Why Your Meta Campaigns Are Stuck Targeting the Same People

Are you exhausting your audience or just exhausting your strategy?

Connor MacDonald (CMO, Ridge) and Connor Rolain (Head of Growth, HexClad) dig into the mechanics of reaching net-new audiences on Meta, breaking down which lever moves the needle most: creative diversity, signal engineering, or landing page strategy. They also revisit a Ridge case study showing how optimizing for the wrong purchase event quietly cannibalized an entire product category’s growth.  

The conversation shifts to building a DTC marketing function from scratch, what the first senior hire should look like at a $30M consumable brand with deep retail roots, what to pay them, and how to think about the lifecycle marketing role that follows. They close on a standout YouTube incrementality test result where Amazon captured more than half the revenue lift, and what that pattern reveals about upper-funnel channels and where customers actually convert.

Powered By 

Motion Creative Benchmarks 2026 

https://motionapp.com/thumbstop-pulse/creative-benchmarks-2026?utm_campaign=marketing-operators&utm_medium=sponsor&utm_content=creative-benchmarks-2026&utm_source=marketing-operators-podcast

Aftersell 

https://9ops.co/4i3bb5

Haus 

https://www.haus.io/operators

Prescient AI 

https://www.prescientai.com/operators

Richpanel 

https://9ops.co/richpanel

Operators Newsletter 

https://9operators.com/