How can we unlock AI's full potential in advertising? At last week's @GoogleAds Think Lead Gen event, one message stood out: AI is only as good as the data you feed it. In this new era of AI-driven advertising, our goal is simple: provide Google Ads with the best possible customer data. The more it knows, the better it performs. Consider a typical customer journey: 1. A lead submits a contact form. 2. An automated email sequence initiates. 3. The lead schedules and attends a demo. 4. They decide to sign up and make a purchase. If you can't track your entire funnel and send back all the data—including the final purchase and customer value—the best alternative is to optimize for the next most valuable conversion event. So, if tracking sign-ups and purchases isn't feasible, focus on demo scheduling as your key conversion event instead of lead form submissions. This approach is how we'll gain an edge as AI-driven advertising evolves. For my clients, the strategy is clear: Continue creating ads that stop the scroll and fuel them with superior data.

Struggling to test and scale on Meta recently? Try this ad account structure: ABO campaign for testing: each ad group is a test of audience, creative, or landing page. Cost Cap campaign for scaling: fill with winning combos from the testing campaign. Test -> Learn -> Scale

Amidst CPC inflation, making the most of every click matters more than ever. Without landing pages, visitors wander aimlessly on your site. With landing pages, the consumer journey is reduced by over 50%, guiding visitors directly from the landing page to purchase. Use LPs.

Meta's Performance 5 couldn't make it any clearer what to focus on: 1. Simplify accounts for efficiency. 2. Automate with Advantage Suite. 3. Diversify your ad creative. 4. Optimize data sources. 5. Validate results with experiments. Focus on these, and watch your ROAS soar.

Every week, I review client ad accounts and ask myself: - What internal factors affect performance? (Budget, data, targeting, creative fatigue, etc.) - What external factors? (Market trends, algorithm changes, etc.) This habit ensures we're always moving in the right direction.

Meta Ads Trend: Creative diversification is everything. Over the last 6 months, the algorithm has favored accounts with diverse creatives. It's not just images vs. videos—it's different messaging angles, offers, styles. The more varied your creative, the better the results.

It’s been a rewarding week seeing this client reach an 8x ROAS. For months, we’ve worked hard to optimize creative, improve the quality of data we send Google, and adjust our media buying strategies. It’s a reminder that consistent focus on the fundamentals pays off.

Always use landing pages. Ad creative and media buying are just part of the formula for achieving results. What happens after they click your ad is what truly defines the success of a campaign.

Great ad copy doesn’t try to sound smart—it aims to be clear. The best copy is simple, direct, and respects the reader’s time. Pros know people have short attention spans and endless content to scroll through. Clarity simplicity wins in the copy game every time.

Founders, want to boost online ad conversions by up to 50%? A founder-made video sales letter (VSL) is your secret weapon. Your authentic voice engages viewers like nothing else. Get in front of the camera and watch your business grow.

Landing Page Tip: Leverage the AIDA copywriting framework—Attention, Interest, Desire, Action. Grab attention with a bold headline, build interest with key benefits, spark desire using social proof, and prompt action with a strong CTA. Guide visitors smoothly to conversion.

I don’t know who needs to hear this… But stop running awareness, engagement, traffic, and/or video view campaigns unless you like burning money. Conversion campaigns only. This is the way 🫡

Think of Meta and Google ads as a continuous experiment. You test your hypotheses, analyze the data, and refine your strategy until it works. It's all about learning and improving with each iteration. Rarely, do we see an ad campaign work out the gates. Test, learn, repeat.

Your weekly reminder: Scroll-stopping creative data-focused media buying landing pages that convert = profit Obsessing over these three variables makes it hard to lose in the digital advertising game.

The Meta Ads Library offers a goldmine of competitive insights. Learn from the top brand's ad formats, targeting, call-to-actions, and messaging to sharpen your own campaigns. It's not just about watching the competition; it's about leveraging their moves to inform your own.

Google Ads Targeting Tip: For YouTube & PMAX, try this custom audience: Add competitor sites to "people who visit websites similar to." Why? Because if users are drawn to your competitors' offerings, chances are high they'll be interested in yours as well.

Spying on your competitor's advertising playbook isn’t espionage; it’s smart business. Dive into their ad angles, dissect creatives & messaging, scrutinize offers through the funnel, study landing pages. Insight beats imitation.

Most Google Search ads blend into a sea of sameness—generic, dull, and easy to ignore. Stand out by being creative and writing copy you are proud to put on the internet. It's that simple to outperform 80% of advertisers. A little effort goes a long way.

Meta Ads Trend: Retargeting is blending into prospecting more each year. But that shouldn't stop you from testing remarketing ads. Different stages in the funnel require different messaging. Your creative should evolve from the first encounter to the brink of purchase.