🌟 Editor’s Note
As I write this newsletter between client and team meetings (and under many espressos) I’m pushing hard to move the pipeline forward. I’m extremely bullish on growth right now.
If you’re a founder, you probably relate. It can feel overwhelming sometimes, but there’s nothing more gratifying than lying in bed at night knowing you did your best and are building something meaningful.
I probably don’t say this enough, but I appreciate each of you: readers, partners, clients, and my team. Thanks for showing up and making this so much fun.
Today I’m sharing two Meta updates that dropped this week, a case study that quadrupled a brand’s revenue, and a sneak peek at a $0 to $66K creative strategy.
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Meta Update #1: Flexible Multi-Format Is Coming
Meta’s rolling out flexible multi-format display options that change how ad formats are selected.
Image source: https://web.swipeinsight.app/
This week some accounts received a new message from Meta: "Format selection is changing. Soon, Format display options in Ad creative will be the new way to choose formats. This also gives you the flexibility to show ads in multiple formats."
No official documentation yet. But the direction is clear: Single image, Video, Carousel, Collection, and Flexible formats as we know them are going away.
What's replacing them:
Instead of choosing a format first, then building creatives for that format, Meta is moving toward a system where one ad can appear in multiple formats using different assets.
Two systems are taking over:
1. Uploaded Media (already rolling out)
Upload up to 10 images and layouts in a single ad. You define which platforms each asset can appear on. Meta mixes and matches based on what's performing.
2. Format Display Options (live in some accounts)
A single static image ad can automatically be displayed as a carousel or collection using sitelinks or catalog images. Same ad, multiple formats, depending on placement and user.
What this means:
This is Meta pushing harder away from structured ad setup (choose format → build creative → launch) toward fluid, AI-assembled ads that adapt per user and placement.
Carousel with carefully ordered product images? Collection ads with specific layout logic? Those detailed settings might not exist as independent formats much longer.
My take:
I'm fine with it. Meta's incentive is clear: better results for advertisers → higher CPMs → more revenue per impression. Their AI-driven approach is working. Dynamic Creative already outperforms manual setups in most accounts. This is the next step.
But creative reporting is going to get worse before it gets better. You won't know which specific asset won. You'll know the ad won, and Meta will tell you to trust the system.
What to do now:
If you see "Uploaded Media" or "Format Display Options" in your account, test them
Upload multiple aspect ratios (1:1, 4:5, 9:16) so Meta can optimize per placement
Make each creative variant meaningfully different, not just headline swaps
Keep dedicated creative testing campaigns if you need to know what's working at the asset level
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Meta Update #2: Location Fees
Starting April 20, 2026, Meta is passing Digital Service Tax costs to advertisers. If your ads deliver in the UK, Austria, France, Italy, Spain, or Turkey, you're paying extra.
The fees:
Austria: 5%
Turkey: 5%
France, Italy, Spain: 3%
UK: 2%
These charges apply based on where your ads are delivered, not where your business is located. So if you're a US brand targeting Austria, you're paying the 5% surcharge on those impressions.
The math:
You spend $10,000 total. $2,000 delivers in Austria, $3,000 in the UK, rest elsewhere. Meta adds $100 (5% of Austria) + $60 (2% of UK) = $160 extra. Your actual cost: $10,160.
The fee shows up as a separate line item on your invoice. It's not in your campaign budget, it's tacked on after delivery.
What to do:
Factor this into your CPA targets for those markets now
Update your finance team's forecasts so they're not surprised by the invoice jump
If you're running performance campaigns in these regions, tighten your audience targeting to squeeze more efficiency per dollar
Google already does this. Amazon does it through seller fees. TikTok hasn't yet. Meta's just catching up.
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Quick snapshot of what we're seeing across our portfolio this week.
Ads are getting more engagement, but both cost efficiency and conversion rate are dropping. This usually points to a post-click problem, not a distribution issue. Right now the priority is fixing the conversion step after the click.
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From $0 in DTC to $500K+ in 5 Months
We just published a new case study on Pila-Barre, a Pilates activewear brand we scaled from essentially zero DTC to 60% of their total revenue in five months.
The TL;DR:
Started September 2025: 20% online revenue, no Meta/TikTok ads, minimal email
November: 1,800 new customers at $17 CAC
December: 2,000+ new customers under $20 CAC
By Q4: Online store became #1 revenue channel (50% of business)
Email revenue: $1K/week → $25K/week
We used founder-led content that was already working organically, built a tight inventory-based launch sequence (organic → email → paid), and scaled email from 5 to 10+ campaigns/month.
Full breakdown: wearegrowth.co/case-studies/pila-barre
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Creative Strategy Deep Dive
This Tuesday, we're dropping the final episode of our ChocBox case study series on YouTube. I sit down with Amy, our Creative Strategist, to break down what actually worked (and what didn't) when we scaled ChocBox from $0 to $66K in 8 weeks.
Sneak peek of what we cover:
Whitelisted ads vs branded UGC: 30-50% higher ROAS, but more expensive CPMs. Why it works and when to use each.
Hook score vs hold rate: What metrics actually tell you if creative is working, and how to iterate based on data, not gut feel.
Video vs statics: Videos crushed (almost 2x ROAS), but statics still have a role. When to deploy each format.
The gifting angle: Why this was the single biggest winner across all creative, and how we doubled down on it.
If you're running creative-heavy campaigns (especially in CPG or gifting categories), this episode breaks down the playbook we used on a brand-new product with zero existing customer base.
Watch the full series: ChocBox Case Study Playlist
Subscribe so you don't miss Tuesday's drop.
That's it for this week. Meta's making moves, we're making results, and Tuesday we're pulling back the curtain on how.
Til next time,
Uri & The Growth Collective Team