TLDR: ads work better with good positioning and a great offer

I’ve run ads for hundreds of accounts, literally - and I used to be the young & hungry media buying freelancer who thought I could get leads for anyone.

And while this is true - that doesn’t mean it’s worth it.

I’ve since rediscovered the easiest way to make ads work.

Pick better clients.

Easier said than done I know because it requires saying “no” to money but I can’t ignore the evidence anymore.

I’m going to just say it - ads are so easy. Being a media buyer might be one of the easiest jobs out there. Clicking a few buttons in google or meta and letting some of the largest companies ever with their advanced ai find you customers is awesome.

Here’s the problem though. I know you’ve experienced it: You do everything right. Keywords are tight, no wasted money on search terms, ad copy is benefit driven, there’s scarcity, urgency, relevance, you put in utm codes, you added the phone number and the GMB. If you’re on meta you removed audience network, turned off all the AI etc etc

And yet your client still complains about the results, you rip your hair out trying to figure it out. You offer to do more for them, you’ll take the sales calls, you’ll redesign their landing page, you’ll write them an email sequence and none of it works.

They eventually cancel because they can’t pay the retainer.

So what happened?

Honestly - probably nothing to do with you. Ads were fine.

In these situations it’s almost always vague offer & positioning on their part or lack of skill in some other department like sales.

If you get someone 30 qualified leads and they can only close 2 of them - that’s not on you. But you will still get fired.

So we have to change how we do this.

Now I start with the offer & the positioning. What makes this client different from their competition? And why would I want their offer?

If you get these right the ads will work wonders.

All ads do is get attention.

And yes this sounds cliche but still almost nobody does it. And even fewer media buyers and agencies do it. Oftentimes I think they’re so excited to get a client they just say yes to whatever

But if you want to grow from 5 clients all doing different stuff to 25 clients who get great results - you can’t promise you will fix their business with ads - because you will fail. 

So how do you actually do this?

Well the offer is easy: more, better, faster. Focus on one of those your client can deliver on.

I think Hormozi broke it down best: increase the dream outcome, increase the perceived likelihood of achievement, decrease effort, sacrifice & time delay.

Basically bigger outcomes, more proof, and make it faster & easier on the customers.

You get leads for contractors? Get them to deliver in half the time. Pretty easy offer. And they can charge more for it; they don't have to cut their price. That's not part of this.

Positioning is the hard one. How do you sound different?

Everyone has their take. My favourite way is, look at all the competition, what are they saying? What aren’t they saying? Your client is an expert so they should be able to see the space in between and fill it with a unique way of accomplishing the same result. 

I had a client who used all onshore talent while their competition used overseas talent.

I had another one who only helped consultants and freelancers when everyone else went for shops with employees.

I’ve had clients who do appointments over zoom within 24 hours instead of you having to drive to their office.

If you nail the offer and positioning you’ll look like a media buying genius.

1. Conversion tracking might be over rated. I've been paid thousands to fix it, so it's a good business but it's a small lever.
2. "Media Buying Tricks" are way less important than positioning, offer & copywriting.
3. Most businesses are hiring marketers to figure out their marketing for them, not to hand off the labor. These clients are difficult to work with. It turns marketers into educators which then opens us up to clients choosing to do things based on client vibes.
4. Meta is less evil than google. god I hate google.
5. Clients like to talk a big game they can run ads for 90 days then get cold feet in 2 weeks. i have not found a way to qualify a client ahead of time for this. But the more chill personalities & more money they have is preferred.

If you want to scale your meta ads, give me 2 minutes & I will tell you how easy & simple it is for anyone to beat andromeda…

I managed $183,513.79 last month in ad spend and let me tell ya, I’m no graphic designer.

Luckily for my system to work you don’t need to be because it’s so simple anyone can do it

Everyone knows you need to launch more ads - but how do you actually do that without paying hundreds to thousands of dollars to even the cheapest graphic designers?

