - Robbie Giles

About the guest, Robbie Giles:

Robbie Giles is the SVP of Consumer Marketing at MasterClass, where he’s turning clicks into customers and marketing into momentum. He leads big-budget campaigns across Meta, Google, TV, and more—mixing sharp data with bold creative to fuel serious subscriber growth. Before that, he helped build the marketing engines at Fandango and Vudu, and got his start at Disney.

Since 2015, MasterClass has been the place where you don’t just learn—you learn from the best. One membership gets you in the room (virtually) with world-class instructors across business, writing, sports, and more.

Connect with Robbie Giles:

LinkedIn: https://www.linkedin.com/in/robbie-giles-a16a5b29 

SubSummit will be in Kansas City, May 13-15, 2026

Attend SubSummit FOR FREE Here: 

https://subsummit.com/hosted-merchant-meetings-program/ 

You can also register here: https://subsummit.com/tickets/ 

Book your meeting with Christopher George from SubSummit here: 

https://meetings.hubspot.com/chris3306/linkedin-profile?uuid=0c103e97-4adc-4c16-bbe6-794c92ab9c61 

About SubSummit:

SubSummit brings together thousands of executives and operators from established enterprises, direct-to-consumer, fast-growing startups, innovative tech companies, active investors, and more. These pioneers come from across a broad range of industries, including e-commerce, media, publishing, retail, streaming, SaaS, digital, automotive, and beyond.

From FabFitFun to Walmart+ to MasterClass, the world’s leading brands leverage SubSummit to remain catalysts in consumer engagement and product experiences.

Simply put, if you’re in subscription, membership, or recurring revenue, you’re at SubSummit.

Website: https://subsummit.com/ 

LinkedIn: https://www.linkedin.com/company/subsummit/ 

Instagram: https://www.instagram.com/sub_summit/ 

Show notes by Podcastologist: Hanz Jimuel Alvarez

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.