Free 15-point DTC paid-media scorecard

Before you raise ad spend, find out whether your account can explain the spend you already have.

Score the five layers that make Meta and Google Ads easier to govern: economics, signal, structure, creative learning, and scale governance.

Find the layer making your next budget decision harder to trust.
Replace platform-only conclusions with business evidence.
Leave with one diagnostic hypothesis and one next move.

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$231.9K net profitin 8 months for an alcohol-infused cake brand, after COGS, ad spend, and management fees.

730 new customersin 11 months for a custom motorcycle gear brand.

First $1M non-Q4 quarterfor a luxury jewelry brand.

The hidden gap

A healthy-looking dashboard can still produce a bad business decision.

34x ROAS

One account reported 9x to 34x platform ROAS while store revenue was down 28% year over year. The platform was answering a narrower question than the business needed answered.

What is inside

Five layers. Fifteen questions. One clearer next move.

The lowest-scoring layer shows where another dollar or another test is most likely to create confusion.

Economics

Can you define what a customer is worth and what you can afford to pay?

Signal

Are platforms receiving events that reflect business value?

Structure

Does every campaign have a clear job and enough data to learn?

Creative Learning

Does each test create evidence the next decision can use?

Scale Governance

Do budget changes follow profit, capacity, seasonality, and rules?

Who it is for

Built for DTC teams already in motion.

This is useful if you already have traffic and sales, run Meta or Google Ads, and need a clearer answer before increasing spend or rebuilding the account.

It is not...

a launch checklist;
a library of ad hacks;
a platform-only account audit;
a promise that every brand should scale.

It is a practical way to locate the evidence your next decision needs.

From Joel Haye

Paid-media diagnosis that starts with the business.

I help DTC teams connect what the platforms report with what the business can actually afford, learn from, and scale.

The questions in this scorecard come from the same diagnostic order I use when an account is busy, the numbers look plausible, and the next decision is still unclear.

Get the free scorecard

Make the account explainable before you make it bigger.

Score the five layers and find the next question worth answering.

Send Me the Free Scorecard