Ads do work, but only when money flows into the right channels with clear ROI targets.

I published a detailed guide breaking this down, but here’s the part most people miss 👇

2x ROAS isn’t “okay.”​
It usually means you’re quietly losing money.

In the guide, I cover:

• What “good ROI” actually means in 2026
• Why many brands think they’re profitable (but aren’t)
• The only 3 channels that consistently deliver returns
• A budget split that stops money leakage
• How repeat purchases decide whether ads scale or collapse

One line that matters more than anything:

If your first order doesn’t cover acquisition costs,
repeat purchases aren’t optional they are the business.

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It’s a simple framework you can apply in 30 days:

• What to cut
• What to scale
• What to stop testing

If you’re running ads — or about to — read this before spending more.

​Read the full guide here​

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PS: If you want help applying this framework directly to your store, I do a few 1:1 sessions each month.​
I’ve also built an AI alerts tool that flags issues inside ad accounts before money leaks.
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Details are at the end of the guide.