Founder Of Webrageous: David Chapman AKA The Google Ad Boss – S3E24 (#120)

S3E24 David Chapman.m4a – powered by Happy Scribe

Three, two, one. Welcome back to Boss Uncaged Podcast. Today’s show is a special show because it shows you the power of networking. Right? So you guys, guys, if you can kind of go back a little bit too early 2021, I had Damon on here. We’re talking about SEO. Fast forward a few months. I’m at Damon’s birthday party. We’re having a good time bringing his 40th birthday party. And then I get rolled into the person that we’re going to speak to today. He was at the party as well. We kind of hit it off, had great conversation, a lot of synergy, and he had some crazy stories to tell you, like being kicked out of Costa Rica is one of them. Just to kind of give you guys a little insight to what we’re going to get into, but I’m going to deem him the Google Ad boss. So, David, without further Ado, why don’t you give our audience a little backstory of who you are and what you do?

Sure. So I’ve been managing Google Ads for close to 20 years now, and it’s just something I have a natural talent for, natural knack for getting in data mining an account and dropping people’s costs per lead. So I can do that in really any account that has a few thousand dollars a month in ad spend. And then the clients that come to us that don’t have a current account, the ones that we will typically take on, or attorneys, which is where we have a deep, deep bench of experience bankruptcy, personal injury, divorce, criminal auto accidents. And then there’s a few other areas like credit card processing and drug and alcohol rehab and dentists, where we have some experience as well. So, yeah, that’s all I do is Google Ads management.

I want my audience to realize he’s stating the facts. Right. He’s being very linear. And you can kind of tell that he works with a lot of lawyers, but he has a little bit of an adventure side to him as well. So let’s just back it up a little bit and talk more about your average skier. You race go carts, and that’s nothing that we clicked off on was about that. You were also a sailor as well. So let’s talk about these a little bit.

Sure. Yeah. So I’ve just somehow gotten involved in all these different sports and activities, and somehow I’ve gotten pretty good at a lot of them. I’ve lived at a ski resort for about nine or ten years now, and I lived at Squaw Valley for seven years. I had a season pass at Cortina, Italy for winter, and now I’m at Snowbirds. It’s just what I do for fun. I get bored easily, so I have to entertain myself with different activities. I love sailing as well, and go cart racing. Currently, most months I’m about number three where I race. There’s two people ahead of me that are, I think I can catch them if I have another few months to train. So working on that nice.

So let’s just talk a little bit about you as an individual. Right. If you can pick three to five words to define yourself, what three to five words would that be?

I am an intelligent, resourceful and persistent marketer.

Very interesting. So let’s just go back and travel a little bit. You’re very analytical. Right. And obviously being analytical pays off when you’re analyzing Google Ads and different keywords. And you also work with a lot of lawyers as well. So you have to be dead on with your information. What were you like as a child? Were you like this analytical or did you grow into that?

It was way worse. It was the analytical without any social skills whatsoever. So it’s kind of like Rain Man. Yes. I did very well in certain subjects in engineering. I did well. I went to Brown, I studied engineering, did really well in the math and Sciences. So I’m lucky I found this because it’s right up my alley. It fits my personality. And I can just work in my little silo and figure out how to produce impressive results for a client and turn things around. And it’s just funny, the stories of the clients that everyone always thinks the grass is greener on the other side. And I get clients, they’ll get five calls a day from my competitors. Right. And they’ll turn down 1000 of them. Right. And finally the thousandth one has some really good sales pitch and like, okay, we’re going to give them a try. We’ve been with David and webrageous for five or ten years. Let’s see what happens. It takes a few months and eventually someone screws up the account and they come right back and there are clients that have left and come back three and four times and they can’t find anyone better. It’s hilarious.

That’s definitely interesting. You picking where you were as a kid that was highly analytical. Right. You’re almost saying that you were kind of like not only highly analytical, but you were kind of creative as well, in a sense, understanding the premises of Google Ads. You have to be both these things. So let’s just talk a little bit more about the duality in that. Right. Because you’re saying on one side you’re an adventure junkie and on the other side you’re saying you’re highly analytical, like the management of both of those. And I think this is a good time for you to kind of tell us a little bit more about that story about what happened in Costa Rica?

