Performance Marketing with Fexingo: Paid Ads, ROAS, and Direct Response Conversations
Performance marketing lives and dies by the numbers: cost per acquisition, return on ad spend, lifetime value, and the incremental lift that separates a winning campaign from a money-losing one. Lucas and Luna sit at a three-monitor ops desk every episode to dissect the paid-ads tactics and direct-response strategies that actually move revenue — not the hype. They walk through real campaigns from brands like Warby Parker, Allbirds, and HelloFresh, pulling apart audience targeting, creative testing, bid management, and attribution models. Lucas brings a journalist's instinct for questioning the assumptions baked into a dashboard — is that ROAS real or cannibalized? — while Luna pushes for the operational trade-offs: how much scale do you sacrifice for efficiency? The show is built for marketing managers, agency strategists, and founders who manage their own ad spend — people who need to defend budgets, optimize funnels, and explain performance to stakeholders without buzzwords.
Episodes
Amazon PPC Brand Defense Blind Spot That Sabotages ROAS
In Episode 92 of Performance Marketing with Fexingo, Lucas and Luna tackle a costly Amazon PPC blind spot that most sellers overlook: brand defense. They dive into how competing against your own brand name with generic or competitor campaigns wastes ad spend and confuses attribution. Using a real-world example of a premium kitchen brand that saw a 30% jump in ROAS after tightening brand terms, the
Amazon PPC Cross Campaign Attribution Blind Spot ROAS
Lucas and Luna dig into a ROAS blind spot most Amazon sellers miss: cross-campaign attribution. Lucas walks through a specific example—a brand running Sponsored Products, Sponsored Brands, and Sponsored Display simultaneously—where standard last-click attribution overcredits the bottom-of-funnel campaign and hides the true assist value of upper-funnel ads. He explains why Amazon Marketing Cloud or
The Amazon PPC Campaign Structure Blind Spot That Kills ROAS
Episode 90 of Performance Marketing with Fexingo digs into a pervasive Amazon PPC blind spot: campaign structure. Lucas and Luna break down why most sellers organize campaigns by product category or ASIN, unknowingly cannibalizing their own ROAS. Using a concrete example of a power tool brand that restructured from 'Drills,' 'Saws,' 'Accessories' into 'High-Margin New-to-Brand' and 'Defend Core Be
Amazon PPC RoAS Blind Spot: The Out of Stock Recovery Window
In episode 89 of Performance Marketing with Fexingo, Lucas and Luna uncover a costly blind spot in Amazon PPC: what happens to your ROAS when a top-selling ASIN goes out of stock and comes back. They break down the 48-hour re-acceleration window, why Amazon's algorithm forgets your ad history after a stockout, and how to rebuild relevance without blowing your budget. Lucas shares a specific case f
The Amazon PPC Bid Adjustment ROAS Blind Spot
Lucas and Luna dive into a neglected Amazon PPC lever: bid adjustments by device and time. Most sellers ignore the 0-400% bid adjustment range, leaving ROAS on the table. Lucas breaks down a real case of a kitchen gadget brand that shifted 30% of spend to peak conversion hours and improved overall ROAS by 17%. They discuss why default settings favor Amazon's revenue over your margin, how to interp
The Sponsored Ad Blind Spot That Kills Amazon PPC ROAS
Sponsored brands and display ads on Amazon are often judged by surface metrics like click-through rate and cost-per-click, but the real financial impact shows up in the margin waterfall. In this episode, Lucas and Luna unpack how attribution windows and cross-channel cannibalization create a blind spot that can silently drain your total ROAS. They break down a scenario where a 20 percent ROAS on s
The Amazon PPC Duplicate Keyword ROAS Blind Spot
Episode 86 of Performance Marketing with Fexingo uncovers a costly Amazon PPC blind spot: duplicate keywords running across multiple campaigns. Lucas and Luna explain how the same keyword can bid against itself in the auction, driving up cost-per-click and cannibalizing sales. They walk through a real example from a kitchen gadget seller whose ROAS dropped from 3.5 to 2.1 after unknowingly duplica
The Amazon PPC Cross-Sell ROAS Blind Spot That Kills Margins
In episode 85 of Performance Marketing with Fexingo, Lucas and Luna tackle a subtle but costly ROAS blind spot: cross-selling in Amazon PPC. When a customer buys a tent, do you keep bidding on 'tent' to sell them tent accessories? Most sellers do, and it wrecks their return on ad spend. Lucas walks through the math: the difference between acquisition ROAS (1.5x) and cross-sell ROAS (often 10x+), w
