Shaun Eng

Ecom University

@shauneng

Pushing buttons and sharing how we exploit buyer psychology to scale Ecom brands to 100k/day with FB Ads.

FB Ads | Creative Strategy | CRO | Ecom 🐶

Work With Me 👉🏻 offers.shauneng.com Joined August 2014

348 Following 34K Followers 24K Posts

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Shaun Eng @shauneng Feb 16, 2024

I've never thought I'd do this...but here we go

I thought if I shared this, I'd be giving away everything I know

But it doesn't matter

I figured out how to consistently make brands $1M/mth with Facebook Ads

I decided to film a video on the exact blueprint we use to do it

This won't get crazy engagement

But for those that find this gem, it'll supercharge your business

Bookmark this:

17:36

Shaun Eng @shauneng 12h

UPDATE: Bro went from $100k/day to a $1.1M day just 2 months later 🤯
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And it ain't even BFCM yet
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At the start of the year he was doing just $3k/day
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Now he's another Apex legend with a $1M day
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Here's what made the difference:
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1) Research systems
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Most of you have never called a single one of your customers
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He built a calling team trained to call every customer and pull data for their ads, avatars and products. Then stacked post-purchase surveys and email surveys on top
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Every caller gets trained on direct response before they touch the phone. And he only hires extroverts who are great at talking to people
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Worked so well they turned it into its own agency lol
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2) Volume × Hit Rate
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Most of you say you have a "high hit rate"
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Then none of those ads actually scale the account. That's 0 winners
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His hit rate is around 5%, because their bar for a "winner" is way higher. The team still gets commission on smaller wins, but only the ads that actually move the account count

In Evolve we call those Breakthroughs. Ads that grow the whole account, not just eat budget
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When he came on our Evolve Mastermind in March, he'd just gone from $3k/day to $50k/day. It was just him and one editor, and he was writing more scripts than his editor could pump out

We told him the bottleneck wasn't ideas, it was editors. Hire more

That's when he joined Apex
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Now his creative team is 40+ people. They launch around 300 concepts a week and push the whole backlog live every day
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300 × 5% = ~15 real winners a week

And the volume only works because the research came first. Adding volume to a broken process just makes you lose faster
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3) A backend that can keep up
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Most ecom bros who scale this fast are gone in months. Supply chain cracks, orders sit unfulfilled, refunds pile up
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In that same mastermind in March, he was already worried his inventory and cashflow wouldn't keep up once he scaled
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So now he tells his suppliers ahead of time. Gives them projections, makes sure they always have a week of safety stock ready, and knows exactly how long it takes to produce X amount. When he scales, he already knows the delays before they hit
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And for cashflow, he negotiated good net terms. Even if you don’t think you need it, when things go fast you will wish you did.
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That's how you go 11x in 2 months without everything breaking
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Next up: $3M/day during BFCM :eyes:
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Tis the Apex Way

Shaun Eng Verified account @shauneng Aug 31

Evolve bro just hit a $100K day with his Ecom brand.
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When I met him in London start of the year he was doing $3K/day with just him, his partner and a VA.

He felt like he'd hit his ceiling.
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Here's what made the difference:
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1) He hired ahead of the growth, not behind it
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Most ecom bros wait until they're forced to hire.

They're already underwater, so they panic and hire whoever's available, then wonder why the team can't execute.
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He flipped it. Built the team before the revenue "justified" it.
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Didn't hire to survive. Hired to be ready.
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Chad Janis at Grüns did the same thing. Hired a Chief People Officer when the company was still small enough that it looked insane.
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That's why they were ready when it turbo-scaled to $300M/year.
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2) Breaking limiting beliefs
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Four months ago he was at our Marrakech event, in a room full of dudes doing $100K+ days.
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It's not that the people he met did the work for him. Skill and effort are still the ceiling, that never changes.
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What it did was make the next level feel normal.

Once you've stood next to multiple people your age already doing it, you can't un-see it.
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He's aiming for $1M/day now 👀
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Tis the Apex Way

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Shaun Eng @shauneng 2d

Spencer (@ecomrat) hit a $1M month. Then Chinese sellers listed $7 copies of his $40 product on Amazon, using his own photos.
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Within a year he dropped to $30-50K/month, with no trademark or copyrights to fight back with.
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Once your ads start scaling, you're getting copied. It's inevitable.

I've seen brands get knocked off on day one of launching.
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A guy in Evolve doing $1M/month was losing 15-20% of his revenue to fake Amazon listings. Every single month 💀
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How much it costs you comes down to what you do before and after it happens:
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1) Before you get copied
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Trademark your brand name ASAP. And your product name if it's on the packaging.
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If they see your ads scaling, someone's registering your name within a few days. Then you go to get on Amazon and find out you can't even register your own products, because some random seller already owns your brand.