So the pairing of being creative and analytical, I can’t explain where that comes from. It’s just a gift that I have. And at times I have these visions of what to do with an account, to turn it around. And then even if it’s 03:00 A.m., I get up and I start to put it in action, and I don’t know where that comes from. Costa Rica. After College, the creative side of me had had enough, right? And I wanted to go have some fun. So I moved to a ski town and moved to Vale. And I just said, I’m going to do this for winter. I’m going to be a ski bum, and I’m going to go get a real job. Well, spring came, and I just wasn’t ready. And I had heard of raft guide school, so I became a raft guy, even though I wasn’t a good swimmer. And in training, I got thrown out of the boat and almost drowned. And I was spat out of this hole that was holding me underwater. And I’m like 50 yards downstream. I’m like, wait, why am I not going downstream? I’m going upstream. What is wrong here? And I got sucked back into the hole and down to the bottom of the river for another 30 seconds. That went on three times for 30 seconds until I finally got out of it. And I was the one guy that when I was hearing the horror stories with all of everyone else in Raft guide School, they were telling a story of this cow that got surfed in a rapid for a day. The dead cow, they named it Dead Cow Rapid. That was the only one. So what am I supposed to do if I’m stuck in a hole? They said, well, you got two options. Either you throw off your life jacket, which means you’ll get out of it, but you’ll probably drown, or you curl up in a ball so the fast water takes you down and out. And the third time I got dumped, I remembered that saved my life. So after a summer in Veil on the Colorado River of raft guiding, I still haven’t had it out of my system yet. So I wanted to go to Costa Rica because that’s where you can raft all year round and got down there, and they sent me to La Forst tuna, which is where there’s an out active volcano all year round. And I just wasn’t into it. The guys, they’re smoking pot every day. And that was in the first aid kit. They had pot in the first aid kit.

That’s funny.

Not my cup of tea. And so after a week, I felt really bad because they put me up for free in their house. I’m like, Guys, I’m sorry. I’m going back to the United States. Thank you for everything. I’m taking everyone out to dinner because I felt bad. They put me up for a week and took them out to the nicest restaurant in town. They’re like, David, you should really stick around. Why don’t we try? You should try Sarapiqui. It’s just a beautiful place, and I think you’re going to fit well. And I loved it. I went there, I tried it, and I stayed for nine months. I learned fluent Spanish and became a better raft guide. But this place I was living was in the middle of nowhere. And there was this guy that he was abusing his wife. So I volunteered to rescue her from that situation. I said, Paul, put all your stuff in your car right now. I’m going to get you out of here. I took her to the capital to live with some relatives and helped her escape. And not surprisingly, Rigo, the owner, was really pissed with me. So anyway, tried doubling my rent. That’s okay. I’ll just move out. See you. But anyway, he called immigration on me to try to get me in trouble. And they said, look, this guy’s got some problems. We really don’t want to cause any trouble for you. But why don’t you leave the country for three days, at least get your tourist visa renewed, and then you can come back and keep working. We really don’t care. So, I mean, technically, I got kicked out of Costa Rica. It just wasn’t quite the hard expulsion. And they threatened. They said, if you don’t cooperate with us, we’re going to confiscate your car, your computer, everything you own. We’re going to kick you out for ten years and good luck. But all we need you to do is sign this paper right here saying you’ve been working illegally and you agree to be deported on Monday and just trust us. And I didn’t have any choice. I had no choice but to trust them. Otherwise, they just arrest me anyway and kicked me out. So I had to sign the paper. And they were good to their word. They gave me back the paper after they showed it to the owner of the Lodge. I left the country for three days, came back, continued working there. That’s where the Boathouse was at the Lodge. This guy had to see me every day for months. So, yeah, it was quite the misadventure, but I survived.

I think it’s definitely interesting. I’m just kind of digging deeper into your backstory because again, I think that, like myself, having an analytical brain and having a creative brain and having both of them into one house is a very difficult task until you come to that Eureka moment to understand that’s what you are. So my next question is, okay, you have this adrenaline bug. You have this traveling thing, you have this analytical brain. When did you decide to kind of streamline all these different things and put it to good use into Google Ads?

