Rob Bettis

Rob Bettis Fractional Digital Marketing Partner - Scaling Shopify stores from $3M to $10M in revenue. Take paid media management off your plate. Every brand is unique.

Get a scalable growth game plan that blends industry-leading best practices with tactics tailored to your goals. Imagine a pro who provides an entire agency's integrated support and expertise - without that "find an entire PPC agency" feeling. Rob Bettis is a seasoned Google Ads & Facebook Ads pro with 15+ years of experience partnering with brands with Shopify stores doing $3-8M in revenue - and

looking for more. Rob has seen it all: Running campaigns in up economies, down economies, through the rise and fall of platforms (RIP Vine), and every industry shift.

06/05/2026

The AI UGC industry just got its first real legal problem. New York's new synthetic performer disclosure law takes effect June 9 - and it changes the core value prop of every company selling AI-generated ad talent. The whole point is that it looks real. A required disclosure label breaks that. If you're running ads into New York with AI humans in the creative, you need to act now. And if you think this stays a New York problem - it won't.

Here's the thing about this post that most people will scroll past without thinking about. 🤯25 accounts isn't unusual. I...
06/05/2026

Here's the thing about this post that most people will scroll past without thinking about. 🤯

25 accounts isn't unusual. In most agencies it's actually on the lower end.

I've spoken with founders who discovered their account was one of 40. Who realized the "senior strategist" on their account was a title, not a reality. Who got a new account manager - again - without being told.

No shame to the poster. None of this is malicious. It's math. Agency economics require volume. And volume requires that senior attention gets distributed thinly across a lot of brands.

The fractional model exists because some brands need something different. Not a bigger agency. Not more headcount. A single senior expert who integrates directly into your team and treats your results as their own - because their reputation is on the line with every single campaign, not diluted across 24 others.

When your paid media person manages 25 accounts, your brand is a portfolio.

When they manage a handful, your brand is a priority.

It's a distinction that shows up in your contribution margin before it ever shows up in a report.

06/02/2026

Your customers aren’t abandoning their carts because of your checkout.

They’re abandoning because they feel guilty about what’s in it.

New research across 14 million ecommerce sessions found that carts full of fun or indulgent items get abandoned significantly more than carts with practical items - because of guilt.

The fix: recommend one practical item alongside the fun ones.

Cart abandonment dropped up to 21%.

Full breakdown in the reel 👆

05/19/2026

Your agency loves to talk about ROAS.

Here's the number they're not talking about.

Contribution margin is the clearest picture of whether your ad spend is actually building a healthy business - and most Shopify founders aren't tracking it.

Here's how to calculate yours:

Revenue
− Cost of goods
− Shipping & fulfillment
− Transaction fees
− Ad spend
= Your contribution margin

That's the real cash your business generated. Not a platform metric. Not a vanity number. Actual money.

And here's where it gets even more useful.

Break it into two numbers:

Total contribution margin - how the whole business is performing.

New customer contribution margin - what it actually costs to acquire someone who's never bought from you before.

If your new customer CM is negative, you're betting the entire business on LTV that may never materialize.

ROAS is easy to make look good. Contribution margin is harder to spin.

Which is exactly why you should be asking for it.

→ Save this formula. Pull it out next time your agency sends you a ROAS report.
→ Follow for more on what profitable paid media actually looks like.

🎥 Full breakdown in the video above.

Want a framework for calculating this for your own brand? Checkout the free calculator on my website. It will help you decode these metrics for your business - link in bio.

05/05/2026

15 years in paid media taught me a lot.

Mostly what doesn't work as well as everyone says it does.

Here are 3 things I wish someone told me earlier - and that most agencies aren't incentivized to tell you:

1. ROAS is a confidence metric, not a compass.

It feels good when it's high. But I've seen brands with a 4x ROAS quietly losing money on every new customer they acquire. Contribution margin is the number that tells you if growth is actually healthy.

2. Your offer is doing more work than your ads.

I've seen accounts where we changed everything - creative, copy, targeting - and nothing moved. Then we restructured the offer and the whole account woke up. The best media buyer in the world can't save a weak offer.

3. The most expensive thing in paid media isn't high CPMs.

It's running on autopilot for six months while someone junior keeps the lights on. The slow drift is what kills margin.

Save this. Come back to it next time your agency sends you a ROAS report that somehow doesn't answer any of your real questions.

🎥 Full breakdown in the video above.

If any of this resonated, a discovery call with me is just a conversation - no deck, no pitch. Link in bio to grab a time.

04/28/2026

Your agency probably isn't bad at their job.

They're just not built for yours.

Here's the math most founders never see:

Traditional agencies survive on volume. So they hire junior account managers, build templated systems, and take on as many clients as possible.

That model works great when you're a $500k brand.

But when you're at $5M, $10M, $15M? You have real complexity. Margin pressure. LTV decisions. Offer architecture questions.

And those things need a senior mind - not someone running a playbook they learned three months ago.

You didn't outgrow paid media. You outgrew the model.

That's what the post-agency era is about.

→ Save this if you've ever felt like just another account number.
→ Follow for more on what senior-level paid media actually looks like.

🎥 Full breakdown in the video above.

Think your agency might be wasting your budget? Grab my free self-assessment - "5 Red Flags Your Agency Is Secretly Wasting Your Budget" - link in bio.

04/21/2026

Honestly? I've realized I'm not great at explaining what I do in casual conversation.

"Fractional paid media manager" gets a lot of polite nods from people who are definitely Googling it later.

So I'm starting a series to fix that.

Every week I'm answering one of the questions I get most often - about my model, how I work, what makes fractional different from an agency, and how I think about paid media for Shopify brands.

Real questions. Real answers. No agency jargon.

First one is up 👆 - follow along for the rest.

04/16/2026

Everyone is telling Shopify brands to optimize for AI traffic right now.

But a new study of 973 eCommerce sites just poured some cold water on the hype.

LLM traffic from ChatGPT? It converts worse than organic search, paid search, email, and affiliate. The only channel it beats is paid social.

Before you pivot your entire strategy - watch this. There's more nuance here than the hot takes are letting on.

Full breakdown in the video 👆

04/09/2026

Your ROAS might be lying to you.

Not because the number is wrong. Because without context, it's meaningless.
A 3x ROAS at thin margins can cost you money. A 2x ROAS at healthy margins can be perfectly profitable.

The context you need is your break-even ROAS - the minimum return your campaigns have to hit before paid media starts actually working for your business.

And it comes directly from one number most founders don't know: their contribution margin.

Want to find yours?

I built a free calculator at robbettis[dot]com/calculator - plug in your revenue, your variable costs, your ad spend, and it tells you exactly where your break-even sits in about two minutes.

Most founders find it more useful than their last agency report. 👇

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