Scalability School

This week Brad, Zach & Andrew tear into whitelisting, the practice of running Meta ads from a page that isn't your brand's page. They walk through the wins of how well they work and dissect what is actually moving the needle: the creative or the non-branded page. They cover the different page types brands should be testing along with creating a scalable process to gaining new whitelisted creatives.

And lets not forget the one Meta Ads Library hack that lets you spy on any competitor's whitelisted ads.

Key Takeaways:

• How duplicating an existing ad but changing only the Facebook page unlocked a 5X return.
• Why "celebrities" creatives tend to only spike CTR yet tank conversions, and how to spot this trap early.
• The page type (brand page, creator page, or unaffiliated "meme-itorial") that outperforms for each demo
• How to budget creator fees using a flat rate plus a %-of-spend bonus, so everyone roots for scale
• The page type that is the cheapest, no-brainer starting point for first-time whitelisters
• Why a 60-day contract is your go-to to de-risk your first whitelisting test

Leadsie Is Your Shortcut to Scalable Whitelisting Stop chasing screenshots.

Skip the "how do I give access?" DMs. With Leadsie, one link lets creators whitelist your brand - no confusion, no delays.

Learn more about Leadsie and and exclusive offer just for Scalability School listeners https://www.leadsie.com/partner/scalability-school

Learn more about the Scalability School Podcast or listen to other episodes head to https://scalabilityschool.com

To connect with Andrew Foxwell send an email [email protected]

To connect with Brad Ploch send him a DM at https://x.com/brad_ploch

To connect with Zach Stuck send him a DM at https://x.com/zachmstuck

Learn More about the Foxwell Founders Community at http://foxwelldigital.com/membership

The trio break down the levers that can turn plain-vanilla promos into a revenue generating machine. Using real-world tests from snack bars, socks, and pet-supplement brands, they show how smart bundling, "buy-more-save-more" ladders, and subscription sweeteners can:

📈 lift AOV 40 %+ without tanking CAC,

📈 push new-customer revenue up 250 % YoY, and

📈 shorten payback windows to 45 days even in CPM spikes.

They walk through the math that compares in-house offers and reveal the exact wording that beat a 20 % off code. They even share their guardrails for knowing when to raise the discount versus stacking perks (free shipping, VIP access, etc.).

Key Takeaways:

• ✅ What's the fastest way to add $10 to $20 of AOV without touching product cost.
• ✅ How many SKUs belong in a variety bundle before choice-paralysis kills conversion.
• ✅ Which buy-more-save-more ladder (10 / 15 / 20 %) balances margin and CPA best.
• ✅ The CAC-to-AOV ratio a subscription starter kit should be at to beat a one-time discount
• ✅ When to rip the Band-Aid and raise prices before launching an offer.
• ✅ The One KPI signal that a loss-leader welcome deal is actually profitable by day 45.
• ✅ How to name your bundle so it feels premium—not like a clearance kit.
• ✅ The "value-stack" checklist Brad uses before any promo goes live.

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Learn more about the Scalability School Podcast at https://scalabilityschool.com

To connect with Andrew Foxwell send an email: [email protected]

To connect with Brad Ploch send him a DM at https://x.com/brad_ploch

To connect with Zach Stuck send him a DM at https://x.com/zachmstuck

Learn More about the Foxwell Founders Community at http://foxwelldigital.com/membership

In this episode of Scalability School, Andrew Foxwell, Brad Ploch, and Zach Stuck break down the exact framework they use to run lean, profitable ecommerce brands. Whether you're a DTC founder, media buyer, or agency operator, this episode reveals how to:

• Build a lean team without sacrificing performance
• Decide when to hire vs. outsource
• Avoid common OPEX mistakes that kill margins
• Hit $5M+ in revenue per full-time employee
• Create systems so your team runs without bottlenecks

They also share behind-the-scenes data from their own brands and the Foxwell Founders Community. If you're scaling a DTC business and tired of bloated team structures, this is your playbook.

Learn more about the Scalability School Podcast at https://scalabilityschool.com

To connect with Andrew Foxwell send an email: [email protected]

To connect with Brad Ploch send him a DM at https://x.com/brad_ploch

To connect with Zach Stuck send him a DM at https://x.com/zachmstuck

Learn More about the Foxwell Founders Community at http://foxwelldigital.com/membership

In this episode of Scalability School, Andrew Foxwell, Zach Stuck, and Brad Ploch share a battle-tested blueprint for breaking out of creative fatigue and scaling spend without watching your CPA creep upward. Their central thesis is that "creative diversity" is more than pumping out dozens of ads as it's the deliberate intersection of personas, messaging pillars, angles, and formats that lets Meta's delivery system find pockets of incremental performance you would never hit with volume alone.

