Benedikt Bürig

WE JUST HIT 600 PAYING CUSTOMERS WITH ONLY 2 EMPLOYEES A year ago we had around 150. Two regular guys from Sweden building Fibbler, an attribution tool for paid ads in the SMB segment. Completely self-serve and 50% of our customer base is in the US at this point. For a long time our entire go-to-market was me posting on LinkedIn and running thought leader ads. And it worked. But it also meant that every time a post flopped, I could see the numbers dip. Every week where I didn’t have a good content idea felt like I was letting the company down. So late 2025 into early 2026 we started layering on new tactics. YouTube. SEO. Creator programs. Outbound emails. For the first time growth isn’t just tied to me being in the feed every day. I can’t describe how much lighter that feels. The other thing we didn’t expect: companies with 200-500 employees are now our fastest growing segment. We built Fibbler for individual marketers like myself. The person who just wants to swipe their card and prove that paid ads actually work at their startup. Turns out the same problem exists at larger SMBs too. They just didn’t have an alternative between “do it manually in spreadsheets” and “pay five to six figures for an enterprise tool.” So now we’re at 600 paying customers. Still two full-time employees. Still fully bootstrapped. Still working from a small town in Sweden. We have a very clear vision of where we want to take this. To build the future of paid ads attribution for SMBs. And honestly, this is the most fun I've ever had at work. P.S. Fibbler shows which companies view or engage with your ads, ties them to pipeline and revenue in your CRM, and alerts sales when it’s time to reach out. Try it free for 30 days at https://www.fibbler.co/

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Most brands try to lower CAC by tweaking bids and budgets. But that’s rarely where the real leverage is. In my experience scaling e-commerce brands, new customer ROAS is mostly structural. There are 4 levers that actually move CAC — and most brands are only using one or two of them. 1️⃣ Partnership & whitelisting ads (at scale) When you run ads through creators whose audience already buys at your price point, you skip the entire trust-building phase. Lower friction = lower CAC. Each creator also unlocks a new micro-audience Meta couldn’t reach through your brand page alone. And you’re feeding the algorithm more signals. >>> Action point: Run ppartnership ads with bigger creators on your local market that already have your potential audience. 2️⃣ Different creative formats Meta doesn’t just read text. It reads visual patterns. If you only run one type of creative, you’re forcing all buyers through one narrow door. Different formats attract different buyers: - Listicles - Founder storytelling - Lifestyle content - Product breakdowns - Problem/solution creatives Each format opens a new audience pool. >>> Action point: Make sure to introduce 1-3 creative formats on the bi-weekly basis 3️⃣ Different personas Same creative. Different message. A dad, a gym guy, and a 45-year-old executive buy the same product for completely different reasons. The angle of the ad determines who Meta shows it to. >>> Action point: Go beyond messaging - use creators, voiceovers, and adopted landing pages to the personas 4️⃣ Upper funnel exposure Reach campaigns don’t drive purchases directly. But they pre-warm the market. When someone has seen your brand 3–5 times before the conversion ad appears, your CAC drops dramatically. >>> Action point: Run 5-15% of the total budget on campaigns that exclude buyers, visitors and engagers These force Meta to actually hunt for new customers. (But don’t assume Meta follows this perfectly.) The real mechanism behind all 4 levers: They expand your total addressable audience. More qualified prospects → cheaper new customer acquisition. If you’re only running: • broad campaigns • one creative format • one angle You’re leaving a lot of efficiency on the table. Curious how other brands structure their acquisition: Which of these levers has had the biggest impact on your CAC?

