01
Strategy
I build the growth thesis from your numbers, not a template. Engagements start with unit economics, contribution margin, and CAC payback. Not a generic 90-day playbook.
Paid media run on incrementality and margin. Not on the last-click dashboard.
The work has changed in 2026. Attribution is structurally wrong in both directions. Last-click misses up to a third of Meta's true impact. Margin discipline beats revenue chasing. This is what brands at $25K+/month are hiring for.
9+
Years operating paid media
$150M+
Ad spend managed across DTC accounts
40+
DTC brands worked with
18mo
Average client tenure
Trusted by DTC
operators at
operators at
// The Problem
Why your ad account looks fine
Why your ad account looks fine
and your bank account doesn't.
Three patterns show up in almost every DTC account I audit. None of them are new. They have just become expensive enough that you can no longer afford to skip the unglamorous work that fixes them.
01 / Attribution
Last-click attribution is breaking in both directions.
Click-based attribution over-credits Meta for conversions that would have happened anyway, and under-credits it for the incremental impact that lands in retail, on Amazon, or outside the 7-day click window. Meta's own measurement team has now confirmed that 31% of incremental conversions driven by Meta get misattributed to other channels.1 The result is that a campaign reporting 4x in Ads Manager might be delivering 2.8x in reality, or 5.5x in reality, depending on the brand. Without conversion lift testing and triangulation across Northbeam, GA4, Shopify, and Ads Manager, you do not know which.
02 / Margin
Margin gets optimized last, if at all.
Most agencies are reading Ads Manager. They are not reading your P&L. A 3x ROAS that cleared contribution margin in 2023 may not clear it now. CAC has risen structurally across DTC, and tariff exposure has tightened gross margin for any brand sourcing from Asia. Campaign-level decisions made without contribution margin in the math are how a "winning" account quietly stops being profitable.
03 / The Unglamorous Work
The unglamorous work is what compounds.
CAPI hygiene. Server-side event quality. Conversion lift tests run on a real cadence. Creative testing discipline. Offer-level contribution math. These are the levers that move the needle and they are exactly what gets deprioritized when an agency is structured to deliver "campaign management" against a deliverable list.
1Meta Performance Marketing Summit, May 2026. Damien Wandler, Meta Measurement Products.
// The Approach
Three pillars.
Three pillars.
One operator.
Every engagement runs on the same three tracks, in the same order. Strategy informs execution, execution exposes measurement gaps, measurement sharpens strategy. There's no separate "audit phase" - the loop is the work.
02
Execution
I am in your ad account daily. Decisions made against blended MER, contribution margin, and conversion lift, not platform-reported ROAS in isolation.
03
Measurement
CAPI, server-side tracking, conversion lift testing on a regular cadence, GA4 hygiene, and reporting that triangulates Northbeam, Shopify, GA4, and Ads Manager into one view. The work that makes everything else honest.
// Client Wins
View all case studies
Selected results.
DTC · WELLNESS TECH
HYPERICE
Scaled Holiday Ad Spend to $1MM+ on 7x average ROAS
Pretty stunning numbers, right? And it was a glorious time - scaling up spend, watching ROAS elevate on the hour. And that was while the account kept hitting a spend cap that required frequent ad rep communication.
9-Month Engagement
DTC · SUNGLASSES
MAUI JIM
Fixed incorrect attribution setting; lowered overall CAC
While hitting ROAS performance target, observed that AOV was slowly dropping. After analyzing purchase volume, discovered that default attribution setting misattributing AOV. Transitioned account over to 7DC-only and was able to lower CPA and increased AOV in-platform.
12-MONTH ENGAGEMENT
DTC · Paddleboards
ISLE PADDLE BOARDS
Lifted purchase volume 2x; halved CPA
Through campaign structure optimization, cost control implementation, and audience improvement, my team was able to increase purchase acquisition by 2X and halved CPA to $174 while maintaining a 3x ROAS
6-MONTH ENGAGEMENT
// Who You're Hiring
Nine years in Meta Ads Manager. Six running DTC accounts at the agency level.
Most recently I was a Senior Paid Social Media Buyer II at Common Thread Collective - one of the more rigorous DTC growth agencies in the U.S. Before that I was Director of Paid Media at Fox Digital, managing a team of six junior buyers and building the training systems that scaled monthly ad spend across the agency's roster.
I started Regis Social Media in 2023 to run accounts the way I always wished agencies would: operator-led, transparent, and explicitly transitional.
More about Justin
// Apply
Ready to run Meta ads
Ready to run Meta ads
like you mean it?
Two slots open this quarter. If you are spending $25K+/month on Meta and your dashboards are starting to disagree with your bank account, we should talk.