E121: Jones Road Beauty & HexClad on Why Meta Traffic Quality Is Falling

“I don’t think our ads are any better.”

Why are Meta click-through rates rising while conversion rates keep falling?

Connor MacDonald (CMO, Ridge), Cody Plofker (CEO, Jones Road Beauty), and Connor Rolain (Head of Growth, HexClad) unpack why Meta ad performance has quietly shifted across ecommerce accounts. They break down Ridge’s new chains launch and the merchandising lessons behind it, and debate whether TikTok Shop’s affiliate program matters more than its storefront.

Meta CPMs and click-through rates keep climbing across DTC accounts, even as conversion rates fall. The hosts respond with the exclusion settings and bid multipliers they are testing to fight back. From there, the conversation turns to Ridge’s chains launch and the pricing lessons behind it.

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Chapters
00:00:00 Soccer, Ads & SoFi
00:05:46 Meta Performance Check
00:15:05 The Tinfoil Hat Theory
00:19:18 The Meta Pendulum Swing
00:24:54 Testing New Exclusions
00:29:52 The Case For Chains
00:36:41 The Watch Launch Mistake
00:42:59 Chains Go To Market Plan
00:47:51 Chains Impact On Growth
00:53:30 TikTok Shop Deep Dive
01:00:10 Loyalty Programs Debate
01:04:10 Voice Notes Or Not