Sure. So it’s just a very roundabout course, as is the case for certain people. Right. And so I was running the flying club at Brown, and one of the alumni suggested that I created a website. And that was I knew very little about it, but I put it together. And so the web fascinated me. And fast forward, a few years later, I was working in it and management consulting and not really liking it a whole lot. Something had happened to my back along the way between Raft guiding and rowing and some other things. And I was just in misery, working at a desk all day long. And now I’m fine. I’ve outgrown it. But I said, you know, what the heck is this? This is for the dogs. I’m going to go back to a ski town and I’m going to figure out some way to get by. And I just didn’t want to sit down all the time because that hurt a lot. So I caught skiing. I was a bartender. I tried raft guiding again. I was a waiter, and I started a painting business, and I made that a success. I started web break just a month before I tried all those things, but it was so slow. I was doing web design. I was terrible at it. And my first year, I made $5,000. So I had to do all these other things to make ends meet. And I just had this talent that kept growing and growing and growing. The talent was kind of there from day one. It just took a long time for me to figure out the business side of it, figure out my own marketing and get it off the ground. So it took a long time.

Nice. So now that you have your Google Ad business, right. That’s the core demographic of what you do. How is your business structure? You said you had a painting business, you were bartending, so you were juggling around a couple of different things. So now are you an LLC, an S Corp or C Corp?

Llc.

Is there a better reason why?

Actually, LLC was S Corporation taxation. So LLC, because it’s good liability protection. It’s fairly simple to set up and maintain, and then the taxation because that’s the best tax structure. So it’s a hybrid of those two entities.

Nice. So let’s talk about your systems in place. Let’s say your ideal client. Right. So let’s talk about that first. Like, what is defining your ideal client? What does that avatar look like?

Sure. So I know as soon as I get them on the phone, you can just sense it in certain people. And I mean, there’s certain things that you look for, but I just have that six sense within 5 seconds, you know, if it’s someone that might be up your alley or not. And it’s someone who’s spending at least $5,000 a month already on Google Ads and primarily lead Gen. We do ecommerce as well. Really good with lead Gen. And then, like I mentioned, those other areas where we have particular expertise, attorneys. That’s like half of our practice right there. We do really well with attorneys.

Okay. So talking about $5,000 spend, ideally lawyers. So let’s say I’m a lawyer. Let’s say I’m spending 7500 per month, and I come to you. What does your onboarding process look like?

Sure. It’s a really simple contract it’s month to month and typically no set up fees. It’s really simple. It’s a two page contract, and we send it over on DocuSign. They sign up and they’ll get access to the Google Ads account, get them set up with call Rail, if they don’t have it already, which tracks their calls, which is great, and away we go. Usually, if they have an existing account and it’s just about making some changes and dropping the cost per lead, then that could be a day or two before we launch it. And if it’s more difficult to set up something we haven’t done before, it might take a week or two, which is longer than our competition. But we spend a lot more time upfront with clients to get them off the ground and be successful.

Okay, let’s continue the storytelling. Right. So I’m a lawyer, you on board, me. We get some paperwork done. Just go into your systems a little bit and you don’t have to disclose all the details of it. But as a new client, what are you looking for in my account? My account is up and running. What can you do for my account to help my account work a little bit better?

Sure. I take a holistic view. You’re going to look at the website because the website, unless you’re doing call only, in which case the website doesn’t matter. But you look at the website and you say, okay, what is holding this person back from being successful? Because you need to beat people over the head. Convert, convert, convert. Pick up the phone, chat with me, fill out the form, and that’s what you want them to do. So you need to drive people to that end. And there’s a number of tricks of doing that that can right there. Without even touching a Google Ads account can drive up conversions. 50% in some cases. So it’s just so important to know that cold because I started in web design, it’s easy. And then looking at the account, are they targeting the right keywords? Do they have the right match types? Broad match. It’s a shotgun approach. You’re targeting all these different keywords, many of which could be a bunch of rubbish. So sometimes you have to go with phrase match or exact match, which is a lot more targeted. Sometimes broad match works. So you just have to look at it and have that fixed sense and know. But the biggest thing is clients are really good about that today of tracking conversions, so that’s when someone fills out your form or they call and you want to make sure you’re tracking that really well and it’s tracked back to the keyword. And that’s where I come in. That analytical background of saying, Where are we wasting money? How can I cut the fat? How can I turn around this account now in five minutes and get this ship rated very quickly? And so, I mean, it’s really simple. You look at the keywords for the past six months. You start by cost. You look for keywords that have no conversions or a high cost per conversion, and you either drop the cost per click or you pause them. It isn’t rocket science, but 99% of the idiots in my industry don’t know that. It’s just unbelievable. Then you try different settings. You got to look at the ads. And one thing I find so commonly, everyone says you need to try multiple ads. You need to have different variations of your ad. Okay, great. Yes, you do. From day one, you need to do that. Maybe from month one, month two, month three, you need to do that. But what no one understands is that once you have data and you can see that that ad really sucks. And the couple cost per conversion is $200, and you have another ad with a cost per conversion of $30. Why don’t we turn off the ad? That’s not working. It’s not rocket science. It’s just the simplest thing in the world. And most people don’t know it. They don’t do it, and they’re like, well, I was told to run multiple ads. So let me just let them run. No, that’s not what you’re supposed to do. You’re supposed to grow a brain and look at the account and see what’s working and what’s not and fix it. And then all of a sudden, I had a client. Well, it’s law. I’ve dropped their cost per lead 89% using the techniques I just told you. And that’s it. It was the easiest thing in the world. 89% drop. And I didn’t think you could pull that off in 2021. I thought that the shooting fish in the barrel game ended about 2013 or 14, but you can still do it sometimes.

