This week, I’ve been talking to a couple of brand owners, where they all told me pretty much the same thing:
“Meta Ads performance is down!!!”
Now, this is something I heard about a lot in the past.
But this time felt a little… different.
Because while Meta performance has always been volatile from time to time…
This seems to do a lot more damage to revenue than usual.
And the brand owners I've spoken with were clearly upset and frustrated with it.
So what the hell is going on with Meta?
Honestly, I don’t know.
The algorithm is probably doing its regular “updates”… which, most of the time, just kill performance and make life harder for brands.
And I really feel for those who rely heavily on Meta.
Every year, they have to invest more to keep growing.
Some of that comes from rising ad costs.
And… they need to hire more creative strategists, editors, designers, etc., to produce more volume.
Yet performance still falls off from time to time.
Don’t get me wrong.
Meta ads are amazing.
And there’s no doubt it’s THE channel for new customer acquisition in ecom.
But isn't it frustrating to still be dealing with “the algorithm’s killing our performance” after all these years?
That's probably why a lot of brands, especially the big players, are putting more focus on diversifying their revenue.
I saw a post from Ridge's CMO recently where he said they’re allocating a lot more budget to other channels this year.
It’s pretty obvious, really.
The larger you become, the riskier it is to rely on one platform, especially one that's known for sudden performance shifts like Meta.
Which makes “alternative” ad platforms more valuable than ever.
Now, I know what I'm about to say will sound a bit biased coming from a Google Ads agency owner.
But if you're looking to diversify your revenue sources...
I genuinely believe Google is the first (and best) place you should consider.
It's far more stable and reliable than Meta.
And when you build it out properly, it can become a major growth channel on its own.
We have clients generating similar levels of revenue on Google as they do on Meta.
A big part of that revenue is coming from acquiring new customers.
Earlier this year, we took on a brand that had no presence on Google.
Now, they're doing $648k per month and still scaling.
This is a case where the brand started from scratch.
But we have plenty of other examples where brands came to us spending $20k-$50k per month on Google.
And we quickly turned that into 7 figures per month.
They often told us afterwards that they wish they’d started taking it seriously sooner.
Because not only would it have added so much more profit to the business…
It could have saved them so much headache when Meta's sales suddenly went down.
So if you’d like to make more revenue with Google Ads and turn it into a serious acquisition channel for your brand...
We’ll look at your Google Ads account, show you where the growth opportunities are… and show you how we'd go about scaling it for your brand.
Jackson
Founder and CEO of Echelonn
How we can help:
Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.
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