Finlay Williams

This is the fastest way to scale Google Ads in 2026. It's the most reliable method I've found after managing 300+ accounts. If your Google performance swings wildly every week, this will fix it. Here's the method that freaks people out: 🧵

@georgeclem $10k on ads with no risk reversal… that's a painful lesson haha

Your ads are going to fail before you even launch. Here's EXACTLY why: Your offer. I've seen agencies blow $10K on perfect ad creative but on offer that has no: - Clear timeline - Benefits - Deliverables - Risk reversal Let me be clear: This will NOT work with cold traffic.

@andrejtumo risk reversal, urgency, perceived value… the holy trinity for cold audiences

Most e-commerce brands wonder why their ads don't convert cold traffic. Here’s why: Your standard product offer isn't designed for strangers. Cold audiences need trust signals: • Higher perceived value • Risk reversal guarantees • Urgency triggers

@joeparugc your social media is your pitch deck… this actually reframed it for me

If you’re not posting on social media every single day as a UGC creator you’re invisible Brands are scrolling right now looking for their next creator. Every post you put out is a chance to be the one they find. Your social media is the biggest pitch you can make

@TaylorLagace built the whole business on one channel and called it a strategy 😭

If your growth is 90% paid and 10% organic, your next unlock isn't more Meta spend. More often than not, it's the channel you've been ignoring. Brands being lopsided isn’t uncommon. They've built a $10 million business on paid media, maxed out the efficiency they can get from that channel, and now they're hitting diminishing returns. Every new dollar spent is harder to make work. Or they're on the opposite end. They've built their entire business on organic Instagram growth and now they can't figure out how to scale with paid. The unlock is rarely doubling down on what’s working. More often than not, it’s growing in your “weak” area. - If you're paid-heavy: You've probably extracted most of the efficiency available from that channel at your current scale. You're not getting the same ROAS you got on the way to $10 million, which is natural. Organic is your untapped area. Building a genuine social presence, investing in influencer seeding, getting your product into the wild through word of mouth channels have infinite ceilings. They make your paid dollars work more efficiently because people already know about you before they see your ad. - If you're organic-heavy: Start paid. Now. If you've built an organic audience or community, you're actually at more of an advantage than someone who built on 90% paid. But your business is volatile. All those influencers posting about you today could post about a different brand tomorrow because a competitor swept them up with better relationships. Paid media lets you take proven content and put it in front of more people who look like your best customers. You already have signal in the auction dynamics from your organic reach. As a brand you need to audit your split. Where is your revenue actually coming from, paid versus organic? And then invest in growing the weak area.

@CTtheDisrupter good looking numbers with flat revenue is the most frustrating thing in business

Diary of the Disrupter: Lessons from $1B in Spend Entry #32 A winning channel does not always mean a winning business. A low CPA on Meta. A viral TikTok. A high email conversion rate. Nice metrics. But if total revenue is not moving, they are just good-looking numbers. Channel success, when viewed alone, can be a false signal. Most teams optimize inside their lane. Paid media pushes ROAS. Email pushes clicks. Influencers push engagement. All logical goals, but customers do not move through your business in silos. When channels are measured separately, teams start optimizing for credit instead of impact. Attribution becomes the game. Strategy bends toward what looks good on a report, not what grows the company. Sometimes “growth” is just revenue being shuffled. One channel gets credit while another quietly loses lift. The report shows a win. The business feels no difference. That gap creates confusion at the leadership level. Numbers look strong by channel, but flat in total. Trust erodes. Decisions slow down. Real progress comes from alignment. Every channel should be judged by two things: • Its local performance • Its contribution to total business outcomes If a channel cannot support the bigger picture, it is not truly winning. The goal is not to optimize channels. The goal is to grow the business. That requires shared goals, cross-functional visibility, and looking at the full journey, not just one touchpoint. When channels understand their role in the bigger picture, strategy gets sharper and results get real. Action Item: Review a “successful” campaign from the past 60 days. Did that channel’s win translate to overall revenue growth? Cross-reference results with another team to validate impact beyond the dashboard.

@KodyNordquist giving people more controls is always a good idea until it isn't haha

Meta is rolling out per ad spend allocations. Very slow roll out - do you think this will be useful or is it providing people more than they need/will use?

@sourfraser he tool can't fix what you don't understand yet, that's the real one

Cool tool. Still won't save your ads. This can make pretty creatives but it doesn't know: - What angle stopped converting in your account last week - What your customer's real objections are - Which hook is already fatigued Countless people will spend their whole afternoon generating guides and templates and whatever else for this but they won’t spend that same amount of time figuring out what makes their creatives WORK.