Nice. So, I mean, through a listener of this podcast listening to you, and they’re hearing your life story, they’re hearing about your adventures, and they’re also hearing about how you dropped someone’s. 89%, which is a huge number, like 10%, 20%, 89% is out of this world. Right, right. So the next question is going to be posted to you in a fashion to think about, okay. You may be perceived as an overnight success to someone. Like, okay, this guy figured it out yesterday and he’s making money because he just figured out the system. But in reality, how long have you been on your journey? How long did it take you to get to where you are?

So there’s two different ways of looking at it. The skill that I have to turn around an account that was there from literally day one. Schneider and Wallace is one of my first clients. Tremendous success story. He calls me a secret weapon. First client. It’s like I just got in there. Day one. I had read one article on paid search, and I knew what to do. And I’ve made this guy a lot of money. He’s absolutely thrilled. Lauren Thrillty, my next door neighbor. They were doing absolutely great. They’re killing it. They have at times for this tiny village, Olympic Valley, Squaw Valley, California, where the 1060 Winter Olympics, where they have 50 listings at one time in this tiny little village, it’s unbelievable. They just dominated. And then the National Laser Institute in the Bahamas Beach Club were two of my first clients. First really big clients, and I crushed it for them. We’re talking about hundreds of percent of increase in terms of lead volume and dropping the cost per lead, 70, 80%. So, I mean, that was just innate in terms of my ability to turn around an account. But then there’s a whole other layer of sales and managing the business and growing the business and getting a good volume of leads. And, you know, I’m still working on that. And to be honest, I still struggle with that, to find the right lead sources because Google Ads for me. Look, I’ll be the first to admit there’s a lot of people that come to me and I just know I can’t turn that account around for them. And I tell them that. And there’s people who give me a good Google review. They say, hey, this guy was really honest. It’s like there’s certain circumstances, certain situations where the only party that’s going to make money is Google Ads for any number of reasons. And in my case, there’s a ton of competition coast to coast. And it doesn’t work because I’m picky on who I take on because if I can’t help someone, I don’t want to have to sell them the moon and then get a bad review three months later because I couldn’t deliver the goods for them. So, you know, this is something I’m still working on of finding how to generate a high volume of leads and grow the business. So in the meantime, the 20 customers that I have, they’re killing it because I’ve got all the time in the world to optimize and improve their account.

Nice. So let’s talk about time traveling for a second here. If you can go back in time and whisper in your ears at any time in your life, one thing that can change where you are currently maybe get you to where you are a lot faster. What’s that one thing that you would whisper in your ears?

Go back home, live with your parents, stop everything you’re doing. You’re in the greatest time of change in the history of the human race and keep trying new ideas. Go to the telephone book and find every service and decide, how is the Internet going to change this? Like taxi services? Look at Uber. I mean, Uber only came around and I don’t even know, but it was pretty late for the Internet. I thought everything had already been invented. No, I would love to go back in time and say, look, just stay in your parents basement and try 20 things and fall on your face 20 times. And then if you still haven’t found something great, then go into the service business, right?

Yeah, definitely. That’s definitely interesting. You talked about going back to your parents there. Where did your entrepreneurial hustle insight come from? Where one of your parents did they have a small business or any uncle’s aunts in your family have something along those lines?

