How he manages 40+ Google Ads clients with AI agents

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00:00So let me start by introducing Louis Bogdan. He's 21 and after freelancing with e-commerce brands out of London, he founded Affirmed. And honestly, his story is one of the most transformation or one of the best transformation stories that I've ever heard because before the PPC Hub, Louis, well, he said in his words, he had taken more than 50 Google Ads courses. And when he found the Google Ads Success Path, he yeah just speed ran through it. And he didn't just watch a few lessons here and there, but he went through every single lesson and absorbed all the knowledge he could. So he's really truly one of the most yeah just hungry students that we've ever had in terms of hunger to to succeed and and develop himself. And then when we launched PPC OS, he moved much faster than almost anyone. And he he took it, he layered his own work on top and he built a custom system for his agency that now runs his whole delivery. Well, most of it anyway. And the best part is that he he met his co-founder Niku Mandal in the PPC Hub.

01:10And so in about six months, they went from having barely any clients to over 40 ecom clients. And they didn't necessarily do it by working more hours, but by building a system that freed them up to focus on what actually grows the business. So with that said, let me pull up Louis. Yo, yes, there we are. Hey, can you hear me? Yeah, man. I can hear you. All right. Welcome, mate. Welcome. Welcome. So Louis, can you just tell us a little bit like who you are, what you do, how you got started with Google Ads and then specifically like yeah, just talking a little bit about your journey, what types of clients you work with right now and then we'll we'll get into how becoming AI first has really helped you and and and transformed your career to to where you are now. For sure. Absolutely. So as as as you've already mentioned, I'm I'm quite young for for the industry. Ultimately, the way I got into Google Ads was I had a completely different career path ahead of me. I was I was going to go to university for computer science and graduate, become a developer and so on and so forth. But by around the age of 16, I was coding my own software and trying to sell them. And although I had the best product on in in the market on the niche, I wasn't getting clients. So that's that sent me down a rabbit hole of like understanding client acquisition and marketing and I learned about Google Ads and I was like wow this is this is amazing like this alone can get you a ton of clients. So I fell in love with Google Ads and and and that's kind of that was my inn and completely changed the trajectory of like my entire career path because then I got really good at

02:48it and then people I I noticed there was quite a big demand so just started doing it for people but but yeah I I think as as you said already I was very hungry to learn about Google Ads because it's very it's very hard to learn from like official documentation usually you need to learn from other experts who have done it before you and that's really where the main knowledge comes from not not Google itself like you know there's there's a joke that goes around that you can't really trust Google when it comes to Google Ads perhaps but yeah that that was basically my journey and and I was really struggling to find like really good knowledge I just felt like everything wasn't really being explained how it should be and then after around 50 courses which like some of them were short some of them were long I I finally joined the PPC Hub and I have to say the way Bob teaches in there is is exact exactly what I needed. Like he breaks it down to its principles, you know, and he he goes from like a top level strategy all the way down to like this is why you take this decision in Google Ads because of this thing all the way up here, right? So that really really helped me.

03:55And then, you know, the PPC OS comes out and it it it just blew my mind. And and and yeah, that's that's basically where I'm at. Just trying to, you know, be the best student. And as a byproduct of that, I became a really good Google Ads expert. So that that's basically my my journey so far. Yeah, that's cool, man. And then somewhere along the along the way, you because you were at our meetup in in December and then you were at our barbecue last week. In between that, it's only like six months, but I when I spoke to you then, you were in a totally different place than than where you are now. I think in December you were you had already gone through the success path and everything and you well the hunger was there to really like build something and then I think around that time you you posted something in the PPC Hub asking just open question like does anyone want to build something together with me. Could you just talk about that because I think that is what led to you then now having agency with Niku right so for sure. Yeah. Yeah. So, you know, I I I used to do freelancing. And I wouldn't say we're a traditional agency in the sense of in the sense of we have a bunch of employees and stuff cuz realistically right now it's just me and my co-founder and my custom agent that I built, right? So, it's actually just three employees right now technically.

