Dave Rotheroe

data driven creative advertiser. growth partner 🚀 founder of Grip - ads that don’t suck. allergic to boring ads.

[Dave Rotheroe @DaveRotheroe]

https://t.co/qCMo4oKFAZ

[Dave Rotheroe @DaveRotheroe]

Why are you letting your sales team burn hours and hours trying to convert broke prospects who will probably refund in the next 30 days?

And why are you tolerating PAYING for those time-wasters?

Jokes aside - this is fixable.

Either your ads are speaking to the wrong people, your event setup is rewarding Meta for the wrong thing, or your funnel’s front door is wide open to anyone with a face, regardless of if they qualify.

If your call quality keeps getting worse as your lead cost keeps coming down - we can diagnose the fix in <30 minutes.

[Dave Rotheroe @DaveRotheroe]

Before you blame the algorithm for who showed up…

[Dave Rotheroe @DaveRotheroe]

Read the invitation you sent…

[Dave Rotheroe @DaveRotheroe]

This is how most people run ads:

🙈 Blind - No Real Feedback Loop

No genuine signal about how people are actually responding to your message.

Comments sit ignored.

Messages from interested prospects? Never read.

They're getting free market research and throwing it away.

Meanwhile, Meta's algorithm has zero idea whether their ad attracted qualified attention or just any warm body.

🙉 Deaf - Vanity Metrics Masquerading as Strategy

Their event setup is a mirage.

Cost per lead drops? Form fills go up? But the sales team says the quality is trash.

They're not feeding actual value signals back to the platform.

No feedback on which leads convert, which ones ghost, which ones become customers.

So Meta's algorithm does what it always does:

Hunts for anyone with a pulse who will click and fill out a form.

Cheaper doesn't mean better. It means they're attracting the wrong people at scale.

🙊 Speaking to the Wrong Audience - Wrong Account Architecture

Following YouTube gurus, they've built their account structure backwards.

Segmentation is non-existent. Targeting is a mess.

They've handed full control to Meta's algorithm while staying completely blind and deaf to what it's actually doing with their ad dollars.

Result: wasting spend on low-intent traffic, losing to competitors who actually know their numbers.

If your lead quality is slipping, your sales are stalling, and you don't know why...

We should talk.

[Dave Rotheroe @DaveRotheroe]

3️⃣ Tell Meta who’s buying

Even if you’re optimising for leads, every purchase signal you send makes the platform smarter.

Without them, it’s hunting for leads blindfolded.

Make sure Meta knows when someone buys your high-ticket back end.

[Dave Rotheroe @DaveRotheroe]

3 ways your ads could be performing better

⬇️⬇️⬇️⬇️⬇️⬇️

[Dave Rotheroe @DaveRotheroe]

2️⃣ Respect the customer journey

The #1 reason growth plateaus:
When you first run ads, you get the easy buyers. The people who already know they want it.

To scale, you need to reach people who aren’t ready to buy yet, then warm them up.

That doesn’t always mean new funnels.

Build a chain of ads that finds new people, then hands them to your conversion ads.

(And read the data properly. Some ads never convert but they feed the ads that do. Kill them and your conversions dry up.)

[Dave Rotheroe @DaveRotheroe]

Easy way to make your ads and offers more profitable:

Every dollar you spend on ads isn't just paying for conversions, it's paying for marketplace feedback.

Regularly reviewing your ad comments can reveal:

💡 What your customers actually think about your content
💡 Objections you can address in ads to make more people buy
💡 New hooks in the language of real customers
💡 Entire new ad angles, pains, frustrations, aspirations, desires
💡 Real world emotions and experiences based on your offer
💡 Broken funnels (e.g. "I'm trying to buy and your checkout keeps failing etc.)
💡 Challenges with your support team
💡 Actual conversations you can pick up and nurture into high-ticket sales
💡 Testimonials you can screenshot of people who've worked with you and say nice things on your ads

So, Why aren't you reading your ad comments, bro?

[Dave Rotheroe @DaveRotheroe]

Your ads hitting the wrong audience.

[Dave Rotheroe @DaveRotheroe]

Down tools folks. Someone finally figured it out 🫡 💰

[Dave Rotheroe @DaveRotheroe]

Auditing the ad account is 20% of the job.

Bid caps, campaign structure, attribution windows, event architecture.

It's all important, but akin to rearranging deck-chairs on the Titanic if your ads suck!

[Dave Rotheroe @DaveRotheroe]

Everyone audits the ad account.

🔑 The real money is in the creative.

[Dave Rotheroe @DaveRotheroe]

@spect3ral Meta

[Dave Rotheroe @DaveRotheroe]

Ever feel like your ads are reaching the wrong audience?

Here's the smoke-test to tell if your suspicions are correct (count how many you got):

1. Your bank balance is doing a slow death-spiral.

2. Your sales close-rate has nose-dived.

3. Your show-up rate is < 40%.

4. The people who get on calls have no idea why they're there.

5. Your % of Booked Calls that are Qualified is dropping.

6. Your ads are getting more comments from people with dogs as their profile picture 🐶

7. When you open up audience breakdowns, leads are coming from demographics that would never buy.

8. Your refund rate is increasing.

9. Your profit-per-lead is slipping.

10. Your front-end ad metrics seem too good to be true 🧐

None of these in isolation are proof...

But if you scored more than 3: We should talk.

[Dave Rotheroe @DaveRotheroe]

Your media buyer runs your account like a T-shirt store.

He watched an eComm guru on YouTube, copied the playbook, and pointed it at your $30K program.

Meta did exactly what it was told. It went and found bargain hunters. Fast, cheap, thousands of them.

So your front-end looks alive. Low CAC on the entry offer, dashboard full of green.

But those buyers were never going to spend $30K with you. They came for the $19 thing and that was the whole relationship.

That is why the back-end runs on fumes while the reports say you are winning.

The account is healthy. It is just optimized for the wrong species of buyer... and the algorithm will keep delivering them with perfect efficiency.

The fix starts with what you feed the machine. Point it at the buyers whose downstream value pays for the spend, not the ones who make the front-end look pretty.

I highly recommend you pull your last 90 days of new customers and count how many bought anything past the first offer.

What did that number look like the last time you actually checked?

[Dave Rotheroe @DaveRotheroe]

“It seemed like a good idea at the time…” until you cut off your entire business’ lead flow 🤷‍♂️ Protect Your Assets!

[Dave Rotheroe @DaveRotheroe]

He killed the 1.9x campaign. The 4x died with it.

Two days later the account was bleeding and he could not tell me why.

On paper the cut was textbook. The 4x steaming ahead, tasty returns. The 1.9x looking like dead weight.

Except nobody opened the deeper metrics.

The 1.9x was pulling buyers from 80%+ new viewers. Fresh people who had never touched the brand.

The 4x was almost entirely hunting warm traffic. The same people the 1.9x brought in first.

So the "loser" was creating the demand. The "winner" was just harvesting it.

Kill the 1.9x and you starve your best campaign. That was the whole mystery.

Boggles my mind how few buyers check this before cutting. The top number is a symptom. You still have to find what feeds it.

Now I check who a campaign reaches before I touch it. Every time.

Which campaign in your account is quietly feeding the rest?