Yes. My dad ran a shipping business. So he was in this really risky business where he would charter a cargo ship the size the length of a football field and then send it all around the world trying to get cargo, hoping to make money on it. And it’s a tough business. There was someone else in the industry said, yeah, I’m just going to be a broker. Yeah. What your dad does? He’s nuts. And I worked out okay for him. He did all right and put food on the table. And he didn’t want to go to work for anyone else, which is just like me. But I saw that from a really early age. He started when I was five or six years old. And starting when I was ten, I would be running his office for him when he was off in Nigeria or Mexico or wherever. And so I come home after I go to his office after school, let myself in, read him the faxes that had come through, read them the telexes and do all sorts of things to help him keep his business running while he was running all around the world, of course, before the Internet. So it was a lot harder to operate a business when you’re remote. But that’s what I saw growing up. And so, of course, I emulated that I started mowing lawns when I was in probably 2nd, 3rd, 4th grade, something like that. Not any later than fourth grade. There are people in Westport, Connecticut, that remember me pushing the handles of a lawnmower that were above my head. Another customer remembers I had a 30 gallon garbage can and I would pack leaves in it and then put them in a plastic bag and leave them by the side of the road. I was so small, I would almost disappear into the garbage can as I was packing leaves down. And I was out there when I was in high school, when I was a freshman, I was only £110. I was tiny, but I was out there working really hard. Back in the day, I’d make at least $25 an hour back when I was 12, 13, 14 years old.

Nice.Without saying that, obviously, I think your dad has influenced you to give you that work ethic and give you that insight to understand why working for yourself is going to be paid off in the long run. So definitely, I would say, if I had to ask you the next question, do you think what you learned from your dad was proof of for you today.

Yeah. Start your own business, manage your own time. And I think it’s been a decent place for me. I look back and I said, I kicked myself. God, I could have aimed so much higher. But at the end of the day, I lay my head down at the side of a ski slope at Snowbird. It’s not a bad. It’s not a bad place to be running my own business, not having to rush to work.

It’s not a bad place to be nice to keep talking about family to a little bit. Right. So, I mean, obviously your dad was international from the sound of it. You took up some of the international bug from him. So right now and today, how do you currently juggle, like, your work life with your family life?

Sure. Well, it’s international, of course. My son is in Bogota, Colombia, with my ex girlfriend.

Nice.

So he is ten years old. He’s going to come up here for the first time to get his covid vaccine as soon as that’s approved in September or October.

Wow. So thinking about that, you live at the edge of a ski slope, and you like to travel, so you have, like, the time code differences and everything else. But you’re so analytical, I would think. Right. And you could correct me if I’m wrong. I would think that you probably have some really rigid morning habits. So my next question is like, what are your morning routines? What are your morning habits look like?

Depends. If I wake up at 06:00 A.m. Or 10:30 a.m.. If I’m up at six, I’m going to check my accounts first, see how they did the day before. I’m going to go for a hike, and then if I’m waking up late, it’s racing to get ready and start the day and see what my clients need. That day.

Got you.Cool.

So nothing really set in stone like, I’m sure a lot of your guests have. It’s not that rigid for me.

It’s so interesting because obviously it’s kind of that push and pull between the right and the left brain, right being highly creative, but also being analytical. So to find that balance and everything that you said up until this point, there’s been equilibrium, right. It’s kind of like I’m sailing, but then I’m highly analytical. I’m racing cars, but I’m looking at the information stats and I’m stacking them up to get results. So it’s definitely a push and pull. So your answer about your morning routine makes perfect sense. You have to have some of the other side with all the rigid analytical data as well, going into another question. So, I mean, you’ve been on this journey for a while. What book have you read? It’s a three part question, right. What books have you read in your earlier days to kind of help you get to where you are? What books are you reading? Right now to help you continue with education. And question three is have you had an opportunity to offer any books as of yet?

