The Best Way To Run Facebook And Google Ads In 2025

A Shopify Podcast To Grow Revenue And Loyalty

Are your Facebook and Google ad costs skyrocketing? Feeling like you’re throwing money into a black box with minimal returns? You’re not alone.

Today, we’re diving into the trenches of paid advertising with Sam Piliero, the Founder and CEO of The Moonlighters a specialized media buying agency laser-focused on helping Shopify brands conquer Facebook and Google Ads.

Sam brings incredible experience to the table, having worked with Gary Vaynerchuk at VaynerMedia and Director of Marketing at BarkBox. With over a decade of experience helping DTC brands grow and scale, Sam’s here to unpack the challenges of today’s ad landscape and share actionable strategies for success.

Episode Sponsor: GLADLY

Episode Summary:

Acquisition costs are at an all-time high, competition is fierce, and the advertising landscape is constantly evolving. In this episode, we’ll dissect the common mistakes brands make, the impact of the “cookie apocalypse” on attribution, and Sam’s signature M3 Method for maximizing your ad spend and driving profitable growth.

In this conversation, we explore:

• The Rising Costs of Advertising: Why ad costs have tripled since 2020 and how this impacts businesses of all sizes.
• The Attribution Puzzle: Navigating the complexities of attribution in a world of walled gardens and limited data.
• The M3 Method: Sam’s three-step framework for optimizing ad spend and taking back control of your campaigns:
  • M1: Bet on the Fastest Horse: Identifying the best performing times of day, days of the week, demographics, and platforms for your specific business.
  • M2: Build a Predictable System: Structuring your Facebook ad account for scalable growth with clear swim lanes for prospecting, retargeting, and retention.
  • M3: Take Back Control: Implementing cost controls and leveraging data-driven insights to maximize ROI and prevent wasted ad spend.
• The Power of Creative: How to develop high-performing ad creatives that resonate with your audience and drive conversions.
• Agency Relationships: What to look for (and watch out for) when selecting an agency partner to help you scale your business.
• Emerging Channels: Exploring advertising opportunities beyond Facebook and Google and how to avoid “shiny object syndrome.”

This is Sam’s story:

Sam Piliero has been immersed in the world of digital marketing for over a decade. He started his career at VaynerMedia, working directly with Gary Vaynerchuk and learning the ins and outs of social media marketing. He then transitioned to BarkBox, where he served as Director of Marketing and played a key role in the company’s explosive growth.

Through these experiences, Sam saw firsthand the challenges brands face when trying to scale their advertising efforts. He realized there was a need for a more specialized and data-driven approach to media buying, particularly for Shopify brands. That’s why he founded The Moonlighters, an agency dedicated to helping businesses unlock the full potential of Facebook and Google Ads.

Sam’s approach is rooted in data-driven insights, a deep understanding of the e-commerce landscape, and a passion for helping brands achieve sustainable growth. He believes that by focusing on the fundamentals, optimizing ad spend, and creating compelling ad creative, any Shopify brand can achieve success with paid advertising.

Key Takeaways:

1️⃣ Day of the Week Matters: Don’t overlook the impact of the day of the week on your conversions. Analyze your data and allocate more spend to the days that perform best.

2️⃣ Build a Predictable Facebook System: Structure your ad account with clear “swim lanes” for prospecting, retargeting, and retention, and implement a scaling mechanism for top-performing creatives.

3️⃣ Take Back Control with Cost Caps: Once you have a stable and scalable system in place, consider using cost caps to control your ad spend and maximize ROI.

4️⃣ Authenticity Wins: Focus on creating authentic ad creatives, such as founder videos or UGC, that resonate with your audience.

5️⃣ Product First: The best advertising in the world won’t matter if your product isn’t top-notch. Focus on delivering a product that your customers love.

6️⃣ Communication is Key: When working with an agency, prioritize clear and consistent communication to ensure alignment and achieve your goals.

7️⃣ Don’t Chase Shiny Objects: Focus on mastering the fundamentals of Facebook and Google Ads before exploring other, less proven channels.

Links Mentioned

• The Moonlighters
• VaynerMedia
• BarkBox
• Triple Whale
• Hyros
• North Beam
• Polar
• Viori
• Sam Piliero’s YouTube Channel