This is one of our clients; for every dollar they spend on ads, they make $17.84 back.
The reason? They’ve focused on just one channel.
Here’s where I see most companies are going wrong in scaling:
“Here’s all the channels we’re doing:
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Threads
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Blogs
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Newsletters
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Podcasts
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FB Ads
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LinkedIn
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Bluesky”
The logic sounds good. More channels mean greater exposure and more sales.
From what I’ve seen after being hired by these same people is that they are doing a half arsed job of all of them and miss out on the exponential returns of just nailing one channel.
Here is a rundown of launching just one channel – Meta Ads:
Research & Build:
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Conduct comprehensive market research
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Set up ad accounts with precise targeting and tracking
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Build effective campaign structures
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Write copy that is backed up by your research
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Make creative that fits the copy and target customer
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Create a high-converting lander
Testing Phase:
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Run at least $1,500/month to gather useful data
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Monitor performance daily
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Optimise ads and copy based on performance
Scaling Phase:
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Test different audience segments
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Continue to produce new ad variants
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Scale budgets strategically ($5k–$10k/month)
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Find out why performance issues come up and solve them
Now imagine doing this for 5 – 7 channels all at once.
I can’t multitask at the best of times, and I bet most companies are the same.
Like anything, nailing one thing first, then moving to another, often yields the best results.
A focused effort allows people to apply learnings to one channel and scale faster.
Typical channel progression:
Week 1: Small losses as you learn
Week 2: Break-even point, refining targeting
Week 3: Find scale
AI has allowed people to do this exponentially faster, but from my experience, taking one month to nail a channel and move to the next will yield the greatest results the fastest.
