How to Get Real Results from Advertising

In the ever-evolving world of advertising, achieving real, measurable results can feel elusive—especially with the proliferation of platforms, tools, and tactics. In a recent episode, host John Golden sat down with Skip Wilson, a seasoned advertising expert and founder of Draft Media Partners, to unpack the nuances of successful advertising in today’s landscape. Drawing on Skip’s extensive experience at CNN, Clear Channel Radio, and iHeartMedia, as well as his award-winning work at Draft Media, this episode delivers actionable strategies for businesses seeking to maximize their advertising ROI.

Below, we break down the main themes and expert tips from the episode, providing in-depth guidance and practical recommendations for businesses at any stage of their advertising journey.

1. Set Realistic Expectations with Data-Driven Benchmarks

Why Expectations Matter

One of the most common pitfalls in advertising is launching campaigns with unrealistic expectations. Many businesses expect immediate, dramatic results, only to be disappointed and prematurely abandon their efforts.

Key Insights:

• Research Industry Benchmarks: Before launching any campaign, research average cost per click (CPC), conversion rates, and cost per lead (CPL) for your industry and region.
• Understand the Customer Journey: Recognize that advertising is often just the first step in a longer sales process, especially for high-ticket or complex products.

Actionable Advice:

• Use Predictive Tools: Leverage tools (like those used by Draft Media Partners) that estimate key metrics based on your industry, geography, and budget.
• Scorecard Your Campaigns: Establish clear, data-driven KPIs before launch. This provides a baseline for evaluating performance and troubleshooting issues.

Expert Tip:
“Setting proper expectations is about knowing what’s reasonable to expect. If you don’t know the benchmarks, you’ll judge your campaign too soon or too harshly.” — Skip Wilson

2. Choose the Right Channels by Defining Your Audience and Desired Action

The Channel Selection Trap

Businesses often ask, “Should I be on Facebook, Google, or TikTok?” Skip argues this is the wrong starting point.

Key Insights:

• Start with the Audience: Clearly define who you want to reach. Consider demographics, interests, location, and intent.
• Clarify the Desired Action: What do you want your audience to do—call, fill out a form, visit a store, or make a purchase?

Channel Selection Examples:

• Google Search Ads: Best for services with high intent, like a roofing company targeting homeowners in specific zip codes.
• Social Media (Instagram/TikTok): Ideal for products with visual appeal or impulse buys, such as fitness supplements targeting enthusiasts.

Actionable Advice:

• Map Audience to Platform: Once you know your audience and goal, the right platform often becomes obvious.
• Avoid “Shiny Object Syndrome”: Don’t chase the latest platform just because it’s trendy—focus on where your audience actually spends time.

Expert Tip:
“Don’t start with the platform. Start with your audience and the action you want them to take. The right channel will reveal itself.” — Skip Wilson

3. Follow Up with Leads Promptly and Effectively

The Lead Response Gap

Generating leads is only half the battle. Many businesses lose out by failing to follow up quickly or at all.

Key Insights:

• Speed Matters: The faster you respond to a lead, the higher your chances of conversion.
• Automation and Global Resources: Use AI, chatbots, or after-hours support to ensure no lead goes unattended.

Actionable Advice:

• Implement Automated Workflows: Set up instant email or SMS responses to new leads.
• Monitor Lead Response Times: Track how quickly your team responds and set internal service level agreements (SLAs).
• Leverage AI for After-Hours Engagement: Utilize AI-powered chat or virtual assistants to connect with leads outside of business hours.

Expert Tip:
“Companies spend thousands on ads but lose the sale because they don’t follow up. Automation and global resources can close that gap.” — Skip Wilson

4. Leverage AI and Technology—But Don’t Forget the Fundamentals

The AI Impact

AI is transforming advertising, especially as organic reach declines due to content saturation.

Key Insights:

• Paid Ads Are More Essential Than Ever: With generative AI flooding the web, organic content is less effective. Paid ads cut through the noise.
• AI for Content Creation: Use AI to generate multiple headlines, ad variations, and test creative quickly.

