The Ecommerce Playbook Podcast

Hosted ByTaylor Holiday & Richard Gaffin

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world.

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The Ecommerce Playbook | Why Your Ads Aren’t Working

May 7, 2026 The Ecommerce Playbook Podcast 00:32:16
The Ecommerce Playbook Podcast
The Ecommerce Playbook Podcast
The Ecommerce Playbook | Why Your Ads Aren't Working
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You’re spending $20 per ad and it’s not working. You think you need more creative volume. But the real problem? You don’t have your customer journey figured out.

In this episode, Joy Sharma breaks down why 7-figure brands get stuck, and it’s almost never a creative problem. He shares the exact formula CTC uses to diagnose and fix growth for emerging brands, and why testing inside marketing moments (not evergreen) changes everything.

The Formula: (Landing Pages + Offers + Creative) ^ Customer Journey ^ Moments

What You’ll Learn:

  • Why 8-figure brands seem to have “better ads” (they don’t, they have better offers)
  • The AOV vs Conversion Rate graph that tells you if you’re winning or losing
  • Why you should NEVER test offers in evergreen
  • The 4-peak monthly strategy for 7-figure brands
  • How to use marketing moments as free testing containers
  • Why CRO doesn’t matter until you hit ~$30M

Show Notes: