The Bottom Line: Ecommerce Tactics for Profitable Growth

Cody Wittick & Taylor Lagace
  • 5.0 (16)
  • Marketing
  • Updated Bimonthly

Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, on their podcast as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs. Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness to name a few) and generating over $350M in revenue, they offer practical, actionable advice. So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you. Meet them every two weeks for new episodes where you can find more training, templates and get help with your influencer marketing campaign at https://bit.ly/Kynship_Podcast or by DMing them on X at @Cody_Wittick and @TaylorLagace.

  1. 1d ago

    The Top 4 Ways Humans Kill Marketing Performance

    A lot of brands are not underperforming because their agency is lazy or their ads stopped working. They're underperforming because humans keep interrupting the system. In this solo episode, I walk through the four most common ways founders and CEOs kill their own marketing performance, covering four specific mistakes: too many random edits, betting everything on expensive creative, picking financial targets that have no math behind them, and ignoring what Meta spend is actually doing to Amazon and total business demand. The ad account is usually just the mirror. It reflects the decision-making quality of the business. Before you blame the algorithm, blame the agency, or cut the budget, listen to this episode first. Subscribe for more conversations on DTC strategy, paid media, and what it really takes to build a brand past eight figures. Grow your bottom line: https://www.kynship.co/ Key Takeaways: 00:00 The Real Reason Most Brands Are Underperforming 00:50 Why the Ad Account Is Just the Mirror 01:52 Mistake 1: Death by 82 Edits in 30 Days 03:42 The Difference Between Optimization and Interference 04:20 How to Build Decision Rules Before You Touch the Account 05:08 Mistake 2: Betting Everything on One Source of Creative 06:28 Think About Creative Like an Investment Portfolio 07:42 Mistake 3: Picking Random Aspirational Financial Targets 09:18 How to Derive Your Targets From Actual Business Economics 10:26 Mistake 4: Ignoring the Amazon Halo Effect 12:28 Why Blended Analysis Is the Only View That Matters 13:08 Offer Economics and What Each Offer Does to the Business 14:12 The Diagnostic Framework That Replaces Gut Decisions Additional Resources:Follow us on X: 👉 Cody: https://x.com/Cody_Wittick 👉 Taylor: https://x.com/TaylorLagace The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs. Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice. So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you. 🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533

  2. Jul 1

    Google Is Where Your Meta Spend Goes to Die (Or Get Saved)

    I've audited a couple hundred ad accounts. The most common problem I find has nothing to do with Meta. Google is almost always the single biggest structural mess in a DTC brand's marketing stack. The waste is real — I've seen brands burning $12,000 to $14,000 a month on brand spend alone for clicks they were going to get for free — but the bigger problem is the growth sitting locked behind an account that can't see straight. In this solo episode, I walk through the six issues I find in nearly every Google account I audit: branded search bleeding across campaigns, paying to reacquire customers you already own, non-brand campaigns stealing volume from each other, PMax taking credit for conversions it didn't earn, unused audience infrastructure, and broken conversion tracking that starves a channel that's actually working. Then I lay out the nine-step fix list, including the one move almost nobody is making that has the highest new customer rate of anything I've seen on Google. Subscribe for more conversations on DTC strategy, paid media, and what it really takes to build a brand past eight figures. Grow your bottom line: https://www.kynship.co/ Key Takeaways: 00:00 Why Most Google Accounts Can't Answer the Most Basic Question 01:22 Demand Generation vs. Demand Capture: The One Idea That Changes Everything 03:10 The 80/20 Meta to Google Rule of Thumb 03:55 Stop Adding Channels. Master the Capture Layer You Already Have. 05:30 Why Your Account Is Flying Blind on New vs. Returning Customers 08:05 Issue 1: Branded Search Bleeding Across Campaigns 09:20 Issue 2: Paying to Reacquire Customers You Already Own 10:30 Issue 3: Non-Brand Whack-a-Mole 11:15 Issue 4: PMax Over-Reliance 13:00 Issue 5: No Audience Infrastructure 14:10 Issue 6: Broken Conversion Tracking 15:05 How to Rebuild Your Google Account From Scratch 20:10 The Real Cost of a Broken Google Account Additional Resources:Additional Resources: Featured Guest KC Holliday — Co-Founder, Qalo https://www.kcholiday.com/ Follow us on X: 👉 Cody: https://x.com/Cody_Wittick 👉 Taylor: https://x.com/TaylorLagace The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs. Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice. So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you. 🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533

