Jack Gilbey

1 ad per ad set is better than multiple ads per ad set for testing. Before I would test with 5 or more ads per ad set and let Meta decide the spend. Spend would only go to 1-2 ads and I just assumed the other ads weren't winners as meta didn't spend on them. But I've found so many winning ads recently from forcing spend on ads that originally got no spend. I don't know why it took me this long to realise that you can't determine if an ad is a winner with only $0.41 spend. The downside is you now spend more on testing, but it's worth it as you'll find more winning ads this way. Now I test only with 1 ad per ad set. I put the winning ads into a new campaign with multiple winning ads in the ad set. I'll still leave the original testing ad set on, and scale this ad set too.

My best markets last 2 months Netherlands Norway Denmark Australia Mexico Brazil Spain Japan Poland

Best 2 decisions I’ve ever made Start ecom Move to thailand

Extreme shooting range in Cambodia

Sell to non English countries. Take winners from US market. Translate your website and ads and buy local domains. If 1 market works, expand to more. Always sell in the native language. 30.6k (Norway) = $3.2k 21.6k (Denmark) = $3.4k €6.2k (German)= $7.4k €5.6 (French)= $6.7k

2025 I failed all of my goals. I did worse in 2025 than 2024. Here’s the mistakes I made and how I’ll learn from this to do $10m+ in 2026. Background: End of 2024 I hit my first $1M month. I had a goal to do $3M in a month in 2025. But in 2025 I did not do a $1M month. Still very grateful to do these numbers, just not the growth I wanted Why I failed: 1.Complacency I reversed engineered my $3M goal with exact things I needed to do to get there and I failed to do these actions. I achieved the goal I had for 3 years of a $1M month and lost my drive to get to the next level. 2025 I worked less hours than 2024 I worked with way less intention, wasn’t thinking about everything I was doing, just going through the motions. In general I got comfortable and business got worse because of this. 2.Hiring The things I needed to do to get to the $3M month were impossible to do by myself. I needed to get to 300 campaigns on meta to achieve a $3M month. (That might sound weird to you, read through my old tweets and I explain why) Up until now I only outsource media buying and customer service. Publishing that many campaigns, making the ads and landing pages are all full time jobs, but I was doing them all myself. Therefore I didn’t achieve my goal of 300 campaigns. I’ve now hired those positions. Sounds pretty obvious that you need to hire to get to bigger numbers. For me it was limiting beliefs/things I was telling myself. ‘I’ll hire next month ’ ‘no one can do it like me’ ..etc 3.Thinking in terms of months I set a goal of a $3M month only for Nov/Dec, not for the full year. So between Jan–Oct I had nothing to keep myself accountable for. From now I only set yearly goals In general I think too many people in ecom think about the day or the month. You need to start thinking about the year. Doing 4/5M a year, you’ll probably do a $1m month in your peak month. Which can trick you into thinking you’re doing better than you are. It’s not per month, it’s 1 month. This will be great for your emotions as well, as ecom fluctuates so much by month. It can seem like your business is getting worse if you look by month, or it can seem like you’re improving, when both could be incorrect it’s just seasonality. Instead zoom out and think about the year. Summary: I think $3–5M a year is a big sticking point in ecom. How you got to this level is definitely not how you get to 8 figures+ a year. And personally speaking, more income than this doesn’t affect your life the same way getting to this level did. Don’t slack off Hire Set yearly goals Side note: Revenue doesn’t mean anything, profit is all that matters. When I talk about revenue for my business, it only counts if margin is 25%+ In the past I’ve chased revenue and sacrificed profit. If you run ads like me, just keep your roas higher. Break even roas x 1.7 Use this formula, this is the roas you should stay at. Anything below Break even roas x 1.3 = decrease Anything above break even roas x 1.9 = increase This will keep your store margin around 30%. Example: 1.5 break even roas = 2.55 goal roas. 1.95 or below decrease. 2.85 or above increase. Analyse budgets every 10x break even CPA or 1 day whatever is highest Example: Sell $50, cost $10 = $40 break even CPA Analyse every $400 in ad spend Or everyday if budget above $400 daily. Thanks for reading

