Before Your Ads Go Extinct

Read Growth Brews #037 listening to:
AC/DC - “Hells Bells”

Over the past few weeks, we’ve explored some of the most impactful ways to uncover hidden revenue for my clients. We’ve tackled:

• #033 - The Easiest Way to 2x Your Revenue

• #034 - Email Isn't Dead (and I can prove it)

• #035 - New Clients? That’s Overrated

• #036 - Revenue Leak Alert! Act Now

Each of these areas is part of the CLEAR Framework from my Sniper Growth Method to find hidden revenue.

Now, in this final installment of the series, we’re shifting our focus to PPC—a channel that, when optimized beyond the basics, can 10x your conversions.

Let’s face it, the typical PPC playbook is getting stale. 

Bid adjustments, keyword tweaks, and audience refinements have their place, but they only get you so far… If you want to unlock exponential growth, you’ve got to think beyond the obvious.

PPC isn’t just about fine-tuning bids or finding cheaper clicks. 

This is how I’ve helped clients go from steady growth to massive leaps in revenue. And today, I’m sharing the strategies behind it.

Let’s jump in. Your PPC strategy—and your results—are about to get a serious upgrade.

Beyond the CPL: The Real Game Begins After the Click

If you’ve been laser-focused on reducing your Cost Per Lead (CPL) but still aren’t seeing the growth you expected, you’re not alone.

It’s a common trap, and on the surface, it makes sense—cheaper leads sound like a win. It feels like you're winning when the CPL drops.

The real game begins after someone clicks that ad, requests a demo, or books a call. Your cheapest lead might actually cost you the most.

A low CPL can mean attracting low-quality leads—that drain your team’s time, cost more to convert, or don’t stick around long enough to provide real value.

This is where many campaigns hit a wall. Focusing only on CPL ignores the bigger picture: the actual revenue those leads generate and how they move through your funnel.

Take one of my clients, an interior design firm. They were generating $85K in revenue with a 3.03x ROAS—not bad at first glance.

But when we dug into their funnel beyond the initial conversion, we uncovered the hidden opportunities that were holding them back.

By tracking where their best leads came from and understanding what those leads did after subscribing, we optimized their campaigns to focus on the most effective touchpoints.

The result?

Their revenue jumped to $111K, and their ROAS skyrocketed to 10.5x (in just 4 months).

So, how do you go beyond the CPL?

• Track your customer journey:
  Use tools like HubSpot or Salesforce to map the path your leads take after converting. Look for patterns in your highest-value customers.
  

• Focus on quality, not quantity:
  Ask yourself, “Are these leads converting into sales? Are they sticking around long enough to generate real value?”
  

• Fix the bottlenecks:
  Shift your focus to the touchpoints that matter most. Where are the strongest prospects dropping off, and how can you fix it?

» You can find here a complete guide to help you go beyond the CPL.

Your Budget Should Be Like Water

Bruce Lee nailed it when he said:

Your PPC budget should work the same way—fluid, adaptive, and always adjusting to the environment. Sticking to a rigid budget plan might feel safe, but it’s often the fastest way to waste money.

Frustrating, right?

One of my clients—a multi-location retailer—faced this exact issue…

They were splitting their budget evenly across channels and locations, no matter how each one was performing. 

The result?

Missed opportunities and lackluster returns.

When we stepped in, the first thing we did was make their budget flow like water:

1. Understand the Role of Each Channel:
   Using CRM and Google Analytics, we mapped out how each channel contributed to the sales process. For example, one channel drove awareness, while another closed the sale.
   

2. Adapt Spend Dynamically:
   Instead of rigidly allocating the same amount to each channel, we used automated adjustments to shift budget toward the high-performers in real-time.

This all sounds nice, but what about the data? I'm glad you asked.

• Their revenue grew from $756K to $1.3M, a 72% increase in just six months. 

• Their ROAS  jumped from an already strong 7x to a jaw-dropping 11x—an increase of 58%.

How can you make your budget flow like water?

• Think of your budget as a faucet:
  Open it wide for channels delivering strong results and tighten it for those underperforming.
  

• Use CRM data to guide decisions:
  Map out how each channel supports the sales journey. Does one bring awareness while another closes deals? Adjust accordingly.
  

• Set smart rules for automation:
  Platforms like Google Ads and Meta let you create scripts or rules to increase or decrease budgets based on performance triggers.
  
  For example, allocate more to a campaign when your cost-per-acquisition drops below a set threshold.

» You can find here my complete Budget Allocation for Max ROAS guide.

You’re One Creative Away To 10x Your Results

If there’s one part of your PPC strategy that’s often overlooked but has the power to 10x your results, it’s your creatives.

Ad copy, images, and videos—the creative side of your campaigns—are the silent game-changers that can take your results from good to jaw-dropping.

And yet, they’re often dismissed because they’re harder to analyze. Unlike metrics like CPC or CTR, there’s no magic formula to guarantee a creative will work.

But here’s the truth: while everyone else is tweaking bids and refining audiences, the brands that focus on creatives are the ones that truly stand out.

Think about it: everyone has access to the same campaign settings, the same targeting options, and even similar audiences.

So how do you rise above the noise?

Your creative is the variable that can make your ad resonate—or flop.

Why creatives are the PPC multiplier:

• They reduce your cost per conversion:
  A strong creative connects with the right audience faster, making each dollar stretch further.
  

• They qualify your audience:
  Great creatives not only attract the right customers but also repel the wrong ones, saving you time and money.
  

• They position your brand:
  Your creative isn’t just about selling—it’s about storytelling. It’s how your brand gets remembered.
  

• They can go viral:
  A great creative has the potential to turn a small budget into massive exposure.

Take one of my e-commerce clients, for example… 

They had solid targeting, decent results, but plateaued growth. 

By shifting focus to creatives—testing bold visuals, clever copy, and engaging videos—they achieved exponential growth:

• 1,186% increase in revenue

• 1,356% increase in total sales

All because we stopped obsessing over the “right” bid and started investing in the “right” creative.

How to make your creatives your PPC superpower:

• Test fearlessly:
  Don’t settle for one or two options. Try bold headlines, unexpected visuals, and even humor. You might be surprised at what resonates.
  

• Tell a story:
  People don’t just buy products—they buy into moments, feelings, and solutions. Make your creative a mini-movie, not just a sales pitch.
  

• Stand out:
  Don’t just follow trends—break them. A standout creative does more than get clicks; it positions your brand above the noise.

» Here's a guide to help you go viral on a tiny budget.

Final Sip

Over the past few weeks, we’ve uncovered strategies that go beyond surface-level fixes to unlock hidden revenue. Today’s exploration of PPC completes the picture by showing how thinking differently about your ads can lead to exponential growth.

Here are the key takeaways from this final piece of the series:

The common thread? It’s all about precision and focus.

Whether it’s rethinking your CPL obsession, making your budget dynamic, or treating creatives as your PPC superpower, the strategies we’ve covered are designed to stretch every dollar into meaningful growth.

Your Next Step

It’s time to take action.

Revisit your PPC campaigns with fresh eyes.

Choose one strategy—whether it’s digging into your funnel, tweaking your budget allocation, or supercharging your creatives—and implement it this week.

» Need help identifying where to start? 

Connect with me on LinkedIn, send me a message, and let’s explore how these strategies can unlock growth for your business.

Let’s make your PPC campaigns work smarter, not harder—and turn hidden revenue into measurable results.

⭐️ Weekly Good Vibes

» Want to unlock revenue opportunities in your own business?

Let’s chat—message me on LinkedIn, and we’ll dive into how my method can help your business grow smarter, not harder.