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Before we jump into today’s topic, can you please answer this question, so I can make content that you enjoy:
Are my emails too long?
I started out as a freelancer back in 2014.
Back then, being a media buyer felt easy: learn Ads Manager, set a budget, throw up a white background creative with some copy, and hope the sales followed.
But as more advertisers flooded the platform, Facebook tracking evolved, CPMs rose, and competition got fierce.
That’s when I realized tech skills alone wouldn’t cut it anymore.
At first, I thought mastering analytics, business, and sales would be enough.
But then I hit another wall: campaigns weren’t failing because of the numbers or the offer—they were failing because I didn’t understand marketing.
Marketing was the bridge I had overlooked.
It’s what turns attention into a journey: lead magnets, funnels, nurturing sequences—everything that moves people closer to buying.
It wasn’t sales. It wasn’t creative. It was its own discipline.
That’s when it all clicked.
To be a great media buyer, you need five skillsets: analytics, business, sales, marketing, and creative.
Once I leveled up in each, I went from “the guy running ads” to someone who could actually drive growth for businesses.
1. Analytics
My first big shift was understanding the tracking.
Attribution, Pixel setup, ROI on ad spend, conversions ont the correct events, it all clicked when I saw how every campaign tied directly to revenue.
👉 Without analytics, you’re blind. With it, you know exactly where to push, pause, or scale.
2. Business Models
Every SMB has a different business model.
Ecommerce isn’t SaaS, and lead gen isn’t plug-and-play. Each business needs a paid media plan that supports its growth strategy.
👉 The best media buyers think like business operators, not button pushers.
3. Sales
Ads aren’t just impressions and views—they feed into a sales process. Some businesses sell online, some offline, some on the phone. Learning how each process worked helped me write ads that fit the funnel.
👉 Every ad is a pitch. The stronger your sales knowledge, the stronger your ads convert.
4. Marketing
Marketing isn’t sales, and it isn’t just creative. It’s everything that gets and nurtures attention: lead magnets, funnels, email lists, retargeting. It’s the bridge between interest and purchase.
👉 Great media buyers understand marketing systems, not just campaigns.
5. Creativity
Today, creative is the game.
Standing out in a crowded feed means knowing buyer psychology, testing new angles, and crafting stories that grab attention.
👉 Creative is the lever that multiplies everything else. Tech, analytics, and strategy can’t save a boring ad.
🍩 Snackable Challenge
Audit yourself today.
Rank your strength in each of the five areas: analytics, business, sales, marketing, creative.
Then pick your weakest and spend 30 minutes a day improving it.
That’s it for today…
Thanks for reading this week’s issue! I hope it gave you a spark to make your ads just a little bit better.
See you next week!
How did you like this issue? (Be honest please)
♥️ Tools we love to use at my agency:
My ultimate list of FREE Ad Libraries for spying on competition and inspiration
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My favorite FREE newsletters on Ads & Media Buying.
For Ad Creative Inspiration in almost every niche: Magritte.
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#1 Newsletter Builder platform for founders, creators, writers (website, automations, quizzes) Beehiiv.
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Email Marketing tools for e-commerce Klaviyo or Mailerlite. We choose the one that fits our client’s needs between these two.
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