⚠️ META UPDATE: What happens after the click now decides your CAC.
Great ads. Wrong first page. That’s why cold traffic doesn’t convert.
Product pages ask for the sale before cold traffic is ready. Your CPA keeps climbing and scaling gets harder.
I build advertorials that do the selling before the product page, so strangers land ready to buy.
The first click matters more than it used to
Meta optimizes based on what happens after the click.
If your first page leaks clicks, CPA rises and scaling gets harder. If it warms people up before the product page, CPA comes down and acquisition gets easier to scale.
I was on the growth team at PetLab Co. as it scaled past $100M+. We didn’t send cold traffic straight to product pages - we warmed it up first with story pages, expert pages, and listicles that did the selling upfront.
That playbook didn’t change. It became the default. When you look at high-spend DTC funnels now, one pattern keeps repeating: cold traffic almost never lands on a product page first.
Fix the first page and everything downstream gets easier.
The biggest hole in your funnel is the first page
Map your funnel properly – cold ad clicks, first page (usually a product page or basic landing page), add to cart, checkout, purchase – and one step is almost always the worst:
Cold clicks → first page.
That’s where your ad budget goes to die.
Here's a real funnel run through a simple sheet I use to see where paid traffic actually leaks:
Want the same sheet? Email me at marcin@goodadvertorials.com and I’ll send it to you.
In this example, the first-page leak alone is worth more than all the other leaks combined.
That leak is paid traffic you already bought. Every bounce is money you’ll never see again.
You pay Meta for millions of cold clicks. Most of that spend dies on the first page – before people even add to cart.
You can have great hooks, strong creatives, solid unit economics. But if you drop cold traffic on a product page, you are treating strangers like warm buyers.
They do not have context. They do not have trust. So they leave.
Most brands try to fix this with more creatives, higher bids or deeper discounts. All of that fights symptoms.
The root problem: your first page was never built to sell to strangers.
What an advertorial actually does
Not a blog post. Not a generic SEO article some agency wrote to tick a box.
A real advertorial is a direct response page built to:
lower bounce
increase scroll depth and dwell time
turn cold traffic into warm traffic
pre-sell the product before the price appears
For the visitor, it answers: What is this? Who is it for? Why should I care right now?
For the algorithm post-Andromeda, it sends the signals Meta rewards: people stay, people scroll, people click through with intent.
Most brands either have no advertorial at all - or have a weak, generic page that nobody reads and Meta doesn't reward.
What happens when you go advertorial first
The pattern is consistent:
more cold clicks reach the product page with context
bounce drops, so CPM stops creeping up
CPA settles into a range you can actually scale against
retargeting pools fill with warmer, pre-framed traffic
Post-click engagement starts to look like something Meta actually wants to amplify – every new creative benefits from a first page that sells instead of bounces.
In my last three advertorial-first launches, we saw:
Cold conversion from low single digits to 3–4%+
CPA nearly cut in half vs PDP-first
85% more visitors reaching checkout from the same traffic
Same offers. Same products. The only real change was fixing the first page.
The DPT Method™ - 3 advertorials that cover your whole market
Most brands treat an advertorial like a one-off asset. The DPT Method™ turns it into a system.
Instead of one page that speaks to one slice of your audience, you get three - each doing a different job:
D - Discovery "I guess this is just how it is" → "I need to fix this now"
Story-driven. Emotional. Names the real problem before they've even admitted they have one.
P - Proof "Does any of this actually work?" → "This is obviously the smart choice"
Expert-driven. Data-backed. Makes your mechanism the only logical option.
T - Trigger "I'll think about it" → "I'm getting the 3-pack"
Reason-stacked. Doubt-killing. Makes waiting feel like losing.
Together, the three pages cover the full awareness spectrum. Media buyers get a clear routing system: for this audience, send them to this page.
Excellent
Ex-Growth & CRO @ PetLab Co.
7 days. Flat fee. Built in Shopify
Recent win: 0.8% → 3.23% CR on cold traffic
Check Availability
You can keep sending cold traffic to a page that assumes the sale. Or you can send them to an advertorial that creates the sale.
Starter
Strategic Direct Response Advertorial
One complete, conversion-engineered advertorial for cold traffic. Delivered in 7 days.
Best if you want to validate a new offer on cold traffic or beat your current product page.
1 complete advertorial built on your domain
Section-by-section layout and imagery
3 headline and subheadline options you can test
Two rounds of edits
PDP recommendations (so your product page closes better)
Best Value
DPT Advertorial System™
You save 20%
For brands that want a full advertorial-first acquisition system, not just one page.
Best if you want a complete presell funnel system to unlock cold traffic scale.
3 complete advertorials built on your domain
Section-by-section layout and imagery
9 headline and subheadline options you can test
PDP recommendations (so your product page closes better)
Traffic routing guide (which audience → which page)
Trusted by DTC brands scaling cold traffic
JJ
Jonathan J
Verified Client
As a DTC brand in the FMCG space we have always had great retention but our acq was struggling a little on our newly launched site on shopify coming from a custom checkout. Marcin and his team helped us with new advertorials that instantly lifted conversion with almost 40% which has led us to double our ad spend and we are still optimizing for more.
I have already locked in our next project together / Jonathan Coffydoor
DS
David S
Verified Client
I am a D2C Shopify brand owner that is always looking to boost my conversion rate for cold traffic from ads. I have good click through rates but my conversion rate % was not where I needed it to be. I met Marcin and decided to give him a chance based off his previous experience and results. The first page he made me boosted by conversion rate a very good amount and even my AOV went up as well which was a nice bonus. This turned a few of my loosing ads to winning ads which is excited because now my hit rate will also be higher. I have now done 3 pages with him and have another one being built as of today. Will update if the results drop.
Common questions
You go to a secure Shopify checkout page. After payment you receive an order confirmation email from Shopify. Within 1 business day I contact you personally with a short set of questions about your product and goals. Once you reply (or we clarify things over Loom / DM), your project is locked in and the 7 business day timer starts.
At minimum, a link to the product you want to sell.
It also helps if you share:
links to current ads or landing pages
any internal notes or research you have
common questions from support or reviews
If you do not have these, that is fine - I handle the research work.
No hidden costs. By default I build your advertorial in Instant Pages on your Shopify store - it is a simple, lightweight and affordable landing page builder, and it is where my templates live.
If you do not have Instant, I set it up for you and cover the first 60 days. You only keep paying for the tool if you like it. There is no extra fee from me.
I primarily build in Instant Pages, because that is where I can move fastest and where I keep my advertorial templates.
If you prefer to keep everything inside your current Shopify theme or another builder, I can always deliver:
full copy, and
a clear section-by-section wireframe
so your team or dev can implement it on your side.
The standard delivery time for a complete, built page is 7 business days from the moment we finalise your brief.
If your product clearly needs more research or approvals, I will tell you up front before we start.
You get two rounds of reasonable edits on the copy and layout before final build. The goal is to be very close on the first version, then use your feedback to make it feel like your brand.
I deliver a fully built page in Instant Pages – not just a Google Doc. That includes:
section-by-section layout
image placement
use of your existing brand assets (product photos, logos, etc.)
supporting stock or graphic elements where it makes sense
If you have an in-house designer, they can always come in later and add extra polish, but you will already have a live, conversion-focused page that is ready to send traffic to.
Yes. The price is a one-time fee for a page you can keep using. There are no ongoing fees from me and no hidden charges. You can reuse the advertorial, clone it for new offers, and test new hooks on top of it.