Tom Tigwell

Google Ads isn’t hard. But if you’re spending £25,000/month and your agency is checking the account once a week... it definitely is. That's what I saw in one of the ad accounts I audited recently. At that level, it CAN'T be “set and forget.” It’s a daily optimisation game. Here’s what breaks when no one’s paying close attention: ❌ Budget caps hit early → missing peak hours ❌ Search terms drift → money going to irrelevant queries ❌ Smart Bidding overreacts → CPA spikes, volume drops ❌ Competitor moves go unnoticed → your ads get outbid ❌ Broken tracking flies under the radar → decisions made on bad data At £25k/month, here’s what good management actually looks like: ✅ Daily checks on performance + pacing ✅ Search term reviews 2–3x/week ✅ Real-time alerts for spend anomalies ✅ CRO feedback loop with your team ✅ Weekly tests across the account The higher the spend, the tighter the feedback loop needs to be. Because wasted days = wasted thousands. #GoogleAds #PaidSearch #PPC

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Link building costs will double in the next 12 months. More brands are waking up to the importance of SEO. Meta ads are getting more expensive every quarter. Google Ads costs keep climbing. Email deliverability is declining. SEO is the only channel that gets cheaper over time. But that means everyone's going to want links. Supply and demand, basic economics. Right now, quality links cost $100-400 each. Next year? $200-800. I'm already seeing it happen: → Forbes links have exploded in price (from $10k to $30k+) → Niche site prices continue to rise → PR agencies are raising retainers across the board The brands building links now are getting them at a discount. The brands waiting for "better ROI data" will pay double for the same links. Every digital marketing channel follows the same trajectory: 1. Early adopters get cheap, effective results 2. Channel proves ROI and gains adoption 3. Increased demand drives up costs 4. Late adopters pay premium prices Right now, we're at stage #3. The agencies hoarding link inventory will dominate next year. The agencies still "testing" link building will be priced out. Start building your link pipeline now or pay 2x later.

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Clicks don’t pay salaries. ROAS does. But most agencies still optimise for the wrong numbers. They’ll show you: → CTR “improving” → Impressions “growing” → Spend “scaling” But none of those metrics keep your brand profitable. They just make the reports look good. Here’s what actually matters if you’re running growth at an eCom brand: ✅ Revenue that scales with spend ✅ ROAS that holds through seasonality ✅ Profitability that protects your margins That’s why our 3-Phase ROAS Scaling System™ is built around a single question: Is every dollar spent moving the bottom line forward? Most agencies inflate the numbers that look good. We obsess over the ones that grow brands. 🟢 If you’re leading an eCom brand — what’s the one metric you track above all others?

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The business didn't break at $5M. But you're starting to. It might be a different revenue number, or a specific head counts, but It's SUPER common at this stage, to FEEL like things are working... You've got revenue. You've got a team. You're not in full blown startup chaos anymore. And yet, it kind of sucks... You're still the one holding the whole thing together. And when something doesn't move? Everyone looks at you. ❌ You're reacting instead of being proactive ❌ Decisions bottleneck around you ❌ Forecasting is guesswork ❌ Delegation is inconsistent or ineffective So how do you fix it? Slow down. Drop balls if you need to.  Do the boring stuff.  ✅ List the things you are "needed" for.  ↳ Put a rough hourly dollar amount to those tasks ↳ Delegate tasks under YOUR hourly rate - and/or prioritize the next hire around them. ✅ Redefine Success: DOING is only success if you've taught someone else WHILE DOING. ↳ Build the machine before you scale the input. ✅ Stop optimizing the front end and make sure the back end is optimized ↳ Real scale is operations, not marketing. Stop being the system, Start building one that doesn't need you in the middle. What started to strain when you approached $5M? Or - what's already showing signs? 👇 ♻️ Share this to help a founder stuck in this exact spot. And follow me, Brad Weimert, for more on business growth. 

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🚨BREAKING: 🚨 The traditional marketing funnel isn’t broken. It’s dead. RIP. Why? 👉 60% of Google searches end without a single click. 👉 Buyers aren’t following your funnel — they’re finding answers in TikTok, Reddit, YouTube, podcasts, even AI chatbots. 👉 By the time they land on your site, they’re already deep into the buying journey. So… what’s next? At INBOUND 2025, HubSpot shared a new growth playbook built for the AI era. It’s not a funnel. It’s a Loop. It's a playbook called LOOP MARKETING… Here's how it works: Express your unique voice Tailor content to every audience Amplify across channels + trusted voices Evolve in real time with AI The hypothesis is simple: The funnel had its moment. But the future belongs to the Loop. Stay in the Loop and learn more: https://lnkd.in/gFnQkKmd  #HubSpotMediaPartner #Marketing

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Your PDP should not be a buffet. Shoving 5 pains + 5 benefits on one page = talking to no one. Instead: pick 1 pain point → build the whole page around it. If you’ve got 5 angles? Make 5 landing pages. Match the ad to the page and watch your conversions climb.

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This street interview is working so well. Here’s why (and what to do about it): In 2025, every brand and SaaS is testing UGC. That was fine 3 years ago but now it’s not enough to scale. Ads like this one are spending for my clients because: 1. The hook is disguised as entertainment Instead of opening with the product and the brand name, we start with something a bit more organic. This is not normal for an ad, and we create a curiosity loop with the initial question that makes our viewers curious for what the actor is going to answer. 2. POV shot Since it’s filmed from the perspective of the interviewer… The viewer feels like they’re the one asking the question. Plus, it adds a ton of uniqueness that helps with ad fatigue and ad account variability. 3. It doesn’t feel like an ad until a certain point We don’t mention the exact product or client until after 15s. The ad looks like content, only then does the product slide in after using our selling blocks: - Boost metabolism and crush cravings So you can - Avoid things that sound like gimmicks - Supported by doctors And a product reassurance by saying how: - The product tastes smooth and not bitter Throwing more UGC at your ad account won’t save performance. UGC is one format. But winning accounts scale because they repurpose the same winning angle into multiple formats. Link in my profile to discover how we would do the same for your winners to scale.

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David Protein hit a $750M valuation before their first birthday using TikTok as their primary growth engine. We spent 3 months figuring out how they (and others) are doing it 👇 50+ marketer interviews. Hundreds of campaigns analysed. One clear conclusion: most brands are still treating social like it's 2019. Our latest deep dive "Return on Social: Why boards should care and what to do about it" reveals what separates the winners from the noise. It covers: Making the business case: The frameworks that get CFOs nodding instead of questioning Social as strategic infrastructure: Why the smartest brands treat platforms as business operating systems Creator partnerships that deliver: The three-tier system replacing the broken macro vs micro debate Fluency with intention: How to show up with strategic restraint in the scroll economy Your 90-day action plan: Everything you need to make social work harder for your business DCA subscribers receive it first. Not subscribed yet? Here's a link to access the full deep dive: https://lnkd.in/eDDQVKjA

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