So... my due date is officially TODAY (will baby come on Black Friday or Cyber Monday – let's see!).

I'm sitting here, finalizing everything before I start my mat leave, and I keep thinking about something that happened during my LAST mat leave that I've never really talked about.

It was an expensive $35,000 lesson...

Here's what happened:

When I was prepping for my first baby in 2023, I had hired an agency to run my ads while I was off. They promised "quality leads." They had case studies. The reviews were good. So I hired them.

While I was off, they ran my ads. And ran even more ads.

When I finally checked in weeks later, I saw they'd spent $35,000.

My first thought? "Oh good, we must have SO many new customers!"

Wrong.

They got me leads, yes. Thousands of them.

But out of those thousands of "quality leads"? Maybe 10 people actually bought something during my next launch.

TEN.

I remember sitting there, baby on my chest, doing the math over and over because surely I was missing something.

But nope. $35K for essentially... a really pricey list of cold subscribers.

That's when everything clicked for me about ads.

Everyone's obsessed with the wrong thing.

They want cheap leads. Big email lists. Those sexy "10x ROAS" screenshots.

But here's what actually matters: CUSTOMERS.

Not leads. Not followers. Not email subscribers who ghost you.

Customers. People who buy.

Even if you just break even on your ad spend to acquire customers... that is way more valuable to me than adding a new cold subscriber to my list.

Now I mostly send cold traffic straight to sales pages. I focus on buyers, not freebie-seekers. I start every campaign at $5/day, not $1,000/day.

And it works.

Which is why I finally decided to open my vault.

​Ads Vault is literally everything that I've seen work THIS YEAR.​

My actual winning ads. The exact copy. The strategy that gets customers (not just leads).

Plus Goldie, my AI bot trained on everything that's worked, so you can ideate and write your own ads in minutes.

(Not included: hiring agencies who treat your budget like their own testing ground 😅)

Just proven ads from this year that you can swipe, starting at $5/day.

​Ads Vault is officially open. And as a founding member, you get it for $47 (going up soon).

Let me know what you think! I've got time on my hands...

~ Elise

P.S. My friend Tanner (with 700K YouTube subs) texted me the other week:

"I mean neither of us like being on social do we?? 😂😂😂 Which is why I prefer ads nowadays."

Even mega-creators are over the content hamster wheel. We just want predictable sales from an algorithm that's easier to play with.

P.P.S. Baby girl still isn't here yet, but Ads Vault is.