We Turned My 7-Figure Agency Into The Best Google Ads AI Media Buyer in the World

We haven't talked into a single person yet. That's straight-up stupid because my idea was like, "Okay, I need to focus on the product. I need to build it and then we will start to sell it once it's live." But the problem is then you have launch day and then you have to do all of that, right? Now you need to create ads. Now you need to talk to partners. Now they need to understand like what's going on in the first place because you haven't talked about it much. So it's slow. It takes time.

This Saturday was the biggest day for Skaley so far before launch and I couldn't film any second of it. This Saturday we had our strategy session with Milita. Everything we need to tackle before launch. I want to do a quick recap here. As a matter of fact, I'm sitting here since 4:00 a.m. and it's almost 8:00. Reviewing everything and I want to show you all the lessons you can learn from Yeah, the mistakes we've made so far, everything we figured out that still needs to be done. One interesting part I realized as well, it's not just about software. Like all these lessons we have here, you can implement in every single business.

Doesn't matter if you run an agency, an e-com business, any other sort of service or software business.

I realized like all these fundamental puzzle pieces, they are always the same, right? So let's dive into it. So where are we going with Skaley? What's the vision? What's our one-year goal for example? The vision for Skaley for me, it's quite simple. It's the future of Google Ads media buying. Simple as that, right? There are a lot of shifts in this system and how things work, especially with AI now. And we are pioneering that at the front. So we see a lot of work to like genuinely be able to replace proper media buying. To be totally fair, like it's not feasible in the short run, right?

Like I run an agency myself. I plan to continue to do so for very long time, right? So, don't get me wrong. It's not that easy to just be like, "Yeah, whatever." There are at least a lot of aspects, a lot of variable you can slowly, over the coming months and over the coming years, start to automate. But, there are a lot of like very small stores that just don't make sense for an agency, right? So, the goal for Skai is to be that future of media buying and with its early versions specifically for the smaller stores. Because what I see every single day and

it starts to annoy me a little bit, you have those beginners, right? They have obviously very limited budget. What do they have to do? They need to join some sort of coaching, some sort of expensive community, hire someone to teach them all of that. And it does make sense. Ideally, you have someone who takes your hand and shows you like how to do those things. Because if you try to figure it out by yourself, it's just painful trial and error and also costs you a lot of money. The problem is like you you have limited budget, right? So, you need someone to teach you all of that.

Then, you typically get pushed to a media buyer early on, very early on. Typically, someone from that community, from that coaching, right? And this coach then gets a fat bonus as affiliate commission from that media buyer as well, right? So, like for them, it's this whole ecosystem. The problem for you is now you spend half of your money on this coaching, 30% on the media buyer, and now you have 10 20% left for ad spend, right? And it's already kind of tight. So, basically, all your resources go into this seemingly necessary infrastructure for you to start in the first place, but you have very limited ad budget, right? And then, people come

to me, they reach out on YouTube, Instagram, WhatsApp, whatever, and they're like, "Yo, Chris, I have 10 to 20 euro ad spend a day. What can I do?" I'm like, "Go get a job, you know, like seriously, like you cannot make serious progress with that kind of ad spend, right? Unfortunately. So, like paid ads is a game of money, right? You need a certain level of money to even start in the first place, to start comfortably in the first place, which is important as well, because like even if you have the resources, but every single euro you spend hurts you a lot, then this is not the game for you.

It will not work out right, because the emotional strain is too much as well.

So, we want to change that. With the agency, I have to reject 95% of the requests and the leads we get, because they're simply too small for us. But with Scaley, we can change that, and I can change the way this whole ecosystem works with super expensive coaches, media buyers way too early on. And again, don't get me wrong, I run an agency myself, right? But if you're just starting out with very small ad budgets, you need to learn the fundamentals yourself. Like a media buyer at that stage, it's just like it costs you too much. You understand? Like it makes much more sense when you start to scale up more, and then also the whole media buying makes way more sense, right?

