Agency insights
Thoughts and lessons on client selection, burnout, pricing, and modernising legacy accounts, from someone who's run a Google Ads for years.
Creating an elevator pitch that makes people want to talk to you.
Published October 2024. Last updated July 2026.
I've always answered the question "What do you do?" with something like "I'm a Google Ads guy." Let's not lie, that's pretty boring. It's generally met with bland responses like "Oh OK" or "How nice".
Daniel Priestly changed how I think about answering this question. He sets out a 5-part framework for answering "What do you do?":-
- Name (You and your company)
- Same (Put yourself in a box)
- Fame (What makes you different)
- Aim (What are you working on now)
- Game (What's your bigger vision)
Here's my take on an improved answer.
I'm Pete. I co-founded a Google Ads agency after teaching 1 300 small business owners about Google Ads. I've written a book on diagnosing Google Ads problems and I publish a weekly newsletter. Small businesses often barely break even from their online advertising. I'm working on fixing this. I help my clients get better quality leads and turn more leads into sales.
It's more pretentious than I'm comfortable with but I think it's better than "I'm a Google Ads guy."
Here's a video of Daniel Priestly explaining the framework. It's worth a watch if you want to upgrade your "What do you do?" answer.
Most Google Ads Problems Aren't Google Ads Problems
If my writing resonates with you, I'd like to give you a copy of my book, Profitable Google Ads. The book was written for business owners, but many PPC professionals have found it valuable too.
Before you download it, what describes you best?
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