Have you ever celebrated a post’s hundreds of likes… only to realize it didn’t bring in a single sale? In this episode, April Borovskaya gets real about vanity metrics, those numbers that look great on paper but don’t pay the bills. She breaks down the difference between micro and macro conversions, shares simple tips for tracking what really matters, and explains how to use those likes and shares to actually move people toward buying.
If you’re tired of guessing whether your campaigns are working, this episode will help you focus on results that actually grow your business. Tune in and it might just change how you run ads forever.Let’s dive in!
Key Takeaways
Vanity metrics ≠ sales: Learn why likes, shares, and impressions aren’t enough to judge campaign success.
Micro vs. macro conversions: How to define and track both to see the full customer journey.
Conversion tracking is your GPS: Why proper setup is the cornerstone of your paid media strategy.
Tools for visibility: CallRail, WhatConverts, and other platforms that help you understand the quality of leads.
Leverage vanity metrics: Use them for retargeting and audience signals, don’t just throw them away.
Compare campaigns by goals, not just engagement: Why 15 conversions from a low-impression campaign might beat 200 likes with no sales.
Think in 90-day runway: Allow time for campaigns to transition from awareness to conversions.
In This Episode
(00:00) Intro: Why likes and shares aren’t enough
(00:50) Defining vanity metrics and real conversions
(01:15) Micro vs. macro conversions explained
(01:45) Why conversion tracking is non-negotiable
(02:30) Transitioning from vanity metrics to real conversions
(03:54) Don’t throw away vanity metrics: use them for retargeting
(05:09) Case study: Campaign A (likes) vs. Campaign B (conversions)
(06:45) Building a 90-day runway and aligning expectations
(08:02) Turning engagement into actual sales
Notable Quotes
[00:38] "Vanity metrics are numbers that look good on the surface, but don't necessarily connect to real sales or conversions." — April Borovskaya
[01:25] "Macro conversions, on the other hand, are as tangible of a conversion as you can get. So that can be someone booking a consultation with you, purchasing your product or downloading an app." — April Borovskaya
[02:05] "Conversion tracking is the cornerstone of your success because it is giving your campaigns a GPS position to aim and track towards." — April Borovskaya
[04:55] "Do not throw out vanity metrics entirely. Use them as audience signals if people aren't clicking. Maybe your messaging needs tweaking." — April Borovskaya
[07:51] "Remember, vanity metrics are surface level applause. They are going to be the attention you get in the room when you're standing in it. But real conversions are real business impact." — April Borovskaya
Resources and Links
Paid Media for the Rest of Us
Podcast Link
April Borovskaya
What if you could save hundreds or even thousands of dollars in ad spend just by clicking a few buttons inside Google Ads? In this episode of Paid Media for the Rest of Us, host April Borovskaya takes you behind the scenes with a practical screen-share walk-through of exactly how to cut the waste from your campaigns.
She explains how to use Expert Mode to access search term reports, apply the right filters, and quickly spot keywords that are draining budget without conversions. April also reveals the shocking truth about Google Display app placements—the kind of hidden money pits most first-time advertisers overlook. From “free” and “cheap” searches that never convert, to game and quiz apps that quietly eat up spend, you’ll learn the exact steps to take them off your campaigns.
If you’ve ever wondered why your ad dollars don’t seem to stretch far enough, this episode is your roadmap to plugging the leaks and making every click count.
Key Takeaways
Always switch to Expert Mode in Google Ads to gain full control
Use filters like “cost > $5” and “conversions < 1” to find wasted spend
Not all high CPC keywords are bad, but weigh cost against potential ROI
Add irrelevant or underperforming search terms as negative keywords
Google Display Network placements often look cheap but rarely convert
Exclude bad app placements regularly think of it like “cleaning house”
Consistent conversion tracking is essential for accurate decisions
In This Episode
(00:02) Introduction and episode overview
(01:21) Accessing Google Ads expert mode & search term report
(02:27) Filtering and identifying low-quality search terms
(03:40) Analyzing and negating ineffective search terms
(04:54) Evaluating high-cost search terms and keywords
(07:24) Campaign maintenance and conversion tracking
(08:41) Identifying and excluding low-quality app placements
(09:53) Ongoing display campaign maintenance
(11:10) Episode wrap-up and next episode teaser
Notable Quotes
(01:30) "Make sure that you are logged in into what Google likes to call Expert mode. They say it as a way to scare you off from having control. It's the mode that you really should be working in." — April Borovskaya
(05:23) "Are we actually going to spend $235 on a click and run the risk that that won't even convert?" — April Borovskaya
(09:09) "I know this is the part where you're just going to be like oh my God, have I actually been spending this kind of money on Top Games.com or Masha Quiz and the answer is yes." — April Borovskaya
(09:56) "It's like having a bad boyfriend. You do not need those bad placements hanging around and just sucking the life out of you." — April Borovskaya
(10:03) "Removing these app placements is an immediate way to stop draining budget and stop wasting dollars." — April Borovskaya
Resources and Links
Paid Media for the Rest of Us
Podcast Link
April Borovskaya
Is your website quietly draining your ad dollars? You might be running great campaigns, but if your website isn’t optimized, you’re leaving ROI on the table.
