Meta’s algorithm is smart — but not always smart enough to find your new audience. In this raw and tactical episode, Jordan West and Kent Wilson unpack how RV SnapPad hit a ceiling with Facebook ads after scaling to the high-end RV market, and the exact steps they’re taking to unlock the next wave of growth.
Whether you're scaling a DTC brand or trying to break out of a niche, this episode is packed with insights you can implement today.
Key Takeaways:
- You’re not scaling if your daily frequency > 1.15
- Custom conversions can retrain your pixel without losing historical data
- Segmenting by persona (e.g., “Snowbirds” vs. “Weekend Warriors”) is a game-changer
- Top-of-funnel campaigns need diversity in touchpoints, not just reach
Timestamps
- 00:00 – Intro & The Facebook Ads Ceiling Problem
- 00:45 – RV SnapPad Origin & Premium Market Entry
- 02:53 – Problem: Saturated Audience on Meta
- 04:17 – Annual Ad Spend & Audience Reach Limits
- 07:00 – Frequency as a Scaling Signal (Charlie T Hack)
- 09:00 – Fix: Flex Ads + Advantage+ Campaigns
- 10:22 – Audience Saturation Diagnosis via Frequency
- 14:00 – The 25+ Touchpoint Rule for Conversion
- 15:45 – Custom Conversions for Persona Segmentation
- 18:06 – Scaling by RV Types: Class A, Fifth Wheel, etc.
- 19:59 – Keep Winning Ads Running + Add New Ones
Guest info:
Linkedin: linkedin.com/in/kent-wilson-35ba236
Website: https://rvsnappad.com/
Kent Wilson
(COO) of RV SnapPad
— Revolutionized the RV accessory market with its innovative permanent jack pads.
— RV SnapPad has experienced significant growth, selling over 500,000 units across North America and expanding into markets like Germany.
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