05:13But yeah, I I wanted to build something bigger that could outscale me personally and just partnered up with someone that I found in the community. We both had the same vision and yeah, everything everything has just clicked. But yeah, I think I think also that is a huge bonus of like the PPC Hub. It's not just the knowledge, it's also the the community that you guys have built. It's it's truly amazing. Yeah, man. So, where did where where did that partnership that you have with Niku, I know you you found it through the PPC Hub. How did that start? Because you know you can't really just start anything with with anyone. There has to be some match in terms of how you work your your vision. You just have to align on so many things. How do how what did that process look like? Because it sound like it sounds like you found someone that is really a good partner for you but what were you looking for specifically? And then we can go into the into the AI stuff. Well, I I was specifically looking for someone who, you know, already matched my level in terms of expertise because I I didn't really want to partner up with someone who didn't understand Google Ads. So, already that that that was the main thing, but also just someone who didn't want to who was also in a similar position that was a freelancer and they wanted to build something bigger. So, we didn't go straight into it. We started speaking and and we started working on some clients together just to see the chemistry and then we're like, "Yeah, you know, we we really compensate each other very well and it it just went off from there. So yeah, I I did get really lucky with Niku, but ultimately there's

06:50so many people that applied when I made the post and out of all of them, Niku just just just ticked off every every box for me." What what I mean by that also is at the time I was working on you know building my estab basically runs runs the agency top top to bottom or my service delivery and yeah Niku just really pulled through because most of my efforts like he understood what what we are building at a firm is is way bigger and if he just helps me a little bit more on the service delivery side allows me to focus on the app that the the OS ultimately long term it's going to come back around to him and all the clients that we're currently managing together, it's basically completely automated now. So, so, so yeah, he he understood that, you know, it's he he was down for, how can I say, the sacrifice. I don't know how else I can explain it, but yeah, he he really held it down whilst I was focused on building the the AI AI stuff which was inspired by the PPC OS.

07:50Yeah, super cool, man. So, yeah, maybe we can we can dive into that. So from from your perspective this morning we spoke a lot about the need to become AI first and developing new the new mindset skill set and tool stack to to thrive in this new sort of agentic era to you what does it mean for you to to to be AI first because obviously like the growth that you guys have had in such a short time and what you're doing now between the two of you you wouldn't be able to do if you had like this old manual mindset you Yeah. So, so, so here's here's an interesting take or opinion of mine. AI first by itself doesn't really make sense, right? People just think to be AI first. I think there's always something you have to add at the end, which is an AI first what, right? So, AI first Google Ads expert, AI first consultant, AI first accountant. It's always an expertise, right? So, being AI first by itself, in my opinion, doesn't really make sense. It's it's when you apply it to someone's expertise or someone's, you know, the field they work in. And I think a lot of people are too busy trying to become AI experts when, as you said earlier, you don't need to you don't need to know everything inside out about how AI's work to use it very effectively, right? You just need to know how to apply AI to your specific field or niche, right? which doesn't doesn't require you to to learn the intricacies and and all of that stuff which I think a lot of people are chasing like the shiny objects like oh I need to learn absolute everything inner

09:28workings of AI when in reality what I think an AI first expert is someone who first of all is an expert in the industry or niche right so you have to learn the stuff first you know to make those decisions to guide the system to guide the AI in the right direction and and once you're there you you can layer AI on top of it. And that's what it means to be AI first, right? In my opinion, it's you still need to be the expert. You can't just rely on the AI to do everything. And and and that's why you guys, you know, have the course and the PPC OS and and all the knowledge publicly available. So, because you know, I think this was your saying that I heard it from a fool with a tool is still a fool, right? you still need to become the expert in the first place to to be AI first driven expert if if I may. But yeah, that's that's kind of my take on it.

10:23Cool. I I can't take credit for that quote. I did say it, but it's not like I didn't invent it unfortunately. But yeah, I I totally agree, man. If you don't have the knowledge to back it up, then AI is going to make mistakes and it is going to hallucinate, but you can then be the one that redirects it or or judges that it is bad output and you need something else. So, yeah. Yeah. Because super sorry to interrupt you, but I think I think we we we spoke about this yesterday where even though planes modern planes they have autopilot, right? You still expect the pilot to have many many hours of experience. you know, the guy in the cockpit that's overseeing all the controls and the buttons being pressed by the autopilot. So, if things ever do hit the fan, you know, they can take over cuz, you know, autopilot can make mistakes, I think, in in that realm of of and, you know, the pilot has to take over and and you know, the another analogy is you still need a driver license to drive a Tesla even though it's autopilot. You still need the qualifications first and foremost. And and yeah, I think you guys just do it all with like the PPC Hub which is a course and then PPC OS which is a tool aka like the plane and yeah I I I think I think that's what it means to be AI first, right? Coming the expert then layering AI on top of it.

