Josh Coffy

Your Meta ads aren't broken. You're just watching the wrong 3 metrics. Cost per unique outbound click → tells you if your AD is the problem Cost per add to cart → tells you if your PAGE is the problem Add-to-cart to purchase rate → tells you if your CHECKOUT is the problem Fix the right thing. Stop wasting budget. #MetaAds #Ecommerce

@bony_ghadiya_ Very rare scenario. Not sure I’ve heard many stories like it. Probably since 70ish percent of DTC spend is on Meta now! 🫣

@joshcoffy google ads ranked 4th is wild. we've scaled brands past 7 figures on shopping alone before they ever touched meta.

I ranked the 5 most popular ecommerce growth channels from best to worst. Here's where they landed (and why): 5️⃣ TikTok Ads — Creative workload is brutal and content dies fast. Unless you're a creative machine, skip it for now. 4️⃣ Google Ads — PMax is solid, but Shopping & Search are expensive codes to crack. Better later in your journey. 3️⃣ Organic Content — Builds brand & trust over time, but too slow to scale alone. Pair it with Meta & Email though? Powerful. 2️⃣ Email Marketing — Printing money on-demand. Same effort whether you're emailing 100 or 100k people. Highly leveraged. 1️⃣ Meta Ads — Start small. Get customers predictably. Scale faster than any other channel. If you own an ecom brand, you can't afford to NOT be on Meta.

Running Meta ads to a page with a 2% conversion rate isn't a traffic problem. It's a home page problem. Here are 4 home page fixes that'll stop your ads from leaking sales: 1. Match your headline to your ad promise 2. Move social proof above the fold 3. Swap vague CTAs for outcome-driven ones 4. Answer buyer objections early It's not your ads. It's what happens after the click.

Good product page vs. bad product page. The difference isn't design taste. It's money. - Price visible above the fold. - Bold Add to Cart button. - Clean mobile typography. - Bestseller preselected with value bullets. That's it. That's what converts.

Most ecom ads fail in the first 2 seconds. Here's why and how to fix it: ❌ Don't open with your logo or a beauty shot. ✅ Open with a pattern interrupt or a pain point that stops the scroll. ❌ Don't test tiny variations of the same idea. ✅ Test completely different creative, pain points, or use cases. ❌ Don't say "trust us." ✅ Show proof. Reviews. Demos. Real results. ❌ Don't lead with features. ✅ Lead with the frustration your customer already feels. Your ad doesn't need to be cinematic. It needs to be relevant.

A client came to me a while back pretty frustrated. Revenue was flat. Ads felt broken. Team was exhausted from tweaking things every day. Sound familiar? Here's what we figured out — it wasn't the ads. It was the habits around the ads. We made 4 changes: We stopped touching ads daily.Launched one batch per week. Optimized once per week. Suddenly results were actually readable. We stopped blaming the ads when things dropped.Turns out the offer needed work. Landing page was leaking conversions. Fixing those moved the needle faster than any ad change ever did. We stopped calling small tweaks "testing."Real testing means new angles, new formats, new structures. If it's not a meaningful variable, we don't touch it. We stopped chasing new channels too soon. One channel for new customer acquisition. One for retention. We stayed there until we actually knew what we were doing. None of this is complicated. It's just discipline.

Extremely underrated: driving in silence. Podcasts, music on demand, and now AI that can answer or write anything for us in under 30 seconds. Not only does constant stimulation remove thinking time, but the fact that AI can do a lot of thinking for you removes the need for you to think, which will probably make us a lot dumber over time. 😂 Most business owners I talk to are consuming constantly and creating reactively. They’re never just sitting with a problem. I started driving in silence a while back. Not every drive. But at least one direction. On the way to the gym I’ll sometimes put on music to wake up and get hyped. But the ride home I sit in silence. Some of my best ideas, clearest decisions, and most honest self-assessments have come out of those 10-minute windows. Your brain is good at solving problems. It just needs time to actually do it. As a side note, I have struggled with memory pretty heavily the last few years. This simple exercise has helped me regain memory. It's pretty crazy!

🤯 Starting this week, our company has a weekly AI training session that happened this morning at 10:30am, and by the time we left the office, nearly 10 hours of team workload had been automated using Claude. If you're a business owner and you aren't jumping on this, you're definitely going to feel the pain when everybody else is incredibly lean operating and you have a fat wages line item.

@dan_nikas Of course. But if you started with email before ads, you’d have no list. There is generally a better order than others I’ve seen. We see email generate 20-40% of rev and paid is most of the rest. Bit of organic.

@joshcoffy Channel ranking misses the point. It's about channel *orchestration*. Each platform feeds another. No channel exists in isolation. My team sees email as the central compounding asset. Where does yours?

