Performance Marketing with Fexingo: Paid Ads, ROAS, and Direct Response Conversations

Lucas and Luna break down the recent decline in Facebook ad efficiency for many direct-to-consumer brands, focusing on the shift in user behavior and Meta's evolving auction dynamics. They examine how rising CPMs and lower conversion rates are squeezing ROAS, and offer tactical countermeasures: tightening audience targeting, refreshing creative more frequently, and testing Advantage+ shopping camp...

Episode 6 tackles one of the most overlooked levers in performance marketing: frequency capping on display and video campaigns. Lucas and Luna unpack a specific case from a mid-market DTC brand that saw its click-through rate drop 60% after the fifth impression and its cost per acquisition spike 3x. They break down the neuroscience behind ad fatigue, the difference between cookie-based and device-...

In this episode of Performance Marketing with Fexingo, Lucas and Luna uncover a hidden leak that silently drains ad budgets in Google Shopping campaigns: the product feed mismatch. Lucas breaks down a shocking example: a mid-size outdoor gear retailer that wasted $47,000 over six months because their feed sent 'Tent, 4-person' to Google but the landing page sold a 3-person model. They explore how...

In this episode of Performance Marketing with Fexingo, Lucas and Luna tackle one of the most overlooked levers in paid social: ad frequency. Using a real case from a DTC brand that saw ROAS drop by 40% after hitting a frequency of 6.2, they explain why frequency burns audiences faster than ever — especially after Meta's algorithm changes. They break down the math: why a frequency above 3 often sig...

In episode 3 of Performance Marketing with Fexingo, Lucas and Luna dig into Meta's July 2025 algorithm update that shifted the auction from click-based to value-based optimization. Lucas explains why many DTC brands saw ROAS drop 15-30% overnight, and how one brand — a small supplement company called WellFuel — actually improved performance by switching to a blended attribution model and retrainin...

Lucas and Luna dive into the hidden inefficiencies of performance marketing attribution. Using the real-world example of a DTC brand that spent $2 million on Facebook ads in Q1 2026, they reveal why last-click attribution overvalues bottom-funnel tactics and undervalues awareness-driving channels. Lucas explains how multi-touch attribution (MTA) and media mix modeling (MMM) can correct for this, c...

In the first episode of Performance Marketing with Fexingo, Lucas and Luna unpack the single metric that misled a generation of digital marketers: last-click attribution. Using the example of a DTC mattress startup that spent $80 million on Facebook ads only to plateau, they trace how the industry moved from vanity metrics to incrementality testing. Lucas breaks down why ROAS can be a dangerous nu...