# Why Your Meta Campaigns Are Stuck Targeting the Same People

Page: https://stenobird.com/podcast/marketing-operators-6861665/why-your-meta-campaigns-are-stuck-targeting-the-same-people
Text version: https://stenobird.com/podcast/marketing-operators-6861665/why-your-meta-campaigns-are-stuck-targeting-the-same-people.md
Podcast: [Marketing Operators](https://stenobird.com/podcast/marketing-operators-6861665)
Published: 2026-04-14T13:00:00+00:00
Episode link: https://podcasters.spotify.com/pod/show/marketing-operators/episodes/Why-Your-Meta-Campaigns-Are-Stuck-Targeting-the-Same-People-e3hs5pc
Audio file: https://anchor.fm/s/f23bffe0/podcast/play/118412524/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-3-13%2F422011105-44100-2-0a5d52d2c2d73.mp3
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JSON: https://stenobird.com/v1/public/podcasts/marketing-operators-6861665/episodes/why-your-meta-campaigns-are-stuck-targeting-the-same-people
Duration seconds: 4111

## Resource

Are you exhausting your audience or just exhausting your strategy? Connor MacDonald (CMO, Ridge) and Connor Rolain (Head of Growth, HexClad) dig into the mechanics of reaching net-new audiences on Meta, breaking down which lever moves the needle most: creative diversity, signal engineering, or landing page strategy. They also revisit a Ridge case study showing how optimizing for the wrong purchase event quietly cannibalized an entire product category’s growth. The conversation shifts to building a DTC marketing function from scratch, what the first senior hire should look like at a $30M consumable brand with deep retail roots, what to pay them, and how to think about the lifecycle marketing role that follows. They close on a standout YouTube incrementality test result where Amazon captured more than half the revenue lift, and what that pattern reveals about upper-funnel channels and where customers actually convert. Powered By Motion Creative Benchmarks 2026 https://motionapp.com/thumbstop-pulse/creative-benchmarks-2026?utm_campaign=marketing-operators&utm_medium=sponsor&utm_content=creative-benchmarks-2026&utm_source=marketing-operators-podcast Aftersell https://9ops.co/4i3bb5 Haus https://www.haus.io/operators Prescient AI https://www.prescientai.com/operators Richpanel https://9ops.co/richpanel Operators Newsletter https://9operators.com/

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## Transcript

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