11:37Yeah. So how has using this new technology BBCOS but agents in general how has that sort of reshaped your work? Are there things now that you would not be able to do had you not had the tools or has anything just changed specifically? How how has that all reshaped how you work? completely like like complete uh 180 because the amount like just just reporting to clients you know especially if you get a lot of clients just reporting alone takes so much mental load and cognitive like thinking and and with AI you can just pull all the data once and you know have it craft you a nice report and send it out as an email all automated after your review of course that just just stuff like that alone will save you hours right and And then you you know the sky's is the limit because you can make it do pretty much everything like diagnosing accounts. I created like an algorithm that basically deterministically decides what is wrong with an account right and I basically have AI run that across all my clients and instantly tells me the diagnostic. I don't have to open up and and try to pull together different parts of data from this you know from this analytics dashboard from that analytics dashboard.

12:55all just it's it all just gets done and just tells me hey this is the problem with this account right now based on the logic you provided me and it does that across all the accounts you know every every day pretty much so stuff like that it's it's unfe like I don't think a human can take that many like different vectors of data and and compile it into a simple summary you know it's it just especially for one person you know like I think it basically made you can basically be a one-man army with your lower agents and and just completely dominate your field whereas it would take like 20 people to do that work, you know, prior to AI and stuff. So, so complete like complete complete 180. Yeah, for sure. Yeah, that's crazy, man. I remember when I started off like I was working at an agency and back then obviously we didn't have AI yet. I think I was spending at least one day per month on on reports and these reports they weren't even being read by by the clients you know just spending so much time and that's what we always say like okay you automate or the execution so that you can focus on the things that actually matter and that you can do less of the busy work. I think this is a perfect example like you automate your reports for like 90% and then you have the final 10% that you check you make sure that the tone of voice everything is good which you can also program into the AI but then even if that saves you one hour or one day per month like that whole day you can spend on things that actually bring you leverage in terms of driving results definitely and also for the clients themselves they are not paying anymore for just getting

14:34a report that they probably won't even read anyway. It's a much better use of of everyone's time. So, just looking at your your work with with PPC OS and AI right now, like just ballpark, how much time do you think you're saving per week? And I know it's not about like AI is not necessarily about saving time because you use that time to go deeper, but just like if you had to give it a number, what would what would you say? Oh man, I would say like a solid a solid as of right now like a solid 60% of of my day is saved up. I would say after I fully finalize, you know, and you guys also build out like the final skills that aren't built yet, like it can probably go up to 80%. But as you said, what do you do in in the rest of that time? You do find stuff to fill it in. And in my case, which is which is also why we're able to grow so fast, is I can allocate that time to things that actually brings in revenue, which is getting clients, right? It's very hard to do both client acquisition and, you know, deliver the service and and do all the execution, you know, if you're trying to do it all yourself and and you have limited time in a day. So once I was able to basically, you know, automate using AI, all the service delivery still to the standard that I would do it manually, then I could just focus on getting clients. And if that's your only focus, then of course it's going to be, you know, you're going to see more exponential growth because that's the only thing you're you're prioritizing. You're you're focusing on.

16:05But yeah, that's that's that's what I would say. Yeah. Cool, man. And what what what what would you say what you still do versus what you let your agents do in terms of the the actual work outside of outside of outreach and and growing your agency? Yeah. Yeah. So in in in terms of the service delivery world, which is Google Ads, I would say I more just orchestrate. I I've become like more of a orchestrator and and a reviewer, right? So I don't let things just I don't let the agents just do what they want. I I I want to approve the work, make sure that it makes sense and just just guide them. Guide them. Aside from that, I don't manually go into like the accounts and press the buttons myself and and pull the data myself and analyze the data myself. All of that is basically completely automated, right? So I I've become more like again the plane analogy. I've become more of the pilot. The autopilot is doing its thing, but I just oversee it and I ensure that in the end we get to our destination, if that makes sense, which is getting the clients high rowass.

