“Before, in 2024, I could have an ad running for 12 months. Now, with how much ad spend we're running and the new Meta updates, once an ad hits like $100,000 in ad spend, it will be dead. That can be hit in a month, or in two or three weeks. So we constantly need more output. We might have 5,000 lifetime ads and maybe 800 or 900 live currently.”
Lenny's Podcast: Product | Career | Growth · In-Depth Interviews · November 2026
Context
Explaining why he built a team of creators instead of making every ad himself, he describes how fast ad fatigue now sets in at high spend levels, forcing a huge volume of fresh creative.
Transcript
So are you kind of comparing to like what I was doing versus what we're doing now?
…when you think paid ads on Facebook, Instagram, TikTok, most people think I create a video promoting my product or create like an ad unit that is, hey, Whisper Fellow is the best thing. And what you're doing here is you're having other people create the videos and then running that as the ad. Yeah.
So the way I look at it is like I was basically an in-house UGC creator and it got to a point where ad spend was getting too high. And like I'm only human and I couldn't, I couldn't make that many videos. And it was also getting into like a year plus of making ads. So naturally I was getting pretty burnt out being a one-man show. And like, it's like, okay, I have the skill set. I'm a decent creator. I can spot like good creators as well. Why not just build a team? And that's like an extension of myself. And yeah, that's that's basically what we did. And we're able to scale a lot faster, test more ideas. Since we have more ad spend, we obviously want more concepts running. And also, like, once you get to a pretty high budget on ads, your ads are typically going to reach fatigue a lot faster. And especially with Andromeda now, ads reach fatigue even a lot faster. Because before, in 2024, when we were running ads, I could have an ad running for 12 months. And I mean, my output would be a lot less. But now, an ad with not only the new updates, but also how much ad spend we're running, an ad, once it hits like $100,000 in ad spend…
Okay. So this is just a core leg to the stool of paid ads as UGC. It's clearly working. Do you think this will work for every company? Is this something most B2B say? I don't know. Yeah.
I think this works for everyone. It's like, it goes back to what I was saying, is just finding those users that can speak to the users you want to acquire. And at the end of the day, one thing that we look at at Whisper is like the B2B side and the enterprise side is all made up of individuals. And…
Okay. That makes sense. Also, what I'm hearing, though. It's probably most effective for kind of product-led growth, bottom-up sort of products, not like a workday or a Salesforce, more like Whisperflow or Motion and things like that. Awesome. And, you know, like if you think about it, it makes so…
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