If you’ve worked with ads agencies before, you’ve probably clocked something most of them won’t say out loud: Meta and Google weren’t built for premium brands. They were built for the masses. The optimisation algorithms, the campaign structures, the bidding logic – every bit of it is engineered around volume.

Which means when you run the standard campaign setup that every ads agency rolls out, you’re literally telling Meta to find you the cheapest possible customer. Not your customer. The cheapest one.

In this episode:

• Why Meta’s algorithm is structurally biased toward finding the cheapest customer – and why that customer is the worst one for a premium brand
• How Advantage+ Audience compounds the problem automatically and continuously – and why on Sales and Leads campaigns you can’t fully turn it off
• Why the cheapest conversion is your most expensive mistake – the rusted-on customer versus the promiscuous buyer
• Four pieces of widely-given expert advice that backfire on premium brands – and exactly why each one fails
• The two destructive founder patterns that keep premium brands stuck: the silver bullet chase, and the outcome-without-approach trap
• The structural work that actually breaks through – and why it’s the work almost nobody wants to do