Good day

What is the difference between ‘dropshipping’ and a ‘brand’? So many people use the term ‘brand’ but I don’t understand what it is. Shipping locally? Logo on product/packaging? Only 1 niche on the store? At what point does your Shopify store become a brand? People say a brand is more long term but that makes no sense. We are all doing the same thing. Paid ads to physical products. I’ve seen people lose money on a store but get happy because it’s their ‘brand’ they are starting. Calling your store a brand just makes your emotions feel better. When you’re focused on building a brand you normally make bad decisions that don’t make you money. Of course sell a good quality product with a good service. You should be doing this if you want to call your store a ‘brand’ or not. You can still achieve this shipping from China. Logo on packaging/product Custom product Shipping locally Custom built website Multichannel marketing I think these things have a good ROI but only when it makes sense. It never makes sense to do these things before validating a product. Not because you want a ‘brand’ Can someone please define a brand? I’m still not sure what it is.

Bought my first house at 21. A rental property. Rental yield will be roughly 4%. Appreciation on the house will be roughly 5%. 9% return Low return but very low risk. Same area as where I grew up. I haven’t seen the house once, because I live aboard. I bought it cash, no debt. - Saves my time dealing with a mortgage - No monthly payments - Allows me to invest more capital at once. - The house wouldn’t cashflow much at all with a mortgage. Good to diversify my networth now. Before this purchase my networth was 90% in the stock market, ETFs. Next property purchase I’ll buy something with a much higher return. Maybe a villa in Dubai/Thailand for Airbnb.

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My 0% tax setup I’m from the UK living in thailand. I have a UK and Hong Kong company. Both great for ecom. Offshore HK company is 0% tax. My UK company doesn’t make a profit. I am a personal tax resident in the UAE. UAE has 0% income tax. —— How to get 0% personal tax Method 1: Become a UAE tax resident by setting up a UAE company. You’ll need to be in the UAE physically for at least 90 days of the year (to be an official tax resident). Make sure you don’t stay in another country longer than their certain time to become liable for taxes there. Method 2: Live in a country that doesn’t tax foreign income like Thailand. Become a tax resident there. Most likely the banking system will be bad. So you’ll need to setup personal offshore bank accounts. You can do this with banks in Singapore, Switzerland etc. You may need deposit minimums and networth requirements. Method 3: Become a tax resident of a country that offers no income tax. Many people i know are setup in Portugal. I don’t have any experience with this. —— Right now I use method 1 but soon will switch to method 2. I think living somewhere just for the sake of saving taxes isn’t worth it. Your freedom of being where you want is more valuable to me than tax. So i think when it comes to personal tax, look at what countries you want to spend your time in and then put a plan together. —— If your business is ecom everyone should get their company tax to 0%. As it doesn’t matter where you live. You can do this using an offshore HK company or US LLC. —— I’m making this tweet to share what I know. Hopefully it’s helpful. I’m a young guy on X. Of course do not listen to me for tax advice. This information may be wrong. Speak with professionals. —— Send me a DM if you want - My UK accountant. - HK setup company I used - UAE setup company I used

Good month

Good month

New setup

Hit a record month in December Things I’ve learnt: 1. 15th Dec to 31st Dec you need to decrease budgets aggressively. Roas drops quickly, so best to monitor your campaigns every day during this period. I was analysing every 2 days, I had some days at a loss. 2. 1st Dec to 15th Dec you need to increase budgets aggressively. This is the best time of the year for ecom. Analyse on a shorter time period and bump budgets up more than you usually do. 3. Don’t test products or launch any new campaigns past Dec 15th. Better to launch them in January, higher chance of success. 4. All of your December revenue is from the work you did prior in the year. There’s not much work you can do in December apart from optimizing your budgets that will affect your results.

Black Friday 2023 vs 2024