Ecommerce: The Hammersley Brothers Ecommerce Podcast

This is Episode 5 in our series on why your ads are not scaling, and this one is about something most ecommerce owners do without even realising.

They panic.

One bad day. One bad week. ROAS dips. Sales wobble. And suddenly, they are changing budgets, fiddling with campaigns, second-guessing the platforms, and essentially resetting the machine before it has had a chance to work.

In this episode, Mark and Ian break down:

Why emotional decision-making wrecks ad performance

Why do most people change things far too quickly?

How Google and Meta actually need time to optimise

Why looking at single-day performance is a trap

The power of using moving averages instead of reacting to noise

Why the best ecommerce operators know when to hold their nerve

How stock, seasonality, and demand create lumpy growth

Why are some months naturally stronger than others, and that does not mean anything is broken?

How to keep Google and Meta in sync instead of pulling one lever too hard

The reason teams fail is that everyone is looking at different numbers.

This is really about maturity.

The brands that scale are not the ones constantly panicking and changing direction. 

They are the ones who understand the model, know their numbers, and only make changes when the data actually indicates it.

If you are forever tweaking ads, budgets, and campaigns because of a bad day or two, this episode is for you.

P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:

1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleybrothers.com/scheduleuk-ant

 

2. Grab a copy of our book - https://book.hammersleybrothers.com/

3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786

Episode 4 of our 5-part series on why your ads aren’t scaling.

 

Most ecommerce brands obsess over ads, creatives, targeting, and campaign structure. But the leak usually happens after the click. If your follow-up is weak, your ad account will always feel capped because you are paying to create interest and then doing nothing to convert most of the buyers

 

In this episode, we cover:

 

 • What we actually mean by follow-up is the time between the first click and the sale.
 • Why the biggest lever is not fancy flows, it’s capturing more emails first
 • The fastest way to boost conversion rate without touching your ads
 • Why weekend email promos can generate massive revenue even from first-time buyers
 • The simple rule: stop building flows if your email capture is 1 percent
 • How follow-up turbocharges ad performance by lifting conversion rate and ROAS
 • When remarketing matters and when it doesn’t, short window problem-solving purchases
 • The overlooked power of SMS abandoned cart, and when to save SMS for big promos
 • Timing strategy for email and SMS so your message lands when people are actually on their phone
 • Why making checkout easier often beats trying to solve every objection

 

If you feel like your ads should work, but they don’t scale, fix your follow-up and watch what happens.

 

Next episode: you are freaking out and changing things too often.

 

 

P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:

 

 

1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleybrothers.com/scheduleuk-ant

 

2. Grab a copy of our book - https://book.hammersleybrothers.com/

3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786

Episode 3 of our 5-part series on why your ads aren’t scaling.

 

Most people think scaling means new creatives, new targeting, new hacks. But the real issue is usually this: your ads don’t support the platform’s model, so the platform restricts your reach and quietly pushes you into the same tired audience over and over again.

 

In this episode, we break down:

 

Why Google and Meta are the two gorillas, and you cannot “make them” do what you want

The number one thing both platforms care about before they care about your ROAS

Why boring Meta ads get shown to warm audiences only and never escape to true prospecting

How catalog-style ads and offer-only ads can trap you in bottom-feeding

The real meaning of cost per reach and why it reveals when Meta is limiting you

Why do some ads look profitable but are just being shown to people who would buy anyway

How to think about splitting spend between prospecting and retargeting so you can actually grow

The simple mindset shift: stop trying to sail into the wind and build ads that the platform wants to distribute

 

If you are stuck, scaling feels impossible, and your Meta spend just seems to hit the same people, this will explain why.

 

Next episode: your follow-up game is limp.

P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:

 

 

1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleybrothers.com/scheduleuk-ant

 

2. Grab a copy of our book - https://book.hammersleybrothers.com/

3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786

Part 2 of our 5-part series on the question everyone asks: why your ads aren’t working.

Most people blame Meta, Google, or their agency. But if your landing page doesn’t do the job, your ads never had a chance.

In this episode, we break down:

Why do we always start with landing pages, not a full site rebuild?

The fastest way to find what’s actually broken is to use the top landing pages.

Why product pages on mobile are usually the real battleground

The Busy Restaurant Test and why it decides whether people bounce in seconds

How to reduce bounce rate and make it feel easy to buy

Why pop-ups can wreck first impressions if you block the product

How big brands choreograph the entire first visit on purpose

The conversion rate and AOV tradeoff that unlocks scale

Why Shopify gimmicks often lower conversion instead of raising it

If your ROAS is sliding, and you keep tweaking ads, this is your reset. Fix what happens after the click, and the ads suddenly look “better” without changing them.

Next episode: your ads are boring.

 

P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:

 

 

1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleybrothers.com/scheduleuk-ant

 

2. Grab a copy of our book - https://book.hammersleybrothers.com/

3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786

This is part 1 of our 5-part series on the real reasons most ad accounts hit a ceiling. And no — it’s almost never because Meta or Google “doesn’t work anymore”.

 

In this episode, Mark and Ian break down:

Why around 80% of “ad problems” have nothing to do with ads

How your margin, AOV, and LTV quietly set the ceiling for Meta and Google

What actually happened when we spent $190k and turned it into $1m

Why scaling ads starts with fixing the business model, not the creative

The story of a brand that went from £1m to £30m by changing one product decision

How simplifying your offer can double AOV and suddenly make scale possible

Why Meta doesn’t owe you results — and what it actually wants from you

If you’ve been blaming your agency, chasing new creatives, or tweaking buttons, hoping scale will magically appear, this episode is the reset.

 

 

P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business:

 

 

 

1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleybrothers.com/scheduleuk-ant

 

2. Grab a copy of our book - https://book.hammersleybrothers.com/

3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786