Andrew Foxwell has been in the trenches longer than almost anyone—from running Facebook ads for 120 members of Congress to scaling Beats by Dre pre-Apple acquisition. He's seen every boom, bust, and algorithm change since the platform's early days.

In this episode, Andrew pulls back the curtain on what's really happening with Meta ads in 2025. Spoiler: it's not just you—performance is down across the board, and he explains exactly why. From signal loss to economic uncertainty to Meta's AI overreach, he breaks down the macro and micro factors crushing advertiser performance.

But this isn't just doom and gloom. Andrew reveals what separates the brands still scaling from those getting crushed: inventory strategy, creative innovation, and the ability to find new customer segments when everyone else is stuck in the same playbook.

We also dive deep into agency building—how Andrew and his wife Gracie built Foxwell Digital into a 12-year operation with multiple revenue streams, why most agencies fail at differentiation, and his controversial take on hiring (hint: it involves paying women more and asking better questions).

Plus: why Andrew thinks 2025 could be the year things turn around, the real story behind his move from politics to e-comm, and how the Foxwell Founders Community became the "Bentley" of marketing communities.

Key Topics: (01:00) From Congressional Press Secretary to Facebook Ad Pioneer (07:15) Building a 12-Year Agency: Lessons in Diversification (18:22) The Brutal Truth About Starting an Agency Today (25:10) Hiring Strategies That Actually Work (And Why Most Don't) (40:27) The Real State of Meta Ads in 2025 (47:44) What Separates Winning Brands from the Rest (51:51) Testing Frameworks: Creative, Offers & Landing Pages (56:08) Inside the Foxwell Founders Community

Thank you to our sponsors

• Lifetimely By AMP

Follow Joe (X) and Alex (X) for more e-commerce insights and to join the conversation.