Adam Roberts

In a review of a Meta Ads account for a Shopify brand, winning creatives returned more than £4 in sales for every £1 spent, cost under £10 per purchase and earned a click-through rate above 1.9%.

• Losing creatives returned under £2, cost over £20 per purchase and clicked through under 1%.
• Roberts's practical rule: double down on ads that meet all three measures, cut losers quickly and test new hooks based on what is already working.

Roberts reports that winning creatives had ROAS over 4, cost per purchase under £10 and CTR above 1.9%, while losing creatives had ROAS under 2, cost per purchase over £20 and CTR under 1%.

A later post repeats the same three-metric scorecard and account-review format, with slightly different example figures — evidence of a settled method, not a one-off observation.

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A strong hook combines instant intrigue, a product benefit and relevance to the audience; a weak one opens with throat-clearing.

• The best-performing Shopify ads, they say, show the product in action immediately, tie it to a pain point and make viewers curious enough to keep watching.
• Roberts asks brands: would you keep watching your own first three seconds?

Roberts's example of a strong hook: "This hoodie saved me £200 on heating bills this winter." A weak one: "Hi guys, I just wanted to talk about…".

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In a second Shopify account review, they attribute the gap between the best and worst ad to creative quality rather than budget.

• The top performer stopped the scroll in the first three seconds, showed the product clearly, built trust quickly and matched the offer to the audience; weaker ads failed to grab attention and cost two to three times more per sale.
• Roberts recommends a constant flow of high-quality video creatives: test new hooks every week, keep winning formats fresh and kill underperformers quickly.

In the reviewed account, the best ad had ROAS 4.65, CPA £6.83 and CTR 3.61%; the worst had ROAS 1.97, CPA £16.50 and CTR 0.75%. The stated difference was creative quality.

The earlier "winner or wasting budget" post sets out the same scoring thresholds, applying one method to both posts.

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They frame the coming year around optimising physical and mental health, aiming to run at least two marathons, delivering results for existing clients and growing that own-brand venture. This offers useful context for how Roberts judges other brands' creative: they also build and run a DTC product.

In a birthday post, Roberts lists goals of optimising health and fitness, running at least two marathons, continuing to deliver for clients and growing their own e-commerce brand.

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The episode listings feature guests' accounts of franchising, sobriety, neurodiversity, content work and career changes. The format centres on extended conversations about how people built businesses, changed direction or rebuilt their lives.

Guests include Kay Berry on franchising and running a cleaning franchise, Steven Green on 20 months of sobriety, stepping back from DJ work and launching the OTG Golf Gloves e-commerce brand, Andrew Allshorn on a neurodiversity diagnosis and 30 years in 3D printing, Max Kirton on content for food and drink businesses, and Alex Culley on moving from engineering to hairstyling.

Read original · Original 2 · Original 3 · Original 4 · Original 5

It turns a vague creative debate into three concrete checks.

Adam Roberts walks through a Meta Ads account review for a Shopify brand and gives a simple scorecard.

• Winning creatives had ROAS over 4, cost per purchase under £10 and CTR above 1.9%.
• Losing creatives had ROAS under 2, cost per purchase over £20 and CTR under 1%.
• The post argues the first three seconds must stop the scroll and sell the benefit, then recommends doubling down on ads that meet all three measures, cutting losers quickly and testing new hooks based on what is already working.

For brands planning a campaign

For a Shopify or DTC brief, use the three thresholds as initial audit criteria and build a weekly hook-testing sequence around winning formats.

A newcomer can see the performance gap and the proposed response.

Adam Roberts compares a best and worst ad from a Shopify account.

• The best ad had ROAS 4.65, CPA £6.83 and CTR 3.61%; the worst had ROAS 1.97, CPA £16.50 and CTR 0.75%.
• They attribute the gap to creative quality.
• The top performer stopped the scroll in the first three seconds, showed the product clearly, built trust quickly and matched the offer to the audience.
• The post recommends a constant flow of high-quality video creatives, testing new hooks every week, keeping winning formats fresh and killing underperformers quickly.

For brands planning a campaign

Use this to set a creative testing cadence in a performance marketing engagement.

It is a useful starting point for anyone who needs to judge or write short-form video openings.

Adam Roberts argues that on Meta the first three seconds decide whether someone clicks or keeps scrolling.

• The post contrasts a strong hook — “This hoodie saved me £200 on heating bills this winter.” — with a weak one — “Hi guys, I just wanted to talk about…” The strong version combines intrigue, product benefit and relevance.
• They say the best-performing Shopify ads show the product in action immediately, tie it to a pain point and make the viewer curious enough to keep watching.

For brands planning a campaign

For a DTC brand, use this as a hook-writing checklist: product in action, pain point, curiosity, first three seconds.

It is a starting point for a newcomer assessing communication style and interview range.

The Chatzzz episode descriptions show Adam Roberts hosting long-form conversations with entrepreneurs and specialists.

• Episodes include Kay Berry on franchising and running a cleaning franchise, Steven Green on sobriety, fitness and launching an e-commerce brand, Andrew Allshorn on neurodiversity and 3D printing, Max Kirton on content for food and drink businesses, and Alex Culley on moving from engineering to hairstyling.
• The descriptions indicate a conversational interview format across business and personal-change topics.

For brands planning a campaign

A brand considering longer-form founder or expert conversations could evaluate this format. For a Shopify ad-creative brief, it is secondary to the three ad posts.

