Cam O'Neill

Head of Sales & Operations @ Shoelace

[Cam O'Neill @camoneill88]

@HayesTSN , @AlphonsoDavies is an embarrassment to canada.

[Cam O'Neill @camoneill88]

I've been running Runneth for a while now and it's genuinely changed how we approach creative strategy.

@rezakhadjavi and the @motionapp_ the team are onto something!

[Reza Khadjavi @rezakhadjavi]

Introducing @runneth, the AI brain for Marketing.

It's like having your own mac mini in the cloud.

Seriously. We built infrastructure to give *every* customer their own dedicated virtual machine.

[Shoelace @shoelace]

Your ad account can look “healthy” and still squeeze the business.

Revenue up.
Spend up.
Margins gone.

ROAS is a platform score.
Profit is a business score.

If the dashboard says “winning” but the bank account says “hm.” - you’re not crazy.

#DTCMarketing #PaidMedia

[Cam O'Neill @camoneill88]

@mikefutia Cro

[Cam O'Neill @camoneill88]

@mikefutia BANANA

[Mike Futia @mikefutia]

Nano Banana Pro is the biggest unlock for DTC creative since Meta rolled out dynamic ads.

Most brands will scroll past this.

Don't be most brands.

I just generated 50+ campaign-ready images from ONE product photo.

No studio. No photographer. No 2-week turnaround.

(Yes, this image was made with Nano Banana Pro 👇)

This isn't about replacing your creative team.

It's about removing the bottleneck that's been killing them.

What's been strangling DTC creative teams:

✗ Burning $10k on a shoot that fatigues in 72 hours
✗ Waiting 3 weeks for "simple" lifestyle variations
✗ Needing a new shoot for every audience persona
✗ Gibberish AI text that kills your hook
✗ One aspect ratio that doesn't work anywhere else

What Nano Banana Pro actually unlocks:

✓ Upload 14 reference images → 100% product fidelity (no more warped logos)
✓ Generate infinite lifestyle shots from one SKU (virtual photoshoot)
✓ Swap models instantly for persona testing (no talent booking)
✓ Render pixel-perfect text inside the image (legible hooks, any language)
✓ Relight and reskin winning ads to fight fatigue (day to night in seconds)
✓ Outpaint to any aspect ratio without cropping your product

I wrote the playbook.

7 protocols. Real prompts. Actual use cases.

→ The "Anchor Stack" for virtual photoshoots
→ The "Mannequin Swap" for persona testing
→ The "Hook Factory" for native text ads
→ The "Science Ad" for explainer infographics
→ Asset Recycling to fight ad fatigue
→ Global Scale for instant localization
→ Format Fluidity for omnichannel distribution

This isn't prompt engineering. It's creative operations.

Want the full Nano Banana Pro Guide?

👉 Like this post
👉 Re-post
👉 Comment "BANANA"

And I'll send it over.

(Must be following so I can DM)

[Cam O'Neill @camoneill88]

@blvckledge audit

[Shoelace @shoelace]

Another big win for a new Shoelace client:

One month into a full email overhaul and their attributed revenue is already up 125% YoY.

Plenty of green on the board and this is just the start 📈

[Shoelace @shoelace]

🚀 Another big win for a new Shoelace client:

August gross revenue before we came on was $51,518.68 (MER 11.38×).
September is already at $82,937.89 (MER 19.11×) and the month isn’t over yet!

Shifting focus from on-platform ROAS to MER = smarter scale + real revenue growth.

[Shoelace @shoelace]

Getting reviews like this from Pierced Co makes our whole team's week

"Working with Shoelace has been such a game-changer! … We feel really lucky to have Shoelace (and Jordan!) as partners in our growth."

👉 If this sounds like the kind of team you need, drop us a message!

[Cam O'Neill @camoneill88]

E-commerce Founders: Time to prepare for the far ranging consequences of the TikTok ban.

With $6B+ in US ad spend potentially shifting platforms, expect CPCs to dramatically increase. Start optimizing your campaigns and dialing in your creatives now before the flood gates open.

[Cam O'Neill @camoneill88]

Our value @shoelace isn't in the initial set up. It's us being able to acquire data, digest it, and make sound, data driven decisions that make our clients more money.

[Cory Dobbin @CoryOnBrand]

Here are some more amazing stats from a new client working with Shoelace, this time focusing on email marketing. Metrics are up across the board!

[Shoelace @shoelace]

🚨 We’re hiring! 🚨

We’re looking for a talented Growth Marketer to join our team.

If you love creating & managing Facebook & Instagram ads, Google ads, Email marketing & other paid media platforms for ecomm stores, we have the perfect role for you ⬇️

https://t.co/kUZv4fj2pt

[John Coyle @johnjhcoyle]

I know a lot of people complaining about Meta ads.

"Must be Zuck's fault right?"

Or maybe it's yours. . .

How bad is it really?

I pulled the performance from all Triple Whale stores (11,000+) for the past 30 days vs. the previous 30 days.

Here it is by industry:

🌎 Overall: 🔺2.53% CPA
👕 Clothing: 🔺4.44% CPA
💄 Health & Beauty: ⬇️2.98% CPA
🍫 Food & Beverage: 🔺6.87% CPA
📿 Accessories: 🔺4.75% CPA

Don't believe me?

Did I miss your industry?

Want to see for yourself?

We (@triplewhale) just dropped a trends tool so you can check your sanity.

IT'S FREE in the first comment.

[Chris Mikulin @cmikulin]

I know a lot of brands out there are struggling and it really sucks.

For our team at @shoelace we seem to be weathering the storm, as Meta doesn’t seem too broken over here 🤷‍♂️

Over the last 14 days we’re seeing pretty solid performance for a large chunk of the brands we work with.

About 1/3rd of the brands we work with actually saw a ROAS increase above 20%.

There are a few strugglers that saw a decrease, but nothing insane. Seems to be more of a trend in the $25k-40k/mo spend range.

But above and below this spend range things look pretty solid, especially in the $5k-$20k/mo range and +$120k/mo range.

HMU if you could use an audit or a second set of eyes on an account.

[Chris Mikulin @cmikulin]

I just got out of jam session where I was helping figure out a performance decrease for a brand over the last 7 days.

We're slicing and dicing data. Looking into targeting. Creative. Breakdowns. Etc.

Nothing in the ad account really pointed to the decrease. Other than ads going to the home page were the ones that decreased in performance. So we took a step back and pulled out the Wayback Machine.

Turns out the drop aligned perfectly with when the homepage was updated and some changes in positioning occurred.

A whole section was removed from the HP. A new hero image was added. And CTA copy was changed too that completely changed positioning. Major changes that should have been A/B tested.

Looking into GA4 you can see the drop in CVR too.

Most of the time it's what's happening outside of the ad account that makes the biggest impact.

Shows how critical it is for a brand and their agency to have alignment on any CRO updates.

[Shoelace @shoelace]

While DTC brands chase benchmarks, we set them.

In a 2023 full-year study, @Varos_com analyzed 5,800+ eComm brands & guess where our clients ended up? On top.

Showing off an avg. ROAS of 5.65x, our clients experience success leagues above their competition.

Join the leaders👇

[Cory Dobbin @CoryOnBrand]

Want to know how to immediately increase both your sales and profitability?

If you're an eComm brand operator, I've cracked the code for you.

This is how you do it👇