ASOM

ASOM We strive to help businesses increase their sales through paid advertising.
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01/08/2026

This or That, Paid Ads Edition

Hard metric proof or story proof?

Metrics. Every time.

Transformation stories are nice. People want to feel something.

But at the point of decision, they want numbers.

Cost per lead. Cost per booked call. ROAS. Spend to revenue.

A story tells them it’s possible.

A number tells them it’s repeatable.

Broad targeting or stacked interests?

Broad. And it’s not close anymore.

Creative is the targeting now.

Stacking 14 interests just shrinks the pool Meta has to learn from. You’re handcuffing the algorithm and calling it strategy.

Give it a big audience and strong creative, and it will find the buyers faster than you ever could manually.

Instant form or offsite landing page?

Offsite landing page, almost always.

Friction is a feature.

Someone who loads a page, reads it, and manually types their details is a fundamentally different lead to someone who tapped autofill in three seconds.

Instant forms pull emails people made in 2013 and phone numbers they’ve long since changed. Volume looks great. The sales team knows the truth.

The exception:

If you’re a service business with a genuinely sharp sales team and you can hit speed to lead in minutes, instant forms can outperform.

The form isn’t the problem in that case. The follow up is what makes it work.

Most people don’t have that. So most people should be sending traffic to a landing page.

Which one did you disagree with? Tell me below. 👇

08/06/2026

Most coaches paying for ads are only buying half the solution.

Here’s what I mean.

Ads get people to click.

But then what?

↳ Where do they land?
↳ What do they see?
↳ What happens if they don’t book straight away?
↳ How are you tracking any of it?

That’s the system. And most agencies don’t touch it.

When I started out, I was the same, just running the ads.

A close friend pulled me aside and told me straight:
“If you want to actually move the needle for clients, you need to understand the whole thing.”

So I learned it.

The funnels. The CRMs. The landing pages. The pipelines. The automations. All of it.

And something unexpected happened,
My ads got better.

Because when you understand what happens after the click, you write better scripts.

You build better hooks.

You know exactly what the person needs to see at every stage.

The ads and the system aren’t separate.

They feed each other.

That’s why everything I build is full funnel, not just the ad, but everything that turns a stranger into a booked call.

28/05/2026

My dad told me to get a real job.

So I did.

And it accidentally built my business.

My dad didn’t get it.

I’d just graduated, I was working retail, and I had a plan, build the business alongside the day job.

But after a year of watching me stack shelves, he sat me down.

“Get a real job. Use your degree.”

So I did.

I became a medical lab assistant.
Long hours.
On my feet all day.

Phone locked away, you can’t take it into the lab.

No lunch break scrolling.

No working on the business between shifts. Nothing.

So I made a move.

I got offered a trainee biomedical scientist role in Carlisle, Cumbria.

I packed up and moved.
Alone.
Knew nobody.

And here’s what I didn’t expect
↳ No friends to go out with
↳ No distractions on weekends
↳ Nothing to do after work except go home and build

What looked like isolation was actually the most focused period of my life.

I locked in.
Every evening.
Every weekend.

Just me and the business.

Without Cumbria, I genuinely think it would’ve taken me years longer to get here.

Sometimes the detour is the path.

06/05/2026

Traffic has never been cheaper. You’re still not buying it.

Organic is fine. I’m not against it.

Build your authority with it. Find your voice. Prove the offer works. That’s what it’s for.

But coaches are using it as a scaling strategy and it was never built for that. You don’t control who sees your content. You don’t control when. The algorithm decides, and it doesn’t care about your revenue targets.

Paid changes that.

You decide how many people see your offer tomorrow. You know what a lead costs. You know what a booked call costs. You can look at next month and give me an actual number.

And here’s the thing people keep sleeping on: getting your offer in front of the right person has never cost less. Not cheaper than last year. Cheaper than any point in the history of advertising.

Most coaches are still waiting on organic while that window is open.

Validate with organic. Scale with paid. One you’re waiting on, the other you’re driving.

04/05/2026

Week one, your ads look slow.

So you change the creative.
Still nothing. Change the targeting.
Still nothing. Kill it. Start again.

Then you blame the ads.

Meta was in the learning phase.

It’s working out who to show your ad to, which placements convert, what time of day your buyer is scrolling. It needs 50 conversion events before it even has a picture of your audience.

Every time you touched something, that count reset to zero.

You weren’t optimising. You were starting over. Every week.

I’ve watched people do this three, four times in a row and wonder why paid ads “don’t work for them.”

They work. You just kept getting in the way.

The mistakes I see constantly:
→ Pulling ads before they’ve had a real chance
→ Changing three things at once so you don’t know what moved the needle
→ Launching one angle and expecting it to carry everything
→ Treating week one data like it means something

Slow start isn’t a signal to act. It’s a signal to wait.

Trust the data. Let the algorithm do what it’s built to do.

01/05/2026

Everyone talks about paid ads like they’re risky

But what’s actually risky is posting every day and hoping the algorithm picks you, hoping the right person sees it, hoping it converts.

That’s gambling with your time.

I had a client, who was a business coach, great offer who refused to scale his ads.

Organic worked for a while. Until it didn’t.
So he went all in on paid.
And everything changed.
For the first time he knew:
→ Cost per lead
→ Cost per booked call
→ Exactly what it cost to close a client

Predictable. Scalable. In control.

That’s what paid gives you that organic never will.

Control.

If you’re putting £200/month in and calling it a test, you’re not being careful.

You’re just betting on the slower horse.

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