50K€/JOUR À 20 ANS, META, LANDING PAGE | MASTER #48

Business growth & scaling approach (core message)

• Scale by process, not by randomness: the fastest scaling method is “doing more of what already works” by turning it into repeatable processes (ads/copy/landing page congruence, testing, and recycling winners).
• Avoid “perfecting” via competitors alone: don’t just copy competitors’ ads; you’ll need better marketing angles + stronger creative execution + more data (including your own customers’ objections/questions).
• Concentrate effort where the ROI is highest: with multiple brands/products, pick the one(s) delivering the best margins first, then scale.

Ryan’s business snapshot (KPIs / targets mentioned)

• Experience: started ecommerce trading ~8–9 months prior to the episode.
• Revenue range: about €50K to €100K on “scaling” days (framed as daily performance).
• Brands/markets: 3 brands focused mainly across Europe:
  • 1 brand in Spain
  • 1 brand in Italy
  • 1 brand in both Spain & Italy
  • later mention of moving toward the US (noted as harder/expensive/more competitive)
• Primary scale driver: Spain/Italy brands currently lead.

Margin details (Spain/Italy brand)

• Margin %: about 25–30%
• Share of turnover: “quite low,” but margin is “a killing.”

Orders volume

• “almost 200,000–300,000 orders across the three brands combined”
• Additional notes in-episode:
  • ~180–200k soon / “soon 200k”
  • earlier mention of 100k orders on one Italy brand

ROAS / performance benchmarks (paid social)

• Example for a product/brand setup:
  • €500 spend → ROAS 8
  • €1000 spend → ROAS 2
  • described as “a rollercoaster”
• Another channel/product: “stable ROIs between 5 and 10 for thousands of euros.”

Conversion / landing page optimization

• After upsells and/or CRO-like tweaks, he referenced increasing observed price/visitor value from €1.30/visitor to €2.50.
• Improvement attributed to “Marwan from Charlie” coaching and work on “order/landing/checkout offer elements.”

Email flows

• Plan/approach: 2–3 emails per week (education + authority + offer).

Attribution model

• 7-day click / 1-click via Wract (noted as potentially biased).

Playbooks & frameworks emphasized

Winner recycling (creative + script)

1. Identify ads that work.
2. Recreate improved scripts (fix weak spots: mechanism clarity, precision, benefits articulation).
3. Test variants of angles + formats + stages of awareness.

Congruency funnel playbook

• Make landing pages/advertorials 100% adapted to the specific ads driving traffic (Meta cares about relevance).

Stage-of-awareness segmentation (explicit)

• Build ad copy/assets for:
  • unaware
  • more aware
  • very aware
• Emphasis on unaware + aware problem education, because the product requires education.

Bid/auction control playbook (Meta/CBO/COSCAP + Bitcap)

• If profit drops:
  • adjust bid/bid cap up/down and/or relaunch
• If Meta auction dynamics shift (seasonality/competition):
  • keep COS/Bit cap aligned to conditions
• Mentioned tactics:
  • inflated bid / small budget / win auctions

Backend LTV playbook (“20 of 80” mindset)

• Focus on the few levers that compound:
  • ads/copywriting + backend (email/Amazon/upsells)
• Treat “backend” as a reselling ecosystem:
  • complementary products
  • V2s
  • subscriptions (if possible)

Concrete tactics Ryan uses / discusses

1) Creative formats that performed well

• Best performing:
  • VSL (short form)
  • native video
• “Karaoke format” native video:
  • text scrolls end-to-end synchronized to visuals
  • claimed ~10x better than native images in that context
• Uses popular background music aligned to the local market (e.g., Italy).

2) Marketing angle expansion method

• Shift from copying competitors to creating linked marketing angles:
  • “Product solves X problem”
  • same product also ties to additional problems (Y) → more angles, more hooks
• Tested micro “single” segments (“micro-singles”) with a tailored avatar for a specific segment.

3) Landing page / advertorial strategy

• Uses multiple funnels/landing structures:
  • Advertorial
  • a “mystical” and an “F” funnel type (subtitle description partially garbled)
• Advice:
  • convert top ad copies into landing pages/advertorials adapted to each ad’s story + character + angle.

