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When to scale, fix, or kill a Facebook ad
Attio CRM
AI Launch Codes: Part 2: Give Claude Access to Your Business — Connectors
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The best marketing ideas come from marketers who live it.
That’s what this newsletter delivers.
The Marketing Millennials is a look inside what’s working right now for other marketers. No theory. No fluff. Just real insights and ideas you can actually use—from marketers who’ve been there, done that, and are sharing the playbook.
Every newsletter is written by Daniel Murray, a marketer obsessed with what goes into great marketing. Expect fresh takes, hot topics, and the kind of stuff you’ll want to steal for your next campaign.
Because marketing shouldn’t feel like guesswork. And you shouldn’t have to dig for the good stuff.
Campaign Command Center
When to scale, fix, or kill a Facebook ad
Most founders running Meta ads are guessing. The ad is underperforming. They lower the budget, change the creative, tweak the audience, wait two days, then do it all again. The account never stabilises.
The problem isn't the ads. It's not having a clear decision rule.
There are only two numbers that tell you what to do: ROAS and CPC. Together, they diagnose every ad problem you have. Here's the full model:
1. Scale — when both are holding
ROAS stable. CPC stable. Your ad is resonating and efficient.
Increase budget 20-25% every 24-48 hours. Don't touch the creative. Don't touch the targeting. Just move the number up and leave it alone.
2. Fix your funnel — when ROAS drops but CPC holds
People are clicking. They're not buying. The ad is fine. Your page is the problem.
Check in this order: PDP layout, trust signals and social proof, offer structure, mobile spacing, checkout friction. One of these is costing you the conversion. Fix it before you touch the ad.
3. Fix your creative — when CPC climbs but ROAS holds
Buyers are still converting, but fewer people are clicking. Your hook is losing power.
Fix only the first 3-5 seconds. New opening tension, new pattern interrupt, new angle. Keep the same offer, same structure, same CTA. The body of the ad is working. The entry point isn't.
4. Kill — when both break
CPC climbs AND ROAS drops. Stop. Replace. Move on.
Trying to rescue a dead ad is how you burn through budget with nothing to show for it. Cut it and put that spend behind a fresh test.
The margin rule
Keep any ad live until it burns through 100% of your gross margin on that order. After that, decay costs more than the revenue. This is the line. Know yours before you launch anything.
Two metrics. Four scenarios. Every ad decision you'll ever face sits inside this model.
Action Summary:
Pull your active ads and check ROAS and CPC for the last 48 hours
Run each ad through the 4 scenarios above and assign it a decision: scale, fix funnel, fix creative, or kill
Set your margin rule before your next campaign launch so you have a kill threshold built in before you start
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Part 2: Give Claude Access to Your Business — Connectors
This is Part 2 of a 4-part series on Claude Cowork.
If you missed Part 1, read it here first: Part 1 — Folders. We covered what Cowork is, why it's different, and how to set up your folder structure.
In Part 1, we introduced Claude Cowork and showed you how to set up your folder structure. We also made a bold claim: this is the most powerful AI tool most ecommerce founders have never heard of.
Not because of what it can do out of the box, but because of what it becomes once it's connected to your business.
Claude isn't just a chatbot you type questions into. When set up correctly, it turns AI into the most productive employee your company can ever hire.
Here's where the series is going:
Part 1: Folders
Part 2: Connectors (you're here)
Part 3: Skills
Part 4: Scheduled Workflows
Today: Connectors - how you give Claude direct access to your business tools so it stops waiting for you to hand it data.
What Are Connectors?
Right now, your business runs across a dozen different tools. Shopify for orders. Meta for ads. Google Ads for search. Google Drive for docs and reports. Each one is its own silo. Data lives in separate places. You have to log into each one manually to know what's happening.
Connectors change that.
A Connector is what gives Claude access to an external app so instead of you going to Shopify to pull your numbers, Claude goes and gets them for you. Instead of you opening Google Ads to check spend, Claude checks it. Instead of you writing a report from scratch, Claude pulls the data, writes the report, and saves it to Google Drive.
Think of Connectors as giving Claude a set of keys to every room in your business.
Here's what that looks like in practice:
Shopify Connector
Claude can see your orders, revenue, customer data, and product performance. Ask it "What were my top 5 products last week?" and it tells you. Ask it to flag orders over a certain value — it flags them.
Meta Ads Connector
Claude can pull your campaign performance, check spend against your budget, and monitor ROAS. Set it up once and you can ask "Which ad sets are above break-even?" without opening Ads Manager.
Google Ads Connector
Same as Meta but for the google ecosystem.
Google Drive Connector
This one's underrated. Claude can create documents, write into spreadsheets, generate reports, and save them directly to your Drive. So instead of asking Claude a question and copying the answer somewhere, it just does the whole thing and puts it where you can find it.
One AI. Connected to everything. Working across your entire stack.
This is what makes Cowork different from every AI tool you've used before. It's not a smarter search bar. It's an employee with access to your systems.
Behind the paywall: the exact way to set all of this up using Zapier — the bridge that connects Cowork to every tool above in one place.
How to Connect Claude To Your Apps
On your desktop app go to
Settings → Connectors → Browse Connectors
Currently Claude has over 75 native connectors.
Everyday apps like Notion, Google Drive etc have a native integration and can be simply added by clicking on the + sign and following the on screen instructions.
At present Shopify, Google Ads and Meta do not have a native connection with Claude Cowork hence you need to use a third party App.
1. Connect Meta Ads to Claude
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