David Kestner is the Vice President of Marketing and E-commerce of Diamondback Toolbelts, a leading manufacturer of premium modular tool belts, vests, and work gear for tradespeople. Known for his customer-centric approach to scaling brand growth, David has held senior roles in digital marketing and e-commerce, including at ALPEN Storage and SpotTrot. At Diamondback, he leads strategies to grow online sales and drive brand visibility. He holds a master’s degree from the University of Kentucky in sports administration.
Building a premium brand for hardworking tradespeople takes more than quality materials. It demands constant innovation, close attention to customer feedback, and smart marketing to reach the right audience. How does a niche tool belt company turn these principles into rapid growth and industry recognition?
According to David Kestner, a marketing and e-commerce leader, success comes from combining customer-driven product development with disciplined digital strategy. He highlights how Diamondback relies on input from real tradespeople to design ergonomic and modular belts and vests that outperform traditional leather gear. By focusing on authentic user-generated content and community engagement, the company built trust without relying on paid influencers. Careful tracking of metrics, such as the marketing efficiency ratio, allowed the team to scale ad spend intelligently, ensuring steady growth while maintaining profitability. Diamondback’s commitment to continuous product launches and responding to feedback keeps customers engaged and returning.
In this episode of Truth About Social Ads, host Jason Smith sits down with David Kestner, Vice President of Marketing and E-commerce of Diamondback Toolbelts, to talk about building a premium tradesmen brand through innovation and customer feedback. They discuss how user-generated content fuels marketing success, why focusing on marketing efficiency over return on ad spend drives growth, and the importance of constant product innovation.
Greg Butler is the Founder of Growth-OS, an AI-powered plug‑and‑play business operating system designed to help founder-led coaching and course-creation businesses scale without added complexity. He helps install strategy, structure, and systems so marketing, sales, fulfillment, and backend operations can run smoothly without overreliance on the founder. Greg has over 15 years of experience helping online coaches and course creators streamline and scale their operations.
In this episode…Running a business often means juggling countless tools, processes, and tasks that don’t always work well together. Over time, this creates inefficiencies that drain both time and money. What if there were a smarter way to eliminate the chaos and simplify operations using AI?
According to Greg Butler, a marketing expert with more than a decade of experience helping businesses scale, teams can apply AI far beyond surface-level tasks to uncover inefficiencies and streamline operations. He highlights that most companies misuse AI as a quick-answer tool rather than leveraging it to solve real structural issues. By designing systems that assess efficiency across sales, marketing, and operations, businesses can save hours of work each week and significantly cut costs. Greg emphasizes that the true value of AI is not in replacing people, but in empowering teams with actionable insights and sustainable growth strategies.
In this episode of Truth About Social Ads, host Jason Smith sits down with Greg Butler, Founder of Growth-OS, to discuss eliminating chaos and saving time through AI efficiency. They explore why disconnected tools cause dysfunction, how Growth-OS creates tailored 90-day action plans, and the role of AI in boosting visibility across teams. Greg also shares how businesses can save money while strengthening team performance.
Hugo Patrão is the Director of Creatives at Spotlight Social Advertising, a results-driven agency that helps brands scale with high-converting social media campaigns. He specializes in crafting ad copy and creative strategies that align with each stage of the marketing funnel. With over seven years of experience writing Facebook, Instagram, and email marketing copy, Hugo has tested thousands of variations to find what truly drives clicks and conversions. He also integrates AI tools into his workflow to streamline research and spark fresh creative ideas.
In this episode…
One-liner ad copy might seem like the quickest way to grab attention, but does it really work when you’re trying to attract new customers at the top of the funnel? Many brands assume that short and punchy is always better, yet their results often tell a different story. So why do these simple one-liners fail to convert when it matters most?