Great questions. So probably the best book I read was the 50 Laws of Power and it just teaches you a lot about how the world works, how people work, and it just demystifies a lot of things. And right now I’m not reading any books, which I know is not a great answer. But I read the Wall Street Journal in the New York Times and I love reading both of those and just reading the news. And then I’ve not written any books yet, but there is one that I want to write about helping people with hidden health problems that they just can’t get to the bottom of because I went through absolute hell. Getting to the bottom of all these hidden problems and cost quarter million dollars out of pocket really slowed me down. There was a hidden mold problem in my house. The mold test didn’t reveal it because there was an air pocket. It was behind a wall where there had been a leak. And right in that wall cavity there was an air intake for the HVAC system. So it took it and spread it around the whole house. And I had no clue what was going on because the mold test was negative. This is very normal, right? So I had that which caused chronic fatigue to where I couldn’t walk more than five minutes before I’d have to rest and then a little bit of sleep apnea with shallow breathing. I mean, it’s just like the rarest thing you look, I’m a skinny guy and the sleep test came back normal and yet I knew I had a sleep problem. And then anyway, I could go on and on and on. But another one was I had acid reflux with no symptoms and the acid was getting into my lungs, doing damage to my lungs. It’s just unbelievable to have those three or four things with the chronic fatigue altogether and to have to unravel. It was a nightmare. And the doctors, some of them were pretty good, but no one person could just nail it and put it all together. It was just me boiling the ocean to get to the bottom of it. And it was just a nightmare because I couldn’t think clearly. I could barely run the business. And to just have to figure that out was the hardest thing I ever went through. And so I want to write a book to help people understand the resources, the techniques, the tactics, what you say, what you need to do, what you need to think about to get yourself out of a situation like that. Because there are people that are just awful cases where you’re diagnosed with pancreatic cancer and that’s it. You get your 5% chance of living. But there’s a lot of people that are like walking zombies and they don’t know why, and their doctors can’t help them and they’re lost. They’re clueless. And it’s really sad.

That’s definitely interesting. And it kind of brings me to more so like a legacy question, because obviously having all these different symptoms at any turn, something could have went wrong and it could have obviously climax to the point I believe you probably wouldn’t have been here right now or you would have even worse side effects. So I’m happy that, first of all, that you figured it out. So my next question is, with that being on the table and having a ten year old son, where do you see yourself 20 years from now?

Sure. So 20 years from now, what I urgently need to do right now is find a few more lead sources. I’m doing great work, amazing work, but there’s so much competition out there, and I’m not done because you’ve got agencies that have 50 people, and they’ve got a lot more resources to throw at SEO and rank and do this and do that. And they got five sales people and et cetera, et cetera. So what I need to do is really crack the nut of how do I get more leads for myself, which is just tricky. So as long as I can do that, which I’m working very hard on right now, I spent $18,000 on a package of commercials for webrageous, which turned out amazing. You can check it out at webrageous.com. So I have to figure out how to promote those, which I will. It’s doing some new things on Facebook and maybe some other places that I don’t normally do and just tapping some new sources of leads because I’ve got the skills. I have a client just now that he sold his business for $50 million, and he said, David, I couldn’t have done it without you. And I’ve been managing his Google Ads for eight years, and he just couldn’t be happier. So as long as I can figure that out, then the Sky’s the limit. I can do really well, but I don’t know if I want to grow an agency to have five or ten or 50 employees. It’s just not me. I’m just happy. I like doing the work myself, making a huge difference. And so that’s what I want to do is have two or three times as many clients 20 years from now and still be doing the same thing.

Nice with that. Obviously, it’s one thing to say that you’re managing SEO and anyone that understands that’s a Google platform. But on the software side of things. Right. What tools do you use that you would not be able to do what you’re doing without, like, software tools?

The only tool that I have for doing what I do is right there. That’s it. And there’s a lot of people that use automation and software to manage Google Ads, and I just don’t believe in it. That’s for people who don’t really know what they’re doing, and it helps the mediocre people out there in the world. I use Google Ads Editor. It comes straight from Google. It’s free, and that helps. So I use that. I suppose that is very helpful. I mean, that is the software program that I use for what I do. Ubersuggest by Neil Patel is a good keyword research tool. And there’s some free searches you can do on there. I got the Lifetime membership. It’s only like $100 or something. So that’s really it. But mostly it just comes down to the knowledge that I have and applying that to my clients every day. Cool.

