Your best products are being treated like your worst

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In today’s newsletter,

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You're not bad at AI. You just never had a marketplace built for people who actually run businesses.

Imagine you have:

Now imagine you tell your salesperson:

“Treat all 40 products exactly the same.”

That’s what you’re doing in Google Ads.

When everything is grouped together, Google can’t tell which products actually matter. So it spreads attention across all of them.

Your best product ends up getting the same push as your worst one.

When it's all in one group, Google optimizes toward whatever converts easiest, not whatever makes you the most money. Those aren't always the same product.

Fix it with one change: Take your best products and put them in their own group.

That means the 5-10 products with the strongest margins and highest sales velocity get separated from everything else. Google now has a clear signal about what to push.

And suddenly:

Action summary:

Credit: Search Engine Journal

Here's something most Meta advertisers never check. Some of the people who see your ads and then buy were going to buy anyway. Your ad didn't cause the sale.

Platform reporting counts both groups as conversions. So your ROAS (Return on Ad Spend) looks fine. But a chunk of that spend did nothing.

Jones Road Beauty, a brand that did $160 million in four years, runs quarterly tests on every marketing channel specifically to measure this.

On Meta, they use the conversion lift tool inside Meta Experiments.

Here's how it works: The test splits your audience in two.

One group sees your ads as normal.

The other sees nothing from you at all.

After the test runs, you can see how many people in the holdout group, the ones who saw no ads, still went ahead and bought. That number is your baseline. The gap between that and your exposed group is your actual lift. The sales your ads genuinely caused.

For Jones Road, Meta drives about half of all new customer acquisition when measured this way.

The test won't run overnight. You need enough volume for it to be statistically valid.

But if you're spending serious money on Meta and you've never run one, you don't actually know what that spend is doing.

Action summary:

Credit: Dara Denney

Most founders treat networking like a growth hack. Bad cold emails, business cards with a sales pitch, LinkedIn requests that funnel straight into a template.

Everyone knows it doesn't work. They do it anyway because it feels like action.

Here's what actually builds a real network.

Find someone you admire. Read something they published recently, a newsletter, a post, an interview. Reach out and tell them one specific thing that was useful or meaningful to you. Don't ask for anything.

It works because almost nobody does it. Most people only reach out when they want something. The person who shows up with nothing to ask becomes memorable immediately.

Do it once a day for a year and you've sent 365 genuine messages to people you actually respect. Some won't respond. Some will. A handful will turn into real relationships.

Action summary:

Credit: Justin Welsh

Your next best-performing channel is not another ad platform - it is real people talking about your product.

Stack Influence connects DTC and e-commerce brands with 11M+ vetted micro-influencers. No upfront creator fees. Our AI matches your product with creators who align with your brand, they purchase and try it, then create authentic UGC and share it organically.

The result: genuine social proof that converts, content you can repurpose across channels, and if you sell on Amazon, a direct boost to your sales rank.

Brands see an average 5X return. You pay per creator - not per impression - so budget drives performance, not vanity metrics.

Stop renting attention. Start building brand advocacy.