In the words of Andrew Foxwell, "It's just the guys" and they framed this episode around one big shift: 2025 was the year of creative diversity and raw ad volume, and 2026 is the year that questions, "what is all this volume actually pointing at?" Call it a return to intentionality, and the part of the funnel many brands have been ignoring while chasing creative volume: the landing page.
Brad opens by reacting to a Twitter conversation where operators sounded burnt out on the volume game, then reframes the discussion around what you can improve outside of ad creative. The crew works through Cherene's "marketing tornado" idea: If the same person sees your brand 15+ different ways, and the job is consistency of message across all of them, then it's important to arm Meta with creative, landing pages, and offers so its AI (Andromeda) can deliver the right message to the right person at the right time.
The heart of the episode is landing page strategy. Zach speed-runs the page-type hierarchy, then both hosts hammer funnel congruency, the ad-to-lander-to-PDP message match they admit was a big driver of their Feb/March scaling. Brad shares a beauty-brand example where simply turning a winning founder video's transcript into a congruent listicle scaled spend 60% month-over-month (twice) with zero new ads.
The short: stop hunting for the one winning page, run many congruent pages live at once, and let Meta allocate spend across them.
Key Takeaways
Why ad-to-landing-page-to-PDP "funnel congruency" is the piece most operators are still leaving on the table in 2026.
How one brand scaled spend 60% month-over-month (twice) with zero new ads.
Why you need to stop hunting for the single "winning" landing page and instead run many congruent pages live at once.
What it actually means to "sell one product 50 different ways," and why your angle TAM is more important than your category TAM.
Why the volume game is finally dead, and what the 2026 shift from "make more" to "what is this volume pointing at" means for your testing budget.
Why a "marketing tornado," is your best bet to keep message consistency when one buyer sees your brand 15+ different ways.
When it actually pays to set different CPA/ROAS targets by funnel stage and product.
Why a congruent landing page will lower your CPM, CPMR and earn you a "back tap" from the Meta auction.
The order you should be building and testing your landing pages.
This episode of the Scalability School podcast is sponsored by NorthBeam and they just launched Northbeam Incrementality. Northbeam Incrementality gives you easy, automated, self-service incrementality tests, while protecting you from the major mistakes so many people make while running incrementality tests. Your MTA handles the daily tactics, your MMM guides the long-term planning, and Incrementality provides the causal truth. It's a closed loop that allows you to scale what works and cut what doesn't. Right now when you head over to www.northbeam.io/incrementality, they're offering Scalability School listeners 50% off unlimited tests for a year when you join. Just tell them we sent you!
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