How Ridge should run Meta ads.
You cannot search for a wallet you do not know exists. Ridge is a discovery product with an 80% margin, so the whole plan is creative volume, tested cheap and scaled hard.
Analysis built with paid.social, the ad-planning tool from Jonas, a former Meta growth leadThe margin buys the volume. A metal wallet costs little to make and sells near $100, so the gross margin runs around 80% and the break-even ROAS sits near 1.3x. That is enormous room. Ridge does not spend it on targeting, it spends it on creative. The documented playbook is thousands of creators, hundreds of cheap video tests, then heavy budget behind the few that win. The wallet demos itself in ten seconds, so the constraint is never the audience, it is how many good hooks you can put in front of it.
So the paid-social job is a creative factory feeding a broad account. Test wide, read the hook metrics fast, kill the dead ones without sentiment, and pour spend into winners. The 99-day trial and the lifetime warranty do the objection handling, and category expansion into knives and rings lifts the order value on top of a cheap, high-intent first purchase.
Volume over polish. The catalogue handles the efficient core. The two concepts below are the repeatable formats the creator pipeline should churn out: the honest review, and the risk-free trial.
How we built this plan
We modelled the economics from Ridge's public sales figures and the CEO's stated margin target, plus accessories-DTC benchmarks. The AOV, margin and ROAS figures are estimates, not Ridge's data, meant to show what a high-margin, creative-volume plan looks like on Meta and what "good" is.