In this episode of Paid Media for the Rest of Us, April Borovskaya breaks down the most common website mistakes that sabotage your marketing performance—and exactly how to fix them. From slow site speed to poor messaging, weak CTAs, and mobile-unfriendly layouts, she reveals the hidden issues that can derail your conversion rates.
You’ll learn:
How to match your website setup to your budget and growth stage (DIY vs. custom builds)
Why speed and performance matter more than you think
The messaging and grammar tweaks that increase trust instantly
How to craft CTAs that actually drive action
The “above the fold” rule for mobile success
Why integrations with booking tools and forms are critical for tracking conversions
Whether you’re running ads for a small business or managing campaigns at scale, your website can either multiply your ROI—or kill it. Tune in to learn how to make sure it’s working for you, not against you.
Series: How to Not Waste Your Ad Budget
Episode 6: The #1 Way Most People Waste Money on Ads
If you’re spending money on ads without proper conversion tracking, you’re throwing dollars out the window. In this episode, April Borovskaya breaks down the single biggest culprit of wasted ad spend—and exactly how to fix it.
Here’s what you’ll learn:
Why not tracking conversions properly sabotages your campaigns
How to set up conversion tracking through GA4 or Google Tag Manager (GTM)
The importance of conversion windows (last click vs. first click, wide vs. small windows)
Why data from tools like Shopify, Glew, or other platforms rarely line up 100% with GA—and what to do about it
Which conversions actually matter most (hint: it’s not website traffic)
Sales
Calendar bookings
Form submissions
Phone calls
Why this matters:
Without reliable conversion tracking, you can’t:
Accurately report results to clients or leadership
Train Google and Meta’s algorithms to find more of your best customers
Run advanced bid strategies like “maximize conversions” effectively
This episode is your step-by-step guide to ensuring your ad budget isn’t silently hemorrhaging because of tracking errors.
What’s the ONE costly mistake nearly every business makes before hiring a paid media agency? The answer? Waiting until it’s too late. When is really the right time to hire an agency?
In this episode of Paid Media for the Rest of Us, April Borovskaya breaks down the turning point where running ads yourself or even with a freelancer no longer cuts it. If your monthly ad spend has hit $3,000 or more, or you’re managing more than a single platform like Google Ads, you may be ready for the expertise of a full-scale agency.
April explains how the right agency can transform your marketing with unified strategies, creative assets, and access to advanced tools like AI-driven SEO, CTV placements, and livestream integrations. But she also makes it clear: not every agency is created equal. She shares the red flags like poor transparency and vague reporting as well as the green flags, such as proactive optimization, flexibility, and treating your business like a true partnership.
You’ll also get practical advice on what to ask before signing a contract, from Google Partner status to industry-specific experience. Whether you’re curious about AI SEO, CTV, or just tired of juggling campaigns solo, this episode arms you with the tools to make the right call.