I recently hired a graphic designer to make meta ads for a client and while the ads were great, we only got 3 of them for like $100 which is not going to cut it when you need 30x that every month.

We need a system that produces more volume. But there’s some roadblocks too…

I’ve found 3 main reasons why many of us fail hard to scale meta ads:

1: Not realizing what ‘volume of creative’ actually means:

The most-cited monthly benchmark comes from Motion, who analyzed data from over 500,000 Meta ads ($1B+ spend, 6,000 brands). Their core finding: top-performing accounts succeed primarily by shipping more ads—not by being smarter. The math behind it is that only 5-8% of ads "win," so if you upload 20 ads, you'll get 1 winner that will last about 2 - 3 weeks.

How many tranches of 20 ads have you ever launched?

If you want to scale your meta ads you need many winners, which means many times 20, per month!

2: Too scared of ‘misrepresenting the brand’

Studies consistently show that somewhere between 7 - 8 out of every 10 businesses struggle significantly with either a lack of brand awareness or insufficient differentiation

meaning they either go unnoticed entirely, or they give consumers no reason to choose them.

In layman's terms, you should be far more worried about the fact that nobody knows your business even exists than a facebook ad or two not ‘representing your brand’

Can’t you do both? Sure - as long as your approval doesn’t slow the process. But this also means you’re going to be approving hundreds of ads a month. This is an ego thing we need to move past.

3: No system to scale.

A client came to me, same old story, they hired a media buyer, he launched some ads but the leads were weak.

So I got to work deploying this system.

We launched 100 ads in <30 days and found them 2 - 3 winning concepts they still use to this very day in their meta ads. Not only that but the ads took their MQL rate from <40% to >80% on the same spend.

Basically double the amount of ‘good leads’ for the same spend just by testing the creative and finding winners.

If you want to scale your meta ads, give me 2 minutes & I will tell you how easy & simple it is for anyone to beat andromeda…

I managed $183,513.79 last month in ad spend and let me tell ya, I’m no graphic designer.

Luckily for my system to work you don’t need to be because it’s so simple anyone can do it

Everyone knows you need to launch more ads - but how do you actually do that without paying hundreds to thousands of dollars to even the cheapest graphic designers?

I recently hired a graphic designer to make meta ads for a client and while the ads were great, we only got 3 of them for like $100 which is not going to cut it when you need 30x that every month.

We need a system that produces more volume. But there’s some roadblocks too…

I’ve found 3 main reasons why many of us fail hard to scale meta ads:

1: Not realizing what ‘volume of creative’ actually means:

The most-cited monthly benchmark comes from Motion, who analyzed data from over 500,000 Meta ads ($1B+ spend, 6,000 brands). Their core finding: top-performing accounts succeed primarily by shipping more ads—not by being smarter. The math behind it is that only 5-8% of ads "win," so if you upload 20 ads, you'll get 1 winner that will last about 2 - 3 weeks.

How many tranches of 20 ads have you ever launched?

If you want to scale your meta ads you need many winners, which means many times 20, per month!

2: Too scared of ‘misrepresenting the brand’

Studies consistently show that somewhere between 7 - 8 out of every 10 businesses struggle significantly with either a lack of brand awareness or insufficient differentiation

meaning they either go unnoticed entirely, or they give consumers no reason to choose them.

In layman's terms, you should be far more worried about the fact that nobody knows your business even exists than a facebook ad or two not ‘representing your brand’

Can’t you do both? Sure - as long as your approval doesn’t slow the process. But this also means you’re going to be approving hundreds of ads a month. This is an ego thing we need to move past.

3: No system to scale.

A client came to me, same old story, they hired a media buyer, he launched some ads but the leads were weak.

So I got to work deploying this system.

We launched 100 ads in <30 days and found them 2 - 3 winning concepts they still use to this very day in their meta ads. Not only that but the ads took their MQL rate from <40% to >80% on the same spend.

Basically double the amount of ‘good leads’ for the same spend just by testing the creative and finding winners.