WasteNot is on a mission to help advertisers eliminate wasted ad spend. From promoting items a customer has just purchased to advertising in markets where they don't operate, it's estimated that brands waste 30%-40% of their ad budgets due to targeting inefficiencies.
WasteNot's codeless UI allows marketers to define strategies such as "don't serve awareness ads to my loyalty customers," helping them eliminate wasted ad spend, lower CAC, and increase ROAS.
WasteNot is built by marketers, for marketers. Users can signup, connect their existing marketing stack and ad accounts, and start eliminating wasted ad spend in under 10 minutes. No engineering resources required.
Love this break down of how to cut unnecessary spend by taking control of ad targeting 📈 👏 Piotr Gierczak
As platforms continue to push intelligent, set-it-and-forget-it campaigns, it's important for brands to retain a degree of control over their targeting.
An additional tactic we're seeing brands utilize to reduce wasted ad spend is audience suppression 🎯
If someone has just brought your product, or lives in a country you don't ship to, wouldn't you want to exclude them from your acquisition campaigns?
💰 Spending a few thousands on your brand campaign?
Here’s how we helped a brand reduce their Google Ads spend over $5k per month—just on their own brand name.
We started working with this client recently and while keeping their brand traffic stable, we significantly cut their unnecessary ad spend.
🔧 What did we do?
✅ Turned off the PMax Campaign
✅ Switched bidding from Maximise Conversions → Manual Bidding (no reason to overpay for your own brand!)
🚀 The result? Same clicks, same brand traffic, but without wasting thousands each month.
How much are you paying on your brand campaign?
#paidadvertising#googleads#digitalmarketingagencysydney#aekmedia
🛠️ #imTOOLS: Here's a refined 150-word post for WasteNot:
How much of your ad budget is chasing prospects who will never convert?
WasteNot brings surgical precision to digital advertising by identifying and blocking ad spend that yields zero results.
Think of it as a smart filter that stops your budget from flowing to dead-end prospects.
In just 10 minutes, this AI platform connects to your existing marketing stack and starts building suppression audiences - either from proven templates or your custom criteria.
No coding required, no complex CDP integration needed.
By preventing ads from reaching unlikely converters, WasteNot typically reduces customer acquisition costs by up to 20%.
The platform continuously learns from your data, getting smarter about where your money should - and shouldn't - go, while ensuring your actual prospects receive more personalized experiences.
Ready to stop throwing good money after bad in your ad campaigns?
Discover how WasteNot can transform your marketing efficiency.
#MarketingTools#WasteNot#PaidAds#Advertising#ROAS
Great overview from Alvin Ding on some of the key efficiencies advertisers should be using to make sure ad budgets are driving growth and not rebuying their existing demand (or as Alvin puts it her, paying the “ad tax”)
Proper suppression and exclusion strategies are the difference between ad platforms being highways to growth instead of just the toll booth.
I scale profit for brands through ads. $200M+ managed, proven ROI. ex-airbnb, upwork.
Builder of custom GPTs solving real-world problems for everyday people.
running pmax on google ads? you might be burning money without realizing it.
here’s why:
pmax campaigns use ai to spread your budget across google’s entire ecosystem—search, shopping, display, youtube, and more.
sounds great, right? but there’s a catch:
☑️ without brand exclusions, google’s ai will prioritize branded searches.
☑️ that means you’re paying for clicks from people who were already looking for you.
☑️ your roas looks great—but it’s artificially inflated.
this isn’t incremental growth. it’s a tax on your own brand.
what happens when you don’t use brand exclusions?
🚨 wasted spend → paying for conversions that would’ve happened anyway
🚨 misleading metrics → high roas, but no real business growth
🚨 lost opportunity → budget that should go to net-new customers gets funneled into redundant clicks
the fix? apply brand exclusions.
google finally allows this, and here’s how to do it:
1️⃣ go to your pmax campaign in google ads
2️⃣ click settings → additional settings
3️⃣ find "brand exclusions" and select your brand
4️⃣ save changes
pmax should drive incremental growth, not just recycle organic traffic.
take 2 minutes to apply brand exclusions now. your cfo will thank you.
do you need help checking your brand tax? drop a comment. ⬇️
What should your Facebook Ads stack look like in 2025?
Facebook Ads is one of the most powerful ad platforms in the world. But the tools you use alongside Facebook are just as important as the platform itself.
For a start, here these 3 Facebook Ad tools recommended by leading eCommerce platform BigCommerce 👇
☕ AdEspresso for ad creation, management, and scheduling
👩💻 Funnel for variant testing and analytics
👩🎨 Canva for image creation
But from our conversations w/ D2C marketers, there's another tool marketers should be considering in 2025 - Audience Suppression 💸
With Facebook having removed exclusion capabilities on Jan 31st, brands now need a new way to fine-tune their targeting and reduce wasted ad spend.
At WasteNot, we're enabling advertisers with an easy-to-use platform for controlling real-time, dynamic ad exclusions across Facebook and other major ad platforms.
