Where Premium Brands Come To Grow
WHERE PREMIUM BRANDS COME TO GROW
A premium eCommerce brand. $4,000 a month in Meta ads. Conversion rate: 0.9%. They’d tried everything on the ads side. New creative. New audiences. New campaign structure. A new agency. Then another one. Each change produced modest improvement and fresh disappointment in roughly equal measure. Their Meta Marketing Pro had recommended increasing spend and enabling […]
Here’s a scenario that will either make you nod vigorously or feel slightly called out. Possibly both. Ad results are disappointing. So you change the creative. Still disappointing. Change the audience. Then the offer. Then the campaign structure. At some point someone very confidently tells you the problem is your creative hook, your targeting parameters, […]
There’s a pattern that plays out in premium eCommerce businesses with depressing regularity. A founder runs ads. At $50 a day, the ROAS looks decent. Profitable, even. She scales to $200 a day, confident. By the end of the first week, the cost per acquisition has blown out, the ROAS has tanked, and she’s back […]
You scaled your ad spend. Your ROAS had other plans. There’s a specific kind of dread that sets in when you bump your Meta budget from $80 a day to $300 and watch your ROAS crater in real time. You do what any reasonable person would do. You blame the ads. New creative. New audiences. […]
Let’s talk about the week you’re probably having… Petrol prices have hit $2 a litre – and heading higher – thanks to the US-Israel strikes on Iran disrupting global oil supply. Cost-of-living anxiety is back with a vengeance. And Afterpay Day officially kicks off on the 19th, though half the brands on your feed have […]
So there I was, Tuesday afternoon, in the middle of working away — using Claude, which for those who don’t know, is the AI tool I’m using extensively throughout my entire business at this point — and it just… stopped. Completely. Just stopped responding. Now, the first thing I did (as any completely rational person […]
Every year about this time, statistics are published on the state of social media. Over 1,500 marketers worldwide about what they’re doing with social media. And every year, the herd moves collectively in the same direction… This year? They’re all stampeding toward Instagram and TikTok. Reddit’s had a 63% surge in usage. Everyone’s excited about […]
February is not only the shortest calendar month but also typically the slowest sales month for eCommerce and – because of that – is often the month that I see business owners make fear-based snap decisions that end up hurting their profitable growth long-term… Remember when you bought that course that promised the “exact funnel” […]
Have you ever noticed that most brand content is so… forgettable. It’s not that brands don’t try. They’re producing more content than ever. Social posts, emails, product descriptions, blog articles, ads. The volume is enormous. But most of it lands with a thud. No engagement. No emotional response. If you even notice it at all… […]
What 1,500 marketers got wrong about Facebook in 2026 — and the wide-open opportunity they’re leaving behind. Every year, Meltwater surveys over 1,500 marketing professionals worldwide to find out what’s happening in social media. Where budgets are going. Which platforms are getting the love. Which ones are getting ghosted. And every year, the herd moves […]