Chinese specialty lol
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In the US you can still fight it. If you were selling first, the name's yours, and your lawyer can oppose their filing.
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China doesn't work like that. Whoever files first owns it. That's why you don't skip China.
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A guy in Evolve caught his own factory printing his brand name on its boxes, calling it a "generic term". Without IP in China, he can't fully stop them.
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So get your factory to sign an agreement that they only make your product against your purchase orders.

Our supply chain partners walk Evolve members through this, and it stops your own factory selling your product out the back door.
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It's like $1k per country with an attorney. You literally fill out a form and they file it for you.
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Do the US, UK, EU and China. The EU is one filing for all 27 countries, but the UK has been separate since Brexit.
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Then register the copyright on your product photos and best ads.
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You already own them, but in the US you can't sue anyone over them until they're registered. Get it done within 3 months of posting and you can claim up to 30k per copied ad (150K if they did it on purpose)without having to prove what you lost.

2) When they start copying you

Most of you think filing DMCAs every single day is fighting back. Some of you go further and pay a takedown service $3-5k a month to do it for you.
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Someone recently asked me on a call if that service was worth it. There's no point. Take one down and he's just gonna come back up with a new account.
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So keep it cheap. Get a VA to file the DMCAs and keep going.
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If the same guy keeps popping back up on Shopify, DMCA his domain provider too. Worst case, send a C&D.
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Then make it work for you.
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Dude in Evolve doing $35-55K days had copies on Amazon at half their price, and at one point half their customers were going to Amazon and buying the fake.

So they ran an ad telling people they don't sell on Amazon. It turned into one of their winning ads.

3) When they come after your account
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They can DMCA you too, even when it's your own content. A brand in Evolve doing $250K days got like 300 ads taken down in one day.
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And on Shopify, 3 DMCAs on the same listing and you're screwed, even if they're fake.
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So counter every single one. They then have 10-14 business days to actually sue you, or your stuff goes back up. Fake ones almost never do.
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On Meta, get into Brand Rights Protection. Once you're in, it's way harder for anyone to take you down, and you can find and pull copies of your ads yourself. Needs a registered trademark though.
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On Amazon, get Brand Registry so you can pull listings using your name, then Transparency on top.
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That same guy losing 15-20% couldn't even get into Transparency, because his trademark was still pending.
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If yours is still pending, go through Amazon's IP Accelerator. Gets you into Brand Registry now instead of waiting a year.
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4) When it's eating your revenue
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This is when DMCAs stop being enough.
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Your Meta ads warm people up, they go check Amazon, find the $7 copy, and now you can't spend profitably. Even today 30-35% of Spencer’s customers end up on Amazon.
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That's when you do what he breaks down below. Lawyers call these Schedule A cases.
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It took about 4 months to get them all taken down, then a couple more to collect. They were gone right before Q4.
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That Q4 he did $12M, with $7M of it in December alone.
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Copycats don't care how many reports you file. They care about their payouts. He froze those, collected multiple 6 figures, and they moved on to easier targets.
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Courts got way stricter on these since 2025 though, so don't DIY it. Get a real IP lawyer.
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But all of this only protects what you own. What actually lasts is whatever's a pain to copy in the first place.
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A product they can't just find on Alibaba, and ads built on your own customer research with real people in them.

That's the best protection there is.
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Meanwhile most of you are scaling ads anyone can rebuild with one Claude prompt.
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Few.

Shaun Eng Verified account @shauneng 5d

.@ecomrat went from $300K in debt to a $7M month in under a year.
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While launching only 5-10 concepts a week.
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Meanwhile y'all are testing 50+ ads a week and still can't crack a single winner.
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His high hit rate came from something simple af that most of y'all half-ass:
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Feedback loops with his creative team.
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Most ecom bros hop on a weekly call, read out the ad account, maybe say "that one didn't hit" and move on.

Editors never even hear why their ads won or lost, so next week's batch makes the same mistakes.
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And some of you don't run feedback loops at all. You're just pulling a slot machine.

Cooked.
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Weekly learnings call with your entire creative team is literally the easiest way to improve your hit rate.
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Not just with your creative strategists. Your editors too.
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They're the ones executing the ad: the cuts, the hook visual, the pacing. A great idea can still die in the edit.

Our editors are doing really well now because they're on every learnings call, so they know what a winning ad actually looks like.
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Start by calling every ad what it actually was. A loser, a KPI winner, a spend winner or a breakthrough.