It's about the timing as well.

So, how are we going to achieve that? First of all, we have Scaley, of course, right? Which can immediately replace your media buyer, because you will get access to highly advanced data analytics. You see immediately where your money goes, where it should go, where it's wasting. So, we'll focus more on your winners, we exclude the wasters. Uh you have direct access to basically all of our SOPs. Every possible question you could ever ask, like our our chatbot will be able to to answer, right? So, we have our Skool community, and for Scaley users, it's free completely. And yes, even the VIP package, which is usually a bit more expensive, because there are a lot of resources from my side, right?

Media buyers, SOPs, weekly calls. For Scaley users, regardless of which tier you pick, the community with VIP package will be completely free on top. And the crazy part with our community now is that we don't just teach the ad side of things, right? Which we always have done. But I also partnered up with some partners of mine, some figure e-com brand operators. I've been working with them for a lot of time. They are some of the biggest clients of my of my agency as well. And I pulled them into the community to also teach people the back end side of things, right? Cash flow, profit management, stock management, CEO, like the the whole thing, right?

So, basically you can replace your media buyer effectively immediately. And the thing is, because of your small budget, you will not be able to give you a lot of input anyway, because it will focus more on the bigger client. So, as a matter of fact, Scaley will have much more input for you than the media buyer at stage, right? So, basically what we're achieving with that is we're completely eliminating these unnecessary expensive and often shitty coachings that you subscribe to. And we're removing the need for a media buyer in the early stages. Effectively, what we're achieving for you then is like 80-90% of your budget finally goes where it should belong.

In your business, in your ad account, in testing your products, in testing ads, instead of having 80-90% of your limited cash locked up in this seemingly necessary infrastructure, and then only a small portion of your money, of your cash, of your budget can go into your actual business, right? Like that that that doesn't make sense.

Like there's something wrong with that, right? And we need to change that. So, the real question now is where do we stand? What did we figure out during our strategy session on Saturday? To be honest, I was quite nervous because before like it was it was a wild ride this last year and building Scaley. And we had a lot of issues, a lot of bugs, even a couple of weeks ago. So, I was a little bit nervous when I sat down with Militsa, which is my CEO for the software businesses, basically. The previous goal was like, we want to launch in October still. And it's already kind of end of October, so like we need to speed things up massively, right?

So, if we would have seen a lot of new bugs on Saturday, it would have been quite a bummer for us, right? But a good thing is like we actually don't have a lot of in terms of features. There are a lot of and genuinely a lot of small things, right? Where I was like, dude, this is crazy. Like literally hundreds of small little items, because like we we are super super focused on the details as well, right? And it makes sense. It makes sense. Because one of the main differences of a software business compared to an agency is like there's no human in between

anymore, right? For example, with the agency, if the process is good, but not 100% smooth, it's fine, right? Because I'm here. Like you can ask me questions. If I see something doesn't really go that well, like I step in and like move it in the right direction, whatever it is, right? Whatever we are talking about. With a software, the thing is like it has to be fully autonomous, right? The whole process. Onboarding, creating value for you, building process, everything needs to run smoothly, right? If there's just like one small interruption, there's no human there to like, ah, no worries, I will show you. It's a software, right?

Like it's a product. Then it's a big issue. So, we have like a lot of small things with billing, affiliates, onboarding especially. That's an interesting one. Couple more things we discussed is retention, basically. All right, we do have customers using the software. How can I make sure we provide maximum value? Basically all of that, which metrics we have to look at at the start, CPA, retention, churn rate, all of that. Yeah, that's pretty much it. But you see already like there are a lot of like little factors, right? And all of them matter. So, what's the

timeline? What's the goal? Today we have the 19th of October. I still think we should be able to actually launch in October, but it will be rough. There are a lot of things to consider, and it might be a very tight timeline. But, yeah, it has to be the goal, right? We need to get moving. We need to get the pace in. So, we need to launch. And the goal, basically, is quite simple, quite ambitious as well, but I think we can do it. We want to achieve the first 100 users in the first 30 days after launch, which is approximately like three to four users a day.

