CCTRLby SIBT
Funnel intelligence for DTC and CPG brands

Learn from what wins. Build around your customers. Launch the funnel in one click.

CTRL studies the ads, landing pages and emails already winning in your category, then builds your ad, page and email flows from your own products, reviews and customer language. Edit any line, download the ads and send the emails straight to Klaviyo.

Start with free creditsSee how it works

Free credits to build a whole funnel. Nothing is charged until they run out.

  • Winning ads and pages, decoded
  • Funnels built from your customer data
  • Ad, page and emails in one click
CTRL · Explore
CTRL Explore: demo brands' ads ranked by winner score, with filters for format, hook and framework

Screens from a CTRL workspace with the demo library loaded. The brands shown are fictional.

  • 3,000+doors
  • 27xROAS
  • 518%average sprint growth
Built by a two-time exited founderSee the results
01

See what is winning in your category

Every ad a brand runs on Meta, ranked by what keeps running and keeps getting new variants.

02

Know why it works

Each ad and landing page broken into its hook, creative framework, angle and awareness level.

03

Build around your customers

Concepts, ads, pages and emails written from your products, your reviews and the words your customers use.

04

Launch the funnel in one click

Ad, landing page and email flows built together. Edit any line, download the PNG, send the emails to Klaviyo.

Real ads, decoded

The ads that keep winning, and the system behind them.

Every ad here has run for at least 21 days. Brands only keep paying for ads that sell. CTRL breaks each one into the hook, the framework and the reason it works, then builds yours on the same structure.

  • H
    Hairburst
    Sponsored

    The complete Hairburst routine: ✅ 3 months of Hair Growth Gummies ✅ Shampoo + Conditioner for your hair type ✅ A free gift worth £37.99 Everything your hair needs, from the inside out.

    Hairburst ad
    The full routine, plus a free gift worth £37.99Shop now
    Running
    61 days, still live
    Framework
    Before, After, Bridge
    Hook · Pain point
    “Shedding. Snapping. Stuck at the same length for years?”
    Why it works · Problem aware
    Three quick pain words name the exact frustration, then a dramatic before and after with a clinical stat proves the fix. The anchored price and free gift make the bundle feel like a steal.
  • S
    Spacegoods
    Sponsored

    You've tried everything. The routine. The sleep. The supplements on the counter. Managing stress. What you didn't realise is that you didn't fail the routine, it was missing something. And you're closer to fixing it than you think. Rainbow Dust. One scoop every morning. https://spacegoods.com/products/rainbow-dust-starter-kit

    Spacegoods ad
    You've Been Missing ThisShop now
    Running
    51 days, still live
    Framework
    Problem, Agitate, Solve
    Hook · Story open
    “Right, in you go, mate.”
    Why it works · Problem aware
    A humiliating moment with his son creates instant emotional stakes, then a mate's reveal reframes belly fat as a cortisol problem. The education primes viewers to accept ashwagandha as the missing piece.
  • D
    Dermatica
    Sponsored

    Get your hands on retinoids – the gold standard for anti-ageing, and see visible results in 12 weeks

    Dermatica ad
    Up to 20x more potent than RetinolGet offer
    Running
    172 days, still live
    Framework
    Offer Stack
    Hook · Bold claim
    “No editing, just retinoids”
    Why it works · Solution aware
    The cheeky headline pairs with a hard 20x potency stat and clear 8 week timeline. A bold discount badge gives an easy reason to click now.
  • P
    Pip&Nut
    Sponsored

    This is it. This is protein the Pip & Nut way. Crispy. Crunchy. Gooey. Packed with 10g of plant-based protein & chock-full of nuts (of course). Each bar is topped with a one-of-a-kind peanut (or almond) butter caramel which was created in our very own London kitchen. Dig in.

    Pip&Nut ad
    Protein Packed GoodnessShop now
    Running
    163 days, still live
    Framework
    Us vs Them Comparison
    Hook · Question
    “Why does every snack suddenly need to have the protein content of an entire cow?”
    Why it works · Solution aware
    The rhetorical question mocks protein-maxxing culture with a vivid cow image, and the zoom-blur edit stops the scroll. It then positions 10g as the right amount for a snack and backs it with real-nut and ethical ingredient proof, giving fatigued shoppers permission to choose taste.
  • O
    Oddbox
    Sponsored

    Odd is good. And so are you. Join the rescue mission with 50% off your first box and see what you’ve been missing out on.

    Oddbox ad
    Get 50% off your first box.Order now
    Running
    45 days, still live
    Framework
    Offer Stack
    Hook · Bold claim
    “Odd is good.”
    Why it works · Most aware
    Bold claim hook opens an offer stack structure aimed at broad dtc shopper, and the brand has kept it running for 45 days.
  • F
    Finisterre
    Sponsored

    Flying off the shelves every time we stock it, the Barents is our bestselling jumper of all time. Find out why for yourself...

