Product Sticky by Design_ The +303% LTV Unlock PPC Ignores

In this Hero Conf talk, Phil dismantled the “ROAS Trap” by demonstrating how to identify the products which drive predictable repeat purchases and long-term brand value.

He showed attendees how to build their own target ROAS model that ties CAC directly to LTV and payback windows, allowing for a more aggressive and profitable approach to Google Ads scaling.

Transcript

1. Phil Eaves SPIKE PRODUCT STICKY BY DESIGN: The +303% LTV Unlock PPC Ignores @PhilEaves | speakerdeck.com/phileaves
2. LEARN A FOREIGN LANGUAGE 1
3. TRANSLATE YOUR UNIT ECONOMICS 2
4. THINK AND BID IN THE LANGUAGE 3
5. LEARN A FOREIGN LANGUAGE 1
8. DAY 0
10. DAY 90
11. 113% FIRST TIME CUSTOMERS
12. 113% FIRST TIME CUSTOMERS 185% SITE VISITS
13. 113% FIRST TIME CUSTOMERS 128% RETURNING CUSTOMERS 185% SITE VISITS
14. 113% FIRST TIME CUSTOMERS 128% RETURNING CUSTOMERS 185% SITE VISITS 303% WARRIOR RANGE SALES
15. LEARN A FOREIGN LANGUAGE 1
16. HOW MUCH YOU PAY TO “WINˮ A CUSTOMER
17. HOW MUCH THEY SPEND OVER TIME
19. HOW MANY CUSTOMERS LEAVE
20. WHATʼS LEFT AFTER PRODUCT COSTS
21. WHATʼS LEFT AFTER VARIABLE COSTS
22. HOW LONG IT TAKES TO RECOVER CAC
23. TRANSLATE YOUR UNIT ECONOMICS 2
27. THINK AND BID IN THE LANGUAGE 3
28. BUILD YOUR AUDIENCES 3.1
34. BUILD YOUR EXPLORATIONS 3.2
42. Anyone..? Anyone..? Bueller..? Bueller..?
43. BUILD YOUR MODEL 3.3
44. NET LTV
45. NET LTV x CONTRIBUTION MARGIN
46. NET LTV x CONTRIBUTION MARGIN x STICKINESS INDEX
47. NET LTV x CONTRIBUTION MARGIN x STICKINESS INDEX = MAX CPA
49. TARGET CPA / LTV = tROAS
50. YOUR MONDAY CHECKLIST
51. IDENTIFY YOUR STICKY PRODUCTS 1
52. BUILD YOUR GA4 EXPLORATIONS 2
53. CONTACT ME FOR YOUR tROAS TEMPLATE 3
54. BECOME BEST FRIENDS WITH YOUR CRM TEAM 4
55. Phil Eaves SPIKE THANK YOU @PhilEaves | speakerdeck.com/phileaves