Are your ads scaling the wrong way?

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Happy Tuesday!

In today’s newsletter, Sai breaks down the hidden CAC trap inside Meta ads and how you could be scaling the wrong way. Stay tuned.

This issue takes just 2 minutes to read.

Let’s dive into it👇

The best marketing ideas come from marketers who live it.

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The science of getting your site to appear on Google result pages is rooted in fundamental principles:

Yes, it’s hard, unsexy work. And many e-commerce store owners try to lighten the load with AI. 

But they don’t get the results they want because they are still generating product descriptions, product titles, etc in ChatGPT, copying them and pasting them into the relevant fields in Shopify.

Stop wasting your time. Generate all your content inside Shopify and just click once to make your changes live. 

Mike Simmons, founder of Plug In AI (scaled his last brand from $0 → $20M+) is hosting a free live session on how to nail these basics and use AI the right way to leapfrog bigger brands in Google Search results. 

EXCITING NEWS: 3 attendees will have their stores optimized for SEO live during the webinar and everyone walks away with 30 days of Plug In AI free. 

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The founder was excited. He finally had 1,000 customers. He thought:
“If Meta can find me 1,000, a Lookalike audience can find me 10,000 more.”

Two months later, he had more customers.
But they looked nothing like his best ones.
Lower AOV. Lower retention. Higher CAC.

When you upload all your customers—one-time buyers, discount hunters, Black Friday-only shoppers—you’re telling Meta:
“Find me more people like these.”

So Meta does. And it scales with the wrong kind of buyer.

Feed Meta only your cleanest data—your top 20% of customers by LTV.

When you do, Meta stops chasing cheap clicks… and starts finding customers who actually stick.

P.S. This is one of the first fixes I make when auditing accounts. If you want me to reset your signals so Meta goes after your best buyers 👉 Book a call with me

This thread feels like it shouldn’t be free.

Cherene breaks down the revenue ceiling brands hit, what investments matter at each stage, and why paid acquisition is the most fragile layer of growth.

Even if you’re still in early stages, this is worth bookmarking. It’ll help you think bigger, and avoid mistakes before they cost you.

👉Read the full thread

If you’re tired of high CAC and ads that don’t scale, we’ve launched a 10-day ecom creative testing blueprint that might help you. Over 10 days, you’ll learn how to:

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✅ Scale winners to drop your CAC

Join the creative challenge and turn your creatives into a growth engine.

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