Why Spending Another £50,000 on Meta Might Not Be Your Best Growth Move
Meta is getting more expensive
For years, Shopify brands have relied on Meta as their primary customer acquisition channel. It has delivered incredible growth, but as brands scale, they often hit the same challenge—rising acquisition costs.
As budgets increase, audiences become saturated. Frequency rises, competition intensifies, and the cost of acquiring each new customer starts to climb.
The question isn't whether Meta still works. It does.
The question is whether spending another £50,000 on Meta will generate the same return as your previous £50,000.
For many brands, the answer is no.
The diminishing returns problem
Performance marketing follows the law of diminishing returns.
Your first £10,000 reaches the most responsive audiences.
The next £50,000 reaches broader segments.
The following £50,000 often reaches people who have already seen your ads multiple times.
At this point, many brands experience:
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Higher CPMs
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Lower click-through rates
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Increasing customer acquisition costs
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Slower revenue growth
Rather than increasing budget within the same channel, many leading ecommerce brands are introducing premium TV advertising to expand reach and generate new demand.
TV creates demand before digital converts it
Television is no longer reserved for global brands with million-pound budgets.
Through BookMyAdvert, Shopify brands can access premium advertising opportunities across Sky's inventory with a streamlined, self-service approach.
The role of TV isn't to replace Meta.
It's to make Meta perform better.
When consumers recognise your brand before seeing your Meta advert, they're more likely to stop scrolling, click through and convert.
This creates a more efficient acquisition funnel across all digital channels.
Think beyond last-click attribution
If you're measuring success purely on last-click conversions, TV may appear less effective.
But that's not how customers buy.
A typical customer journey today looks like this:
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Watches your advert during premium TV content.
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Searches for your brand later that day.
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Clicks a Meta retargeting advert.
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Purchases via your Shopify store.
Meta gets the credit.
TV created the opportunity.
Brands that understand this interaction outperform those relying on a single channel.
The smarter growth strategy
Instead of asking:
"Should we spend another £50,000 on Meta?"
Ask:
"How can we make every £50,000 of Meta spend perform better?"
BookMyAdvert enables Shopify brands to introduce premium TV into their media mix, helping generate awareness, strengthen digital performance and create sustainable long-term growth.
The brands that win over the next decade won't simply spend more.
They'll spend smarter.
