Spoiler alert:
This email is all about a better way to build trust and front-load your funnel with the right audience for better ads.
My good mate Adriana has a cool, free Audience Accelerator guide to help you build a better audience.
You can grab it by clicking below.
|
Strategic AF
by Adriana Tica
Tired of marketing advice that’s either obvious or outright shady? Strategic AF flips the script. It's the only newsletter that treats solopreneurs, founders, and marketers like grown-ups, not toddlers looking for the next shiny toy. Subscribe to get sharp, no-nonsense strategy advice without the cringe. No bro-marketing, no fluff — just real, sustainable growth tactics. Subscribe if you want results. Scroll past if you prefer gimmicks. |
Now, onto today's email
In the last month, I’ve:
- Bought 2 courses on YouTube ads
- Watched hours of content
- Spent entire days DM’ing specialist YT media buyers
And here’s what I found:
Most serious YouTube advertisers follow a very different playbook than the typical Meta strategy.
On Meta, users are just scrolling — if your hook’s decent and the offer’s cheap, they’ll take a punt.
But YouTube is different.
People aren’t killing time — they’re searching for answers.
Intent is higher... but so are expectations.
Especially around trust.
I tried the same old formula:
Cold traffic → Low-ticket offer.
It bombed.
Turns out, people on YT don’t just “try things.” They need more belief first.
The solution?
Push your funnel into the ad strategy itself:
- One ad to call out your ICP
- Another to introduce your solution
- Another to build proof and trust
you'vegot to build multipl ads and have a solid retargeting startegy to make sure the right people see the right message at the right time.
It’s a slower burn. More touchpoints. And so, more spend on the ads.
But (at least for me) YouTube’s CPC is about ~80% cheaper than Meta, so it balances out.
I'm still figuring it out (and losing some money along the way), but I’m documenting all of it inside GM+.
If you wanna skip the expensive learning curve and see what actually works, join us.
Check out GM+ here.
Pete "losing money on YT" Boyle