Amazon PPC Audience Targeting Blind Spot That Kills ROAS
Lucas and Luna reveal an often-overlooked Amazon PPC audience targeting blind spot that silently drains ROAS: the failure to layer audience segments on top of keyword campaigns. Using a concrete example of a $2 million brand selling premium skincare, they walk through how broadcast keyword targeting wastes budget on irrelevant shoppers, while a layered audience-plus-keyword strategy cuts ACOS from
Amazon PPC Time of Day ROAS Blind Spot
Most Amazon sellers optimize bids by search term but ignore the clock. In this episode, Lucas and Luna break down why time-of-day bid adjustments are one of the biggest untapped ROAS levers. Using a real example from a kitchen-gadget brand, Lucas shows how conversion rates spike between 7 PM and 10 PM on weekdays but stay flat all weekend. Luna pushes back on whether Amazon's attribution window ma
Amazon PPC Attribution Window Blind Spots That Kill ROAS
Most Amazon sellers measure ROAS on a 7-day click window, but that can misattribute sales by 15-25%. Lucas and Luna dig into the default 7-day attributed window vs. the 14-day view-through window, using a real case of a supplement brand that saw its actual ROAS drop from 4.2 to 3.1 after switching to the correct window. They explain when to use each window, why Amazon defaults to the shortest one,
The Amazon PPC Same-As-Inventory Blind Spot That Kills ROAS
Lucas and Luna uncover one of the most overlooked ROAS killers in Amazon PPC: the 'same as inventory' blind spot. When your ad campaign targets keywords that match exactly what's in stock, you might think that's efficient. But actually, it can cause severe cannibalization of organic sales, inflate ACOS, and misallocate budget. Using the example of a seller in the competitive 'wireless earbuds' cat
The Amazon PPC Cost-Per-Click Inflation Blind Spot
Lucas and Luna examine a hidden profit killer in Amazon advertising: rising cost-per-click (CPC) rates that quietly erode ROAS even when sales look strong. Using the lawn-and-garden category as a case study, they show how CPCs jumped 23% year-over-year between Q1 2025 and Q1 2026, driven by increased advertiser density and Amazon's shift toward video ad placements. The episode walks through a conc
Amazon PPC Rule-Based Automation ROAS Blind Spots
Lucas and Luna dive into a common but overlooked performance marketing pitfall: over-reliance on rule-based bid automation inside Amazon PPC. They break down why simplistic 'if performance metric > X, then adjust bid by Y%' logic often destroys ROAS at scale, especially in categories with volatile search term dynamics. Using a real-world example of a supplement brand that saw ACOS jump from 22% to
The Amazon PPC Search Term Level Budgeting Blind Spot
Episode 78 of Performance Marketing with Fexingo dives into a hidden ROAS drain: search term level budgeting. Lucas and Luna unpack why standard campaign budgets can misallocate spend, revealing how a $50 daily budget on a 'shoes' campaign might waste 60% on broad terms while starving high-converting exact-match queries. They walk through a real example from a supplement brand that saw ROAS jump 1
The Amazon PPC Dayparting ROAS Lever You Are Not Pulling
Episode 77 of Performance Marketing with Fexingo dives into dayparting for Amazon PPC — specifically, how adjusting bids by hour of day can recover wasted ad spend and improve ROAS. Lucas and Luna break down a real example: a supplement brand that shifted 15% of its budget from low-conversion overnight hours to peak buying windows between 7 PM and 10 PM, netting a 22% improvement in ROAS in under
The Amazon PPC Budget Rollover ROAS Blind Spot
Most Amazon advertisers assume unspent daily budget automatically rolls over to help scale winning campaigns. But Amazon Portfolios actually treat budget pools differently than you think — and the rules changed late last year. Lucas and Luna break down the exact mechanism: how Portfolio budget rollover works, why it creates phantom ROAS when you're over-budget on one campaign and under on another,
The Amazon PPC Ad Placement ROAS Blind Spot You Are Ignoring
Episode 75 of Performance Marketing with Fexingo: Paid Ads, ROAS, and Direct Response Conversations. Lucas and Luna drill into a specific, overlooked lever inside Amazon PPC — ad placement modifiers for Top of Search, Product Pages, and Rest of Search. Most advertisers set and forget placement premiums based on early campaign data, but Lucas shows how a mid-size home goods brand found that Top of
The Amazon PPC Placement Premium ROAS Blind Spot
