Beware of Fake Advertising Experts

On this episode, I want to lay out a bit of a warning. This isn't about my advice being the only advice you should listen to. That's not what I want at all. There are plenty of good, experienced, smart voices out there who deserve your attention too.

But the advertising space is noisy. It's full of grifters and inexperienced advertisers who would gladly mislead you. On one hand, it's always been this way. But I'd say it's worse than ever. I even think back to when I started this whole thing in 2011. One of my primary focuses then was separating myself from the so-called gurus and ninjas. Today, the problem is amplified by algorithmic feeds, hustle culture, and the obsession with going viral.

This isn’t only about social media influencers trying to make a name for themselves. It includes many of the reps from Meta. The Meta Marketing Pro people are absolutely hit or miss, and mostly miss.

My goal today is to outline the type of advice that should raise alarms. When you hear it, I hope your ears perk up. I hope you immediately become skeptical.

There are generally five characteristics of these loud and abrasive so-called experts that you should watch out for.

1. They speak in absolutes

I've been doing this for nearly 15 years. While features and strategies have changed, one thing remains true: It depends. There are very few absolutes in Meta advertising. What works for me may not work for you. So many factors impact results, like industry, budget, location, brand reputation, your product, and more.

Beware of advertisers who confidently claim there's one best way to do things. They may talk about optimization, targeting, creative testing. But absolutes are a red flag. It’s an attempt to oversimplify something complex.

I probably frustrate people by refusing to offer universal advice that applies to all businesses at all times. That’s because it doesn’t exist.

2. They demand a specific campaign structure

Many of these advertisers swear by a complex approach. Even though I recommend simplifying your campaigns and trusting algorithmic targeting, I’ll always tell you to let results be your guide. If you’re getting good results, don’t change what’s working.

So why do these voices push complexity? It’s something they can brand, name, and sell. Complicated sounds impressive. And they’ll make it seem like it’s hard to execute. Many of these advertisers just want to become known. They want to sell courses and secure partnerships. Keep that in mind. Avoid their complex systems.

3. They guarantee results

Often, they tie these guarantees to their “proven system.” But there is no system that guarantees results. Some industries are incredibly challenging. Low margins make it tough to run profitable ads. No strategy will fix a bad product, broken website, or weak brand.

Every situation is unique. That might be frustrating, but it's the truth. You may never get ads to work. It depends.

4. They suggest ethically questionable strategies

These advertisers swear by tactics that feel wrong. They try to trick the algorithm or game the system. Maybe they brag about getting around special ad categories. Or they talk about buying targeting lists.

If something feels unethical or sounds illegal, run. Know Meta's ad policies. Understand what you can and can't do. Don’t enter gray areas. If you lose access to your Business Manager, ad account, or Facebook page, you may never get it back.

It’s not worth the risk.

5. They rely heavily on remarketing

This advice often focuses on flashy results. And yes, remarketing looks good in reports. But it can be misleading. Those impressive numbers? They draw in struggling advertisers. Don’t fall for it.

I'm not saying you should never use remarketing. I still use it. But only in very specific situations. And I approach the results with caution. Remarketing isn’t scalable. It isn’t always incremental. And often, it’s not even necessary. That’s because remarketing happens naturally now.

Watch out for advice that revolves entirely around remarketing. It can lead you down the wrong path.

Bottom of the Glass

Trust your gut.

The loudest voices want to take advantage of your frustration and lack of confidence. They want you to believe they know something you don’t. That’s how they get attention.

But it’s flimsy fame. It can fall apart at any moment.

Instead, trust the quieter voices. We’re the ones who admit we don’t have all the answers. That could be me, and I’d appreciate that, but it could be others too.

Build your foundation on an ethical approach. Focus on doing things the right way, with long-term goals in mind.