Key Takeaways
Why $3,000/month is the tipping point for hiring an agency
How agencies add value beyond freelancers (think creative, strategy, and analytics)
The risks of relying only on Google’s algorithm for small business ads
Red flags: vague reporting, cookie‑cutter strategies, and pressure to overspend
Green flags: transparency, proactive optimization, and industry‑specific expertise
How AI, CTV, and new tools are reshaping paid media
Must-ask questions when interviewing agencies (and why local expertise matters)
In This Episode
[00] Introduction & episode overview
[01:24] When to hire an agency vs. freelancer or DIY
[02:47] Benefits of agency partnership
[03:57] Agencies help identify the right channels
[07:56] Red flags and agency evaluation
[09:17] What makes a good agency stand out
[10:41] Vetting agencies: strategy vs. execution
[12:07] The role of strategists and account managers
[14:50] Adapting to changing strategies and channels
[16:09] Understanding the marketing funnel
[18:29] Key questions to ask agencies
[21:18] Communication between strategist and executor
[22:36] Transparency in metrics and reporting
[23:59] Budgeting approaches and reporting metrics
[26:16] CPA, ROAS, and holding agencies accountable
[27:34] Agency innovation and use of AI
[32:07] Proactivity, optimization, and flexibility
[33:24] Seasonality and budget flexibility
[35:56] When to move on from an agency
[38:38] Episode wrap-up and final thoughts
Notable Quotes
[02:01] "A good point to go with a marketing agency is when you're spending about $3,000 in paid media and up. Businesses that are investing at least $3,000 are awesome candidates for agencies." — April Borovskaya
[15:52] "Find an agency that is looking for not only what's working now and really highlighting that and fixing and tweaking little things in your campaign that aren't working, but make sure that they are looking forward to new opportunities for you." — April Borovskaya
[30:55] "A good agency should always be transparent with you. You should feel good about not just a numbers game but about an experience game." — April Borovskaya
[33:59] "An agency is a true partner and not just a service provider. They should be responsive and engaging in your business overall growth." — April Borovskaya
[36:46] "If you're looking to move agency supported paid media channels in house, make sure it's because you have brought somebody on. And I don't mean chief marketing officer, I mean paid media strategist." — April Borovskaya
Resources and Links
Paid Media for the Rest of Us
Podcast Link
April Borovskaya
Freelancers can be a flexible and powerful solution for your paid media needs if you hire the right one. In this episode, April Borovskaya gets real about how to know when it’s time to hire a freelancer for your paid media campaigns and, more importantly, how to find one that won’t waste your time or budget. If you're a solo marketer wearing all the hats or working at a business that isn’t quite ready for a full-blown agency, this episode is for you.
April talks through the signs that hiring a freelancer makes sense, what kind of budget you should expect, and how to figure out which platform is the best place to start looking. She shares smart ways to interview potential freelancers, even if you don’t know all the jargon, and how to spot red flags before signing a contract.
You will also hear tips on how to manage that working relationship once it’s up and running, including how often to meet, what to expect in terms of reporting, and how to keep things on track with clear communication.
If hiring a freelancer has felt overwhelming or confusing, this episode breaks it all down in a way that makes sense.
Key Takeaways
When hiring a freelancer makes sense (and when it doesn’t)
How much you should expect to pay
Where to find quality freelancers
How to vet a freelancer’s skills even if you don’t speak ad jargon
Red flags that signal “run”
Why conversion tracking and analytics are non-negotiables
The role of AI in freelancer workflows
How to manage expectations and communication for long-term success
In This Episode
(00:02) Introduction & episode overview
(01:09) Why hire a freelancer?
(03:31) When not to hire a freelancer
(04:49) Freelancer vs. agency for broader needs
(06:09) Freelancers for medium-scale campaigns
(06:09) Where to find freelancers
(08:35) Evaluating freelancer profiles
(09:47) Posting jobs & interviewing freelancers
(11:00) Key interview questions & vetting
(12:23) Assessing tracking & reporting skills
(13:46) Conversion tracking & metrics
(14:55) Keyword strategy & match types
(15:59) Reviewing reports & ad copy
(17:06) AI tools & campaign types
(18:24) Red flags & positive signs
(21:15) Testing & scaling the relationship
(22:34) Managing freelancers & communication
(23:46) Monitoring work & providing feedback
(25:04) Setting expectations & autonomy
(26:16) Conclusion & call to action
Notable Quotes
(01:24) "Running a paid media campaign on your own, it is extremely labor intensive." — April
(04:37) "Freelancers typically pick an area of paid media and specialize in that area." — April
(07:44) "Be very, very careful of someone who's charging you $15 per hour. You're probably not going to get somebody with local expertise." — April
(17:35) "Attention to detail is everything in advertising. And if you are about to hire someone, make sure that they have proper grammar, punctuation and capitalization for their campaigns." — April
(19:41) "A great paid media strategist is humble enough to know that you have to stay educated. You have to evolve. Your campaigns have to evolve." — April
(21:14) "With a freelancer you can also consider starting small and increasing the work that you give to them. So consider assigning a small test campaign or maybe some one on ones before really committing to a long term relationship." — April
(23:03) "Communication is key. Work with someone that can communicate it." — April
Is running paid media campaigns on a small budget really possible without wasting your money? In this episode of Paid Media for the Rest of Us, host April Borovskaya takes a deep dive into what it really means to run your own paid media campaigns on a small budget. Aimed at DIY marketers and small business owners working with less than $1,000 in ad spend, April strips away the complexity and gives you a grounded, honest look at when it actually makes sense to manage campaigns yourself — and when it’s time to bring in a professional.