4) Backend & upsell implementation

• Started pushing upsells about 2 weeks prior.
• Using complementary products placed next to the main one (Apple-like approach of improved versions).
• LTV levers discussed:
  • subscriptions (if products fit)
  • complementary products
  • V2 versions based on customer feedback
  • non-consumable LTV approach (resell rather than repeat usage)

5) Customer feedback loop (data for iteration)

• Existing sources:
  • customer service weekly summary of top objections/questions
  • post-purchase follow-ups:
    • why they bought
    • why they almost didn’t
    • open-ended “life context / need” questions
• Reinforced advice:
  • gather reviews + objections + comments so you can build angles competitors may not have.

Market & channel execution insights

Europe (Spain/Italy) positioning

• Spain/Italy are promotion-heavy and price-sensitive:
  • promotions often must be strong to achieve acceptable conversion rates
• Payment stack: PayPal described as “practically mandatory.”
• COD exists but is less required when PayPal is available (retention/offer varies with market AOV).

US positioning (high level)

• Not fully pursued yet due to:
  • competition intensity
  • higher costs
  • macro: weaker dollar vs euro (expect profits to decrease)
• Suggested strategy:
  • once backend is proven and creatives/angles are strong, US is “a matter of being better”:
    • new mechanisms
    • better presentation
    • different concepts

Organic vs paid

• Organic systems (influencers, social hubs) were discussed as:
  • useful later, but not essential for the described scaling path
• He noted for the young-target product:
  • didn’t even build TikTok/IG accounts initially
  • still got multi-figure results with ads
• Organic later can support the ad ecosystem and content velocity.

Key KPIs / levers explicitly mentioned

• Daily revenue: €50K–€100K on scaling days
• Orders: 100k+ Italy brand; ~200k–300k across 3 brands
• Margin: 25–30% (Spain/Italy top performer)
• ROAS instability example:
  • ROAS 8 at €500 spend
  • down to ROAS 2 at €1000 spend
• ROAS stable range: 5–10
• Conversion optimization: increased per-visitor value from €1.30 → €2.50
• Email frequency: 2–3 emails/week
• LTV ambition: shift from single purchase to complementary products / V2s / possible subscriptions
• Attribution: 7-day click / 1-click on Wract
• Amazon impact (strategy):
  • claimed “~+20% revenue” in Italy/Spain
  • “margins are huge”
  • US Amazon cited as ~30% (high-level)

Actionable recommendations (checklist-style)

• Pick the top-margin brand first (don’t do “everything at once”).
• Build a native ad at scale process:
  • generate many ad copy variants by stage of awareness and angle
  • generate native images/videos for winners
  • convert winners into landing page + advertorial that match the ad story
• Improve scripts vs competitor copying:
  • copying wins = “average results”
  • beating competitors requires script improvements:
    • explain the mechanism better
    • strengthen precision and proof
    • clarify problem/solution
• Fix the bottleneck before adding more experiments.
• Launch CBO retargeting and remarketing:
  • if profitable in some settings, test systematically.
• Email backend sequence:
  • education-first (brand/problem/context)
  • authority figure content
  • then offer emails
• Use Amazon as backend traffic capture:
  • list on Amazon to capture buyers who prefer fast/simple delivery
• Bitcap/bidcap control:
  • when spend efficiency collapses, adjust bid/bid cap and relaunch with refreshed creatives
• Expand LTV via V2 + complementary product bundles (Apple analogy).

Examples & “case study” references

• Stagnation then breakthrough via new segments/products:
  • he references initial stagnation after early scaling
  • then another product/brand and later rapid scaling via micro-segmentation
• Experimenting with auction-aware bid controls:
  • “Bitcap worked well in 2024; collapsed with Andromed in 2025; now picking up again,” suggesting settings aren’t static but season/auction-sensitive
• Organic/community proof loop:
  • offers customers “surprise” incentives to post UGC to generate free ad assets + social proof
• Copywriting credibility tactic:
  • adding more facts (not opinions) in LP headlines can improve trust and conversions.

Metrics / copywriting micro-tactics highlighted near the end

• Write more facts on the landing page (credibility booster).
• Example concept (mosquito device niche):
  • use specific facts rather than purely moral/emotional claims.

Presenters / sources mentioned

• Ryan — main guest (referred to as a 20-year-old ecommerce trader from Paris)
• Theo — host
• Matthéo — co-host/mentioned in masterclass context
• Nabile — mentor/coaching during early scaling (2-week support)
• Marwan — mentioned from “Charlie” who advised on his order page/offer element (“Marwan from Charlie”)
• Martin — referenced from a previous podcast episode about feedback/flows; ambassador system discussion
• Nico — repeatedly mentioned as the other master/coach providing frameworks