Actionable Advice:

• Balance AI with Human Insight: While AI can handle volume and speed, human creativity and strategic thinking are still crucial.
• Test and Iterate: Utilize AI to A/B test different messages, while continually reviewing the results through a human lens.

Expert Tip:
“AI has made paid advertising more important. But the fundamentals haven’t changed: deliver the right message to the right audience to drive the right action.” — Skip Wilson

5. Don’t Dismiss Traditional Media—Know Your Audience

The Role of Legacy Channels

While digital dominates, traditional media still has a place—especially for specific demographics.

Key Insights:

• Audience-First Approach: Older audiences or those in specific communities (like assisted living) may respond better to print, radio, or TV.
• Integrated Campaigns: Sometimes, a mix of traditional and digital delivers the best results.

Actionable Advice:

• Audit Your Audience’s Media Habits: Use surveys or customer interviews to understand where your audience gets information.
• Test Traditional Channels: If your audience skews older or local, consider adding direct mail, radio, or print to your mix.

Expert Tip:
“Traditional media isn’t dead. For some audiences, it’s still the most efficient way to reach them.” — Skip Wilson

6. Be Authentic—Don’t Try to Be Something You’re Not

The Authenticity Imperative

Trying to appear “cool” or “edgy” can backfire if it doesn’t align with your brand or audience.

Key Insights:

• Stay True to Your Brand: Focus on what your customers actually care about—reliability, quality, trust—not just trends.
• Resonate with Real Needs: Authentic messaging builds credibility and long-term loyalty.

Actionable Advice:

• Audit Your Messaging: Ensure your ads reflect your true brand values and speak to your audience’s real concerns.
• Avoid Forced Trends: Don’t jump on memes or slang if it doesn’t fit your brand voice.

Expert Tip:
“Authenticity wins. Your customers care about what you do well, not whether you’re trendy.” — Skip Wilson

7. Diagnose and Optimize Campaigns with User Engagement Metrics

The Diagnostic Process

Understanding where users drop off in the funnel is key to improving results.

Key Insights:

• Analyze Engagement: If users bounce after a few seconds, you’re attracting the wrong audience or bots. If they stay but don’t convert, your landing page needs work.
• Systematic Troubleshooting: Like fixing an engine, isolate each part of the funnel to find the breakdown.

Actionable Advice:

• Use Analytics Tools: Track time on site, bounce rates, and conversion paths.
• Test One Variable at a Time: Change headlines, images, or calls to action individually to measure impact.

Expert Tip:
“Diagnosing campaign issues is like fixing an engine. Find where the breakdown happens, and you can fix it.” — Skip Wilson

8. Work with Experts and Use Transparent, Performance-Based Models

The Value of Expert Guidance

Running ads without expertise can waste time and money. Skip’s company, Draft Media Partners, offers campaign planning at no charge and operates on a percentage-of-spend model, aligning their incentives with client success.

Key Insights:

• No Upfront Planning Fees: Get expert strategy without initial costs.
• Performance-Based Fees: Agencies that earn based on your ad spend are motivated to deliver results.

Actionable Advice:

• Vet Your Partners: Choose agencies with transparent models and a track record of success.
• Demand Data-Driven Reporting: Insist on regular scorecards and clear metrics.

Expert Tip:
“Without the right guidance, you can waste a lot of money on ads. Work with experts who are invested in your success.” — John Golden

Strategic, Data-Driven Advertising Wins

The path to real advertising results isn’t about chasing the latest trend or dumping money into every platform. It’s about:

• Setting realistic, data-driven expectations
• Choosing channels based on your audience and goals
• Following up with leads quickly and effectively
• Leveraging AI and technology without losing sight of fundamentals
• Being authentic in your messaging
• Diagnosing and optimizing campaigns with analytics
• Partnering with experts who are invested in your success

By applying these nuanced, actionable strategies from Skip Wilson and Draft Media Partners, businesses can avoid common pitfalls and achieve sustainable, measurable growth from their advertising investments.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.