With her signature no-jargon approach, April walks through the pros and cons of running ads on platforms like Google, Meta (Facebook and Instagram), and Google Local Service Ads. She breaks down which platforms are best suited for beginners, the most common traps to avoid (hint: don’t listen blindly to Google reps), and how to think about budgeting, targeting, and ad copy creation in a way that actually drives results.
You’ll also hear why platforms behave differently based on where your audience is in the marketing funnel, how to use AI (the smart way) to fill content gaps, and the metrics that matter most depending on your campaign type. Whether you’re curious about paid media or knee-deep in a campaign that’s burning your budget, this episode gives you the clarity and confidence to take the next best step — whether that’s doing it yourself or getting a little help.
Key Takeaways
When it’s okay to DIY paid ads — and when it’s definitely not.
Why a $500–$1,000 budget means you need to keep things simple.
What each platform is really good for: Meta (Facebook/Instagram), Google Search, and Local Service Ads.
The beginner’s toolkit: Ad copy tips, targeting strategies, and budget setting.
The #1 mistake beginners make with Google Ads.
Using AI wisely for ad copy and creative (without sounding robotic).
Why patience and learning to say “no” to Google reps might be your secret weapon.
In This Episode
(01:23) When to run your own campaigns
(03:55) The evolving nature of paid media
(05:01) Overview of paid media types
(06:19) Top of funnel: Facebook/Instagram ads
(07:45) Google Search ads: intent and caution
(10:02) Local Service ads: service-based businesses
(11:06) How paid models differ: clicks vs. leads
(12:19) Creating ads: content and copy
(14:39) AI tools for ad creation
(15:47) Meta ad content and boosting posts
(17:22) Creative tools for content
(18:11) Content best practices
(19:38) Targeting and audience settings
(24:22) Key metrics and tracking results
(26:34) Budgeting and bid strategies
(27:47) Optimization and patience
(30:44) Common mistakes to avoid
(33:23) Closing thoughts and next steps
Notable Quotes
[03:15] "Google search support is monetarily driven. So when you get on a call with these guys and they start using words like broad, match and increase your budget and opt into Google Search partners, please don't." — April Borovskaya
[04:57] "The paid media space is always evolving. If you are looking at content on YouTube to educate yourself on, please try to find the most recent and current stuff that you possibly can because the strategies from 2023 do not apply today." — April Borovskaya
[07:26] "Meta is probably not the best place to start because it is slightly higher up the funnel, which means those who are on Meta have not made a decision on retaining a specific service." — April Borovskaya
[10:40] "Local service ads, it's really great. If you are a service based industry, you want to populate at the top for a service that is local to your community." — April Borovskaya
[28:30] "The most important thing, no matter what you are doing and which platform is patience. It takes up to 90 days for a campaign to optimize." — April Borovskaya
[32:46] " Start simple. Start intentional with. What you feel someone will Google and search for and ultimately arrive at you, start there and work your way up.” — April
When should you manage paid media yourself, and when is it time to call in backup? In this episode, April Borovskaya breaks down the real differences between running ads on your own, hiring a freelancer, or partnering with a full-service agency. Whether you're a small business testing Google for the first time or a mid-size company recovering from a bad agency experience, this episode will help you make the right call—without getting lost in marketing jargon.
April shares hard-earned insights from every side of the table: DIY advertiser, freelancer, agency insider, and client. By the end, you’ll know what to expect, what questions to ask, and what red flags to avoid at every stage.