Each one gets iterated differently, and if your team lumps them all into "winners," your hit rate is made up.
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Then don't do all the thinking yourself. Have your strategist and editors bring ads and present why they won or lost.

Most will start shallow. "This clip was good." "Hook was weak." Push them to how the ad made people feel, who it was talking to and where the trust came from.

Faizan in Evolve took a brand new store from 0 to $100K/day in 7 months.

Until a couple months ago, he was still doing the feedback loops on every batch himself. Sometimes it took him a full week just to get through them.
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Now each strategist does the loops on their own batches, all in one tracker: every ad they've ever made, the angle, the result and why it won or failed.
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Our team works the same way. Everyone does learnings on their own ads before the call, so the call is just sharing the best ones instead of starting from zero.
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But whatever they come up with is still a guess.

It only becomes a learning when the next ad built on it actually wins. If your learnings aren't turning into new winners, they're not real learnings yet.
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Track how many times you've iterated on each winner. We once had a breakthrough and a month later realized we'd only iterated on it twice. One of those two became another breakthrough.
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Once your hit rate's good, then you add volume.
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@ecomrat said it himself on @NotZainAgain's pod (s/o): "Building out a creative team in-house was the biggest lever for sure."
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But when he joined Evolve, that team was running over Slack with no meetings.

So he set up 2 weekly calls with them:

One with the whole team.
And a deeper review with his strategist.
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A few months later he did a $1.4M month and his first $100K day.
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That December he did $7M. He sold the brand 5 months later.
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And if your team's been on these calls for 30 days and still isn't getting it?
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That's not a coaching problem anymore, it's a hiring problem. Go find A-players.
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The kind who show up to the call with their own learnings instead of waiting for yours. Strategists who bring ideas, editors who can tell you why their cut worked.
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They cost more. A strategist who can actually move the needle runs $15-20k a month, a strong editor $3-5k.
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But the right one ends up running the team for you.

Spencers strategist ended up running his whole creative team. In his words, "doing way better than I can do."
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Few.
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Shaun Eng @shauneng 3d

At 19, I made my first $100k running FB ads. Put it all into crypto and lost it all lol.
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The money came fast. But it left just as fast.

Same thing is happening in Ecom. Dudes rip a viral product off Kalodata, hit a few big days, then the product dies and they can't do it again.
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You can get lucky once. But you can't replicate luck. You can only replicate skill.
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And it's not just the lucky ones. Tons of dudes I know with real skill still end up on the dark side running blackhat. And that number is only going to go up.
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Business isn't always going to be up and up. It moves in waves.
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When it's up, they buy the Lambo, the watches, the Dubai apartment. Partying every weekend, flexin it all on IG. And they stop doing what got them there.
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Then the dip comes. Revenue drops, but the Lambo payment doesn't.
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And once you know how that lifestyle feels, it's hard as hell to give it up.
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So instead of thugging it out and building skills, they resort to fast money. Sneak a hidden auto-rebill into checkout. Ship inferior models of the product, or not ship at all, etc
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That’s what lifestyle inflation does to you.
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Simple rule: if you can't buy the watch 4x in cash, you can't afford the watch.
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Whereas if you don't blow it all the second it comes in:
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> Build skills
> Provide real value
> Build a business you're proud of and can tell your kids about
> Exit for generational wealth
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Can't go wrong.
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Instead of coping, accept your skill issue. It’s hard in the moment but thugging it out and doing things the right way will still lead you to a ton of cash.
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Look at 9-figure brands like Hiya. They got screwed by covid supply chain issues. Instead of giving up they give it their all and ended up doing $103M/year selling kids' vitamins. Then exited at a $260M valuation.
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Raj in Evolve is living it right now. His product was only supposed to sell in Q4. Last Q4 it hit a $54k day. Then it died in January.
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Instead of grabbing a shortcut, he stuck with the same product and worked on his skill. Kept testing angles until he cracked a crazy evergreen one.
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Last month he hit a $100k day with it.
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Seasonality got him the first one. Skill got him the second.
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The goal isn't to get rich quick. It's to get rich for sure.
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Few.

Shaun Eng @shauneng 4d

The full breakdown of how Anthony got banned, dropped to $0, and scaled his ecom brand to $140k/day less than a year later:

Shaun Eng Verified account @shauneng Jul 12

His ecom brand hit $1M/mth, but then his ad account got banned and he was back to 0...

He rebuilt and hit $140K/day less than a year later.

I sat down with Anthony in Dubai and asked how he did it.

Here are the 8 lessons he shared:
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