    Finisterre ad
    Bestselling Barents SweaterShop now
    Running
    38 days, still live
    Framework
    Offer Stack
    Hook · Bold claim
    “Flying off the shelves every time we stock it, the Barents is our bestselling jumper of all time.”
    Why it works · Most aware
    Bold claim hook opens an offer stack structure aimed at broad dtc shopper, and the brand has kept it running for 38 days.

Public ads from the Meta Ad Library, shown for analysis. These brands are not affiliated with CTRL.

How it works

From what is winning in your market to your own funnel, live.

  1. 1

    Scout

    Add any brand running Meta ads in your category.

  2. 2

    Decode

    See its winning ads and pages, and why they win.

  3. 3

    Build

    Get a funnel written from your own customer data.

  4. 4

    Launch

    One click: the ad, the landing page and the emails.

Scout

Every ad a brand runs, ranked by what is working.

Add any brand and its Meta ads land in your library with copy, creative, start dates and variants. Ads that run longest and get the most new variants rise to the top, and Insights shows which hooks and frameworks keep running across your whole category.

  • Daily refresh with new launches and stopped ads
  • Filter by format, hook, framework and runtime
  • Hooks and frameworks ranked across every brand you scout
CTRL · Insights
CTRL Insights: hooks and frameworks ranked by average winner score across scouted demo brands
Decode

Know why a winning ad works.

SIBT breaks each ad down into the hook, the creative framework, the angle and the awareness level it targets. Every scouted brand gets a hub with its opening lines ranked, its landing pages, angles, audiences and selling points. Video ads are transcribed so spoken hooks count too.

  • Hook type and the exact opening line
  • Framework: PAS, before and after, UGC demo and more
  • Landing pages, angles and selling points per brand
CTRL · Scout · Hooks
A scouted demo brand decoded in CTRL: hook types and winning opening lines, strongest first
Real landing pages, decoded

How the brands that win turn a click into an order.

The library holds the pages top-spending brands send their ad traffic to, across every category. See the offer, the proof and the call to action above the fold, then launch a page built on the same pattern for your brand.

  • Ancient + Brave offer page
    Ancient + Brave
    offer page · Supplements

    'Start Your Wellness Journey' 5 question quiz, 2 mins, no account needed, 'Find your ritual' CTA. Jo Woodhurst (Director of Nutrition) sign-off, 400,000+ customers, B Corp and 1% for the Planet badges.

  • Beauty Pie offer page
    Beauty Pie
    offer page · Beauty

    Paid-traffic starter kit page: six bestsellers plus annual membership for a low entry price (shown as $59 on US storefront, struck-through higher value, 'save 62%'). CTA 'Get Your Kit'. 3-step explainer, markup diagram, member vs non-member price proof, Trustpilot quote, FAQs.

  • Bloom & Wild offer page
    Bloom & Wild
    offer page · Other

    Subscription landing page: free delivery, from £22 a box, choose 3, 6 or 12 month length or pay-as-you-go monthly, includes digital gift certificate, 7 day freshness guarantee, long FAQ, treat-yourself variant for self-purchase.

  • Bower Collective offer page
    Bower Collective
    offer page · Cleaning and household

    Starter kit bundle collection page: Bathroom Retreat kits 19.99, Zesty Clean Kitchen 29.99, Laundry, Hand & Body, Nourish & Shine kits, some 'Save 30%'. Free shipping over 40 GBP banner.

  • BURGA offer page
    BURGA
    offer page · Phone accessories

    'Mix, Match & Save Up to 25% on Your Favorites': 20 named bundles (Magnetic, Protection, Power Pair, Sip & Go) with strike-through prices.

  • Butternut Box offer page
    Butternut Box
    offer page · Pet care

    First step of the 'Build your box' quiz funnel: dog name input, '25% OFF' badges in header, 'Let's start' CTA, Fresh Fact banner.

  • DASH Water offer page
    DASH Water
    offer page · Food and drink

    20% off every order, free delivery, extra 20% off orders 2 and 3, double loyalty points, cancel anytime, plans every 14/30/60 days from 12.79 GBP, Trustpilot testimonials, CTA Shop Now.

  • Dermatica offer page
    Dermatica
    offer page · Skincare

    Plan selector: monthly £24.99, 4 months (save 15%), 6 months (save 20%), 12 months (save 25%, £18.67 a bottle). What's included list, video reviews, Google and Facebook ratings, before and after gallery, consultation CTA.

Public landing pages from the research library, shown for analysis. These brands are not affiliated with CTRL.

Draft

Concepts built on a persona, an angle and an offer.

Connect your website and CTRL learns your products, USPs and the words your customers use in reviews. Every concept is written for one of your customer personas, with the angle and the offer spelled out, then moves across the board from draft to launched.

  • Personas from your research, reviews or your own notes
  • Filter the board by persona, angle and offer
  • Export briefs or send a concept to the studio
CTRL · Concepts
CTRL concept board: concepts built on persona, angle and offer, moving from draft to launched
Create

Turn the concept into the creative.

Generate statics and video in the Creative studio with the leading image and video models, using your product shots and logo, with the cost shown before you generate. Build element by element, make a quick image from one prompt, or work ideas up on a shared board, and find every output in one history.

