🌟 Editor’s Note
In today's edition, we're dropping our real data. How does your performance hold up? 👇
Yes, the "January Slump" is real, but your Ad Account might be making it worse. I was just looking at some internal team notes from high-level performance meetings, and the same patterns keep popping up... If you’re feeling stuck right now, here is the "no-BS" reality of what’s actually moving the needle:
1. Your "Aesthetic" is Killing your ROAS
We all want our brands to look "premium," but the data doesn't care about your feelings.
During a performance review, the team realized that the most "boring" content was driving the most efficient traffic.
Showcasing the product doing what’s supposed to do > Crazy AI effects
So if your ads are fatiguing, try to stop filming a movie. Go back to Native Utility: Show the product working in a raw environment. The polished stuff is what people are scrolling past.
2. Scale where the math works.
This is a hard pill to swallow: You might be overpaying for "cool" placements. During an audit, my team found an 85% difference in traffic cost from Facebook Feed CPCs compared to Instagram.
If you’re trying to scale from $25k to $100k a month and you’re forcing your ads into Instagram because "that's where the brand lives," you might be burning cash. If the people on Facebook Feed are clicking for pennies and buying, let them.
3. If you aren't converting, stop discounting and start teaching.
Let’s be human for a second. It’s mid-January. People are hit with "Blue Monday" (the most depressing day of the year), their December credit card bills just landed, and they’ve officially quit their New Year’s resolutions.
Sales volume was down across the board (Friday/Saturday were ghost towns for some accounts).
To overcome this, instead of just "selling harder," our team shifted to Educational Hooks.
When people are broke and depressed in January, a "15% Off" banner isn't enough. You have to educate them on why your product is the solution to their current misery.
PS: This is valid from both a media buying and an email perspective.
4. Speaking of emails…
The journey is longer (don’t panic). If your daily revenue looks lean, don’t assume your customers vanished.
Click rates are actually up, which means they’re still there; they’re just waiting for the mid-spring price drop.
The journey from "click" to "buy" has just stretched out. This is where your flows need to act as the sale-closer, staying top-of-mind while the customer does their research.
How we’re scaling from $0 to $100K on Meta
I wanted to share a quick breakdown of a project we’re deep in right now with ChocBox.
If you haven’t seen them, they’ve been absolutely crushing it on TikTok Shop. But they ran into the "TikTok Trap” - totally at the mercy of the algorithm.
We’re spending the next 8 weeks building them a predictable "growth lever" on Meta while filming the whole thing.
We just dropped the first part, and over the next few weeks, we’ll be covering:
The account’ set up in real-time.
What we do when the numbers don't hit our benchmarks.
How we’re prepping for a massive Valentine’s Day push.
If you want to see how to make Meta work from the ground up, you can follow the series on YouTube.
Til next time,
Uri & The Growth Collective Team