So, quite ambitious, but I think we can do it. We have the existing personal brand, right? We have this cool community. I have a lot of people lining up already waiting to use the product. We will have affiliate partners ready to go, and ads running on meta as well, of course, right? So, the interesting and genuinely valuable part for you as well is what did we figure out on Saturday? What typical launch blockers you will always experience? What do you need to consider when you build a software or any sort of product. And to be honest, I'm blessed that I'm in the agency business for five, six years already, and also was in in sales and customer service before, cuz that's where I learned a lot of these lessons that I was showing in a minute.

All right, for today, I just have two main takeaways that we learned, figured out on Saturday, where we know like, "Hey, this is super important." Lesson one will be focused on onboarding. What does that mean? I will show you in a second. And lesson two, very specifically in our case, is sales. Obviously, always like two super important things, right? But, stay tuned for onboarding. I feel like a lot of people don't put a lot of importance on that. And this one is crucial for software business, but again, any other business, actually. But, a lot of people underestimate it, right? It's always about like, "Oh, you need to run ads.

You need to master sales, marketing, distribution." That's like super key, right? And of course, it is. But I tell you something, like you can mass

distribution, up the onboarding, and you will be still at zero. So, stay tuned for that. I have some interesting stories on that one as well. But let's talk about sales first. And I think we have a pretty good plan on how we want to attract customers. We have first of all the community, right? Our Skool, the existing personal brand and audience on YouTube, Instagram, basically what I'm doing right now, right? Then we will run ads on Meta, Instagram primarily at first, and I want to grow heavily through affiliate partners, right? So, I know a lot of people in the e-com space, obviously. I think it's a really interesting deal for them, right?

So, we plan to give 20% of the MRR to our affiliate partners and up to 30% to VIP partners, which is huge, right? And the big pie of the cake, because we talk about revenue, not profit here. So, that's a big chunk of the profit in the end. So, we will grow hugely with affiliate

partners, basically focus on on those four, right? These are four channels, that's more than enough. You never want to overcomplicate it in the beginning, right? Otherwise, just put the focus everywhere. But there's one mistake that we did do, unfortunately, that are underestimated as well, and I haven't even thought about it before I, you know, went a little bit deeper into software and how to do this. We haven't really started yet at all, barely. A lot of people only know for a couple of days now, because they started to posting that, like, "Yo, Chris is doing something like that." And that's not a deal, because it takes some time, you know, to like compound attention, interest, making people aware of that I'm doing Scaley AI in the first place.

If you do it before, if you talk to people before, if you talk to affiliate partners before, like we haven't talked to a single person yet. That's straight up stupid, because my idea was like, "Okay, I need to focus on the product. I need to build it, and then we will start to sell it once it's live." But the problem is then you have launch day and then you have to do all of that, right? Now you need to create ads, now you need to talk to partners, now they need to understand like what's going on in the first place because you haven't talked about it much.

So it's slow, it takes time. But think about if you are startup, if you launch a software and you are slow with sales, you're slow with getting money in, right? You probably rely on venture capital, so it would be a huge mistake. And honestly, it's a mistake from my side as well because we could have done all of that already. We could have talked to partners weeks ago already, showed them the product, have everything lined up, and then launch day is pretty much just a big party because then we have couple of beta users already signed up for premium deal. We have affiliate partners ready to go, ready to inform people.

We've posted about it for quite some time, so everybody knows about it, right? and then it's launch day, you put it live, and then you get these 100 users that we have as a goal immediately. So, sales, basically the

lesson, the main takeaway you want to start selling early. You want to start selling as early on as possible, right? You want to create awareness, you want to get attention for your product, what you're building. You want to start to market it very early on. Now, we kind of didn't do it that much.

