I was watching a video the other day from someone in GM+ on what it takes to sell a company/offer for 7-figures+.

One of the key lessons was not being reliant on one source of traffic or acquisition.

The reason being, that leaves your business at huge risk.

If that acquisition stream dries up, you’re Donald Ducked.

And I’m seeing it in real time right now.

Last month Meta rolled out the final stages of their Andromeda update which relies more heavily on AI learning to target ads.

And it’s been a bit of a shit show for advertisers.

Every group I’m in and all over the web, I’m seeing people complain about the results they’ve been getting, and my own results are no different.

Here’s what I mean.

At the end of last month, this was a specific offer’s ad stats for the final week of the month.

Bringing buyers in at a hair under break even.

Things started to fatigure, so I set up some new creative and tested it in that final week.

You can see the new creative failed to get anything close to the results of the existing ad sets.

I thought I’d just missed with the creative because everything else was the same. All of the key assets including…

• The sales page
• The offer itself
• The pricing of all offers in the stack

… didn’t change a bit.

And yet, all of my sales tanked.

At the start of September, I ran up some new ads on a more conservative spend for this offer to get back up and running.

Here’s the results from testing around 10 different creatives and systems with this offer.

£188 spent to make $10 back.

Huge failure of a campaign.

Here’s the thing I don’t get.

My ad stats are still strong. Most people are happy to get a 3% CTR in my niche.

I’m getting an overall CTR of almost 5%.

And the targeting is the same as the old campaigns that worked well.

So, I the ads themselves are the issue.

And because the targeting is the sme as targeting that’s worked in the past, as well as the offer and sales page…

I can only come to one conclusion.

The only other meaningful change is the new Andromeda roll out.

Which means, this is a little out of my control right now and I have to wait until Andromeda figures this out and actually starts sending good traffic again.

if I was 100% reliant on FB ads to make cash, I’d be up a creek right now.

And I’ll admit, I’ve been a little over reliant on FB ads cause it’s an easy platform to quickly get results on.

So, even though I’ve got other things running, I’m not exactly happy with this.

It’s proven to me that I should be investing more time and effort into scaling other channels.

This is more a cautionary tale that you shouldn’t be overly reliant on one platform, strategy, or approach in your business.

it’s a weakness which, if it ever goes belly up, means you’re gonna find it hard to see the results you want.

Pete "diversify your acquisition" Boyle