The outlier graph and finding winners

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Tom Lewis is Steven Bartlett’s advertising performance partner and co-founder of Metastat.

At 22, he’s helped scale brands and creators by replacing guesswork with data.In this episode, Tom explains how top creators use paid ads to test thumbnails, titles, hooks, guests, and even product ideas before publishing, sometimes for under £100 on The Diary Of A CEO.

He shares how Meta ads can help predict virality, improve click-through rates, and turn content into a repeatable growth system.We also cover when creators should monetise, why many launch too early, and why paid ads should support organic growth, not replace it.

A practical guide to turning content into predictable growth and revenue.

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Timestamps (accurate + true to transcript)

00:00 Introduction to Tom Lewis and Steven Bartlett's Advertising Machine

00:13 Tom Lewis' Journey and Partnership with Steven Bartlett

04:46 The Power of Paid Media and Experimentation

05:22 Deep Dive into Testing and Experimentation

12:20 Practical Tips for Running Effective Ad Campaigns

18:47 Optimizing Meta Ads for Traffic

21:19 Budgeting for Effective Ad Campaigns

22:59 Balancing Creativity and Data

24:04 Tom's Best Frameworks

25:28 The Importance of Eliminating Guesswork

26:38 Building a Brand Before Monetization

29:12 Using Paid Ads to Catalyze Growth

29:12 Understanding Meta's Ad Auction System

34:08 Creating Engaging Ad Content

35:08 The Power of Problem-Solution Hooks

36:42 Leveraging Dragons' Den Pitches

43:48 Iterating on Successful Ad Concepts

52:06 Meta Ads Campaign Structure

52:45 The Outlier Graph and Winning Ads

55:07 The Evolution of Magic Ads

57:39 Setting Goals for Meta Ads

58:00 Instagram Profile Visits Strategy

1:02:50 Retargeting and Audience Segmentation

1:06:08 Choosing the Right Product for Creators

1:11:51 The Future of Meta Advertising

1:14:24 Focusing on Long-Term Customer Value

1:21:44 Structuring Your Team for Success

1:24:42 Insights on Working with Steven Bartlett

1:27:00 Conclusion and Next Steps