Back in August, I reviewed the Google Ads account of a private investigator in Australia. They were spending about $6,000 AUD a month. On the surface, it looked like they were doing “a lot.” Plenty of moving parts. But no real direction. The budget was chopped up into little pieces. The account structure felt dated.…

I booked the call to pick his brain on how to better scale the ad accounts I’ve been managing and left with some sharp reminders and new ways of thinking. We talked about Meta’s algorithm, creative diversity, UGC, interest targeting and how all of it ties back to buyer psychology and the customer journey. The…

I’ve lost count of how many times I’ve heard a founder say: “We just need better ads.” But here’s the uncomfortable truth: in most startups, the ads aren’t the real problem. The real problem is that the system feeding the ads is broken. Let me explain. Ads Don’t Magically Find Customers Ad platforms like Google,…

Ad platforms are really good at one thing: spending your money. Give them a budget and they’ll burn through it in no time. The problem? Without the right signals, they don’t know who you actually want. They’ll just go find more of the wrong people. Low-quality leads, price shoppers, or anyone who clicks. And then…