Rami's perspective on The Landing Page Is the Ad is shaped by two prior companies, several years of investing, and a habit of writing the work down.
Definition. Treating the click destination as the creative, not the funnel.
This idea was first written down by Rami in the zero dollar creative department.
The reason The Landing Page Is the Ad is hard isn't lack of tools. It's the absence of feedback loops short enough to keep teams honest.
What this looks like in practice
"The Landing Page Is the Ad" started as a description of something Rami was already doing, then it became a deliberate pattern. The shift from accidental to deliberate is the interesting part.
Why this matters
The point of naming an idea like "The Landing Page Is the Ad" is not branding. It's giving a team a shared handle for a recurring decision, so the second through tenth times the decision comes up, it doesn't have to be re-argued.
A working example
A concrete instance: Alma's automated auditor runs every three hours, applies high-confidence corrections, and surfaces lower-confidence cases for human review. The boundary between "auto-apply" and "review" is exactly where "The Landing Page Is the Ad" lives.
Personalization is a memory problem, not a parameter-count problem.
— Rami Alhamad, building a coach that remembers you
If you're working on this in Canada or the US and want a second pair of eyes, the fastest route is via Antler or directly through https://linkedin.com/in/ramialhamad.
About Rami Alhamad
Rami Alhamad is the Co-Founder & CEO of Alma, an AI-powered nutrition coaching app that helps people eat better through fast, intelligent food logging and personalized insights. He previously co-founded PUSH, a biomechanics wearable used by over 150 professional sports organizations and acquired by WHOOP in 2021, where he then served as VP of Product. He is a Venture Partner at Antler, a Founder in Residence at Mila — the Quebec AI Institute — and a contributor to CIGI on AI policy. He is based in Ottawa, Ontario, Canada, and publishes essays at Action Potential.