Lucas and Luna break down an overlooked ROAS drain in Amazon PPC: the placement premium. Using a real-world case of a supplement seller spending $12,000 per month on top-of-search placements, they show how default bid multipliers (like +50% or +100%) often push ACOS above 40% without the seller realizing. They walk through how to diagnose the problem using placement reports, how to set strategic m
Your Amazon PPC Negative Brand Targeting Blind Spot That Kills ROAS
Episode 73 of Performance Marketing with Fexingo exposes a costly mistake in Amazon PPC: failing to negative-target competing brands that siphon your ad spend. Lucas and Luna break down a real case—a premium coffee brand that saw 18% of its Sponsored Brands budget wasted on searches for 'Starbucks' and 'Peet's'—and explain how to set up brand-level negatives in your campaigns without accidentally
The Amazon PPC Brand Hijack ROAS Blind Spot
Your Amazon PPC ads might be funding a counterfeit seller. In this episode, Lucas and Luna uncover how brand hijackers siphon your search term traffic, inflate your cost-per-click, and tank your ROAS. They walk through a real case of a kitchen-gadget brand that lost 40% of its Ad Sales to a hijacker who piggybacked on their branded keywords, then detail the fix: a two-pronged approach of aggressiv
Amazon PPC Fallout In A Zero-Day Shelf Life Category
Episode 71 of Performance Marketing with Fexingo dives into the hottest marketing challenge of mid-2026: how to run Amazon PPC for products with a zero-day shelf life. Lucas and Luna break down the example of a premium ice cream brand that launched on Amazon Fresh in March 2026 and hit a 4.2x ROAS ceiling because of spoilage-driven inventory constraints. They walk through the exact campaign struct
Your Amazon PPC New-to-Brand ROAS Blind Spot
Episode 70 of Performance Marketing with Fexingo. Lucas and Luna break down a largely ignored metric in Amazon PPC: new-to-brand (NTB) orders and how they distort ROAS calculations. Using a case study of a supplement seller who saw 35% NTB rate but cut campaigns because blended ROAS looked weak, they explain why ignoring NTB leads to underinvesting in upper-funnel tactics like Sponsored Brands and
The Amazon PPC Negative Keyword ROAS Blind Spot That Sinks Scale
In Episode 69 of Performance Marketing with Fexingo, Lucas and Luna dig into a hidden ROAS killer on Amazon: negative keywords that are too broad or too aggressive. They walk through a real example of a supplement seller who accidentally negated 'probiotic capsules' while trying to block 'probiotic gummies' — and lost 23% of eligible impressions. They explain the difference between negative exact,
Your Amazon PPC Bid Automation Blind Spot Is Costing You ROAS
Lucas and Luna uncover a hidden ROAS drain in Amazon PPC: the bid automation rules that many sellers set and forget. They walk through a real example of a kitchen-gadget brand whose automated 'dynamic bids down only' strategy was capping impression share on high-converting search terms while overspending on low-value queries. The episode drills into the mechanic, why the platform's default automat
The Amazon PPC Search Term Level ROAS Blind Spot
Lucas and Luna uncover a hidden ROAS drain in Amazon PPC: most advertisers optimize at the campaign level, but the real leverage is at the search term level. Lucas explains how a single search term can ruin a campaign's ROAS without being visible in aggregate data, using a concrete example from a home goods brand. Luna challenges whether this level of granularity is worth the time. The conversatio
The Amazon PPC Campaign Budget ROAS Drain You Are Ignoring
In this episode of Performance Marketing with Fexingo, Lucas and Luna dive into a costly but overlooked ROAS killer: campaign budget management on Amazon. Lucas explains how daily budgets that roll over into a monthly reset cycle create a fixed sum that, once spent, stops your ads cold — even on your best-converting hours. He contrasts this with Meta and Google's average daily budget system, which
The Amazon PPC New Product Launch ROAS Blind Spot
In Episode 65 of Performance Marketing with Fexingo, Lucas and Luna tackle a costly mistake that even experienced Amazon sellers make: launching a new product and expecting positive ROAS from day one. Lucas explains why the first 60 to 90 days of a new ASIN are actually a research phase, not a profit phase, and how treating them as such can save thousands in wasted ad spend. He breaks down the con
The Amazon PPC Dayparting ROAS Lever You Are Not Pulling
