Live Q&A with Antonio Carneiro

Antonio Carneiro pulled up his HYROS Creative Report today and walked through how he reads it. Six live questions. Three diagnostic calls most media buyers skip. Antonio has managed $350M+ in ad spend and generated $700M+ in revenue. He went deep on:

Our notes below: 1. The Creative Report filter that fixes a noisy read (25:30) Most media buyers open the Creative Report and read it top to bottom. The ads with the highest ROAS look like the obvious scalers. But low-spend ads with great ROAS aren't statistically significant. They're noise. Antonio filters by cost first so only ads with enough spend to mean something show up at the top. He makes every scale, kill, and budget-shift decision against the cost-filtered view, never the raw report. The HYROS Creative Report is built for this read. 2. The $5,000 magic pill question (17:00) High-ticket funnels with cheap CPLs and great CTRs still fall apart when leads can't afford the program. Most operators try to fix the creative or the targeting. Antonio's fix from a weight-loss coaching client: ask leads if they'd pay $5,000 for a magic pill that solved their problem instantly. The "no" tier disqualifies itself before the call. The "yes easily" and "yes but resourceful" tiers feed the pixel a qualified buyer instead of a tire kicker. Cleaner signal feeds cleaner scaling. 3. When a ROAS drop isn't a kill signal (31:30) Your top-spending ad just tanked on ROAS this week, and the reflex is to drop budget or kill it. Antonio doesn't. He pulls up the front-end and intermediate metrics first. If those are still healthy, the back-end ROAS is probably catching up later in the funnel. Sometimes a high-ticket sale closing on day 30 makes the difference. Don't kill until the full funnel breaks. The HYROS Creative Report makes this diagnostic one click away. 4. The 2x target KPI rule for cutting (47:00) Antonio runs every cutting decision against a single rule: hit 2x your target KPI with no conversions and the ad is dead. Most operators don't have one. They cut on gut feel, which means they kill winners too early and keep losers alive too long. Target $35 cost per qualified call? Pull at $70 with no calls booked. Same rule for every variable you're testing. The rule only works because his cost-per-action data is accurate. The pixel's isn't. 5. The angle that took marriage coaching to $1M/mo (11:30) Most coaches lead with pain points like "save your marriage" or "lose weight." Antonio's marriage coaching client tried all of it. The winning angle by far was comparing the offer directly to marriage therapy. The framing pulled in solution-aware buyers, people already paying for something that didn't work, instead of cold problem-aware traffic. It also reframed the price. If you've already spent on therapy, this isn't expensive. From $200k/mo to over $1M/mo in six months.