Week 1
Guessing why CPA creeps up as you scale
Week 8
A diagnostic you run yourself — fatigue vs. auction vs. funnel, settled by the numbers
Campaign Lab · Founding Cohort · Applications open
Eight weeks. Thirty operators. Your campaigns on the table.
Campaign Lab is a hands-on implementation cohort led by Marcel Sattler. The frameworks behind $100M+ in native spend — applied live to your campaigns, in a room capped at 30 people who are actually running traffic.
It is application-only on purpose: the room is the product, and one wrong seat costs everyone. Founding terms — $1,497, once. This format never runs again.
- Duration
- 8 weeks
- Seats
- 30
- Founding price
- $1,497
- Entry
- Application
▸ What this is
Not another course. A working room.
Courses hand you videos and wish you luck. Campaign Lab works the other way around: you bring real campaigns — live or planned — and over eight weeks we build, review and fix them together, in session, on screen.
The teaching exists to serve the reviews, not the other way around. Every framework and template you receive gets applied to your account the same week — offer math, campaign structure, advertorials, tracking, scaling decisions.
Thirty seats is not a marketing number. It is the most campaigns one operator can genuinely review in eight weeks without the reviews turning into theater.
- A course
Generic examples, watch alone, apply someday
- A community
A thousand members, no one accountable for your results
- Campaign Lab
Your campaigns, reviewed live, by the person who spent the $100M
▸ The room
Who belongs in it — and who doesn’t.
This is for you if
You run a DTC brand or lead-gen offer and you're diversifying beyond Meta — with real budget behind the move.
You're a media buyer already spending on Taboola, Outbrain or MGID and you suspect your funnel leaks more than your dashboard admits.
You're an affiliate with a proven offer, moving into advertorial funnels you own.
You're in-house and accountable for a native line item — and tired of learning by burning it.
This is not for you if
You're collecting content to watch someday. Every seat carries live-review time — an unused seat is a wasted one.
You don't have an offer yet. The Lab sharpens campaigns; it can't invent your product.
You need a guaranteed ROI figure before you commit. Nobody honest can promise that, and we won't start now.
You can't protect roughly four hours a week for eight weeks. The work is the mechanism.
▸ The transformation
What changes in eight weeks.
Not “inspiration.” Specific capabilities you didn’t have on day one — installed on your own account, not a demo.
Week 1
Judging funnels on dashboard proxy metrics
Week 8
Tracking that reports the truth, and unit math you can defend to anyone
Week 1
Learning by burning budget on your own
Week 8
Every major decision reviewed — by the operator and a room of 30 peers — before the spend
▸ How it works
Six things you get. One is the point.
01· The core
Live campaign reviews
The core of the Lab. Your campaign on screen, taken apart and rebuilt in session — structure, creative, funnel, numbers. This is the thing a course can never give you.
02
Weekly live sessions
One focused teaching session per week, following the 8-week arc below. Built to be applied the same week, not archived.
03
Office hours
Open Q&A between sessions. Bring the thing that broke on Tuesday instead of saving it for a course module that never comes.
04
Frameworks & templates
The working documents behind the agency's own campaigns — offer document, launch checklist, advertorial structure, tracking setup. Yours to keep and reuse.
05
A private room of 30
Capped on purpose. Thirty operators at a similar altitude, in a private group, for the duration and beyond — signal stays high because the door stays shut.
06
Every recording
All sessions and reviews recorded. Miss a week, keep the material — including everyone else's teardowns, which is where half the learning hides.
▸ The 8 weeks
Offer first. Traffic last. On purpose.
Most native campaigns fail before the first ad is written. The arc follows the order that decides outcomes — every week pairs one working session with live reviews of your build.
- WK 01
Offer & funnel math
The one-page Offer Document everything else is written from — plus the unit economics that decide whether native fits your margin at all.
- WK 02
Campaign architecture
Account structure, budgets, testing design. The skeleton that separates a diagnosable campaign from an expensive mystery.
- WK 03
Angles & copy
Angle research and the headline-to-hook chain, written from the Offer Document — not from a swipe file.
- WK 04
Advertorials & landing pages
The asset native lives or dies on: structure, congruence with the ad, and passing platform review the first time.
- WK 05
Tracking & the real numbers
Event filters, server-side setup, and the proxy-metric traps that make losing campaigns look profitable.
- WK 06
Launch & first reads
Going live, spend thresholds, and reading early data without panicking — or celebrating — too soon.
- WK 07
Kill, fix or feed
The optimization discipline: which numbers trigger which decision, and how to stop negotiating with losers.
- WK 08
Scale & the next 90 days
Budget ladders that don't break CPA, and the written plan you leave with — for your account, not a generic one.
Marcel Sattler · Your reviewer
▸ Who’s running it
A decade of native. Spent, not studied.
Marcel has managed over $100 million in native spend since 2015 — for his own brands and for clients — across Taboola, Outbrain, Teads, MGID, Yahoo Native, NewsBreak, Mediago and RevContent. He runs the agency behind this site and the campaigns behind its case studies.
Campaign Lab is the first time that review process — the same one the agency charges retainers for — is open to operators running their own accounts. It’s capped at 30 because he reviews every campaign personally.
- $100M+
- Native spend
- 10+ yrs
- Buying native
- 8
- Networks
▸ Applying
How the application actually works.
No payment to apply. No call with a “closer.” You write, Marcel reads, you get a straight answer.
- Step 01
Apply
Ten minutes, one form. Honest answers beat polished ones — the form is how we protect the room, not a sales gate.
- Step 02
Review
Marcel reads every application personally. You hear back within three business days — either way.
- Step 03
Decision
Accepted: you get the payment link and onboarding. Not a fit: we say so straight, usually with what we'd do instead.
- Step 04
Start
The cohort begins when the room is full. Founding members get the dates and the private group first.
▸ Questions
Asked before applying.
▸ Founding Cohort · 30 seats
Thirty people get to build this with us. Then the door closes.
After the Founding Cohort, this format is retired. What follows is a $2,997-per-year membership — founding members keep preferred terms for life. That’s the whole scarcity story: it’s structural, not a countdown timer.
8 weeks · 30 seats · $1,497 · application only
Apply for the Founding CohortApplying costs nothing and commits you to nothing. If it’s not a fit, you’ll hear that plainly — with a pointer to the free material instead.