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Jackson Blackledge
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Jackson Blackledge
@blvckledge
google & youtube ads for dtc brands / tabs, snow, obvi, 47skin, craftd, agemate, sundays, frankbody, slate milk, muscle nation, sasha therese, icon amsterdam
Australia Katılım Mart 2020
1.1K Takip Edilen73.6K Takipçiler
Before it gets $50m spend behind it, I’d like the whole world to know that I invented Green Necks and selling jewelry to guys with this problem/solutions.
All me, you are all copying.
And I don’t care because I milked it so much that I got a Bentley out of it.
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I've decided to step down from my photography studio business and go all-in on building my DTC brand.
Trying to manage two businesses at once was harder than I expected.
My partner and the team will continue running operations as usual, so feel free to reach out anytime!
It was a great ride. Thank you to everyone who's supported the journey.
Time to keep building!
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this week we launch long-form content for the brand
i’m making a bet on this format to strengthen and grow our community further
the cernucci podcast releases this sunday, with amara riva
we will talk to the best artists, athletes and content creators in the game about fashion, style, growth and greatness
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on the weekend i lost my best mate and my father
for those who met him you’d know how good of a bloke he was
a lot of you probably saw the posts over the years and knew how close we were. we did everything together. golf, jet skis, trips, banter, dancing, acting like kids half the time. the bloke just had energy about him. always laughing, always positive, always bringing good vibes wherever he went
a lot of who i am today comes from him. how i treat people, how i approach business, how i am as a dad, how i carry myself with mates and strangers. always glass half full, always trying to bring energy, always trying to see the positive in every situation and make the most out of life. that all came from dad
one thing i’ll always be grateful for is that i got to retire him young. i hated seeing him bust his ass working after everything he did for us growing up. he got to see me succeed, meet my son, become a grandfather, and be part of building echelonn with me. he met a lot of the team and got to see his son build something special
he was also the one who came up with the word “echelonn”
i’m also grateful i never left things unsaid. we spoke every day. i told him i loved him every day. we were open with each other emotionally and genuinely just best mates. two peas in a pod
one of the last messages i sent him was
“just wanted to say i really appreciate everything you’ve done for me. you’ve set a solid standard and a lot of how i move now comes from you. even though i’m on the other side of the world it doesn’t change anything. always good staying in touch. love you mate. father and best friend. none of this would be possible without you”
i’m grateful for every year i had with him. the values he gave me. the mindset he gave me. the way he taught me to look at life
i’ll keep living life for him, make him proud, and keep forging forward in honour of him
this whole thing just makes you realise how short life really is. all the drama, arguments, ego and bullshit mean fk all in the end
enjoy the little things. spend time with your people. have a laugh. go on the trip. say i love you
none of us are here forever
tell your dad you love him
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$69k/mo to $361k/mo spend in 4 months.
before we touched the account, they had a 61% order overlap rate.
big portion of the revenue came from people already exposed to the brand somewhere else.
helped them tighten up prospecting search, shopping, and pmax.
then we launched demand gen, which we quickly scaled to $263k/mo.
now 98.5% of spend is going toward prospecting.
order overlap rate dropped to 34%.
the account is now bringing in a lot more customers that wouldn’t have come from any other channel.
real incremental revenue.
i’ve been saying this for a long time now.
lots of people brag about increasing ad spend
very few could do it while improving the quality of growth at the same time
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the most common pattern i see in successful people is how simple their advice sounds
i still remember when i first “found” google ads
i was closing for a friend at the time. ended up on a call with an ecom guy
halfway through he goes:
“if i had to do it again, i’d just run google ads. no agency really knows what they’re doing”
not long after, i went all in on google ads as an agency
didn’t research it. didnt overthink it. just kept moving one foot after the other. now i’m sitting in a place past me wouldn’t even believe was real.
people tend to complicate things because they’re trying to avoid the real work
but the solution really is that simple sometimes
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🚨 google’s just rolled out another MASSIVE update to AI Max🚨
they’re bringing it into shopping ads
same idea as search, it helps you:
- go after relevant searches
- customize ads based on the query
- select a suitable landing page
this way, you can capture complex, long-tail searches that standard shopping campaigns often miss
the difference is that it pulls from your merchant center feed to understand your products.
on top of that
they’re also adding something called AI Brief
which is basically a way to give AI Max direction around your messaging and targeting
it comes with 3 features:
- messaging guidelines: tell it what your ads should and shouldn't say (e.g., “never mention prices.”)