  • Image and video models in one studio
  • Build, Quick image and Canvas share one brand and one history
  • Proven ad, email and landing page formats in Templates
CTRL · Creative studio
CTRL Creative studio: model picker, brand context and finished static ads for a demo brand
Measure

Your own ads, next to the market.

Connect your Meta ad account and see every creative by spend, with ROAS, CPA and hook rate. CTRL decodes your own ads the same way it decodes the market, so you can see which hooks and frameworks pay for you. Send finished creatives to Ads Manager as drafts, and pause or rebudget ads within a daily cap, with every change logged.

  • Creative gallery of your top spenders
  • Winners to scale and underperformers to pause
  • Drafts in Ads Manager, live only when you publish
CTRL · My brands · Meta performance
CTRL Meta performance: a demo brand's creatives by spend with ROAS, winners and underperformers
Then launch it on your brand

25 proven static formats, filled with your brand in one click.

Us vs them, review cards, before and after, offer badges, founder notes and more. Your logo, colours and product shots go in, SIBT writes the on-image copy to Meta's limits, you edit any line and download a full-size PNG.

Start with free credits
  • Bold type poster, shown with a sample brand
    Bold type poster
    4:5 · The 4 U's
  • Guarantee seal risk reversal, shown with a sample brand
    Guarantee seal risk reversal
    4:5 · PASO
  • Ingredient callouts, shown with a sample brand
    Ingredient callouts
    4:5 · FAB
  • 5 reasons listicle, shown with a sample brand
    5 reasons listicle
    4:5 · AIDA
  • Myth vs fact, shown with a sample brand
    Myth vs fact
    4:5 · PAS
  • Notes app confession, shown with a sample brand
    Notes app confession
    4:5 · BAB
  • Price per day receipt, shown with a sample brand
    Price per day receipt
    4:5 · The 4 Ps
  • Product hero with 3 benefits, shown with a sample brand
    Product hero with 3 benefits
    4:5 · FAB
  • Question hook with answer reveal, shown with a sample brand
    Question hook with answer reveal
    4:5 · AIDA
  • Big review card, shown with a sample brand
    Big review card
    4:5 · The 4 Ps
  • Routine timeline swap, shown with a sample brand
    Routine timeline swap
    4:5 · SCAMPER
  • Giant stat callout, shown with a sample brand
    Giant stat callout
    4:5 · The 4 U's

Shown with Field Protein, a fictional sample brand.

CTRL · Templates
CTRL Templates: proven ad formats ready to use in the studio
Templates in CTRL, here with the demo library loaded.
Funnel templates

The landing page and the emails, written to match the ad.

Pick a page built for cold, warm or hot traffic and the flows that follow it. One build writes every page and email from your brand's data, ready to edit, download or send to Klaviyo.

Landing pages

  • Advertorial: story-led editorial pre-sell, shown with a sample brand
    Advertorial: story-led editorial pre-sell
    cold traffic
  • Listicle: 7 reasons people are switching, shown with a sample brand
    Listicle: 7 reasons people are switching
    cold traffic
  • Long-form product page, shown with a sample brand
    Long-form product page
    warm traffic
  • Quiz chooser: find your perfect match, shown with a sample brand
    Quiz chooser: find your perfect match
    cold traffic

Email flows

  • Welcome 1: Brand story and welcome offer, shown with a sample brand
    Welcome 1: Brand story and welcome offer
    Immediately after signup
  • Abandoned checkout 1: Gentle basket reminder, shown with a sample brand
    Abandoned checkout 1: Gentle basket reminder
    1 hour after checkout started
  • Post-purchase 1: Thank you and what happens next, shown with a sample brand
    Post-purchase 1: Thank you and what happens next
    Immediately after the first order is placed
  • Winback 1: We miss you, here is what is new, shown with a sample brand
    Winback 1: We miss you, here is what is new
    60 days after the customer's last order
Start with free credits
Track record

Built by the team behind these results.

CTRL runs on the playbook our team used to grow these DTC and CPG brands: fix the offer, fix the conversion, build the email engine, then scale the ads.

  • Organic beverages
    +1,490%
    DTC revenue growth
    • +175% conversion rate
    • +927% Amazon revenue
    • #1 Amazon bestseller
    Thomson & Scott
  • Packaged food
    27x
    ROAS in 14 days
    • +193% revenue in 6 months
    • 30% of revenue from email in month 1
    Bottled Baking Co
  • Spirits
    +400%
    Amazon revenue
    • 75% lower new customer acquisition cost
    Duppy Share
  • Organic skincare
    21.48x
    ROAS
    • +70% total orders in 90 days
    • +10% conversion rate
    Pinks Boutique
  • Wellness
    +507%
    Revenue increase
    • 80% email open rate
    • +149% revenue in 30 days
    Rain Wellbeing

Results from client work by the operators who built CTRL. These brands are not CTRL customers, and the figures come from that client work.

See each brand

Launch your next winning funnel today.

See what is winning in your category, then launch your ad, landing page and emails built from your own customers.

Start with free credits