Everyone wants a shortcut for growth that doesn't exist. A shortcut to more newsletter subscribers. More followers. More clients. More members. More event attendees. If only there was a button to press for more where that came from please, its inventor would be the richest person on the planet.
Instead, we turn our hard earned dollars over to Facebook and Google. All the sudden the same algorithmic and surveillance tricks we despise as users, we cherish as advertisers. We want all the intel we can get and all the buyers we can get at the cheapest possible price.
Paid ads are a right of passage for entrepreneurs but it's one that many try to force themselves through too soon. It's disappointing when they don't work like you were promised. It's frustrating when your money vanishes and you have nothing to show for it. And it can turn you off paid channels forever if you prematurely blow your budget before you're ready.
I've worked in revenue growth for 12+ years and I've never understood what it looks like to be ready for paid ads. It's never been part of my job nor what I've offered clients. I've always taken qualified traffic and converted it downstream. But having wasted plenty of money on ads that don't work myself, I wanted to investigate what we should consider before we cross the chasm into paying for growth.
The minimum buy-in is higher than you think
Sam Browne built his music booking business to $1 million+ NZD in annual revenue with the help of Google Ads. Before you get all star-eyed about that result, listen to what Sam says it took to get there.
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