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Clicks feel like progress. But clicks don’t build brands. You can drive traffic all day—ads, SEO, social. If there’s no connection behind it, it disappears just as fast. A click is curiosity. A brand is trust. And trust is built when: – Your message is consistent across every touchpoint – Your audience knows exactly what you stand for – Your experience matches what you promise – People remember you after they leave High click-through rates can look impressive. But they don’t tell you if anyone cares. If your strategy stops at the click, you’re renting attention. Not building anything that lasts. The goal isn’t more traffic. It’s more meaning behind the traffic. That’s what compounds. #BrandStrategy #MarketingStrategy #Entrepreneurship #DigitalMarketing #CustomerExperience #SmallGiant

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Google Ads is slowly turning into more than an ad platform. this week alone, Google: - pushed creative generation further into the interface, - expanded shop-level visibility in Shopping, - added more compliance friction, - and exposed how fragile the UI can still be. the biggest change for me is the creative side. you can now generate or edit product visuals inside Google Ads with prompts. that shortens the distance between idea and launch. for smaller teams, that is genuinely useful. but the broader shift matters more.... Google wants advertisers creating assets, shaping merchandising, handling policy, and monitoring performance inside one system. sounds efficient... right? it also means more power sits inside the platform itself. we’ll test the built-in creative tools for speed. we still won’t outsource judgment to Google. report below breaks down the main updates and what they actually mean. my view: Google Ads is getting more capable, but also more opinionated. better for sharp operators. harder for anyone running on autopilot. do you see that as progress, or more black box behaviour?

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TikTok isn’t just for discovery anymore—it’s becoming a search engine. With search ads now in testing across Europe, TikTok is moving into intent-driven territory. That means brands can show up not just in feeds, but exactly when users are actively looking. This could seriously reshape how younger audiences search—and how SMEs capture demand. 👉 Are you treating TikTok as a search channel yet? #TikTokAds #SearchMarketing #DigitalStrategy

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Want a free low-hanging fruit in marketing from Alps2Alps ski transfers growth team? Most of us start mapping the customer journey from the first screen of our website. Wrong move. The journey actually starts way earlier - at the traffic source. That's where you're already winning or losing users before they even see your landing page. But here's what I was missing (and probably you too): 1. It's not just about the banner or ad creative. You need to see exactly how users see you in that source: • In the app store - what screenshots, reviews, description they're looking at • On Google Search - the actual query they typed, not just "organic search" • On a website - what page they're on, what content is around your ad • In social media - what they were doing before your ad popped up More importantly - what's their state of mind right now? Are they solving a work task or just scrolling? Researching or comparing? The person searching "best CRM for small business" at 2 PM is in a completely different headspace than someone seeing your ad on Instagram at 11 PM. 2. Here's the part that messed me up: I was only tracking traffic source in marketing analytics. Forgot to pass it through to product analytics. Big mistake. If you're not connecting the source to your product analytics, your numbers are lying to you. You can't figure out why Google users behave differently than Facebook users if you're only looking at product events without the source context. So now I track it in both. Marketing analytics + product analytics. Connect the dots. That's where the real insights hide. PS: Like. Share. Comment. Like. Share. Comment ;-) #CustomerJourney #MarketingAnalytics #ProductAnalytics #UserAcquisition #GrowthHacking

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BeRealFan: A Social Network Embedded in a Payment System. And Vice Versa. We built BeRealFan from scratch and on a full-cycle basis. Why is this critical? Because here, monetization is not an add-on; it's part of the architecture. Instead of a "feed with a paywall," we created a full-fledged social environment where communication and transactions are a single, unified process. https://lnkd.in/dvYaFRbG

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Veo and Sora just redefined AI video production. (We generated 47 full ad concepts and 180+ render-ready clips in under 48 hours using one JSON pipeline.) Comment “JSON” and I’ll send you the full workflow. Everyone’s talking about AI video tools right now. We stopped talking and built a measurable system. One that turns a written brief into a complete cinematic ad — shot-by-shot — automatically. Here’s how it works: • AI Scene Director • Transforms your description into structured Veo 3 JSON with defined scenes, transitions, and timing data. • Writes second-by-second camera direction optimised for Veo and Sora render engines, with real-world constraints. • Integrated Production Workflow • Formats JSON instantly for rendering and scales to hundreds of ads per week with zero editing time. The result: Consistent cinematic output, 98% rendering accuracy, and a 12× faster concept-to-delivery cycle. If you want to replicate this performance and produce AI-generated ads at scale — Connect with me Comment “JSON” below (Repost for early access — or wait until we open it publicly.)

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