According to Hugo Patrão, a seasoned copywriter with years of experience testing thousands of ad variations, one-liners fail because they don’t match the customer’s stage in the buying journey. He highlights that top-of-funnel ads need to introduce the brand, establish credibility, and set it apart from competitors rather than focusing immediately on overcoming objections. This mismatch often leads to plummeting click-through rates and wasted ad spend. He explains that strong ad copy should combine brand storytelling, clear calls to action, and structured formatting, ensuring the audience connects with the message before being prompted to act.
In this episode of Truth About Social Ads, host Jason Smith sits down with Hugo Patrão, Director of Creatives at Spotlight Social Advertising, to talk about why one-liner ad copy fails at the top of funnel. They discuss how to craft copy that fits each stage of the funnel, the dangers of ignoring data-driven results, and the role of AI in shaping better headlines and ideas. Hugo also shares his process for aligning ad copy with visuals to create cohesive, high-converting campaigns.
Michael Houlihan was the Co‑founder, President, and CEO of Barefoot Wine, a brand known for making wine fun, affordable, and accessible. He and his partner Bonnie Harvey launched Barefoot Cellars in a laundry room in 1986 with no wine experience and little funding, pioneering “worthy cause marketing” and performance‑based compensation in place of traditional advertising. Under his leadership, Barefoot became an American best-selling wine brand before its acquisition by E. & J. Gallo. He now shares his insights as an author, speaker, and consultant.
In this episode…
Social media didn’t invent the power of the network; it simply digitized a strategy that successful brands have harnessed for decades. Long before Facebook and Instagram, some entrepreneurs were already leveraging relationships, causes, and communities to fuel explosive growth. So what does true grassroots marketing look like when it’s done right?
According to Michael Houlihan, a pioneering brand builder behind one of the most recognizable wine labels in the world, the secret lies in helping others first. He highlights how donating wine to small local fundraisers unexpectedly unlocked viral word-of-mouth and loyalty that no ad budget could match. By embedding his brand into the missions and communities that mattered most to his customers, he created lasting emotional connections. These values-based partnerships didn’t just move products; they turned buyers into brand advocates. The result was a national wine brand built without a single traditional ad campaign.
In this episode of Truth About Social Ads, host Jason Smith sits down with Michael Houlihan, Co‑founder, President, and CEO at Barefoot Wine, to talk about how he used pre-social media networking to build a powerful national brand. He shares how giving back sparked real growth, why aligning with causes matters, and what it means to market with heart. Michael also provides insights on scaling smart and building supplier trust.
Scott Desgrosseilliers is the CEO of Wicked Reports, a SaaS company that helps small to midsize businesses accurately track and optimize multi‑touch marketing attribution across paid ads, email, SEO, and offline channels. He founded the company in 2015 after building a custom ROI-tracking system for a friend’s e‑commerce business, then scaled it into a full platform that integrates deeply with Facebook and Google Ads. Under his leadership, Wicked Reports has grown profitably to several million in annual recurring revenue with around 28 employees and remains bootstrapped to focus on sustainable, data-driven growth.
In this episode…Marketing platforms often make it look like your ads are crushing it — but are they really? Inflated ROAS, misattributed conversions, and murky data leave business owners and marketers flying blind. What if there were a smarter way to track your marketing performance and turn data into profit?
According to Scott Desgrosseilliers, a pioneer in marketing attribution and optimization, the key is aligning your measurement strategy with your business goals using clean data and AI. He highlights that while accurate data is essential, what you do with it determines your growth. Scott emphasizes the importance of understanding top-of-funnel cold traffic performance, setting expectations before launching campaigns, and using “Scale Chill Kill” zones to guide spend decisions. The result is actionable insight that empowers smarter, faster marketing decisions and eliminates guesswork.
In this episode of Truth About Social Ads, host Jason Smith sits down with Scott Desgrosseilliers, CEO of Wicked Reports, to discuss using AI and attribution to turn marketing data into profit. They break down the Five Forces framework, explain how to fix flawed Meta reporting, and demonstrate why customer segmentation matters. Scott also shares how agencies and in-house teams can use data to make better decisions and look smarter doing it.