Lucas and Luna dig into dayparting for Amazon PPC — the practice of adjusting bids by hour of day to capture peak conversion windows. Most sellers leave bids flat 24/7, missing 15-20% potential ROAS lift. Using a real case of a kitchen-gadget brand that shifted ad spend to 6pm-10pm and saw ACOS drop from 28% to 22%, they explain how to pull campaign-level daypart reports, spot your brand's convers
Your Amazon PPC Search Term Isolation ROAS Blind Spot
Episode 63 of Performance Marketing with Fexingo tackles a common yet costly Amazon PPC mistake: lumping all matching search terms into a single campaign. Lucas and Luna walk through a real case study of a kitchen gadget seller who saw blended ROAS of 3.5x but discovered that their exact-match branded terms drove 8x ROAS while broad-match competitor terms barely broke even at 1.2x. By isolating se
The Amazon PPC Search Term Clustering ROAS Blind Spot
Episode 62 of Performance Marketing with Fexingo tackles a ROAS drain that flies under the radar: search term clustering. Lucas and Luna break down how Amazon's algorithm rewards tightly themed ad groups, why lumping similar-but-not-identical terms into one campaign wastes spend, and how to restructure. They walk through a real example—a seller with 150 terms for 'leather notebook' and 'leather jo
Your Amazon PPC Search Term Capping Blind Spot Is Ruining ROAS
Episode 61 of Performance Marketing with Fexingo uncovers a frequently overlooked lever in Amazon PPC: search term capping limits. Lucas walks through a real case from a mid-six-figure supplement brand where unconstrained spend on a few high-volume terms led to a 40% ROAS drop. He explains how Amazon's default 'no cap' structure lets top-of-funnel terms drain budget from profitable long-tail queri
The Amazon PPC Ad Copy ROAS Lever You Are Not Using
Episode 60 of Performance Marketing with Fexingo digs into a specific, actionable lever for improving Amazon PPC ROAS: ad copy that matches the search query's intent. Lucas walks through a case study from a supplement brand that lifted click-through rate by 22% and conversion rate by 15% simply by rewriting headlines to mirror exact customer language from search term reports. Luna pushes back on w
The Amazon PPC Search Term Impression Share Blind Spot
Episode 59 of Performance Marketing with Fexingo uncovers a hidden ROAS killer: your Amazon PPC search term impression share. Lucas and Luna explain why high-volume branded terms often have low impression share when bid too low, and how non-branded head terms can waste budget with high impression share but bad conversion rates. They walk through a real scenario—a supplements brand spending $15,000
The Amazon PPC Campaign Structure ROAS Drain You Are Overlooking
In this episode of Performance Marketing with Fexingo, Lucas and Luna dive into a hidden ROAS killer in Amazon PPC: campaign structure inefficiency. They explore how a misaligned hierarchy of campaigns and ad groups can cause budget cannibalization and inflated ACOS, using a real-world example of a kitchen gadget seller who lost 12% ROAS by mixing brand and generic terms in the same ad group. The
The Amazon PPC Dynamic Bids Down Only ROAS Trap
Episode 57 breaks down a overlooked Amazon PPC setting that silently kills ROAS: dynamic bids down only. Lucas explains why this bid strategy turns your campaigns into a traffic-restricting machine, using a real example of a $50,000 monthly ad spend client who lost 20% ROAS overnight after switching to down only. Luna pushes back on the common rationale, and they walk through what the actual data
Your Amazon PPC Brand Registry ROAS Blind Spot
Episode 56 of Performance Marketing with Fexingo. Lucas and Luna uncover a hidden ROAS drain that hits sellers who use Brand Registry on Amazon. Most sellers think Brand Registry protects their listings—but the same tool can suppress your own sponsored brand ad placements, inflating your ACoS by 20 percent or more. Lucas explains how the 'brand name match' logic inside Amazon's ad engine creates a
The Amazon PPC Ad Fatigue ROAS Drain You Are Ignoring
Episode 55 of Performance Marketing with Fexingo digs into ad fatigue on Amazon PPC—a silent ROAS killer most sellers overlook. Lucas and Luna break down how repeated exposure to the same creative drives click-through rates down and cost-per-click up, using real data from a mid-six-figure brand that saw CPCs rise 22% over 90 days. They explain the frequency ceiling, how to detect fatigue in your c
Your Amazon PPC Bid Multiplier Blind Spot Is Killing ROAS
Episode 54 of Performance Marketing with Fexingo reveals a hidden ROAS killer: the bid multiplier blind spot. Most advertisers set multipliers for placement (top of search, product pages) but forget to adjust base bids accordingly, causing severe overpayment or under-delivery. Lucas and Luna break down the math using a real example—a $1 base bid with a 900% top-of-search multiplier—and explain why
