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Mark Hammersley The Hammersley Brother's Ecommerce page. Ecommerce Expert Tips and No BS Business Advice

Your Google and Meta ROAS looks great. Ad spend is increasing. The platforms are telling you everything is working.So wh...
01/10/2026

Your Google and Meta ROAS looks great. Ad spend is increasing. The platforms are telling you everything is working.

So why isn’t the business actually growing?

In this episode, Mark and Ian Hammersley unpack one of the most common problems they see in ecommerce businesses: brands dramatically increasing their advertising spend while recruiting the same number, or even fewer, new customers.

They explain why a high ROAS inside Google or Meta can give you a completely misleading picture of performance, particularly when existing customers, brand searches and attribution are inflating the numbers.

The conversation covers how to step back from the advertising dashboards and answer the question that actually matters:

When we put more money into advertising, did we get more money and more new customers out?

Mark and Ian also break down the ecommerce advertising S curve, where increasing spend initially drives growth before eventually reaching a point where putting more money into the account stops producing meaningful additional revenue.

And when you hit that limit, the answer is not always better ads.

Sometimes you need to improve the business itself.

They discuss:

• Why a high ROAS does not automatically mean your ads are working
• How Meta can attribute existing customer sales to advertising
• Why one day view attribution can distort performance
• How Google brand traffic can inflate ROAS
• Why new customer revenue matters more than platform ROAS
• How to identify when an ad account has reached its scaling limit
• The ecommerce advertising S curve
• Why simply increasing your budget eventually stops working
• How conversion rate, AOV and lifetime customer value affect how far you can scale
• Why agencies can sometimes show you the numbers you want to see instead of the numbers you need to see

If you run an ecommerce business and keep increasing your advertising budget without seeing the growth you expected, this episode could help explain exactly what is going wrong.

Subscribe for more ecommerce strategy, Google Ads, Meta Ads, Shopify and business growth discussions from the Hammersley Brothers.



Listen to the episode here: https://youtu.be/JdgN8xh1jiQ

Most ecommerce businesses think about Black Friday as a day or a weekend. We think about it as an entire trading period ...
25/09/2026

Most ecommerce businesses think about Black Friday as a day or a weekend. We think about it as an entire trading period from Halloween through to January.

In this episode, Ian Hammersley breaks down how we actually approach the biggest ecommerce trading period of the year, including when to start, how long to run your offers, how aggressively to email, what to do with Google and Meta, and how to make the most of increased demand without destroying your margins or running out of stock.

We cover the full Q4 rhythm, starting with Halloween and moving through Better Than Black Friday, Black Friday Week, Cyber Week, Christmas, Boxing Day, and the January sal

Ian also explains why ecommerce brands often start too late, why your email database becomes one of your most valuable assets during peak, how to decide how hard you can push based on stock and ROAS, and why merchandising can have a huge impact on what actually sells.

Topics include:

Black Friday timing and strategy
How early you should start
Offer architecture
Email and SMS frequency
Growing your email list before peak
New customer ROAS and CAC
Stock planning and forecasting
Shopify merchandising
Black Friday Week and Cyber Week
Christmas, Boxing Day and January sales
How to trade against daily revenue targets
When to push harder and when to hold back

If you run an ecommerce business, this episode gives you a practical framework for approaching the most important trading period of the year.

Subscribe for more ecommerce strategy, Google Ads, Meta Ads, Shopify, email marketing, and business growth discussions from the Hammersley Brothers.



Listen to the episode here: https://youtu.be/qdNKYvm-cro

22/09/2026

Doubling your ecommerce SKU count does not mean you will double revenue. At the 500K to 1M stage, you need to know which products generate profit, recruit new customers and support retention instead of letting weak products consume inventory and cash flow. Scale the ecommerce products already proving they deserve more investment.

21/09/2026

More traffic is not automatically the answer when your ecommerce brand reaches 500K to 1M. Improving conversion rate, average order value, lifetime customer value and gross profit can increase revenue from the traffic you already have while improving your ROAS. Optimise the economics first, then you can afford to scale your Meta ads and Google Ads harder.

New Podcast:We made a simple mistake in our own bedding business.Our bestsellers were sitting at the top of our Shopify ...
19/09/2026

New Podcast:

We made a simple mistake in our own bedding business.

Our bestsellers were sitting at the top of our Shopify collection pages. But the King and Super King sizes were sold out.

We had other designs available in those sizes. They just weren’t being shown prominently.

So customers were seeing products they couldn’t buy in the size they wanted, while alternatives we could sell were further down the page.

In this week’s podcast, Ian and I explain what happened and what we changed.

We also discuss why selling out over Black Friday is not always a win, when spending more on ads makes little sense, and how we use AI to investigate missed stock opportunities.

Watch the episode on YouTube: https://youtu.be/KvM13573HN0

Before increasing your advertising budget for peak trading, this is worth checking in your own store.

Mark

P.S. For help working out what is holding back growth in your ecommerce business, apply to work with us here.

14/09/2026

The move from 100K to 500K is where ecommerce founders need to stop running the business on opinions and start owning the numbers. Margin, CAC, lifetime customer value, net profit, seasonality and channel performance tell you how aggressively you can spend and where growth can come from. Understand those ecommerce KPIs now and they become the foundation for scaling well beyond 500K.

11/09/2026

If you cannot explain how your ecommerce business works in a couple of sentences, scaling it becomes much harder. Your customer, product, acquisition channel, margin and lifetime customer value should form a clear model that you can repeat and grow. Simplify the business before trying to take it from 100K to 500K.

10/09/2026

Shiny object syndrome is one of the biggest ecommerce traps between 100K and 500K. New TikTok tactics, Instagram changes and Meta ads strategies can pull your attention away from the fundamentals that actually drive conversion and profitable growth. Before chasing the latest ecommerce trend, ask whether it genuinely solves the constraint holding your business back.

09/09/2026

More ecommerce marketing channels do not automatically create more growth. At the 100K to 500K stage, splitting ad spend evenly between Google Ads, Meta ads and other platforms can dilute the channel that actually has the strongest potential to scale. Find where customer acquisition works best and concentrate your budget rather than trying to be everywhere.

09/09/2026

A good ecommerce agency can amplify a business that already has strong foundations, but it cannot manufacture those foundations for you. Before handing Meta ads, Google Ads or email marketing to an agency, you need to understand your customer, positioning, margins and the basic economics of the business. Build something scalable first, then use outside expertise to amplify it.

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