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Most ad accounts fail for one simple reason. They treat every customer the same.
Jason Smith, Founder of Spotlight Social Advertising, breaks down how proper funnel segmentation changes everything. From top of funnel prospecting to bottom of funnel retargeting, he explains how to structure campaigns based on actual behavior. One of the biggest mistakes he sees is using long lookback windows. If someone has not engaged in 30 days, they are no longer warm. They need to be brought back through the funnel.
The conversation also dives into real case studies. Brands like Diamondback Tools and Small Pet Select scaled rapidly using this structure, expanded into Pinterest, and unlocked new revenue without relying on a single platform. This episode shows what actually happens when an ad strategy is built for scale, not just short-term performance.
This episode is part two of a two-part series focused on how brands scale paid ads using better measurement, stronger creative, and multi-channel strategy
- How to structure top, middle, and bottom of funnel campaigns the right way
- Why 30-day audiences outperform longer lookback windows
- How to segment 7-day, 14-day, and 30-day retargeting for better results
- What causes ad performance to drop as you scale spend
- How Pinterest ads unlock new revenue even for unexpected audiences
- Why keyword targeting on Pinterest improves ad accuracy
- How authentic UGC outperforms AI-generated ad creative
If your ads stop working as you scale or you are unsure what is actually driving revenue, this episode breaks down where the problem starts
Learn more about Jason Smith and Spotlight Social Advertising: https://www.spotlightsocialadvertising.com/
Follow Jason for paid ads strategy and scaling insights
LinkedIn: https://www.linkedin.com/in/jason-smith-spotlight
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