There’s a pixelated screenshot going around about Meta killing credit card payments on April 1st. (Ironic, on April Fools Day?) 😂 I texted a high level contact inside Meta’s ad department. It’s real, just not April 1st. They’re moving to monthly invoicing, ACH only. Google already did this. If you’re floating ad spend on credit cards right now, get your cash flow tight before this hits. RIP CC points

@nicktheriot_ So funny. We’ve had people do this 9 months after buying a $7 product. SMH - how valuable is your time? 😂

Low ticket buyers 😍😍😍😍😍😍

@elias_motionfy It depends on the CPC and ATC cost. If the CPC is too low (low quality traffic), we start there. If the ATC cost is too high, we start on the page!

@joshcoffy Message continuity is the one thing most brands fix last but it kills performance first. Do you audit the creative or the page first when you see high bounce?

Your home page is leaking sales. Not your ads. Not your targeting. Your home page. Here are 4 fixes that take 20 minutes to apply: - Match your headline to your ad promise (kills bounce rate) - Move social proof above the fold (reduces decision fatigue) - Swap vague CTAs for outcome-driven ones - Add an objection-handling section before checkout Your traffic isn't the problem. What happens after the click is.

If you have a ton of SKUs….. Meta Catalog Ads are supercharged right now. Tons of clients crushing with them and abnormal performance.

We just studied the top 20% DTC Meta Ad spenders in Breezeway.co and something interesting we found... Brands actively posting organically had substantially better performance in ads. In fact... 94% of the top spenders were posting 3+ times per week organically on Instagram & Facebook. Paid is the bees knees, but don't sleep on organic.

Recently, we've been focusing on ad VALUE over VOLUME on Meta. We ask: would this ad be valuable to our ICP? Value ads usually does one of these: - Educates them - Makes them glad they viewed it - Moves them emotionally - Fosters positive engagement If it wouldn't add value, we don't launch it. Meaning... most ads we make are actually made for organic, then also launched as ads because organic content is already created with "value" in mind. We just tweak a few things. This cranks organic stats & paid--which compound each other nicely.

@nicktheriot_ "Start showing people who they become when they use it." <- couldn't agree more. It's incredible how rich contextual ads can find the right audiences vs vague stuff. Great read, brother!

One of the cleanest static ads I've seen running in 2026 and it's from WHOOP. And if you can't reverse-engineer this, you're leaving millions on the table. This is a lifestyle static ad that's doing exactly what Meta rewards right now. Let's dissect it piece by piece: 1. The Visual (Cold Plunge Aerial Shot) Most fitness wearable ads show: • Dashboard screenshots • Athletes sprinting • Heart rate graphs This one shows: • Guy diving into an ice bath from above • Dark cold water surrounding him • Clean WHOOP branding barely visible Your brain doesn't process this as an ad. It processes it as: "That's me. That's what I do. That's who I am." That's why it stops the scroll without feeling like selling. 2. "Add more life to your years" Most wearable brands say "track your sleep" or "monitor your recovery" or "optimize your performance." This one says "Add more life to your years." And that's the difference between a $40 CPA and a $12 CPA. Nobody wakes up wanting to track HRV data. They wake up wanting to feel alive longer. Do more. Perform better. Not waste years feeling like shit. Five words captures all of that without explaining a single feature. That simplicity scales. 3. "Clarity today. Progress all year." This line is doing two things simultaneously that most copywriters miss completely. "Clarity today" = immediate payoff. You get answers about your body right now. Sleep score, strain, recovery. "Progress all year" = long-term identity. You're not just someone who tracks workouts. You're someone who makes consistent progress toward goals all year. Immediate satisfaction plus long-term results in one sentence. This is PEAK psychology. 4. The Persona Targeting (Hidden) This ad isn't for everyone. It's for a very specific person: ✅ Does cold plunges on purpose ✅ Goal-oriented, tracks everything ✅ In shape and wants to stay that way ✅ Likes clean modern aesthetics ✅ Wants an edge, not just a gadget The ice bath visual does ALL of that targeting without a single word. If you do hard things on purpose, you see this and immediately go "that's for me." If you don't, you scroll and that's fine because you weren't the buyer anyway. 5. The Platform-Native Execution This looks like: ✅ A high-end editorial photo ✅ Something a fitness creator posted organically ✅ Content, not commerce NOT: ❌ A wearable tech ad ❌ A dashboard screenshot ❌ A feature comparison chart That's why Meta pushes this to cold audiences for cheap. 6. The Real Lesson This ad works because it never explains the product. It reflects the buyer back to themselves. The best ads don't sell features. They show people who they already are or who they want to become. WHOOP isn't selling a wearable. They're selling the identity of someone who adds more life to their years on purpose. Guy doing a cold plunge at sunrise. Clean minimal design. Five words that mean everything to the right person. That's it. That's the whole ad. And that's how you build a brand doing hundreds of millions in revenue. Stop explaining what your product does. Start showing people who they become when they use it. Apply that to your brand and watch what happens to your CPA.