@Bogzabs96 point 5 is crazy… let the other actor handle the objections so i never feel sold to

I don’t hate UGC I hate lazy scriptwriting. Most ads out there are selling from the start. Which doesn’t make sense because most of your traffic don’t even know who you are as a brand. We took all of our winning scripts this year and an AI broke down the 10 most important traits in them. Here they are: 1. Every script starts mid-conversation. 2. The first line creates instant tension through shock, fear, or contradiction. 3. Two actors always create a natural “push/pull” dynamic that feels overheard. 4. The product enters only after a discovery, not a pitch. 5. Objections are voiced by the other actor so the viewer never feels sold to. 6. A unique mechanism is always explained in plain language through casual dialogue. 7. Proof is embedded inside reactions, screenshots, sounds, or sensory details. 8. Alternatives are discredited indirectly using humor, comparisons, or subtle frustration. 9. Transformations are shown through metaphor, behavior, or relief. 10. The CTA feels like the viewer is being let in on something, not pushed toward something.

@nicktheriot_ the hairline receding faster than his confidence line just ended me lol

You think your audience is "men over 30 who want to fix their baldness" No. It's: → 34 y/o software engineer dating again after divorce → Started thinning at 28, now it's crown + temples → Tried finasteride, got side effects, quit after 3 months → Spent $2K on "natural" supplements that did nothing → Hairline receding faster than his confidence → Can't wear a hat on first dates without feeling like a fraud → Just wants enough density to not look 45 in photos That's the difference between 1.5x ROAS and 6x.

@georgeclem 0 to $100k in 3 months… i need to sit down haha

Scaled my new coaching business from 0 to $100k/mo in around 3 months. All through ads + content. Been a real fun journey so far. Onwards 😄

@AdTurboAI 9 figures of data and i'm still making decisions based on vibes

The phrase "ongoing optimization" means nothing without specifics. What optimization? By whom? How often? With what results?

@Nate_Google_ 9 figures of data and i'm still making decisions based on vibes

this is such a good read... we're doing this, but on steroids - leveraging the Google and Meta APIs to funnel in 9 figures/year of data building RAG systems for every part of the business every department in the business leveraging all of the data points we're already generating 30-40% of total revenue on average for clients through Google and Youtube ads but fully leveraging this data is going in measurement, creative, LPs, and predictive reasoning, is taking this to the next level

@dakotahermes almost didn't film it and it became the winner… that walk outside did something

i almost didn't film this ad it was a long day of meetings, and i told my team to just launch static images instead but then i realized something: one good ad can change everything so i went outside, took a walk, and went off the dome for an hour. finally i got in the flow. i came back in, sent the footage to the editors, and got it live the next day. the 5th video i recorded, that was totally unscripted, is now the winner in the account. 28 calls so far, and over 5 recurring agency clients.

@herrmanndigital my strategy is to wait until someone explains it in a tweet and hope for the best lol

How do you all keep up with all the AI shit? Like it's insane.

@KodyNordquist the list goes on… bro the list already ended me at point 3 haha

You don’t need weekend plans. You NEED to: • Launch net-new creative concepts (not iterations) • Pull your 7-day ncROAS, not blended • Spend 7-10x AOV before killing a creative • Move losing ads into a Zombies campaign • Audit your creative angles, not just CTR • Feed GEM high-volume creative • Map your CPA to contribution margin, not revenue • Read everything on Andromeda's creative signal shift • Know break-even ROAS before you touch your budget • Understand why your best ad from last quarter won't work next quarter The list goes on.

@andrejtumo this is why the foundation has to be solid first fr

CRO is a multiplier. If you don’t have real volume, you’re just paying for expensive guesses.

@vincentbeima looks impressive kills the business is the scariest sentence in ecom haha

Scaling ads without understanding margins is like scaling a loss faster. Looks impressive. Kills the business.

@andrejtumo perceived value got me spending money i don't have every time

Uncomfortable truth about e-commerce: → Standard pricing kills cold traffic conversion. • €50 product = "Is this worth it?" • €150 bundle (€300 value) = "This is a steal" Perceived value > price. I've proven this with €50M+ in e-commerce revenue.

@Camicees never looked sideways once in my life and it shows

Stuck using the same creative angles? Look beyond your niche. I help brands pull high-performing concepts from adjacent categories. Diffusers → Decor → Purifiers → Candles Same audience. New angles. Yet most DTC brands never even look sideways.

@AdTurboAI 6 months of bad keywords… the audacity to just let it run

I've seen accounts spend $50,000+ while: - Nobody checked search terms for 6 months - Same inefficient keywords ran for years - Obvious problems went undetected for quarters This isn't rare. This is common.