Key Takeaways
What DIY advertising really takes (hint: it’s more than just pressing “Boost”)
How much budget justifies hiring a freelancer — and what to ask them before you do
Why not all agencies are created equal (creative vs. media)
How to sniff out bad reporting and vague strategy
Red flags that scream “run” — whether it’s a freelancer or agency
The most important question to ask before outsourcing your ads
Why clear communication is your greatest marketing tool
In This Episode
(00:00) – Intro: What this episode is all about
(01:09) – What to expect from each option: DIY, freelancer, or agency
(02:30) – Running ads yourself: when and how
(03:38) – Pitfalls of DIY and Google’s platform
(04:48) – Local service ads for service businesses
(06:01) – DIY case example and testing mindset
(07:07) – Transition to freelancers: budget and role
(08:24) – Freelancer benefits and use cases
(09:48) – Must-ask questions before hiring a freelancer
(10:56) – Limitations of freelancers (SEO, web support, reporting)
(12:06) – Importance of local expertise in freelancers
(13:19) – Freelancer client example
(14:37) – Transition to agencies: when to consider
(15:46) – Agency structure and full-service capabilities
(17:01) – Creative vs. media agencies (and how to tell the difference)
(18:09) – Healthy vs. unhealthy agency relationships
(19:14) – Key questions when choosing support
(21:26) – Letting go and openness to change
(22:28) – Agency transition and second opinions
(23:39) – Why communication makes or breaks campaigns
(24:51) – Closing thoughts and recommendations
Notable Quotes
[03:14] "Please do not just think that you can trust Google's algorithm… to do what is best for you and for your small business." — April
[06:01] "Paid media is a testing environment. Some things work, some things do not work. And it's important that you understand this as well." — April
[17:45] "An unhealthy media agency relationship usually looks like unclear reporting or not really getting to the point of the top three right? How much have I spent? How many conversions came out of that? What was my ROI, my ROAS or my cost per acquisition?" — April
[21:45] "If you decide to bring in a third party into this, there has to be a sense of letting things go a little bit. There's gotta be an openness to change. There's gotta be an openness to feedback." — April
In this debut episode of Paid Media for the Rest of Us, host April Borovskaya shares how an unlikely career path — one that started with horseback riding lessons and no marketing degree — turned into a wild ride through the world of paid media.
April talks candidly about starting at the bottom, building real-world marketing experience without formal education, and how launching a nicotine product (with zero ad budget) led to a $370 million success story. Along the way, she shares why paid media isn’t as intimidating — or boring — as it sounds, and why small businesses have her heart.
If you’ve ever felt like marketing is only for “the experts,” this one’s for you. Whether you’re running ads for your business or curious about a career in paid media, this podcast breaks it down without the jargon.
Key Takeaways
Why real-world experience beats classroom theory every time
Why paid media is more exciting than people think
The challenges and rewards of small business marketing
Why clear, honest communication is a marketer’s superpower
Simple, practical tips for Google, Facebook, YouTube, and more
In This Episode
(00:00) Introduction to the podcast
(01:21) April’s unconventional journey
(02:26) First marketing roles and gaining experience
(03:32) Transition to digital marketing and tobacco industry
(04:45) Overcoming paid media restrictions
(05:55) Entering paid media professionally
(07:05) Passion for paid media and data
(08:17) Working with small businesses
(09:28) Importance of communication in marketing
(10:55) What to expect from the podcast
(12:12) Lifelong learning in digital marketing
Notable Quotes
[01:56] "I was giving horseback riding lessons to the vice president of a pretty large and incredible family-run watch company. And she told me, 'You're in the wrong business.'" — April
[05:20] "I had no experience in tobacco. I've never smoked a cigarette. What really made the difference was just this constant pursuit of believing there has to be an option, there has to be a way, and something is to be learned here." — April
[07:27] "Paid media is by far the highlight of my career. And so I hope to also bring throughout this podcast that same excitement of the testing and what's in there and what's going to work and what isn't." — April
[09:43] "If there's one thing as a marketer that is just groundbreakingly important…. It's effective communication." — April
[12:12] "Digital marketing is a lifelong journey. It is not just about the degree.
Paid Media for the Rest of Us is the podcast for marketers who’ve suddenly been handed a digital marketing plan and budget—with no training, no roadmap, and way too many hats to wear. Hosted by April Borovskaya, a strategist who's been in the trenches, this show breaks down what each platform is really good for, when to use it, and how to avoid wasting money.
Each series focuses on one paid channel—like Google Ads or Meta—guiding you from the basics to what actually works in the real world. No jargon. No fluff. Just real talk and practical advice for marketers figuring it out as they go.