Hey, it’s Patrick.

Most brands want more new customers.

But they keep doing the one thing that kills scale:

They run offers that their entire customer base can see.

So now you’re stuck:

→ You want acquisition

→ But you don’t want to train your existing customers to wait for discounts

That’s exactly why some of the fastest growing brands use what we call:

The First Order Funnel.

Check out the full breakdown here ⬇

What The First Order Funnel Actually Is

It’s a simple system:

→ A dedicated landing page that’s ONLY visible through ads

→ A front-end offer designed to convert cold traffic

→ Audience exclusions so existing customers don’t cannibalize it

That’s it.

But when it’s built correctly, it becomes a clean, controllable new customer acquisition engine.

Why Use An Ad-Only Landing Page?

Because you can run a compelling front-end offer…

Without turning your entire brand into a discount brand.

Your existing customers never see it.

Your email list doesn’t get conditioned.

Your promos stay clean.

And your acquisition gets sharper.

Step 1 - Craft A Real Offer

Most brands default to:

→ 10% off

→ 15% off

→ 20% off

It’s generic.

It doesn’t create urgency.

And it doesn’t differentiate you.

Better options:

→ A high AOV starter kit

→ Free gift with purchase

→ Bundle offer

→ Buy one, get one

People love “free” more than they love “10% off.”

Just make sure the margin math works so you can still acquire profitably.

Step 2 - Build The Landing Page

We typically build these in Replo (if you’re on Shopify).

Why?

→ Fast to launch

→ Doesn’t mess with your theme

→ Easy to iterate

The landing page needs to do one job:

Convert cold traffic.

Key sections:

→ Headline that matches the ad message

→ Offer explanation that’s impossible to misunderstand

→ Strong product imagery

→ Benefit breakdown or ingredients/features

→ Heavy social proof

→ Clean, aggressive CTAs

Remember - cold traffic needs objections handled up front.

They don’t trust you yet.

This page has to do that work.

Step 3 - Launch Ads The Right Way

We usually start with a testing campaign.

And the most important part is at the ad set level:

Exclusions.

You need to exclude purchasers so your existing customers don’t see the offer.

A simple starting point:

→ Exclude last 90-day purchasers

That keeps the funnel focused on new acquisition…

Without blocking your entire customer list forever.

Step 4 - Measure The Only Thing That Matters

Don’t just look at platform ROAS.

Check:

→ Shopify new customers month over month

→ Meta breakdowns to confirm spend is going to new customers

→ New customer CAC (true CAC, not Meta CPA)

If it’s not bringing in net new buyers, it’s not doing its job.

Who This Works Best For

This funnel is everywhere in:

→ Supplements

→ CPG

→ Higher ticket products

But honestly, it can work for almost any brand…

As long as:

→ The offer is strong

→ The page converts cold traffic

→ Exclusions are set correctly

If you want to know whether a First Order Funnel makes sense for your brand👇

Book a Free Core Growth Audit here

We’ll look at:

→ Your margins

→ Your acquisition system

→ Your retention leverage

→ And whether this is the highest ROI move for new customer growth in 2026

New customer acquisition isn’t about spending more.

It’s about building a cleaner system.

Talk soon,

Patrick O’Driscoll

Watch My Free Trainings

PS - If your promo is visible to your entire list, you don’t have an acquisition strategy. You have a discount problem.