Definitely. Really interesting to me, obviously, to your point, I mean, there’s automation, there’s different strategies. Uber suggest are definitely a great tool. But this kind of say you’re going back to the rudimentary elements of just using your brain and understanding systems at hand. And that’s the only thing that you really need to really do well in Google Ads. So it’s something for anyone out there that’s thinking about getting into Google Ads or are looking for help with Google Ads. I want people to really listen to that and rewind and really get some real sense of, you know, what you’re talking about, and you don’t really need the software to back you up. You can essentially do Google Ads just by thinking about staging the right keywords and putting things in place. And like you said earlier in this conversation, if something’s not working, it’s not rocket science. If one is $300 and the other one is $50 and you’re trying to do the same thing, then you’re going to turn off the one that’s costing you 300 enroll with the one that’s $50.

So easy. It’s just mind numbingly simple. It’s crazy. And so many people just don’t get it in this industry. And there’s just these tiny little tricks, stupid tricks. And once you understand that, it just makes a huge difference.

So going into final words of wisdom, let’s say I’m a younger guy, let’s say maybe 20,30. I’m 40 years old. Right. And I have a business and I’m working on my Google Ads, and I’m trying to get things figured out. And what words of wisdom would you give to me that helped me move forward on my Google Ad journey?

Sure. So doing it yourself is really, really tough because all the Google suggestions play towards what Google wants you to do, which may not be in your best interest. You’re going to get calls from Google and they’re going to tell you to do what Google wants you to do, not necessarily what is in your best interest. It may help you, and it may not. And I get some calls from people who are unhappy with the advice they were given and everything was working great. And then Google called. Then I took their advice. So then I turn it around. So what can I say? I would say definitely don’t try and do it yourself. Once every two or three years, I run into someone that has figured it out and I can’t figure out how they actually did it and did such a good job. It does happen. It’s not impossible. But if you’re running a business, you have better things to do. So obviously my offer of doing a free account review for anyone that’s already spending at least $5,000 a month is a great one because you’re under no obligation to sign up with me and you’re going to learn a lot in that time. And then if you want to keep doing it yourself and implement that great. That’s certainly someone’s right to try that. But there’s such a wide range of skills. This is not a commodity. Managing Google ads is not like going to the grocery store and buying sugar where you can just buy the cheapest thing, cheapest pound of sugar and call it good. I would say, don’t be patient with someone doing what I’m doing. If you want to do SEO and you want to hire Damon, for example, you have to sign a one year contract. You got to be patient. You got to give the guy six to twelve months. That’s SEO. This is paid. It’s supposed to work right away, and maybe there is a little bit of experimentation you need to do. So. I mean, I wouldn’t fire someone after day one unless things are absolutely abysmal. Give someone a month or two, but that’s as long as leash as you want to give someone in my industry. If they’re not cutting it and you’re not happy and you think the grass might be greener on the other side, fire that person. Go find another agency and just keep trying every month or two until you get the results that you need. Because there’s such a wide range of abilities and it’s impossible to tell talking to the snake oil salesman in my industry, who knows what they’re doing?

Wow.

Even I can barely tell when I interview people. It is so hard to know. So it’s very tricky. And the worst thing is, if you get stuck with you get sold by someone who’s a really good salesperson, then you get stuck with someone who has two years experience and they have 80 accounts to manage. Let’s do the math. 80 accounts, 40 hours in the work week. That’s 30 minutes a week. Deduct from that bathroom breaks, breast breaks, kneel breaks, talking on the phone, online, ordering on Amazon, et cetera, et cetera, and then reporting and your requests talks with you. How much time does that person actually have to make optimizations in your account? Five minutes, two minutes. What are they going to accomplish? Not a lot.

Very true. So I’m a listener of the podcast and I’m like, okay, this guy I’m sold, I want to at least get an audit. How do they get in contact with you?

Sure. Just go to webrageous.com. Just like outrageous webrageous.com, webrageous.com and fill out the form or give us a call.

Nice. So I got a couple of bonus questions for you. Alright.

Sure.

Outside of like, your family or your son, what is your most significant achievement to date?