More info here - https://lnkd.in/eWWjBmmn
We're only a month into 2025, but Facebook Ads already looks very different from 2024 😅 . Great post below from Travis Moh☘️ breaking down the key changes to Facebook Ads so far this year 👇
A big change we're noticing is the removal of ad exclusion capabilities in favor of Meta's "superior" AI-powered targeting.
But many marketers we're speaking to still desire a level of control over their targeting exclusions. If you don't ship internationally, you don't want to show ads internationally, no matter how good Meta's ML is 🤔
At WasteNot, we're enabling advertisers with the power to control real-time, dynamic ad exclusions across Facebook and other major ad platforms.
With more platforms removing exclusion capabilities, maintaining a degree of control over your own targeting is the most effective guardrail against wasted ad spend 💰
I help 7-8 figure course creators & coaches scale profitably with meta ads |30M+ in tracked revenue∣ 4.6x ROAS average | Founder @AdPush Media
If you’re still running Facebook Ads like it’s 2024, you’re already behind.
The game has changed now, and here’s what’s new for 2025:
20 latest Facebook Ads updates you can’t ignore:
➡️No more detailed targeting exclusions (Jan 31).
➡️Customer lists face new restrictions for sensitive industries.
➡️AI-powered Q&A rolls out in Messenger.
➡️Meta Verified expands to more countries.
➡️Full-screen video player with interactive features launches.
➡️Generative AI for post captions is in testing.
➡️Boost posts without Apple’s 30% fee.
➡️AI can now summarize Facebook comment threads.
➡️Reels ads get more CTA options.
➡️Clear mode" for Reels is being tested.
➡️Group chats can now grow to 5,000 members.
➡️Meta Verified adds a 14-day refund policy.
➡️AR ads enter the game.
➡️AI improves audience targeting even further.
➡️Health ads face stricter tracking limits.
➡️Learning phase drops from 50 to 10 events.
➡️First Conversion vs. All Conversions launches.
Facebook is doubling down on AI, privacy, and better tools for advertisers.
Stay ahead, or risk falling behind.
PS: Which update do you think will change the game the most in 2025?
Drop your thoughts below! 👇
Who is the phantom DTC marketing consultant who's referred us three new customers this week, but isn't taking advantage of our referral program?
Let us know who you referred, and we'll pay you for all three.
Who is the phantom DTC marketing consultant who's referred us three new customers this week, but isn't taking advantage of our referral program?
Let us know who you referred, and we'll pay you for all three.
Even if you don’t have the brand exposure of an Uber or Airbnb, this post from Sundar Swaminathan is probably one of the best examples of how allowing the ad platforms to constantly target your existing users, warm leads, brand followers, email subscribers, regular website visitors etc. is the biggest single source of wasted ad spend and the difference between your ad spend driving true growth vs. just paying the “ad tax”.
This is why so many brands in d2c, especially the biggest and most well known, have noted a huge dropoff in performance from Meta and Google in the last 6 months.
The rise of “AI-optimized” campaign types, coupled with insufficient suppression and exclusion methods, leads to your ad budget just circling the same BOFU prospects or worse, your regular customers.
There’s still room for new growth in these channels, you just need to force the ad platforms to source net new customers via real time, dynamic audience suppression and exclusions and stop letting them take credit for the demand you’ve already created elsewhere.
We turned off ads on Meta, saw no business impact, and saved Uber $35M 💸
This is a story I've been asked to share on 4 podcasts, so here it is:
In 2018, I was the US & Canada Rider Lead for Performance Marketing Analytics. I was also responsible for an analysis measuring Uber's rider market saturation.
Over a few months, we kept marketing spend constant but saw crazy WoW swings in CAC (-20% to +20%).
That's rare and didn't make sense.
Except, it did with the results of the saturation analysis.
The analysis suggested Uber had:
— High market saturation in urban centers
— Entrenched consumer preferences
— Strong brand awareness
Our hypothesis was that Performance Marketing on Meta was non incremental and that the swings in CAC were due to seasonality. That's a bold POV to share as a growth analytics team. But that's what the data said.
To test our theory, we ran a 3 month incrementality test where we went completely dark on Meta.
The result?
No measurable business impact.
We then turned off the Meta budget for rider acquisition in US & Canada reinvesting $35M a year in other channels and strategies.
If you want to read more (including details on the analysis I did), check out the full deep dive I shared with 2,120 B2C marketers & founders ➡ https://lnkd.in/gqwr2Xhk
In just 8 days Meta will be removing Detailed Targeting Exclusions - Jan 31st 😰
Many advertisers were surprised by the announcement - detailed targeting exclusions enable marketers to specify groups of users that should be excluded from receiving campaigns ads.
When used well, exclusions increase ROAS and reduce wasted ad budget 📈
As detailed by Andrew Hutchinson in his coverage of the announcement on Social Media Today, LLC, Meta have reported that their own AI-powered campaign targeting is now much more adept at displaying the right ads to the right users at the right time, rendering detailed exclusions unnecessary.
Should advertisers still have the ability to define campaign exclusions in #Meta, as they can on other platforms? 🤔
Let us know what you think in the comments 👇
Read more on the announcement here - https://lnkd.in/gbys-QJD