The Amazon PPC Sponsored Display ROAS Blind Spot
In episode 53 of Performance Marketing with Fexingo, Lucas and Luna expose a costly blind spot in Amazon Sponsored Display campaigns: the default 'audiences' targeting option that cannibalizes ROAS by serving ads to viewers who already converted. They walk through a real-world case from a supplements brand that saw a 12% ROAS lift after switching to 'views retargeting' only. Plus, they share a sim
The Amazon PPC Organic Rank Subsidy You Are Paying For
Lucas and Luna break down a subtle Amazon PPC cost that most sellers miss: the organic rank subsidy, where your own ad clicks inflate your listing's organic placement, then you pay for that same placement again via sponsored ads. Lucas walks through how one seller in the portable blender category saw their organic keyword rank jump from page 3 to page 1 after a 30-day aggressive Sponsored Product
The Amazon PPC Bid Staircase You Are Not Setting
Episode 51 of Performance Marketing with Fexingo dives into a neglected Amazon PPC tactic: the bid staircase. Lucas explains how most sellers use a single flat bid or a top-of-search adjustment, missing the opportunity to set different bids for each ad placement tier—top of search, rest of search, and product pages. He walks through a real example from a kitchen-gadget brand that dropped ACOS from
The Amazon PPC Attribution Window ROAS Blind Spot
In this episode of Performance Marketing with Fexingo, Lucas and Luna dive deep into the hidden ROAS distortion caused by Amazon's default attribution window of 14 days for clicks and 7 days for views. They explain how this window mismatch inflates ROAS for products with longer consideration cycles, like furniture or electronics, while penalizing impulse buys. Using the example of a mattress brand
The Amazon PPC Bid Reconciliation Gap Costing You ROAS
Lucas and Luna dive into a hidden profit leak in Amazon PPC: the bid reconciliation gap. When Amazon runs a modified bid on your behalf—due to placement multipliers, dayparting adjustments, or portfolio bid changes—the actual cost per click often diverges from what you set in the campaign manager. Lucas explains how a 15% difference between intended and charged bids can quietly erode ROAS by 200–4
The Amazon PPC Negative Keyword Harvest You Are Missing
Lucas and Luna explore why most advertisers' negative keyword lists on Amazon are dangerously thin. They walk through a real example: an electronics accessory seller who drained $14,000 on irrelevant traffic because they only excluded obvious terms. The hosts explain how to run a search term report with specific filters, how to identify 'false positives' that look relevant but convert at sub-5 per
The Google Ads Broad Match ROAS Trap You Need to Avoid
In this episode, Lucas and Luna dissect Google Ads' push toward broad match keywords and the hidden ROAS erosion it causes. Lucas explains how broad match's expanded targeting inflates impression share and click-through rates while diluting conversion quality, using a specific example of a mid-market DTC brand that saw its cost per acquisition jump 40 percent after switching from phrase match. Lun
The Amazon PPC Bid Stacking Mistake That Kills Your ROAS
Lucas and Luna dive into a little-known Amazon PPC pitfall: bid stacking. When you layer a bid adjustment, a placement multiplier, and a dynamic bid strategy on the same keyword, the math doesn't always work in your favor. Lucas walks through a concrete example: a $1.00 base bid with a 50% top-of-search multiplier and a dynamic bid 'up only' setting can result in a $3.00 effective bid — and that's
The Amazon PPC Creative Split Test You Are Not Running
Episode 45 of Performance Marketing with Fexingo dives into a costly blind spot in Amazon PPC: nearly every seller tests keywords and bids, but almost no one systematically split-tests ad creative within Sponsored Brands and Sponsored Display. Lucas and Luna walk through a concrete example — a Bluetooth speaker brand that ran identical campaigns with two different headline images and saw a 34 perc
The Amazon PPC ROAS Floor That Saves Your Margins
Lucas and Luna dive into a critical but often overlooked metric in Amazon PPC: the ROAS floor. Most advertisers chase high ROAS without knowing the minimum return they need to break even or hit profit targets. Using a concrete example of a $15 product with 30% margin, Lucas explains how to calculate your personal ROAS floor based on COGS, Amazon fees, and ad spend. They discuss why a 4.0 ROAS migh
The Amazon PPC Bid Adjustment You Are Not Using on Prime Day