Jason Smith is the Owner and CEO of Spotlight Social Advertising, LLC, a company specializing in creating high-converting social media campaigns on platforms like Facebook and Instagram. Founded in 2016, the agency has grown to manage robust campaigns across various social media platforms, primarily focusing on e-commerce clients. Prior to his venture into digital marketing, Jason served as a Los Angeles police officer for 13 years.
In this episode…Breaking through the noise in today’s ecommerce landscape takes more than just running ads on Meta. With rising competition and changing consumer behavior, smart brands are looking beyond the obvious to find scalable, cost-effective platforms. So where should e-commerce companies focus their efforts to maximize ad performance and revenue growth?
According to Jason Smith, a seasoned digital advertising strategist with deep experience scaling e-commerce brands, the answer lies in a full-funnel strategy paired with smart platform diversification. He highlights how Pinterest, often overlooked, became a surprisingly powerful channel for blue-collar audiences and niche products. By leveraging rigorous A/B testing, tailored messaging at each funnel stage, and platform-specific creatives, Jason’s team helped clients like Furry Freshness generate a 6.4x lift in conversions — results that were third-party verified by Meta. He emphasizes that success comes not from flashy tactics, but from disciplined execution, creative testing, and data-backed decision-making.
In this episode of Truth About Social Ads, Jason Smith, Owner and CEO of Spotlight Social Advertising, is interviewed by Dr. Jeremy Weisz of Rise25 to talk about building full-funnel ad strategies that drive explosive e-commerce growth. Jason shares why Pinterest is outperforming expectations, how to test and scale creatives effectively, and what most brands get wrong with Meta ads. Jason also provides insights on bundling products to increase lifetime customer value.
Jason Smith is the Owner and CEO of Spotlight Social Advertising, LLC, a company specializing in creating high-converting social media campaigns on platforms like Facebook and Instagram. Founded in 2016, the agency has grown to manage robust campaigns across various social media platforms, primarily focusing on e-commerce clients. Prior to his venture into digital marketing, Jason served as a Los Angeles police officer for 13 years.
Selling a high-ticket offer through social media ads might seem impossible, but it doesn’t have to be. What separates campaigns that convert from those that just burn cash?
According to Jason Smith, a seasoned paid social strategist, high-ticket offers can thrive with cold audiences if you build deep, customized funnels that mirror the buyer journey. He highlights how tailoring ad copy, creative, and targeting at every stage — from first impression to checkout — drives conversions, even for $10K products. This strategy, backed by a 91x ROAS case study, shows the power of full-funnel thinking. From top-of-funnel awareness to bottom-of-funnel urgency, each piece must speak directly to where the customer is in their decision process.
In this episode of the Truth About Social Ads, Jason Smith, Owner and CEO of Spotlight Social Advertising, is interviewed by Dr. Jeremy Weisz of Rise25 to discuss how to convert cold traffic into high-ticket buyers. Jason shares his multi-phase ad strategy, explains why personalization at each stage is critical, and reveals how to time scarcity and urgency. Jason also provides insights on spotting and fixing common funnel mistakes.
Jason Smith is the Owner and CEO of Spotlight Social Advertising, LLC, a company specializing in creating high-converting social media campaigns on platforms like Facebook and Instagram. Founded in 2016, the agency has grown to manage robust campaigns across various social media platforms, primarily focusing on e-commerce clients. Prior to his venture into digital marketing, Jason served as a Los Angeles police officer for 13 years.
Scaling an e-commerce brand or digital agency in today’s landscape requires mastering the right balance of data, creativity, and long-term thinking. From navigating Facebook’s evolving ad tools to interpreting complex attribution models, business owners and marketers face a rapidly shifting environment where yesterday’s strategies no longer guarantee tomorrow’s results. So, what can we learn from leaders who are blending proven tactics with adaptable, data-driven approaches?
