Ross Darch

Senior Paid Media Manager | Google, Social & Biddable Advertising Connoisseur | Google Partner | Wannabe Pro Surfer!

[David Herrmann @herrmanndigital]

Here’s where I’m at… I’ve been working with Meta since 2009 and started running ads in 2010. Things really took off around 2014.

Over the years, this platform has gone through a lot of changes, with the two biggest being the iOS 14 update and the AI push of 2024.

Despite iOS 14 being a “killer” for DTC brands, it wasn’t. BFCM (Black Friday/Cyber Monday) still did great, and we saw record numbers of new customers come through Meta. Yes, attribution sucked, but it still worked out for most.

Fast forward to 2024—the year of AI. This is when many brands found themselves caught in a constant cycle of questioning: Is it my brand? The economy? Meta? The creative? The agency? Me?

Going into BFCM this year, it felt like we were going to see the same struggles from 2024 resurface. Well…

It kind of did.

So far, we’re seeing a drop in new customers driven by Meta. Overall revenue is still there, but it’s mostly driven by remarketing. CPMs are skyrocketing, conversion rates are dropping, and CAC is definitely up YoY.

Yes, there are always outliers—some I work with included—but that’s not my point here.

What concerns me is the future of Meta as an advertising platform for DTC brands. Why?

They’re more opaque than ever before. We still don’t know what actually changed in mid-February 2024, which caused many brands to hit a wall.

We also don’t know what’s going to happen to brands in the health/wellness category, with new changes rolling out in just over a month. Brands are in the dark, with no clear direction.

Maybe it really is “break things and move fast,” but it feels more disjointed than ever at the House of Zuck, and I’m just left feeling weary about the future.

Sophisticated ad buyers, brands, and marketers will adapt over time. But again, that’s not my main point. The real issue is that Meta has shifted drastically into an AI-first world.

And honestly, it feels like AI is at odds with scaling most DTC brands, and that’s where the problem lies.

[Ross Darch @RossDarch]

@laurinhabreu_ @NeptuneMoon @HarrisonJHepp @selley2134 Highly unlikely which is horrible to say. Best plan is to rebuild asap. Meta reps won't be able to help and you'll waste a lot of time trying.

[David Herrmann @herrmanndigital]

I love how since the Meta Summit there has been not a single week that has gone by that there hasn't been some massive bug on the platform.

[Ross Darch @RossDarch]

@facebook - anything you can do to help me access my account after being hacked? 2FA didn't stop them and they updated my email address without any emails being sent to my Gmail? (Facebook/Hacked said that wouldn't happen) Seems like you've got a pretty big flaw in your security

[Ross Darch @RossDarch]

Looks like my @meta account has been hacked for the 2nd time in 2 weeks. Email address changed without any notifications, 2FA did just that - Fuck All.
Now at the mercy of Meta helping me get access. Can they beat 6 days like last time 🤦 #facebookhacked

[Kirk Williams @PPCKirk]

Fascinating email. Expedia pays Google billions (with a B) per year in ad spend. This is why I expect a civil (likely class action) lawsuit against Google eventually for things like squashing and RGSP (I.e., “shaking the couch cushions”). RGSP likely targeted Expedia based on its size in the auctions. #ppcchat

[Ross Darch @RossDarch]

@CampBestival Hope it looks like this

[Ross Darch @RossDarch]

@CampBestival Might just set up camp on the side of the road and start a new festival.

[Ross Darch @RossDarch]

Very excited to be a part of a growing agency 🎉

[Uprated @uprated]

A brilliant interview with our co-founder and new Non-Exec Director!

Thanks to @dorsetbiznews for telling the story 🙌

[Uprated @uprated]

A fun project for our client @MSP_Capital - Can you spot the ball?

Uprated have developed social content and a unique competition to support MSP's partnership with @afcbournemouth. Followers can guess the location for a chance of winning a ball signed by the entire #AFCB team!

[Ross Darch @RossDarch]

Looks like @Facebook Ads has imploded again. No support or way to contact them and clothing being flagged as porn. Great. Over to @GoogleAds for some normality. #ppcchat #Facebook

[Ross Darch @RossDarch]

Is anybody able to help me contact @facebook Support? I've got an account that's been disabled incorrectly and they haven't reviewed in in weeks. Getting desperate now! #facebooksupport #facebookmarketing #ppcchat

[Ross Darch @RossDarch]

@social_savannah @loft325 🙋‍♂️ - Definitely interested

[Ross Darch @RossDarch]

Well done Google Partners, your email scared me into completing my Certs a little earlier! #googlecertified #googlepartner

[Ross Darch @RossDarch]

Anybody else taken a look at the latest Explanations section in #Googleads yet? Not great around Black Friday but normal month vs month looks interesting #ppcchat *Select a decent date range vs 30 days previous.

[Ross Darch @RossDarch]

Anyone else had an email from Merchant Centre/ Client regarding the following warning - "Google Merchant Center Website URL claim lost" Seemed strange to get 2 at the same time for no reason. #ppcchat

[Ross Darch @RossDarch]

Question is, which homepage image gets the better CTR? Hemsworth for TAG or Daniel Craig for Omega 🤔

[Uprated @uprated]

Pleased to announce the new commerce site for Pleasance & Harper, a jewellers and luxury watch specialist.



The relaunch has been extremely successful, delivering a +47% increase in conversion and a 171% increase in revenue in the first 4 weeks.

https://t.co/0aRkdDjLLR

[Ross Darch @RossDarch]

It's goodbye Average Position Day today! Sad to see it go but welcome to more Impression Share Stats and Top of Page Rate #ppcchat #goodbyeavgposition

[Ross Darch @RossDarch]

Recently had a bad experience with @googlepartners (support) offering optimisation support to our clients and then phoning them directly to go behind our backs. Heard of it before but have now experienced the burn. #ppcchat

[Ross Darch @RossDarch]

Last ever #meetdraw... We'll see 😎