Brandon Hilleary on Reducing Paid Advertising Volatility in a Post-Privacy Era
Why most ecommerce campaigns swing too hard—and what to do instead.
Seattle, Washington, 23rd January 2026, ZEX PR WIRE, If you run paid ads, you’ve probably felt it: performance looks great one week, tanks the next. Creative stops working without warning. Your ROAS drops, but nothing obvious changed. For brands trying to grow, this kind of instability isn’t just stressful—it’s expensive.
Brandon Hilleary, a ecommerce growth consultant, sees this kind of volatility all the time. He works with direct-to-consumer brands —companies that rely on Meta, TikTok, and Google Ads to drive growth but feel like they’re flying blind.
“A lot of the instability people feel is baked into how their system works,” Hilleary says. “It’s not always the algorithm or the market. Sometimes the problem is that th...