In this curated selection of insights, Jason Smith dives into what realistic return on ad spend (ROAS) goals look like in the current social advertising world, offering grounded advice to help brands stay profitable. He explains why understanding product margins is crucial for ad success and how small adjustments can make or break a campaign. He also unpacks Facebook’s Advantage+ Creative AI, showing how advertisers can work with automation instead of against it. Eric Bork shares how their agency uses Northbeam to cut through data overwhelm and make smarter decisions without a full analytics team. Meanwhile, Kyle Brothersen reminds entrepreneurs to zoom out from daily metrics and take a big-picture view, encouraging leaders to evaluate their progress over months, not just weeks.
In this special compilation episode of The Truth About Social Ads, Jason Smith and industry experts create a practical, actionable playbook for business owners, marketers, and agency leaders. Their experiences reveal that winning with social ads today requires more than just technical know-how — it demands a mindset that blends strategy, patience, and adaptability.
Jason Smith is the Owner and CEO of Spotlight Social Advertising, LLC, a company specializing in creating high-converting social media campaigns on platforms like Facebook and Instagram. Founded in 2016, the agency has grown to manage robust campaigns across various social media platforms, primarily focusing on e-commerce clients. Prior to his venture into digital marketing, Jason served as a Los Angeles police officer for 13 years.
In this episode…
Too often, business owners rush to blame their Facebook ads when sales slow or leads dry up. But is the ad platform really the root cause — or is there something deeper going on in the business itself? What if the problem isn’t the ads, but what happens after the click?
According to Jason Smith, a digital advertising expert, the real issue lies in business owners not taking responsibility for the full customer journey. He highlights how weak conversion funnels, poor communication, and unrealistic expectations frequently sabotage success, regardless of how good the ads are. This blame-shifting creates a cycle of agency hopping and missed growth opportunities. Jason demonstrates how many business owners fail to understand metrics like MER, ignore agency advice, and still expect high ROAS without investing in proper infrastructure or optimization.
In this episode of the Truth About Social Ads, Jason Smith talks about why Facebook ads often get scapegoated for broader business failures. He breaks down how poor conversion rates, lack of internal follow-up, and misaligned goals lead to underperformance. Jason also shares real client stories that illustrate how agencies get unfairly blamed and provides insights on being a better partner to your agency.
Jason Smith is the Owner and CEO of Spotlight Social Advertising, LLC, a company specializing in creating high-converting social media campaigns on platforms like Facebook and Instagram. Founded in 2016, the agency has grown to manage robust campaigns across various social media platforms, primarily focusing on e-commerce clients. Prior to his venture into digital marketing, Jason served as a Los Angeles police officer for 13 years.
In this episode…
Are your Facebook ads underperforming and not meeting your return on ad spend expectations? Many business owners face the same challenges: pumping money into ads and expecting instant wins. But is the real issue with your targeting, messaging, or something deeper?
According to Jason Smith, a seasoned expert in paid social advertising, the biggest issue is often unrealistic expectations. He explains that many brands expect ads to generate immediate revenue without fully understanding the complexity behind the platform. He highlights how poor testing practices and misaligned audience segmentation lead to wasted ad spend and low engagement. The key to success, Jason emphasizes, lies in deeply understanding your customers’ journey and tailoring creative to meet them where they are. With testing, segmentation, and realistic timelines, ad performance can improve significantly.
In this episode of Truth About Social Ads, Jason Smith, Owner and CEO of Spotlight Social Advertising, is interviewed by Chad Franzen of Rise25, to discuss why Facebook ads underperform and how to fix them. Jason discusses common misconceptions about ad spend, the dangers of audience overlap, and how vanity metrics can mislead decision-making. He also provides insights into media efficiency, ad copy, and when you should hire an agency.
Jason Smith is the Owner and CEO of Spotlight Social Advertising, LLC, a company specializing in creating high-converting social media campaigns on platforms like Facebook and Instagram. Founded in 2016, the agency has grown to manage robust campaigns across various social media platforms, primarily focusing on e-commerce clients. Prior to his venture into digital marketing, Jason served as a Los Angeles police officer for 13 years.
When the stakes are life and death, every decision counts, and every detail matters. What happens when someone with that kind of high-pressure training takes on the world of digital marketing? Can lessons from the streets translate into results in the boardroom?
