21/05/2026
There’s a photo of me and Nikola Tesla on my wall.
People ask why. Here’s why.
Tesla once said something about Edison that stuck with me.
He said if Edison had to find a needle in a haystack, he’d check every straw one by one. And a little thinking would have saved him 90% of the work.
That line changed how I run Google Ads.
Edison was a brute force guy. He ran over 10,000 experiments to find one filament for the lightbulb. Trial and error until something stuck.
Tesla worked the opposite way. He built the whole machine in his head first. Ran it for weeks in his mind. Then built it once in real life.
Same problem. Two very different paths.
Most media buyers run accounts the Edison way. Tweak. Test. Twitch. 50 changes a week. Reset the algo every Monday without knowing it.
Looks busy. Feels productive. Loses money.
I used to be that guy. Then I stopped.
Now I read the account first, act second. Every account I touch is in one of two phases.
Stability phase. The account is shaky. Hands off the campaign. Fix the feed. Fix the tracking. Fix the creative. Let Google learn for 14 days. No bid changes. No budget jumps.
Scaling phase. ROAS is steady. CPA is in range. Now you push. Budget up every 3 days. New asset groups. Ride the wave.
One right move at the right time beats 50 wrong ones.
Most agencies are still checking the haystack straw by straw.
Tesla figured this out 140 years ago.
It still works.
