Start With the Scoreboard
A recent campaign led by Nate Tilley, in collaboration with Andy Elliott and funnel strategist Russell Brunson, produced a 62X return on ad spend. It wasn’t an isolated win. Across more than 1,000 campaigns, Tilley’s work has contributed to over $100 million in client revenue, with more than $50 million generated specifically through webinar funnels.
For Tilley, those numbers are the only place to start.
“If it doesn’t convert, it doesn’t matter how good it looks,” he says.
That focus on measurable outcomes defines how he operates as co-founder of ROAS alongside Dylan Vanas, and as the architect behind a second company built for a completely different market.
Why Two Separate Companies
ROAS is designed for one type of client: coaches, consultants, and course creators who want to turn attention into high-ticket sales. The company builds done-for-you webinar funnels engineered to convert cold audiences into buyers at scale.
The Shift Social, by contrast, serves local businesses and car dealerships. Its S.C.A.L.E. system focuses on generating leads and booked appointments through Meta advertising.
Tilley keeps the companies separate by design.
“The math, the margins, the sales cycle, it’s all different,” he explains. “If you try to force one model across both, it breaks.”
The separation allows each business to specialize without compromise, from messaging to funnel structure to backend sales processes.
The Fractional CMO Role
In addition to running both companies, Tilley operates as Fractional CMO for Elliott Group, where he works directly with Andy Elliott on sales and marketing infrastructure. The role sits at the intersection of performance marketing and high-level sales execution.
Tilley’s client portfolio also includes leaders such as Chris Voss, Krista Mashore, and Neel Dhingra, where his role is focused on building and executing marketing systems designed for growth. Through his work with clients, he has also been part of collaboration campaigns involving Russell Brunson, connecting direct-response marketing strategies with high-performing sales systems.
“Marketing gets attention. Sales closes it,” Tilley says. “You need both working together or you’re leaving money on the table.”
The Operational Playbook
Tilley’s model is straightforward but difficult to execute. It starts with building funnels that have already proven they can convert. From there, his team pushes volume through paid traffic, testing variables aggressively until the economics hold at scale.
Artificial intelligence plays a growing role in optimization and follow-up, particularly in speed-to-lead and data analysis. But Tilley is clear about where automation stops.
“Automation helps you move faster,” he says. “But closing still comes down to people.”
Structured funnels, rapid testing, and tight integration with sales teams, has allowed him to scale campaigns while maintaining performance benchmarks. By 27, it translated into multiple seven-figure businesses.
Built Through Jiu-Jitsu
Outside of business, Tilley is a Brazilian Jiu-Jitsu brown belt who has ranked in the top five internationally for three consecutive years. The discipline is more than a personal pursuit. It shapes how he thinks about competition and growth.
“In Jiu-Jitsu, you don’t get results by forcing things,” he says. “You earn a position, you stay patient, and when the opening is there, you take it.”
He applies that same approach to business. Not every moment is about pushing harder. It’s about knowing when to apply pressure and when to wait.
A System That Compounds
Tilley doesn’t frame his work around hype or short-term wins. The focus is on building systems that hold up under scale, where performance can be repeated, not just achieved once.
And if the numbers are any indication, that approach continues to compound.