According to Jason Smith, a former law enforcement officer with extensive experience navigating the high-stress environments of Los Angeles, the answer is yes. He highlights that the skills developed on the job — like staying calm under pressure, attention to detail, and resilience — have been critical in building a successful marketing agency. That mindset has allowed him to create systems that consistently deliver strong results for clients. Jason also emphasizes the importance of teamwork and customer perspective, noting that his agency meticulously tests every version of ad creative rather than relying solely on platform algorithms.
In this episode of Truth About Social Ads, Jason Smith, Owner and CEO of Spotlight Social Advertising, is interviewed by Chad Franzen of Rise25 to talk about his journey from police officer to digital marketing expert. He shares how a near-death experience pushed him toward a new career, the moment he realized Facebook ads could be life-changing, and why his manual testing process gives clients an edge. Jason also provides insights into building trust with clients and the power of community.
In this episode of The Truth About Social Ads, host Jason Smith sits down with professional wakeboarder and four-time world champion Sean Murray to discuss how social media has transformed his career and the wakeboarding industry. From VHS tapes to viral content, Sean shares his journey through decades of evolution in content creation, sponsorships, and brand-building.
As a professional athlete, YouTuber, and coach, Sean has leveraged platforms like YouTube, Instagram, and Facebook to reach a global audience—far beyond what was possible in the days of DVDs and print magazines. He discusses how businesses and athletes alike can harness social media’s power to grow their influence and income while staying authentic and engaging with their audience.
Key Takeaways from This Episode:
• The shift from traditional media (VHS, DVDs) to digital platforms (YouTube, Instagram).
• Why authenticity and consistency matter more than viral content.
• How businesses and personal brands can adapt to changing consumer behavior.
• The power of YouTube for education, brand awareness, and monetization.
• Why Sean left his long-time sponsor to pursue independent content creation.
Sean’s journey proves that embracing change is essential for long-term success—whether you’re an athlete, entrepreneur, or business owner.
🚀 Want to grow your business with social ads? Connect with Jason Smith and his team to learn how to scale with precision.
“Social media changed the game—now we can reach people directly, no middleman required.”
Learn more about Jason Smith through the following links:
In this episode of The Truth About Social Ads, host Jason Smith sits down with SEO expert Tyler from Session Interactive to uncover the crucial connection between SEO, paid social media, and business growth. While many businesses rely solely on paid advertising for quick wins, Tyler explains why SEO is the long-term strategy that builds sustainable traffic, brand authority, and higher conversions.
Tyler shares his insider strategies for making SEO and paid media work together, explaining how businesses can own their traffic instead of renting it. He breaks down the three pillars of SEO—on-page, technical, and off-page—and why content optimization, backlinks, and search engine-friendly websites are the secret weapons behind high-ranking brands.
Jason and Tyler also discuss the SEO myths that keep businesses stuck, the biggest mistakes companies make with paid media, and the realistic timeline for SEO success. If you’ve ever wondered how SEO can make social media ads more effective, why Google’s algorithm rewards certain brands over others, or how a strong content strategy can drive more leads, this episode is a must-listen.
Key Takeaways:
• The biggest misconception about SEO and why it’s not just about keywords
• How SEO and paid social ads complement each other for long-term growth
• The role of backlinks, technical SEO, and user experience in search rankings
• Why relying only on ads without SEO is a costly mistake
• How brands can track SEO success without waiting years for results
🔊 Don’t forget to subscribe, rate, and review The Truth About Social Ads—and if you’re ready to scale your business with the right mix of ads and SEO, share this episode with your team today!
“Running ads without SEO is like pouring water into a leaky bucket—fix the leaks first.”
Learn more about Jason Smith through the following links:
In this special episode ofThe Truth About Social Ads, host Jason Smith dives into a lively discussion with agency experts Steve and Cassie about when hiring an agency is the best move to grow your paid ad strategy. Together, they tackle the big question: “Is it time to switch from in-house or an all-in-one agency to specialized experts?” With years of experience running successful ad campaigns, they share real-world insights into what makes or breaks paid ad success.