Winning creatives had ROAS over 4, cost per purchase under £10, and CTR above 1.9%.

• Losing creatives had ROAS under 2, cost per purchase over £20, and CTR under 1%.
• They advise doubling down on ads that hit all three metrics and cutting losers quickly.

Adam reviews actual Meta Ads accounts for Shopify brands and shares anonymized metrics that show the difference between effective and wasteful creative.

For brands planning a campaign

Brands can use these benchmarks to audit their creative and decide which ads to scale or kill. The approach also suits a creative audit engagement.

Examples: Source 1 · Source 2

They contrast strong hooks, such as 'This hoodie saved me £200 on heating bills this winter,' with weak hooks like 'Hi guys, I just wanted to talk about…'. They emphasize showing the product immediately, tying it to a pain point, and creating curiosity.

Adam provides side-by-side hook examples and asks brands to assess whether they would keep watching their own first 3 seconds.

For brands planning a campaign

For a Shopify brand, this offers a concrete area to test and improve. Adam's focus on hooks suggests they can help generate and evaluate hook variations, a core part of creative testing.

Examples: Source 1

They attribute the difference to creative quality and advise feeding the algorithm new, engaging content consistently: testing new hooks weekly, keeping winning formats fresh, and killing underperformers quickly.

Adam uses before-and-after examples from real accounts to show how creative quality affects scaling.

For brands planning a campaign

Brands can adopt a weekly creative testing cadence and use Adam's metrics to decide when to scale or cut. They offer a repeatable process, not just one-off tips.

Examples: Source 1 · Source 2

They are both a consultant and an entrepreneur building a DTC product.

The post offers context on Adam's broader interests and firsthand e-commerce experience, rather than ad strategy.

For brands planning a campaign

Brands may see Adam as a peer who understands DTC challenges from both consulting and building sides. The post is less relevant to ad creative expertise, so treat it as supplementary context.

Examples: Source 1

Episodes cover franchising, sobriety and fitness, neurodiversity in 3D printing, food and drink content, and career changes.

Long-form conversations exploring personal and professional growth.

For brands planning a campaign

Adam's ability to create and host interview-based content could be valuable for brand storytelling or founder-led content. For a performance marketing brief, this is secondary to their Meta ad creative work.

Examples: Source 1 · Source 2 · Source 3 · Source 4 · Source 5

Shakoor argues that an account's real vulnerability is relying on a single winning creative and describes the fix as a pipeline of tested hooks, angles, messages and formats—the same conclusion Roberts reaches from account numbers.

Shakoor focuses on the risk of a stale winner and the testing pipeline behind it, with less reliance on published benchmarks. Roberts anchors each argument in an account review with named thresholds for return on ad spend, cost per purchase and click-through rate.

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Schin hosts conversational episodes about what holds business owners back, including a session with a NeuroCoach on limiting beliefs and subconscious patterns, and writes about the same theme in a book on relationships. The long-form guest conversations resemble those Roberts produces on Chatzzz.

Schin focuses on the person running the business—relationships, mindset and fulfilment—rather than paid creative performance. Readers looking for ad diagnostics will not find them here.

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Their podcast episodes cover scaling a business beyond its founder, exit planning, mentorship, fractional leadership and the balance of intuition and systems, with practical takeaways drawn from a guest's experience—the same shape as Roberts's Chatzzz conversations.

Westra's interviews focus on franchising, home care and leadership systems, rather than Meta ad creative reviews or performance benchmarks.

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Both posts address the same buyer task: three years of DTC brand work in Meta Ads, creatives, campaigns and scaling, and a post arguing that a single winning ad is itself the risk—CPA climbs, ROAS drops, and the fix is testing different hooks, angles, customer problems and formats before the current winner dies. That’s the same need Adam Roberts addresses, from the testing-rhythm side rather than the account-audit side.

The work reviewed is narrative rather than measured.

• There is no published threshold scorecard—Adam Roberts offers no ROAS, cost-per-purchase or click-through cut-offs—and no before-and-after figures from a named account.
• A brand gets a point of view on how to run creative testing, but should ask about scope, measurement and price in the first conversation.

Examples: Source 1 · Source 2

One post is about the book Can You Relate? and the argument that life quality rarely rises above relationship quality—with God, others and self—including seasons when business thrived but fulfilment was missing. The other promotes a conversation with a NeuroCoach about limiting beliefs, mindset and subconscious patterns quietly becoming the biggest obstacle to growth for franchise brands and business owners.

This changes the problem being solved, not the supplier of the same service.

• Adam Roberts’s posts don’t touch Meta ad creative, ROAS, cost per purchase, hook writing or DTC performance, so a brand that needs a creative audit still needs a different specialist.
• If the real constraint is the owner’s decision-making or the team around them, this is a different need from the one Adam Roberts fits.

Examples: Source 1 · Source 2

Both posts promote a long-form conversation with Amrit Dhaliwal of Walfinch about building a home care franchise and thinking about the exit before the entry. A brand that wants those questions framed through podcast conversation, or wants that interview format as a channel, is a closer match here than for a campaign focused on ads.

These posts promote episodes, showing topic selection and interview framing rather than original ad-performance work.

• Adam Roberts’s posts don’t show a creative-testing method, account data or cost-per-purchase content.
• A brand wanting a measurement-led creative review would be buying something different: business-growth conversation rather than ad-creative diagnostics.

Examples: Source 1 · Source 2