Every DTC founder right now says the same thing: “We’re Meta-dependent and it’s scary.”

I get it.

Many founders see Meta as the easy lever: spend more, get more sales.

For some brands this works…until that 10M ARR wall shows up.

The best brands are building growth systems that can handle change.

Here’s a framework to try:

Channel Portfolio (Monthly Ad Spend):
→ 40% Meta (proven creative, retargeting)
→ 25% Google (search, shopping, discovery)
→ 15% Email/SMS (retention and lifecycle)
→ 10% Emerging platforms (TikTok, Pinterest, Snapchat)
→ 10% Testing budget (new creative, audiences, channels)

Among brands running this mix, CAC drops, acquisition steadies, and leverage improves.
Diversification keeps Meta in play but reduces reliance while opening new growth.

Meta and Google are the foundation. But you can’t keep adding to a foundation and expect growth.

I’ll be sharing more on this at Ecom North in Toronto this week. Join us in the teaching lounge, 4PM Sept. 23rd. Let’s talk!