- matching guidelines: set boundaries for the searches you want to capture or avoid (e.g., “prioritize searches for healthy pantry staples.”)
- audience guidelines: reach your desired audience and serve them tailored messages (e.g., “for people who are health conscious, highlight our clean products.”)
as i’ve said so many times before…
this is obviously the direction google is moving in
and they’re only going to push further into it from here
which means these things matter even more now:
- account structure
- product feeds
- landing pages
- message clarity
the brands that win in the next few years will be the ones that figure this out early as google keeps shifting this way
Jackson Blackledge@blvckledge
🚨stop what you’re doing and pay attention to this this is probably the biggest update google’s rolled out this year starting this september, they’re retiring dynamic search ads and replacing them with ai max this is how they’re moving toward the NEW future of search people don’t just type in short keywords anymore ai tools have trained them to write out more complex queries - ”wireless headphones” → noise cancelling headphones for open office - “bed sheets” → cooling sheets for hot sleepers that don't pill after washing - "running shoes" → best shoes for flat feet marathon training under $150 ai max is built around that shift for those who don't know, ai max is a feature that helps you: - go after relevant searches that might not be on your keyword list - customize ads & select a suitable landing page in real time based on the query it pulls from your website content & existing ads AND combines that with signals like user behavior, search patterns, browsing history then it interprets the real meaning behind each search query: - the implied need or problem - the stage of the buying journey - the context of the search based on that, it decides if the query fits your products and tailors the ad to match say you sell pet carriers. someone searches "do I need to bring something to carry my dog on a plane?" they never mentioned "pet carrier." but according to google, ai max can read between the lines and figure out the intent behind the question it knows this person needs a carrier and adjusts your ad to match that context. and they end up seeing a headline like "TSA-Approved Dog Carriers for Air Travel - Fits Under Seat" on top of that… ai max gives you more control over what goes out in your ads than you had with DSA for example, you can block specific terms from showing up in your ad headlines this is where search is heading and google’s clearly leaning into it very important that you start preparing for this shift right now dial in your account structure, landing pages, and message clarity there’s a reason we put so much focus on this for our clients, especially on the landing page side because whatever you feed the system is what it works with the better your inputs are, the better results you’ll get with ai max
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we're investing heavily into ai & workflows rn.
- ai-assisted creative production at scale
- ai-driven account auditing
- internal research workflows
- etc
some of it's already in production for clients.
some of it we're still pressure testing internally before it ships.
let me tell you this:
it’s NOT easy to get an agent to consistently produce high-quality work
even with all the data, expertise, tools we’ve got available
still takes a lot of oversight
makes no sense to me how brands and agencies try to automate everything when they haven’t figured out how to get results manually
you’re just wasting your time that way
Justin Skycak@justinskycak
Never underestimate how much time and effort you can waste by trying to automate a process you do not understand manually.
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Looking to chat with someone from Hyros @hyros_official about getting it set up across a few of our clients as we’ve seen it work incredibly well with YouTube attribution.
Anyone have a contact at Hyros I can chat with regarding agency pricing/partnerships/collabs etc?
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just dropped a video on how we get NEW customers on google ads
this blueprint has taken dozens of accounts past $1m/mo without relying on branded search
many have made 8 figures on prospecting alone
search "Jackson Blackledge" on youtube to watch it
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btw we put together a swipe file to show you what the landing pages we use for this look like in practice
get it here:
resources.echelonn.io/lp-swipe?utm_s…
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every week, i’m seeing more image ads crushing in our client accounts
scaled this brand to $22.6k spend shortly after launch
mainly through google discover and youtube in-feed placements
for those who don’t know…
in-feed is those thumbnail & headline ads you see inside the organic youtube browse feed and search results
discover is google's content feed, where people scroll through articles and news.
it shows up when someone opens the google app or lands on a new tab in chrome mobile
unlike search or shopping, the users are just going through content.
and you have to catch their attention mid scroll (similar to meta).
usually it’s the image that makes them stop for a second, then they read the headline, and from there they decide whether to click through
what’s working for us right now:
1. image ads (can easily be made with nano banana or chatgpt)
2. traffic goes into advertorials or third party comparison pages
3. soft cta to your products
4. offer on the pdp (with urgency/scarcity)
for this to work, the ad angles and landing pages need to read like editorial content
things like:
"top doctors explain the hidden reason why..."