Onboarding. I'm obsessed with onboarding. You don't even understand, and I will explain it to you why you should be too. But let me start with a story. So, when I was in my early 20s, when I still lived in Vienna, I got a job there in sales, customer service. We were selling gold and silver. Was great timing as well, was during the the whole Corona thing, you know, inflation, everything. So basically was booming, right? There was a lot of business, a lot of activity. Okay, but what has this business of selling gold and silver, and mind you, physical location, right? People come to us to this location to buy gold and silver, and I was talking to them, consulting them, and like basically selling it there, right?

What has that to do with software in any shape of form or onboarding? So, one day my previous boss pulled me aside. They were standing like in the middle of the the the the hallway where the entrance was. I think like two people were there already. Two people or like just one one guy, my boss, and then then me. And we were standing there and basically looking at the end of this like long hallway, right? And he was standing there like, "Mr. Krasnik, where do you think we should place our entrance sign?" And I have been observing them like standing there and talking about this whole whatever thing.

I didn't know what they were talking about, right? for like 30-40 minutes before already, before they pulled me in. And I'm like, "Are you guys serious? You You guys are standing there for like 30-40 minutes talking about like where to place it, how big it should be, what kind of colors it should have?" All of that stuff, right? And then I joined them and we still talked about it for another 30-40 minutes. So, we spent 1.5 hours, 90 minutes, talking about how to place the sign, how big it should be, which colors, what wording. We removed all distractions in the hallway in general that could like deflect your attention from the sign, right?

So, we removed plants and all of this. We said, like, "Should we have another sign here as well? Is it too much?" So, we were like really really deeply overthinking this whole thing. And I thought it's foolish because I didn't understand the value and importance of proper onboarding. Well, he understood He understood what? If a customer enters our branch there, these first few seconds matters, right? If they enter and they are confused, they don't know where to go, that's not a good experience. That's basically the first impression. You have to understand, you come there with a lot of money, you want to buy gold and silver.

It's like it's expensive, right? So, you have to understand like they they go in there and like the first impression is like, I don't know where to go. It's super confusing. I could go left, I could go right. It's kind of weird here. It's silent. I don't feel comfortable. And that's why we were obsessing about this to make this as smooth as possible. And we were also if we see someone still being confused after that, right? We We heard the door opening. We saw them on camera basically because high security gold and silver, right? So, if we saw someone confused, we were rushing outside basically, super quick.

We rushed out there to greet them and show them where to go. So, we don't have confusion. That was basically our onboarding. Again, very different, not a software business, but same principle. It had to be a smooth experience for them. And honestly, those first few seconds, they matter as much as the sales call afterwards because if you come in as a customer, you're confused, you don't like it, it's kind of weird, you start with a negative impression, right? And then you're fighting for the rest of the sales conversation to kind of like convince them, "Hey, no need for a negative impression. We actually serious. We are legit, right?" Completely different story if they have a smooth onboarding, a good impression of you, then the whole sales conversation will be much easier.

So, onboarding absolutely critical. And that's why nowadays I'm really, really big on onboarding and a lot of other things I learned there. But onboarding, insanely important and even more important for a software business. Why? Because for a software, there is not a Chris that can run outside and help you when you're confused, right? There again, there is no human in the loop. So, the whole thing needs to be smooth from every single aspect. When somebody starts to sign up, when they start to put in the billing information, when they start to connect the ad account, then when they're finally in the platform, it needs to be super clear, okay, what's happening, what's next, right?

So, you start with a product tour basically push them where they have to go, right? Then you start with like an onboarding checklist. These are like the first few things. And then another thing, super important, you give them value immediately, right? So, everything is smooth. What to do, where to start. This is what needs to be done next. And look, 5-10 minutes after onboarding, we give you a big bunch of value straight away, showing you how great the software is, right? And now it it might sound self-explanatory for you. It's like, yeah, obviously. But if you look at most software businesses out there, even successful software businesses out there, right?

