This episode challenges the common assumption in ecommerce that there is a single optimized ad spend. It provides a framework for making confident budget decisions by focusing on specific goals and time horizons, demonstrated through JAXXON's strategy of using cost per email signup to aggressively spend during slow seasons and monetize later. The discussion emphasizes doubling A/B testing velocity and developing operator instinct through daily performance reporting.
Key takeaways
Prioritize clear objectives and time horizons over chasing a single 'optimized' ad spend; strategic spending during slow seasons can yield higher returns later.
Implement cost per email signup as a key metric to confidently guide aggressive ad spend decisions, especially during off-peak periods.
Double your A/B testing velocity by focusing on decision quality frameworks to rapidly validate or invalidate assumptions without needing more budget.
Develop operator instinct by integrating daily performance reporting into your routine, allowing for quicker, more informed budget and testing adjustments.
“We used to try to win every day. Now we’re willing to sacrifice entire months.” What does it mean to optimize ad spend when there’s no universal answer? Michael Ting (GM of DTC, JAXXON) joins Connor Rolain (Head of Growth, HexClad) and Connor MacDonald (CMO, Ridge) to challenge one of the most common assumptions in ecommerce email marketing and paid media: that there is a single optimized ad spend. There isn’t. The better question is what you’re trying to achieve and over what time horizon. Michael walks through how JAXXON uses cost per email signup to make confident budget decisions, spending aggressively into slow seasons and monetizing that list when it matters most. The conversation also covers decision quality frameworks, doubling AB testing velocity, and how daily performance reporting builds operator instinct over time. Powered By Motion Creative Benchmarks 2026 https://motionapp.com/thumbstop-pulse/creative-benchmarks-2026?utm_campaign=marketing-operators&utm_medium=sponsor&utm_content=creative-benchmarks-2026&utm_source=marketing-operators-podcast Richpanel https://9ops.co/richpanel Aftersellhttps://9ops.co/aftersell-mops Haushttps://www.haus.io/operators Operators Newsletter https://9operators.com/
What does this episode say about paid acquisition?
Prioritize clear objectives and time horizons over chasing a single 'optimized' ad spend; strategic spending during slow seasons can yield higher returns later.
What does this episode say about analytics & attribution?
Implement cost per email signup as a key metric to confidently guide aggressive ad spend decisions, especially during off-peak periods.
What does this episode say about conversion & cro?
Double your A/B testing velocity by focusing on decision quality frameworks to rapidly validate or invalidate assumptions without needing more budget.
What does this episode say about paid acquisition?
Develop operator instinct by integrating daily performance reporting into your routine, allowing for quicker, more informed budget and testing adjustments.
