Notes from the work · Tag
When cost per lead starts creeping up, most businesses assume the problem lives inside the ad account. They attribute the decline to competition, seasonality, creative fatigue, or platform changes.
If you run Meta ads, you’ve felt it. Control is shrinking.Automation is expanding.And a lot of marketers are panicking because the “old levers” don’t work like they used to.
Google Ads is a different animal going into 2026. The trend has been clear: more automation, more AI decision-making, fewer levers for marketers—and if you’re still running Google like it’s 2019, your campaigns will struggle.
“In baseball, no matter how well you connect, the most runs you can get is four. In business, you can score 1,000 runs every once in a while.” – Jeff Bezos.
Entrepreneurs love to think of themselves as natural attackers. We start companies to shake things up, steal market share, and change the game. In those early days, you’re forced to be aggressive. You have no choice but to fight for every customer, every dollar, every bit of attention.
Book a walkthrough with David Steel. Bring last month's lead count and one location you are worried about.