It's not the case. Well, to be fair, okay, most successful software businesses obviously consider that, right? It's like a literal science. It's a whole science behind it, right? Where people optimize the onboarding all day. So, that's different. But you see a lot of newer software startups, a lot of, you know, like white code stuff as well now where it's easy for for people to build stuff, right? But they don't consider any of these principles, right? Because they don't understand. They don't understand these business principles. And it's super important because when I was

testing my product for the first time, and mind you, I know what I'm doing here, right? But I was like I was logging in. I was like, okay, it's it's still syncing. I don't even see any data. I don't know where to go next. I was confused, right? How can I be confused? It's literally my product. But now you have to think how bad this whole experience be for a user who doesn't understand what is this about. They probably saw me on an ad, right? They are like, yeah, you know, let's let's try it. They're not even that convinced yet, right? They're using the the free day trial or whatever.

And then they join and it's like, ah, you have to put in all this information and billing info, which is already inconvenient, right? And then you hear the platform and like everything is sinking. I don't see anything. I don't know where to go next. I don't see the value. They basically jump off after 5 minutes never even using the product again. Canceling immediately. And you have a huge churn rate, right? So you get all these people into your product, into your software from ads, whatever. And then all of them go out again, right? And churn. Done. So onboarding, this is like especially for software business This is for every business, man.

Every business. This is what matters the most. And another example to show

you why it genuinely matters for every type of business, right? A lot of you guys are in e-com. Obviously, we sell Scaley AI to e-com businesses as well. You even have the same thing for your online shop, for your store, for your brand. It's just in a different shape or form. And you have multiple kind of like onboarding steps where it's like, "Okay, what's next? What needs to be done?" The most obvious one is when somebody comes from your ad to your shop. That's kind of like the situation that I explained earlier with like, "Okay, they they join, they need to see the sign and know where to go." Just this was in a physical store, this is your online store and it's kind of the same thing.

The first impression needs to be like, "Okay, this is what I get. This is how it works. Ah, I see. I can trust them. There is no reason for me to to jump off or not to buy, right? So, you could say conversion rate optimization making sure the whole experience is smooth. That's the onboarding for an e-commerce shop. Another example, again, e-commerce After checkout, let's say you convinced them to buy. It's also some sort of onboarding on what's next. What follows after the purchase where a lot of e-com brands and generally a lot of e-com brands don't do that well. Because you have to understand somebody just gave you their money.

Right? They need to understand what's next. When can I expect my package? How does shipping work again? How long does it does it take? Do you have my email order confirmation? All of those things, right? Are basically the steps. I wouldn't call it onboarding in that sense, but it's literally the same same thing, right? It's onboarding them to a smooth experience. Onboarding them to trust you to show, "Hey, shipping is smooth. Here's the email confirmation. Here a couple of FAQs that people have after purchasing, so you understand exactly what you can expect." You have follow-up emails couple of days after shipping, right? Basically informing them and reaching out to them proactively before they even spam your customer service in an anxious way, in an angry way, "Yo, where is my package?" Right?

And I'm telling you, if e-commerce brands would learn onboarding and obsess over onboarding principles the same way I do it with the agency or with my software right now, you could probably cut I don't know 30 percent of your customer service efforts, right? Because a lot of probably more. A lot of customer service efforts in e-commerce are around payments and shipping, right? So, if you have smooth processes in place in the first place where they don't even need to reach out, you can save a lot of money there as well. So, you see, insanely important. I just showed you those two lessons, but those two are enough to truly transform your business. All right, guys. Either

way, we have a goal, we have a clock, and we don't have much time. We do have again the 19th of October, and we want to launch within a couple of days. So, honestly, time is running out. Bit of a problem. We will speed things up and the goal stands. Can we achieve 100 users in the first 30 days? I think so. We will see. I will keep you posted on the numbers once we are live and see you in the next episode.