"here's what experts say about..."
"why professionals are making the switch to..."
something you’d expect to see inside a real health, finance, or lifestyle publication
the conversion path is longer than other campaigns. you won’t see a ton of impulse clicks and instant checkouts.
but that’s expected when you’re pulling in cold traffic
i know this funnel isn’t new. the mechanics have been around forever. what’s new is the placement.
this year, we saw a massive year-over-year increase in discover spend across client accounts.
it's now a placement we're actively building strategies around for clients.
from what we're seeing, almost no one's tapping into this yet
which means if you crack it, you've got a wide-open channel for cold traffic.
Jackson Blackledge@blvckledge
not sure why nobody is talking about this but top of funnel traffic on google ads is pulling millions for our clients rn google rolled out some big changes last year that made certain tof channels way more effective. it feels a lot like facebook ads in 2016-2017, where traffic was high & costs were low a small group of brands were printing because there was barely any competition we’re back in that kind of window just on google this time. many of our clients are scaling to 6 figs/mo on spend off demand gen: > in-stream youtube ads (long form video ads that run before or during content) > google discover (article-style ads served in google's personalized news feed) and beyond that… another strategy that consistently prints for us is targeting informational search (how-to or educational queries like “how to fix back pain”) traffic coming from these placements is usually problem-aware. they know something’s wrong, they just haven’t landed on a solution yet. your job is to walk them through the problem, earn some trust, then show them how your product fits, and why you're the right answer. some funnels i’m seeing working well right now: > 3-minute vsl on youtube → sales page > native-style ads on google discover → advertorials or 3rd party comparison page > informational keywords on google search → advertorials there’s a lot of money going to be made here in 2026 but i don’t think this window will stay open for long we’re starting to get a lot more questions about it in our calls meaning more brands are catching on, and competition will follow so the earlier you get in, the better your returns are going to be.
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this is genuinely the most comprehensive shopping guide we've put out
12 strategies we've used to help brands scale past $500k+/mo on shopping
just apply half of these and you’ll be miles ahead of your competitors
Jackson Blackledge@blvckledge
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average 22 year old biz owner:
- moves stupid fast. decisions made in hours, changes shipped same day
- operate leans, automation everywhere possible
- tested everything, broke a bunch of stuff, learned what works in real market conditions
- high margins because there's no bs overhead
- doesn't care about looking "professional." only cares about results
average 35 year old "founder" on linkedin:
- needs the right office, the right team, the right processes before doing anything
- decisions go through committees and take weeks
- clings to outdated systems because "that's what real companies do"
- meetings about meetings. spends more time talking about work than doing it
- massive overhead eating margins
- more concerned with looking legitimate than making money
there’s a real gap between the old wave and the new wave of business.
the younger guys had to start with no capital to hide behind. no hiring your way out of problems. they had to grind their way off the ground and that’s how they earned real skin in the game.
i’m watching a lot of these kids absolutely smoke the so called professionals. all because they don’t care about random processes. they just want to succeed. that’s how they win.
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we see a lot of brands hitting walls at $50k-$100k/mo on google
they think they've maxed out, but they're really just targeting the same people over and over
this is how we help them stack new audiences and push to 8 figures
Jackson Blackledge@blvckledge
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the agency space is so cooked right now.
agencies that run the same playbook across every client are almost always average.
i'm saying this as someone who's worked with hundreds of brands across every category imaginable.
the work looks different every time. it has to.
different industries. different budgets. different problems. what works for one client would tank another.
SOPs cover the repeatable stuff. everything else comes from senior people who actually think, and a culture where that judgment gets passed down.
that's why we're selective about who we take on.
you can't emulate that with better systems and templates.
the brands that do get in see it in the results. and they stick around.
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@conortrains there is an epidemic of guys with no ecom knowledge sharing 4 figure shopify screenshots
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There is an epidemic of guys in terrible shape wearing Whoops
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