Key takeaways include:
• Why scaling effectively often requires specialized expertise.
• The pros and cons of in-house teams versus hiring an agency.
• Why “all-in-one” agencies might not deliver the best results.
• The critical role of trust and communication in building long-term partnerships.
• How understanding your MER (Media Efficiency Ratio) can revolutionize your ad strategy.
This episode is packed with actionable advice, real-world examples, and hard-hitting truths about scaling paid ads. Whether you’re a small business owner or managing a mid-sized brand, you’ll learn what it takes to create a laser-focused, results-driven paid ad strategy that gets real ROI.
Tune in to learn how to stop wasting time and resources on ineffective approaches and start scaling your business with confidence.
Don’t miss this eye-opening episode—subscribe now and discoverThe Truth About Social Ads!
“You can’t be good at everything. If you want results, hire specialists who live and breathe paid ads every day.” - Jason Smith
Learn more about Jason Smith through the following links:
In this episode of The Truth About Social Ads, host Jason Smith welcomes ad copy specialist and Director of Creatives, Hugo, for a deep dive into the art and science of crafting high-converting ad copy. With over 18 years of experience, including seven years with Spotlight Social, Hugo brings his expertise to the table, revealing the strategies behind writing ad copy that grabs attention and drives results.
Hugo shares his journey from writing email and blog content to mastering the nuances of Facebook ads. He explains why Facebook ad copy demands a different approach—balancing simplicity, hooks, and a conversational tone that resonates with audiences. Listeners will learn about the critical role of research, understanding customer pain points, and creating variations to test and optimize ad performance.
Key Takeaways:
• The importance of crafting hooks that stop the scroll and spark interest.
• How Facebook ad copy differs from other writing styles, such as blogs and emails.
• Practical tips for using emojis and creative elements to make ads feel organic.
• The value of research, audience insights, and testing multiple variations for maximum impact.
Whether you’re an entrepreneur, marketer, or agency owner, this episode is packed with actionable insights to elevate your ad game. Don’t miss Hugo’s expert advice and Jason’s offer to share Spotlight Social’s onboarding templates.
Ready to transform your ad campaigns? Don’t miss this episode of The Truth About Social Ads! Subscribe now to gain insider tips, proven strategies, and expert guidance from Jason and Hugo. Your breakthrough starts here—hit that subscribe button today!
“Facebook ad copy is all about simplicity—if your audience has to read it twice, you’ve already lost them.”
Learn more about Jason Smith through the following links:
In this engaging episode of The Truth About Social Ads, host Jason Smith welcomes Dr. Jeremy Weiss, co-founder of Rise25. The conversation takes listeners behind the scenes of building a successful podcast agency and reveals how to create a business development strategy that generates real ROI. Jeremy shares his unconventional journey from chiropractor to podcasting entrepreneur, offering insights on networking, collaboration, and the power of giving to others.
Listeners will gain practical advice on how to plan, launch, and sustain a business podcast that serves as a referral pipeline and positions them as authorities in their industries. Jason and Jeremy discuss the importance of consistency, how to identify the right content strategy, and why aligning passion with purpose is the key to long-term podcasting success.
Key Takeaways:
• The Power of Strategy: How a six-to-12-month podcast plan can transform your business development efforts.
• Value-Driven Content: Why focusing on others rather than self-promotion drives engagement on platforms like LinkedIn.
• Dream Guest Tactics: Jeremy’s “non-stalking stalking method” for securing high-profile podcast guests.
• Podcasting ROI: How to leverage episodes for time savings, client relationships, and professional credibility.
• Networking Gold: Tips on using events and introductions to expand your influence.
If you’re ready to explore the intersection of podcasting and business growth, this episode is packed with actionable strategies and inspiring anecdotes.
Don’t forget to subscribe to The Truth About Social Ads for more tips on scaling your business!
