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.

Now, onto today's email

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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