  3. May 13

    KC Holiday: The Thing Nobody Tells You Before You Build a Brand

    KC Holiday sold Qalo at 30. What came next surprised him more than building it did. He moved to Australia, worked in venture capital, came back, and spent two and a half years coaching ecommerce founders at Daily Mentor. Almost 1,700 sessions in, one pattern kept showing up across every brand he worked with: the founder is the ceiling of the business. In this episode, KC and Cody cover the grief that hits after an exit, why going from founder to employee was one of his most eye-opening experiences, and the difference between founders who grow past the plateau and the ones who stay stuck. He also gets honest about whether he'd start an ecommerce brand today, who is actually making money in the industry, and what the middle class of ecommerce looks like right now. Subscribe for more conversations on DTC strategy, eCommerce growth, and what it really takes to build a brand past eight figures. Grow your bottom line: https://www.kynship.co/ Key Takeaways:00:00 Introducing KC Holiday, Co-Founder of Qalo 02:36 The Grief Nobody Talks About After Selling 06:50 From Founder to Employee: What KC Learned 09:20 How Onboarding Determines If Someone Succeeds 12:22 Hiring Is Inventory Management 14:02 What KC Actually Looks for in a Hire 19:22 When People Show You Who They Are, Trust Them 20:38 Agencies vs. Internal Hires 26:52 The Founder Is the Ceiling of the Business 29:18 Why Being Around Bigger Founders Changes Everything 33:22 Energy Management Over Identity Management 35:36 Would KC Start an Ecommerce Brand Today? 40:30 Who Is Actually Making Money in Ecommerce 43:00 The Middle Class of Ecommerce Additional Resources: Featured Guest KC Holliday — Co-Founder, Qalo https://www.kcholiday.com/ Follow us on X: 👉 Cody: https://x.com/Cody_Wittick 👉 Taylor: https://x.com/TaylorLagace The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs. Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice. So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you. 🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 #TheBottomLine #DTCpodcast #ecommercegrowth #WildBird #targetretail

  4. Apr 22

    Wild Bird's Nate Gunn: The Product Pivot

    Nate Gunn spent nearly a decade building Wild Bird before it finally broke through. In this episode, Cody sits down with the co-founder and CEO to talk about what actually turned the business around — a full product pivot during COVID, two years of selling out on pre-orders, and the financial clarity that came from bringing in the right partners at the right time. Nate shares the three things that took Wild Bird from low seven figures to landing all 1,800 Target doors: getting honest about the product mix, investing in financial structure, and expanding into every channel where their customers actually shop. If you run a DTC brand and you have ever wondered whether the plateau you are in is a product problem, a marketing problem, or just a timing problem, this episode is worth your full attention. Subscribe for more conversations on DTC strategy, eCommerce marketing, paid media, and LTV optimization. 👉 Grow your bottom line: https://www.kynship.co/ Tune in now. #TheBottomLine #DTCpodcast #ecommercegrowth #WildBird #targetretail Key Takeaways: 00:00 Meet Nate Gunn, Co-Founder of Wild Bird 01:28 Wild Bird's Two Existential Crisis Moments 03:10 Considering Selling the Business 05:08 Running Lean With Real Ownership 06:40 Landing All 1,800 Target Doors 13:28 The Full Pivot: Killing the Old Product Line 18:02 Bringing in Fractional Partners for Financial Clarity 21:50 The Loneliness of Running a Brand 25:30 Why Founder Networks Matter 33:00 How Wild Bird Chose the Right Agency 40:50 The 3 Things That Turned Wild Bird Around 44:30 Solving Patterns, Not One-Off Problems Additional Resources: Featured Guest Nate Gunn, Co-Founder & CEO. WildBird https://wildbird.co Follow us on X: 👉 Cody: https://x.com/Cody_Wittick 👉 Taylor: https://x.com/TaylorLagace The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs. Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice. So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you. 🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533

  5. Mar 10

    3 Ways to Grow When Paid Media Stops Working

    DTC and eCommerce brands are facing rising ad costs, climbing CAC, and tighter margins in 2026. If your growth strategy still depends on cheaper paid media, it is time to adjust. In this episode of Bottom Line, Cody sits down with Chris Hall, founder of Ecomm Cowboy and former Shopify operator, to break down the new DTC operating system for profitable growth. He shares three strategic shifts brands must make as paid media gets more expensive: • Generate more organic and low cost traffic • Increase LTV through smarter product development • Cut overhead and operate lean If you run a Shopify brand or lead an eCommerce marketing team, this episode is a practical blueprint for navigating rising ad costs and building sustainable growth. Subscribe for more conversations on DTC strategy, eCommerce marketing, paid media, and LTV optimization. 👉 Grow your bottom line: https://www.kynship.co/ Tune in now. Key Takeaways: 00:00 Intro 01:28 Why DTC Needs Real-Time Learning 02:42 The Loneliness of Remote Operators 04:01 The Future Marketer: AI + Generalist Skill Stack 06:49 Clarity > Clever in Modern Marketing 09:15 Chris’s Path: Football to Ecom 18:52 The Hard Truth About Agencies 20:56 Free or Cheap Traffic Is Mandatory 21:35 Increase LTV Through Product Development 22:35 Get Lean and Cut Overhead 28:02 The Future of Brands, Agencies, and SaaS 38:00 Recap and Outro Additional Resources: Chris Hall (Ecomm Cowboy) on Youtube: https://www.youtube.com/channel/UCSwY9_J4Vk4qTWQ2oFAH95g Follow us on X: 👉 Cody: https://x.com/Cody_Wittick 👉 Taylor: https://x.com/TaylorLagace The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs. Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice. So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you. 🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533