“Podcasting is not just about downloads; it’s about meaningful connections that open doors to opportunities.”
Learn more about Jason Smith through the following links:
In this episode of The Truth About Social Ads, host Jason Smith sits down with Michael Nanula from Three Chord Bourbon for an insightful conversation about branding, scaling, and navigating the challenges of the spirits industry. Unlike other podcasts, Jason brings on a current client to explore their journey, providing listeners with a unique behind-the-scenes look at how Three Chord Bourbon has grown into a distinctive brand with a passionate following.
Michael shares the story behind Three Chord Bourbon, a brand born from Neil Giraldo’s vision to merge the worlds of music and whiskey. Listeners will hear about the company’s grassroots approach to marketing, the power of authenticity in a crowded market, and how partnerships and creative branding have helped Three Chord Bourbon stand out. From overcoming the challenges of launching a whiskey brand during COVID-19 to leveraging Facebook and Instagram ads for targeted growth, this episode dives into the practical and personal sides of building a successful business.
Key Takeaways:
• The importance of aligning branding with a deeper mission.
• How targeted Facebook ads can amplify a brand’s reach and engagement.
• Why authenticity and transparency matter more than celebrity endorsements in niche markets.
• The benefits of full-funnel advertising to convert curious consumers into loyal customers.
• Insights into the creative process behind Three Chord’s standout packaging and collaborations.
If you’re looking to elevate your brand’s marketing game or just love hearing the intersection of music and entrepreneurship, this episode is for you.
Subscribe to The Truth About Social Ads and leave a review! Want to grow your business with impactful social media strategies? Connect with Jason Smith and his team for expert advice and proven results.
“Authenticity and genuine quality are what matter most in the whiskey industry, not celebrity endorsements.” - Michael Nanula
Learn more about Michael Nanula through the following links:
Learn more about Jason Smith through the following links:
In this episode of The Truth About Social Ads, Jason Smith dives deep into the critical topic of audience segmentation and explains why it’s a game-changer for successful ad campaigns. While it may not seem like the most exciting topic, Jason makes a compelling case for why audience segmentation is one of the most crucial elements in driving ad performance. Whether you’re running campaigns for eCommerce, lead generation, or any other business model, this episode is packed with practical advice for getting your ads in front of the right people at the right time.
Jason kicks off by reviewing the concept of full-funnel ads—discussed in the previous episode—and explains how audience segmentation works hand-in-hand with this strategy. He takes listeners through the three stages of the funnel: Top of Funnel (TOF), Middle of Funnel (MOF), and Bottom of Funnel (BOF), detailing what types of audiences belong in each. From lookalike audiences built from high-intent data to precise exclusions that avoid audience overlap, Jason breaks down the nuances of targeting that can elevate your return on ad spend (ROAS).
For marketers still grappling with the technicalities of audience building, Jason offers practical insights on using Ads Manager effectively to set up clean, non-overlapping segments. He also highlights common pitfalls—such as lumping different audience types together—and how they can lead to skyrocketing costs and poor performance. Whether you’re managing a $1,000 monthly budget or a million-dollar campaign, his step-by-step advice ensures you can make audience segmentation work for your business.
In the episode, Jason also tackles the myths surrounding the impact of iOS privacy updates on middle and bottom-of-funnel strategies. Contrary to what some marketers believe, these stages of the funnel remain highly effective when executed correctly. Jason shares his tried-and-true methods for crafting audience lists, segmenting days for optimal recency, and ensuring personalized engagement across all stages of the buyer’s journey.
Listeners will leave this episode with a clear understanding of why audience segmentation is indispensable, how to execute it correctly, and why this approach is far superior to relying solely on Advantage+ campaigns. If you’ve ever wondered how to better structure your ads for long-term success, this episode is a must-listen.
Tune in now to learn how audience segmentation can transform your ad campaigns and drive exceptional results for your business!
