Matthew Connell

Full-time Father | Lift weights, Close Deals & Grow brands 🧠🧪

[Matthew Connell @mxtthewconnell]

Half a milli plus months 💶

[Matthew Connell @mxtthewconnell]

Most brands don’t fail because of bad products.

They fail because of:

– Weak offers
– Lack of creative variety
– Poor retention strategy
– Chasing ROAS instead of building MER & LTV

Ads can only amplify what already works.

[Matthew Connell @mxtthewconnell]

Front-end ROAS ≠ profitability.

Some brands are happy to breakeven at the start — because they know repeat customers stack profit.

That’s how 1.0 ROAS turns into 5x lifetime.

LTV > short-term thinking

[Matthew Connell @mxtthewconnell]

Example:
• Ads show 1.9x ROAS (looks bad).
• But MER = 5.4x (every $1 in ads drove $5.40 in total sales).

👉 ROAS is the platform’s story.
👉 MER is the brand’s reality.

Scale using MER, not vanity metrics.

[Matthew Connell @mxtthewconnell]

MER is the most underrated metric in ecom.

MER = Marketing Efficiency Ratio → Total Revenue ÷ Total Ad Spend.

It tells you how efficiently your entire business is growing, not just what Meta or Google reports.

[Matthew Connell @mxtthewconnell]

Raising AOV = instant revenue boost.

How we do it:
– Tiered bundles (1 for X, 2 for Y, 3 for Z)
– Cross-sells at checkout
– Post-purchase upsells
– Free shipping thresholds

Customers spend more, CAC stays the same.

Ads just became more profitable ✅

[Matthew Connell @mxtthewconnell]

Ad hooks aren’t just about what you say.

They’re about what people see & feel in the first 3 seconds.

– Pattern-breaking visuals
– Emotional triggers
– Relatable scenarios

The best hook is multi-sensory. Words alone won’t stop the scroll.

[Matthew Connell @mxtthewconnell]

Meta = Demand generation
Google = Demand capture

Meta makes people want the product.

Google scoops them up when they search for it later.

Scaling brands use both.

Ignore one, and you’re leaving money on the table.

[Matthew Connell @mxtthewconnell]

❌ “Buy our product — it’s the best.”

✅ “Here’s why [customer type] is switching to this product.”

❌ “We have 20% off.”

✅ “Stop overpaying for [pain point], here’s a smarter option.”

Ads don’t need louder claims. They need better framing.

[Matthew Connell @mxtthewconnell]

Want to raise your conversion rate by 20–30%?

Stop guessing. Start subtracting.

❌ Popups everywhere
❌ Hidden shipping costs
❌ Overdesigned PDPs
✅ Clean above-the-fold offer
✅ Social proof stacked near CTA
✅ Clear delivery & returns info

Simple always beats clever.

[Matthew Connell @mxtthewconnell]

One of the first things I do when auditing a brand:

I read 100+ customer reviews.

Why? Because your customers already wrote your ad copy.

Pain points, desires, triggers—it’s all there.

Skip this step, and you’ll forever “guess” with your ads

[Matthew Connell @mxtthewconnell]

Offers > Ads

No creative can fix a bad offer.
One brand was running “10% off” and wondering why nobody cared.

We reframed it → “Buy 2, Get 1 Free” + bundle positioning.
Same spend, but 40% higher AOV.
Ads amplify offers. They don’t replace them.

[Matthew Connell @mxtthewconnell]

Here’s how I scale brands without burning cash:

1. Research customer avatar
2. Build 3–4 creative angles
3. Test broad with single-variable ads
4. Kill losers fast
5. Scale winners into Advantage+

Simple system. Boring works.

[Matthew Connell @mxtthewconnell]

Growth doesn’t always mean more ad spend.
If your conversion rate goes from 2% → 4%, you just doubled revenue without spending a cent more.
We’ve scaled brands massively by fixing:
✅ Checkout flow
✅ PDP clarity
✅ Offer structure
Better CRO = bigger returns on the same traffic

[Matthew Connell @mxtthewconnell]

One of my clients thought their ads weren’t working because “the algorithm is broken.”
The truth? They were testing 1 ad at a time.
We rebuilt the structure → 1 campaign, 4 angles, 3 hooks each.
Within 14 days, CPA dropped 27%.
👉 Stop blaming the algo. Feed it creative variety.

[Matthew Connell @mxtthewconnell]

@7homasD review

[Matthew Connell @mxtthewconnell]

If you’re not tracking hook rate, you’re wasting budget on Meta ads.

💡 Hook rate = 3-sec views ÷ impressions
It tells you how well your ad stops the scroll.

Benchmarks (UGC/video):
< 20% = Weak
20–30% = OK
30–40% = Strong
40%+ = 🔥 Scale it

Track, Iterate, Scale 🚀

[Matthew Connell @mxtthewconnell]

Consistency builds everything worth having.
Business. Life. eCom.

Not the brands who show up when sales are good
The ones who show up regardless.

No secret. Just:
→ Daily effort
→ Testing when it flops
→ Pushing when it’s quiet

Stay consistent. Especially when it’s hard.

[Matthew Connell @mxtthewconnell]

Half a milli plus months 💶

[Matthew Connell @mxtthewconnell]

Meta Ad Structure in 2025 👇

• Adv+ for scale
• ABO for testing
• 1 Concept per ad set
• Funnel-based campaigns (T/M/BOF)
• CAPI + UTM = clean data
• Scaling? Don’t touch it

Simple structure = better performance.

Stop overcomplicating. Let Meta work.

[Matthew Connell @mxtthewconnell]

When your campaigns bang, they BANG

#Facebookads #ecom #ecommerce #paidadvertising