Key Takeaways:

• Are strict constraints the secret sauce that actually unlocks creativity and cheaper CPAs?
• How does a simple 'pillar vs. angle' grid expose the real gaps in your ad account?
• Which matters more for performance: the hook, the message, or the visual format?
• What's the minimum viable number of concepts you must launch each month to stay ahead of fatigue?
• When should you double-down on a winning persona and when is it time to pivot?
• In-house editor vs. agency retainer, where does the math break in 2025?
• Could spending just one extra afternoon a week on creative planning move you past that $250 k/mo plateau?

Motion is the creative strategy command center.

With Motion, creative strategists get help at every step of their workflow including visual analysis of top-performing ads, competitor tracking, research tools, and automated recommendations to help prioritize what to ship next.

Motion's customers include some of the most prominent advertisers in paid social. Brands like HexClad, Vuori, True Classic, Jones Road Beauty, and Ridge use Motion to analyze over $11B in media spend every year.

Learn more about Motion at https://motionapp.com/

Learn more about the Scalability School Podcast at https://scalabilityschool.com

To connect with Andrew Foxwell send an email: [email protected]

To connect with Brad Ploch send him a DM at https://x.com/brad_ploch

To connect with Zach Stuck send him a DM at https://x.com/zachmstuck

Learn More about the Foxwell Founders Community at http://foxwelldigital.com/membership

In this episode of Scalability School (Episode 2), hosts Andrew Foxwell, Zach Stuck, and Brad Ploch welcome special guest David Herrmann to unpack how rapidly‐growing DTC brands build and scale their creative operations. They cover the decision points between hiring in-house talent versus partnering with agencies, the playbook for staffing roles as spend climbs, and the simple yet powerful "report card" framework David uses for measuring agency performance. Along the way, they dive into low-cost, high-impact content strategies, like leveraging TikTok Shop purely for authentic UGC and share battle-tested approaches for launching and managing creative tests at scale. Listeners finish armed with practical benchmarks, tools, and team structures to level up their creative machine. Key Takeaways:

• Who you should hire first when building your creative team
• The ad-spend or revenue thresholds that make sense to move creative production in-house
• What a simple "report card" for your agency can look like and how does it keep them honest
• How you can tap TikTok Shop as a content source, even if it doesn't drive direct sales
• One of the most efficient ways to launch dozens of ad creative tests without getting overwhelmed
• The specialized tools the guys use that can help you organize, track, and report on hundreds of ad variations

Motion is the creative strategy command center. With Motion, creative strategists get help at every step of their workflow including visual analysis of top-performing ads, competitor tracking, research tools, and automated recommendations to help prioritize what to ship next. Motion's customers include some of the most prominent advertisers in paid social. Brands like HexClad, Vuori, True Classic, Jones Road Beauty, and Ridge use Motion to analyze over $11B in media spend every year. Learn more about Motion at https://motionapp.com/ Learn more about the Scalability School Podcast at https://scalabilityschool.com/subscribe

To connect with Andrew Foxwell, send an email [email protected]

To connect with Brad Ploch, send him a DM at https://x.com/brad_ploch

To connect with Zach Stuck, send him a DM at https://x.com/zachmstuck

To connect with David Herrmann, send him a DM at https://x.com/herrmanndigital

Learn More about the Foxwell Founders Community at http://foxwelldigital.com/membership

In this inaugural episode of the Scalability School Podcast, hosts Andrew Foxwell, Zach Stuck and Brad Ploch walk through six high‑impact tests they wish they'd tried much sooner—each backed by real‑world data and actionable takeaways.

• What if the secret to a 20% conversion lift isn't new ad creative, but turning your PDP's most‑clicked images into a swipe-able carousel?
• Can swapping polished ads for raw, unedited customer review screenshots unlock ten‑times more ad spend and engagement?
• How much more trust could you build by embedding real Facebook comment screenshots—complete with their native UI—right on your landing pages?
• How you can lean on Meta to re‑activate lapsed buyers with a one‑day click window and aggressive MinROAS targets, When email and SMS campaigns stall.
• Uncovering new audiences by running cost‑cap and value‑based bidding side by side, then scaling winners into large ASC budgets.
• Is cranking out over 1,000 ad assets in a month be the safety net your performance needs?

Learn more about the Scalability School Podcast at https://scalabilityschool.com/subscribe

To connect with Andrew Foxwell send an email: [email protected]

To connect with Brad Ploch send him a DM at https://x.com/brad_ploch

To connect with Zach Stuck send him a DM at https://x.com/zachmstuck