An ad is a faucet, not a strategy · AI Content Marketing Academy

An ad is a faucet, not a strategy

One of the owners in that room in LA told me they had to cut their ad spend twice this year.

Not because the ads stopped working. Because the calendar was full.

That is the whole point of paid. It is a faucet. You turn it up when you need work and down when you do not. Which means the ad was never the strategy. The ad is a tap.

A faucet only pays when there is plumbing behind it. Most people turn the water on before anything is connected, then decide ads do not work in their industry.

Here is the plumbing, in order.

One page that says three things and nothing else. Who it is for. The outcome they get. Proof it has worked. That is it. Every extra thing you add is another reason to leave.

A second page that keeps selling. After they opt in, do not go quiet. Give them a case study, a short video, and exactly what to expect on the call.

A follow up measured in minutes. Not days. Call, text, voicemail, email. The lead is warm for about as long as a cup of coffee.

And one more thing that cost me money before I learned it. Cheap things are expensive. Chasing the cheapest possible lead fills your week with people who were never going to buy, and your week is worth more than the click.

Build the plumbing. Then open the tap.

Question for you: if you turned ads on tomorrow, which part of that plumbing is missing?

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An ad is a faucet, not a strategy