How to Stretch Your Ad Spend While Lowering Risk Most founders I know have a love–hate relationship with Meta. On one hand, it’s been the growth engine for the last decade. You could throw a decent creative into Facebook or Instagram Ads, flip a few targeting knobs, and watch customers roll in. On the other hand, it’s also a single point of failure. CPMs have climbed steadily. Privacy shifts (hello iOS14) made tracking fuzzy. Algorithm changes leave founders vulnerable. If your growth depends on a channel you don’t control, you’re exposed. When Meta sneezes - whether from regulation, platform shifts, or pure randomness - your business risks catching a cold. So what’s the antidote? Diversification. Why Diversification Matters More Than Ever The instinct is to double down on what works. But the problem with Meta is simple: Costs keep rising. Every founder is bidding for the same eyeballs. Diminishing returns set in. Audiences saturate. Creative fatigue hits. No safety net. If Meta pulls a lever tomorrow, you don’t get a say. Diversification isn’t about abandoning Meta completely—it’s about insulating your growth from external shocks. Think portfolio theory, but for your ad budget. You wouldn’t put 100% of your wealth into one stock. Why would you put 100% of your growth into one platform? And don't get me started on the fake profiles, and bots! #entrepreneurship #advertising #realtalk