Amazon Prime Day is coming, and most sellers are doing the same thing: cranking up bids and hoping for the best. But there is a bid adjustment strategy hiding in plain sight that almost nobody uses—the placement multiplier for Sponsored Brands. In this episode, Lucas and Luna dig into why the default top-of-search multiplier is a blunt instrument and how a tiered placement strategy can improve ROA
Why Your Amazon PPC Top of Search ROAS Is a Mirage
Lucas and Luna unpack a dangerous illusion in Amazon PPC: the Top of Search placement premium. Many advertisers see a high ROAS on first-page placements and pour more budget there, but they're missing the hidden cannibalization of organic sales and the inflated contribution from brand defenders. Lucas walks through a real campaign where a pet-supply brand saw a 4.5x ROAS on Top of Search, yet tota
The Creative ROAS Divide Why Amazon and Meta Ads Need Different Assets
Episode 41 of Performance Marketing with Fexingo tackles a costly but overlooked mistake: running the same ad creative on Amazon and Meta. Lucas and Luna break down why an asset that crushes on Facebook can tank ROAS on Amazon, and vice versa. Using a real case from a DTC supplement brand that spent $40k on identical video creatives across both platforms, they trace how platform behavior — scroll
The TikTok Ad ROAS Lift You Are Leaving on the Table
Episode 40 digs into a specific performance-marketing blind spot: the incremental ROAS lift most advertisers miss when they treat TikTok as a brand channel instead of a direct-response engine. Lucas and Luna walk through actual campaign data from a mid-six-figure DTC brand — 3.2x blended ROAS, but 1.1x on TikTok. The fix? A three-variable test structure that separates platform effect from creative
The Amazon PPC DST Bug Costing You 15 Percent ROAS
Lucas and Luna uncover a silent ROAS killer inside Amazon PPC: the campaign-level dynamic bidding setting that Amazon quietly defaults to 'down only' on certain new campaigns. Lucas explains how Amazon's 'dynamic bids down only' logic actually over-adjusts on high-converting placements, leaving advertisers paying more for traffic that would have converted anyway. Luna brings data showing a 15-year
How Bidding on Your Competitors Brand Names Wastes Ad Budget
Episode 38 of Performance Marketing with Fexingo dives into the costly trap of competitor brand bidding. Lucas and Luna reveal how bidding on rival brand terms often drains ROAS, citing a DTC skincare case where the tactic generated a 2.1 ROAS versus 6.8 on branded terms. They walk through the data: high click-through rates but abysmal conversion rates, inflated cost-per-click, and the hidden prob
Your Amazon PPC TACoS Is Higher Than You Think
Episode 37 dives into Total Advertising Cost of Sale (TACoS) on Amazon—a metric most sellers misunderstand. Lucas explains why a 'good' ACOS can hide a dangerous TACoS, using the example of a seller who spends $50,000 on ads to drive $200,000 in sales but sees organic revenue flatline. Luna shares data from an agency client whose TACoS jumped from 12% to 18% over six months despite stable ACOS. Th
The Amazon PPC Brand Defense Bid That Actually Works
Lucas and Luna break down why defending your brand terms on Amazon PPC is harder than it looks, and how one mid-market CPG brand reduced cost-per-click by 22% while holding 94% impression share against competitors. They explain the difference between brand defense and brand conquesting, why your own brand terms are an auction you can't afford to ignore, and a simple script to check if your campaig
The Amazon PPC Bidding War You Are Losing to Retail Giants
Episode 35 unpacks a quiet but costly dynamic in Amazon advertising: the structural advantage large retailers and brand owners have in Amazon's real-time bidding auction. Lucas and Luna walk through how a brand with deeper pockets can bid higher on the same keyword, push smaller sellers into inefficient ad placements, and inflate ACoS across the category. They explain Amazon's 'second-price auctio
The ROAS Leak in Your Amazon PPC Sponsored Brands Campaign
Episode 34 of Performance Marketing with Fexingo. Lucas and Luna uncover a hidden ROAS drain in Amazon PPC Sponsored Brands campaigns. They walk through a specific case: a kitchen-gadget brand spending $120,000 a month on Sponsored Brands, only to find 31% of that budget was going to existing customers — thanks to Amazon's default 'any audience' setting. They explain how to audit the 'new-to-brand
Your Amazon PPC Ad Placement Multiplier Is Overpaying