That’s a good question. Well, being a father, I’m going to say three things. Being a father. Second would be getting kicked off a sailing team the next summer, going and racing with the competition and beating that team, which shouldn’t have beat them, getting invited back to that original sailing team and then winning the series. We were undefeated the whole season. And then the owner of the boat, he always gets the trophy. He gave that trophy to me. It was a Crystal vase about that high and the glass on it was that thick. And so I was MVP that year after being kicked off. That was a really cool accomplishment. And the last race, our competition was right on our tails and it was handicapped. We beat them by two minutes, 90% of the race. They were right on our tails. And I stood up on the last leg of the race and started calling the wind shifts and we pulled ahead of them by two and a half minutes. I still to this day, I don’t know how we pulled ahead that far, but I was calling some good wind shifts. So that would be another one of them. And the other one was being part of a four person team that won a competition supported by United Technologies for Engineering and Sciences. That was in high school. The teachers nominated twelve of us to be on two teams. We could have two teams of eight, but I was on the B team. We beat the A team. The A team had twice as many people and they were way smarter than us. They had the valedictorian, the Salvatorian, the valedictorian of the junior class, who would be the valedictorian of the junior class. And it’s just a much more capable team. Anyone would look at them and say, oh my God, they’re going to crush us and we beat them. We won the competition out of every small, medium, large private school for the B teams in the state of Connecticut. And then we started looking at the results for the A teams. We beat every single A team in the entire state of Connecticut in this engineering and science competition. And we only had half of the people on the team that we could have. It’s a story that I cherish.

Yeah. I’m just listening to you, how passionate you are, but it still goes back to you being both creative and analytical, right? I mean, obviously sailing could be very fun. Sailing. Racing definitely has adrenaline behind it. But you had a particular job on that particular boat where you were tracking the wind, which is a highly analytical position to kind of foresee where wind is going to be before it’s even there. Would you correct me if I’m wrong? Is that not a true statement?

Yes, you’re predicting, but for me, I just saw it. I was kind of cheating. I had a pair of $400 there and Getty glasses, which allow you to see the windshift, but better than anyone else. But, yeah, I didn’t want to spend $400 on him. And this woman I knew at the Sunglass store said, David, this is what all the national team guys are doing. You have to get these. I’m like, okay, cool. Done. So I got my $400 X ray sunglasses and pulled off a big wind for him.

Nice. All right, so I got another bonus question for you. If you could spend 24 hours with anyone, dead or alive, uninterrupted for those 24 hours, who would it be and why?

My granddad. He passed away when I was in fourth grade. And to know him as an adult would be really amazing. It’s very special as a kid. But to spend 24 hours with him and his great grandson Martine, that would be special.

Oh, definitely. I can definitely see that because my son, he’s 15, and his maternal grandfather that he was very close with recently died, like, in the past couple of months. So fast forward when he’s an adult, I could definitely see that visual. I can ask my son that question probably 15 years from now. He’ll probably give me the same answer that you just gave. So, yeah, I think going to closing, right. Every time I interview someone, I always give them the opportunity to give the microphone to them to ask me any questions that may have come up during the podcast. So the microphone is yours. Do you have any questions that you would like to ask me?

Yeah. How did you meet Damon? That’s how we met. How did you meet Damon?

Kind of like social media. Right? So I saw Damon, and we had some mutual connections on Facebook. And then I just looked Damon up, and I was like, okay, analytically. We’re like, on the same way level. We like the same thing. He was a Forbes writer. He had a podcast. He’s really big into SEO. And I was like, I need to interview this guy. So I just reached out to him, like, Cole would never even speaking to him once. And then shortly after that, he accepted to be on the podcast. And then after that, he invited me to be on his podcast, which Ironically just eared today. And the rest was history. And all this happened within less than six months.

Oh, wow. Okay. And you came all the way from where to go to his 40th birthday party?

Atlanta to Utah.

Oh, my God. That’s a long way to go. Just for a one night party.

Yes. But it’s kind of like that’s how you build real relationships. And Damon and I, we’d have, like, an unsung Brotherhood right off the bat we just clicked it just made sense and it’s kind of like it’s really cool to not only have someone that understands your language but also is a really good guy as well so it just worked out. Ideally you would love for that to work out with everyone but it doesn’t but with me and Damon it just did.

Yeah, Damon is a special guy. Absolutely cool.

Well, I mean going to the closing I definitely want to appreciate taking out your schedule. I know you guys about, like 2 hours behind us and I definitely appreciate all the information and insight that you delivered and obviously if anyone is looking to get better results from the Google ads, by all means necessary, please contact David. At least let them give you an audit to put you in the right perspective to let you get a peace of mind to kind of know where your results are and where your results can go.

Okay, great. Thank you.

Pleasure S.A grant over and out.