Finlay Williams
@ItsFinlayW
I run the Ads behind your favourite brands • $750M+ managed • Helping e-com brands scale past $1M+/day profitably with Google/YouTube.
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December killed your Ads. Your ROAS went from hero to zero after BFCM and you're staring at January wondering what happened. It's not your fault. December follows a predictable death pattern. Here's how to bring your campaigns back to life: 🧵
Daily client calls, 2 onboardings, one acc doing absolute bonkers numbers (8 figs). Been a heavy week. This is exactly what I’ve always prayed for when I was broke. But sometimes you just need to sit somewhere- Watch the sun. And just… breathe. Life is good.
Pushing $100K/day atm. Been working with this client for 6 months. When he came to me: doing $60k/day, 100% meta Now: $85k/day (climbing) The new male campaign we launched 3 weeks ago is doing 2.27x roas Absolute bonkers. What’s your biggest traffic channel rn?
$382K spend → $1.53M revenue. This client started the year doing $90K/month on Meta. Which isn’t bad, but they were pushing and the ROAS was rocky. We decided to launch Google and YouTube in Feb. By Dec, Google was driving $275K/month while Meta held “strong” at $80K lol.…
My clients $2M/year biz got wiped overnight by a Meta acc ban. And while he was lucky hiring me right after, most ecom bros make it worse by paying sketchy services to get their account back. Then get permanently blacklisted. Here's why it happens (and how to avoid it):…
eCom brands. If you're scaling on Meta but not running YouTube... Do you just hate free money? Allergic to profit? I'm currently doubling acc budgets with YT in 60 days. $26k→$60k/d (outdoor lifestyle) $10k→$20k/d (beauty tech) $5k→$11k/d (skincare) Want my EXACT system…
You have 24 campaigns, 200 ad groups, and a $5K/month budget. That's why performance is terrible. Most ecom dudes think more campaigns = more control. So they segment everything - by product, by audience, by keyword match type, by geography. But if you’d buy 1 pint of beer…
Everyone’s accounts look like a heart rate monitor during a panic attack. All through Oct to Dec. I mean… everyone except my clients. 3.09 ROAS flat. I like to call it the Holy Stability.
Broad match keywords will either scale you to $50K/day or burn your entire budget in 72 hours. There's no in-between. Most ecom stores avoid broad match because they've burned $5K overnight on irrelevant traffic they can't explain. Pure skill issue tbh. Broad match uses 5…
Meta reps ignore you, Google reps call your family and friends to get hold of you.
Meta banned one of my personal ad accounts a few days ago. Even though support manually approved all my ads the day prior. Support has missed 3/3 scheduled calls. They refuse to dial at the time we agree to. Then nobody responds for 12 hours.
Running Meta and Google together doesn't mean you're paying twice for the same customer. But most ecom bros think it does. So they refuse to diversify and stay stuck on one channel, scared of "wasting budget." Listen up. That’s how I like to explain it to my clients: Meta…
Kicked off 2026 by launching a new client on YT last week. While half my clients are still out of office, this one's ready to scale. January's always a weird mix lol. Some brands just did $200K in December and want to double it, others are recovering from holiday burnout. My…
Should you focus on Meta or Google? Meta. Yeah, the Google Ads guy just told you to focus on Meta. Here's why: Meta is the needy baby.…
While scaling my freelancing from $0 → $130k ARR I managed about 100+ brands. Always thought hitting that number will erase all my problems. Turns out money doesn't solve the problems you think it will → You still have the same doubts. → You still have the same…
Founders spend $20K, $50K, even $100K, end up with a 4% cr. and blame their ads agency or the platform. You didn't get scammed by your agency. And Google isn’t “broken” either. I see this accusation pattern all the time and it’s always the same issue. Listen up lil bro:…
Stop scaling campaigns before fixing the account structure. This is the first thing I do when I take over a client. There's no point adding budget if the foundation is bleeding money. e.g. if you're scaling an e-com brand,…
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