Lucas and Luna dig into a silent ROAS killer on Amazon: the ad placement multiplier. Most sellers set a flat percentage for top-of-search or product page bids, but Lucas explains why Amazon's algorithm dynamically adjusts those multipliers based on placement-level conversion rates. He walks through a concrete example showing how a 50% top-of-search modifier can actually cost you 80% more per click
Your Amazon PPC Bids Are Overpaying on Dayparting Blind Spots
Lucas and Luna uncover a silent ROAS killer in Amazon PPC: ignoring dayparting. Using real data from a kitchen gadget seller, they show how blanket ad schedules waste up to 30% of spend during low-conversion hours. Lucas breaks down the math of adjusting bids by time-of-day using Amazon's portfolio bid adjustments, and Luna shares a counterintuitive finding from a pet brand that saw higher ROAS at
Why Your Amazon PPC Bid Is Getting Outbid by Algorithmic Buyers
Episode 31 of Performance Marketing with Fexingo dives into the hidden force quietly eating your Amazon PPC budget: algorithmic third-party buyers using repricing software and aggressive bid strategies to win the top of search. Lucas and Luna break down how a $4.50 bid on 'wireless earbuds' can lose to a reseller bidding $6.00 because they're playing a different game — margin on volume vs. margin
Your Amazon PPC ROAS is Lying Inside the Search Query Report
Lucas and Luna expose the silent ROAS killer hiding in plain sight on Amazon: the 'other' search term row in your Search Query Report. Most sellers optimize only the top 100 search terms and ignore the long tail — a bucket that can represent 60% of total spend with a ROAS 40% below account average. Lucas walks through a real client example where a pet-supply brand was bleeding $14,000 a month on 1
The ROAS Blind Spot in Your Google Ads Brand Bidding
Most performance marketers assume brand bidding is a waste — you'd convert anyway, right? But new data from a 2025 Google Ads study across 1,200 e-commerce accounts shows that pausing brand campaigns can actually cost you 12-18% of total revenue. Lucas and Luna break down when brand bidding defends against competitor conquesting, how the 'free clicks' assumption breaks in competitive verticals, an
Why Your Facebook Ad ROAS Plummets After iOS 14.5
Episode 28 of Performance Marketing with Fexingo tackles the elephant in the room: Apple's App Tracking Transparency (ATT) framework and how it shattered Facebook ad performance after iOS 14.5. Lucas and Luna break down why traditional pixel-based optimization broke, how the 'Aggregated Event Measurement' model capped conversions at 8 per campaign, and why ROAS on iOS traffic dropped 30-40% for ma
Why Your Amazon PPC Bids Spike in Q4 and How to Fix It
Episode 27 of Performance Marketing with Fexingo tackles a seasonal problem that burns millions in ad spend: Amazon PPC bid inflation during Q4. Lucas and Luna break down the specific mechanics — how increased competitor demand drives up bids, why your ACOS can double overnight, and a concrete pre-season strategy using dynamic bidding and negative keywords to protect ROAS. They walk through real b
The ROAS Blind Spot in Your Amazon Brand Analytics
Episode 26 of Performance Marketing with Fexingo dives into a specific, overlooked data set inside Amazon Brand Analytics that most advertisers ignore: the 'Repeat Purchase Behaviour' and 'Item Comparison' reports. Lucas and Luna break down how these two reports reveal the true long-term value of your ad spend, beyond the last-click attribution window. Using a concrete example of a mid-tier kitche
Your Google Ads Broad Match Is a Budget Black Hole
Lucas and Luna dig into the hidden cost of broad match keywords in Google Ads. By mid-2026, advertisers are seeing 30%+ of budgets eaten by irrelevant queries that pass the Quality Score check. They break down why the old 'broad match plus modified' workaround is gone, how phrase match now acts like broad, and the one search query report filter that reveals the real waste. Lucas shares a case from
Why Your Amazon DSP Bid Is Wasting Ad Spend
Lucas and Luna dig into Amazon DSP bids and why most advertisers are overpaying by as much as 30 percent. They break down the difference between open auction and Amazon's private marketplace, explain why your bid multiplier on 'in-market' audiences is a leak, and walk through a real example from a mid-six-figure brand that cut its cost per click by 22 percent just by adjusting bid strategy by time
The Attribution Window Trap in Performance Marketing
Lucas and Luna dig into a hidden ROAS killer: the attribution window. Most advertisers use a default seven-day click-through, one-day view-through window set by platforms. But that window can be wildly wrong for different purchase cycles. Lucas walks through a hardware DTC brand that saw a 40 percent ROAS lift just by switching to a fourteen-day click-through window, because their customers resear