“Top of funnel is all about reaching people who’ve never heard of you. Keep it cold, keep it logical.” - Jason Smith
Key Takeaways:
Reaching New Prospects
Engaging Warm Audiences
Converting High-Intent Users
Exclude Overlapping Audiences
Learn more about Jason Smith through the following links:
In this episode of The Truth About Social Ads, Jason Smith dives deep into the concept of full funnel ads and why they’re essential for any successful ad strategy. Whether you’re in e-commerce, lead generation, or any other business that relies on digital advertising, understanding and implementing full funnel campaigns can make the difference between lackluster performance and exceptional results.
Jason breaks down the three key stages of full funnel advertising: top-of-funnel (TOF), middle-of-funnel (MOF), and bottom-of-funnel (BOF). He explains how each stage serves a specific purpose in the customer journey, from building brand awareness to nurturing engagement and ultimately driving conversions. Using real-world examples and insights from ad account audits, Jason highlights common mistakes brands and agencies make, such as over-reliance on Advantage+ campaigns and neglecting retargeting strategies.
One of the standout takeaways from this episode is the importance of tailoring your ad copy and creative to each stage of the funnel. Jason stresses that speaking to a first-time visitor the same way you would a repeat customer is not only ineffective but could also harm your brand’s credibility. He offers actionable tips for segmenting audiences, crafting personalized messages, and optimizing the frequency of your ads to avoid overwhelming or frustrating potential customers.
For listeners eager to level up their ad game, Jason provides a compelling case for why thinking like a consumer is key. He challenges traditional approaches, urging marketers to move beyond surface-level tactics and embrace a logical, customer-centric perspective. If you’re looking for practical advice to improve your ad performance and better align with your audience’s needs, this episode is a must-listen.
Tune in now to learn how full funnel advertising can transform your campaigns and deliver better results for your business. Don’t miss Jason’s expert advice and real-world strategies for scaling with purpose!
“If you’re not using top, middle, and bottom-of-funnel ads, you’re missing out on the customer journey.” - Jason Smith
Key Takeaways:
Full Funnel Ads Are Essential
Avoid One-Size-Fits-All Campaigns
Think Like a Consumer
Creative and Copy Customization
Learn more about Jason Smith through the following links:
In today's episode of The Truth About Social Ads, Jason Smith tackles a question he hears almost daily: “Are your Meta ads stuck in the learning phase, and is that a bad thing?” With insights gleaned from countless conversations with Facebook representatives and hands-on campaign management, Jason breaks down the misconceptions about the learning phase and explains why it’s not the enemy of ad performance.
Many advertisers panic when their campaigns don’t exit the learning phase quickly or display the dreaded “limited learning” status. Jason explains that learning is a normal—and essential—part of the Meta Ads optimization process. It’s how the system refines targeting, gathers data, and adjusts bidding strategies to improve performance over time. Contrary to popular belief, ads in learning or limited learning can still deliver exceptional results, even achieving a 10x ROAS in some cases.
Jason provides practical advice for navigating the learning phase without fear. He emphasizes the importance of patience and data collection, cautioning against overspending just to force ads out of learning. Instead, he encourages advertisers to trust the process, let campaigns gather the necessary 50 conversions per week, and avoid unnecessary resets that disrupt performance.
Whether you’re running lead generation, video views, or conversion campaigns, this episode offers actionable tips to maximize success while your ads are in learning. Discover how to shift your mindset, avoid common pitfalls, and ensure your campaigns perform effectively throughout every stage of optimization.
Tune in now to understand why “learning isn’t bad” and how to make the most of your Meta Ads campaigns. Visit Spotlight Social Advertising for expert guidance or to book a consultation with Jason directly. Don’t let the learning phase hold you back—embrace it and let your campaigns thrive.
“Don’t freak out if your Meta ad is in learning—it just means it’s gathering data and refining targeting.” - Jason Smith
Key Takeaways:
Limited Learning Isn’t Bad
Learning Phase Doesn’t Mean Poor Performance
Spending More Isn’t Always the Solution
Focus on Long-Term Success
Learn more about Jason Smith through the following links:
