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:
Threads
Blogs
Newsletters
Podcasts
FB Ads
LinkedIn
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:
Conduct comprehensive market research
Set up ad accounts with precise targeting and tracking
Build effective campaign structures
Write copy that is backed up by your research
Make creative that fits the copy and target customer
Create a high-converting lander
Testing Phase:
Run at least $1,500/month to gather useful data
Monitor performance daily
Optimise ads and copy based on performance
Scaling Phase:
Test different audience segments
Continue to produce new ad variants
Scale budgets strategically ($5k–$10k/month)
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.
