Building Meta Feedback Loops for Sustained Growth

At Breath Death, Thomas designed and embedded a closed-loop Meta growth system — merging ad testing, landing page optimization, and creative archetype insights into a single performance feedback engine.

When he joined, Meta was driving volume but lacked structure for learnings or sustained compounding performance. Thomas built a scalable system that turned campaign data into actionable creative and conversion insights.

Core System Design

• Re-architected Meta into two core campaign structures:

  • Testing / Nursery (ABO): Forces equal spend across all new creatives to identify winners based on early signals.

  • Scaling (CBO / Advantage+): Automates budget allocation to proven winners while capping fatigue and maintaining efficiency.

• Introduced psychographic-based creative archetypes (e.g. Proof-Hungry Skeptic, Smoker, Confidence Hacker, TikTok Native) to guide content development and match audience behavior patterns.

Feedback Loop Infrastructure

• All top-of-funnel ads were redirected to Intelligems split-test URLs, continuously rotating Replo-built landing page variants.

• Each test tracked RPU, AOV, and conversion rate (CvR) by traffic source — automatically promoting top performers.

• Weekly creative reviews linked performance data with archetype insights, informing the next round of ad production.

Impact

Within weeks, the system boosted Meta-specific conversion rates by +400 BPS and created a compounding growth loop — where each new ad test improved both creative strategy and on-site performance.

The end result: a self-optimizing Meta engine that continuously learns, improves, and scales profitably — turning creative iteration into a true competitive advantage for Breath Death.