  6. Feb 17

    10 Proven Ways to Break Through Your Growth Plateau

    👉 Grow your bottom line: https://www.kynship.co/ If you’re listening to this, chances are you’ve hit a wall. Revenue has flatlined. What worked last year isn’t working now, and you’re wondering if you’ve maxed out your brand… Here’s the thing most people won’t tell you: plateaus are actually normal. Most brands hit ceilings. The ones that break through do it by pulling the right growth levers at the right time. What actually moves the needle versus what people think moves the needle are two very different things. So today, I want to give you 10 ways to break through a growth plateau. Not theory, not fluff, actual strategies that are working right now. You’ll learn why fixing your unit economics is the first step before testing a single new channel or product, why retention is more powerful than acquisition and can drive 20 to 100% more profit, and how to grow in your weak area, whether that’s paid or organic. If your brand is stuck but your foundation is solid, these are the levers that will actually move the needle. Tune in now. Key Takeaways: 00:00 Intro01:12 Fix Your Unit Economics 02:53 Use Retention as a Growth Lever04:20 Paid vs Organic: Grow In Your Weak Area 06:29 Create Promotional Moments 07:45 New Product Development 09:16 Influencer Marketing and Events 10:26 New Demand Gen Channels 12:34 Create a Creative Machine That Runs Itself 13:42 Retail and Wholesale Expansion 15:13 Audit Your Customer Journey 16:28 Recap and Outro Additional Resources: Follow us on X: 👉 Cody: https://x.com/Cody_Wittick 👉 Taylor: https://x.com/TaylorLagace The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs. Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice. So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you. 🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533

  7. Feb 4

    Meta Isn’t Volatile. You’re Just Reading It Wrong

    👉 Grow your bottom line: https://www.kynship.co/ Day-to-day ad performance can feel chaotic. One day results are strong, the next they drop, and suddenly it feels like something is broken. In this episode, I break down why that reaction is costing brands more than they realize. Meta ads aren’t volatile. Human behavior is. And most performance swings are the result of small sample sizes being misread, not problems with the platform itself. Using real client examples and simple probability logic, I explain why daily data creates false urgency, how over-optimization drains budgets, and what disciplined teams do differently when nothing in the account has actually changed. This conversation is about shifting from reaction to process, and learning how to let probabilistic systems work instead of fighting them. In this episode, I cover: Why Meta performance feels volatile even when nothing is brokenHow small sample sizes distort decision-makingWhy daily reporting leads teams to overreactWhat it really means when Meta increases or decreases spendWhy turning off high-spend ads often backfiresHow cost controls act as guardrails, not constraintsThe mindset shift required to manage ads with confidence If you’ve ever felt pressure to “fix” ads after a bad day in the dashboard, this episode will change how you read your data and how you make decisions going forward. 🎧 Listen to The Bottom Line for clear, practical conversations about growth, margins, and decision-making that actually moves the needle. Key Takeaways: 0:00 Meta ads aren't volatile1:11 Process vs. results matter more than daily performance4:47 Small sample sizes create misleading patterns5:26 Statistical variance explains performance swings6:37 Don't make decisions based on isolated days7:55 Meta reads signals you can't see9:00 Cost controls work with the algorithm, not against it10:36 Three core principles for success:14:34 Weekly analysis minimum16:12 Don't turn off high-spending ads prematurely Additional Resources: Follow us on X: 👉 Cody: https://x.com/Cody_Wittick 👉 Taylor: https://x.com/TaylorLagace The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs. Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice. So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you. 🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533

  8. Jan 28

    BFCM Recap: What 2025 Tells Us About 2026

    👉 Grow your bottom line: https://www.kynship.co/ The headlines after Black Friday Cyber Monday were mixed. Spending was up. Costs were up too. Once you factor in inflation, a big portion of that growth disappears. In this episode, I share the actual Black Friday Cyber Monday numbers from our clients and break down what really worked in 2025, and what needs to change heading into 2026. Across our client base, revenue was up 28 percent year over year. Most had a strong Q4. But at the same time, ad spend increased and new customer acquisition became more expensive. The brands that performed well did not rely on finding new channels or waiting for costs to come down. They focused on returning-customer revenue, LTV, and building a business that does not depend entirely on acquiring strangers. If you are planning for 2026 and want a clearer strategy for navigating rising costs, this episode breaks it down. Key Takeaways: 00:00 Intro00:30 Industry Analysis & Client Results01:24 The Numbers Breakdown03:13 The Key Insight09:19 2026 Quarterly Playbook09:49 Q1 (Audit Phase)11:30 Q2 (Fix Foundation)13:59 Q3 (Activate & Test)16:23 October (Final Prep)17:55 Closing Thoughts Additional Resources: Follow us on X: 👉 Cody: https://x.com/Cody_Wittick 👉 Taylor: https://x.com/TaylorLagace The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs. Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice. So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you. 🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533

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Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, on their podcast as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs. Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness to name a few) and generating over $350M in revenue, they offer practical, actionable advice. So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you. Meet them every two weeks for new episodes where you can find more training, templates and get help with your influencer marketing campaign at https://bit.ly/Kynship_Podcast or by DMing them on X at @Cody_Wittick and @TaylorLagace.

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