The Hidden ROAS Drain in Your YouTube Ad Frequency
Lucas and Luna dig into a specific performance marketing blind spot: how YouTube ad frequency is silently destroying your ROAS even when view-through rates look healthy. Using a case study from a DTC skincare brand that ran a $500k YouTube campaign, they break down the math behind frequency caps, the difference between linear TV and digital frequency psychology, and why YouTube's own reporting too
Why Amazon Bid Adjustments Are Costing You Sales
Lucas and Luna dig into Amazon's bid adjustment feature for placements, devices, and audiences. Lucas reveals how a DTC skincare brand lost 22% of its ROAS by letting default bid adjustments run unchecked on Amazon Sponsored Products. They walk through three specific adjustment traps: over-bidding on 'top of search' placements, ignoring the 'rest of search' conversion delta, and blanket device adj
Why Your Facebook Ads CBO Is Stealing Your Budget
Campaign Budget Optimization — CBO — was supposed to be Meta's gift to advertisers. Let the algorithm shift spend toward the winning ad sets automatically. But in practice, CBO often does the opposite: it funnels budget into high-spend, high-frequency ad sets that have already peaked in performance, starving newer creative or audiences that could actually convert. In this episode, Lucas walks thro
Why Your Search Term Reports Are Hiding Waste
Most advertisers think search term reports tell them exactly what keywords triggered their ads. Lucas and Luna uncover how Google and Microsoft Ads actually group search queries into aggregates, hiding the real terms burning budget. They walk through the case of an outdoor gear brand that found 22 percent of spend went to irrelevant long-tail queries that looked relevant in the report. You'll lear
Why Your Google Ads Smart Bidding Is Leaving Money on the Table
Episode 18 of Performance Marketing with Fexingo challenges the assumption that Google Ads Smart Bidding always optimizes for the best ROAS. Lucas and Luna dissect a real example of a mid-market e-commerce brand spending $80,000 per month on Google Shopping. They reveal how Smart Bidding's target ROAS strategy can get stuck in local maxima, leaving ad budget unspent and missing incremental convers
Why Your Instagram Reels ROAS Is Lower Than Feed Ads
Lucas and Luna dive into a specific performance marketing blind spot: Instagram Reels ads underperforming feed ads on ROAS, even though Reels get more reach. They break down the data from a real DTC brand that ran a controlled split test over Q1 2026—Reels had a 40 percent lower ROAS than feed despite costing 30 percent less CPM. The hosts explain the structural reasons: Reels compete for attentio
Why Your Google Ads Bid Strategy Is Overpaying
Most performance marketers assume Google's automated bidding is optimizing for ROAS—but the algorithms are actually optimizing for Google's revenue. In this episode, Lucas and Luna unpack the structural conflict hidden inside Smart Bidding: how target CPA and target ROAS strategies inflate bids when competition is high, why Google's machine learning rewards high-spend accounts, and what you can do
Why Your Ad Creative Is the Real ROAS Lever
Episode 15 of Performance Marketing with Fexingo. Lucas and Luna break down why most advertisers focus on bidding and audiences when the real ROAS lever is creative. They walk through a 2025 case study from a direct-to-consumer brand that tested five creative concepts, kept targeting and budget identical, and saw a 340 percent swing in return on ad spend between the best and worst performers. Luca
Why Your Landing Page CRO Is Wasting Ad Spend
In this episode of Performance Marketing with Fexingo, Lucas and Luna tackle a common yet costly blind spot: conversion rate optimization (CRO) tunnel vision. They dissect a real e-commerce case where a brand obsessed with button color tests and form fields actually lost 23% of revenue per visitor because they ignored the bigger picture. Using data from a mid-market DTC brand that spent $1.2 milli
The Math Behind YouTube Influencer ROAS That Actually Works
Lucas and Luna break down why most brand deals with YouTubers fail to deliver a positive ROAS — and how a DTC mattress company fixed it. Using a real example from Q1 2026, they walk through the three-step framework: discount-code attribution, survey-based lift measurement, and cohort tracking over 90 days. They explain why vanity metrics like views and likes are worthless, and why the real signal
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