17:08Yeah, for sure. And yeah, what does a a week look like for you now? because I think there's a lot of people that are still dabbling in maybe using these tools or or not that maybe like one leg or using ChatGPT for example like the chatbased AI now that you use or maybe not even a week but just a day an average day of you delivering the the service to your clients with PPC OS or without what does an average day look like and and take us through what you do what the agents do But more so, I know you just answered that, but I mean more so in terms of the workflow itself. What happens from the moment you start like you sit down and it's time to work? What what does that look like for you for for an average day? Sure. So, so first thing I do is open up Claude. That's that's the first step, right? I open up Claude Code and I also open up my OS.

18:05And the first thing I I get my agents to do is basically catch me up with what happened in the account since I last asked it to do those checks, right? So I run audits in their accounts. Usually people do them, you know, they call them audits when they first onboard a client. I think you should always audit their client's account to see where it's at. It's basically just diagnosing their accounts. And I basically get the agents to go into their accounts and, you know, pull summaries and and give me audits. Remember I told you I have like an algorithm that basically does that. and and and just tell me what is wrong with each account or what needs to be done in the account for that day, right? So, it's it's it's an it prioritizes tasks in a sense, right? And again, with enough guardrails like you guys give in the in the in the SOPs or the knowledge docs, you know, you can control the output so I get exactly what I'm looking for without all the fluff.

18:57As you said, you can control the tone, you can control what it outputs, right? So I get all of that and then now I know what I need to do, what what skills I need to trigger right next. So okay, if this this account needs for example a search term analysis, then I I'll run the search term analysis skill from the PPC OS and and let it do its thing, right? Of course, always under my review. I'm not at the stage where I can just blindly trust AI. I I still I'm still like I still find it where it's it's very solid for most like 99% of the times, but there will be like that one edge case where you you need to pay attention to catch it and if you don't it might mess the account. So always always overview overseeing the AIS but for example let's say it's like the end of the week and I need to send out reports. If that's the case then I'll just go into the I'll go into Claude ask it hey generate me reports for these clients. So, and then it will ask me to review them and then I review the reports and I basically just say, "Yep, you can go ahead and email them to the clients." How does it know to do that?

19:57As you said, you provide it context. You provide it business context for example and it has all that information per client and yeah, it it it's just completely automated. I don't even open up like the emails like Gmail anymore to send out emails. It's completely automated. So, so yeah, that that's basically what an average day would look like, right? So going, you know, waking up, checking the accounts, but instead of me checking the accounts, I get the agents to do that and instantly just give me a summary of, hey, what's what's going on with this account? What's wrong with this account? And then and then I basically know what skills to trigger after that. I trigger those skills, make those changes in the account. And then, you know, it depends on the day, as I said, like if I need to make reports that day, then I'll run reports. If I'm onboarding a new client that day, then I would run like the audit skills that that you guys have built in in the PPC OS and have it go do the audits by itself instead of me doing the audit. And yeah, that that's that that's what a a day looks like of just using AI. You basically less less doing the thing and more orchestrating the thing, you know, that that's that's how I would sum it up.

21:01Yeah. And is it suffice to say that you don't really log into the Google Ads interface anymore a lot? I mean I I definitely still do. I definitely still do, but I I would say like it no way no way near as much. Like if I open it up, I just kind of find it like such a waste of time for me to go digging for that data, right? for for example me going up and and looking at the products and trying to sort and and you know choosing the segments when I can just go into a chat and say hey pull me this data up and analyze it and give me XY Z right and then it just does it instantly without me having to like open up the dashboard so I do still open it just just to look at it most of the times because I I've basically delegated all of that to Claude but I would say 90% of things get done in Claude and in in in my AI tools and like 10% that you know I've still haven't built out skills for at I I go and do manually, right?

21:56So, yeah, I think it's a matter of time before you can automate everything, but I think I think you guys are going to get there, especially once you finish all the skills that you're planning to and and yeah, that's that's that's my take on that. Cool. And so, you let you actually let Claude execute, right? You don't have only read only. Yeah. Yeah. So, I have read and write permissions for for my claude. Yeah. I I've basically added like I'm not sure if this is going to be too technical for for the call, but I've added a service account for my agent. So, it acts literally as an employee. Like I've gi I've given it its own Gmail. I've given it like completely everything like as as if it was a real employee and it just logs into the Google Ads interface and and does the thing, right? So, I know I I mean this is going to be a bit technical for especially for people that aren't, you know, coding and stuff, but there's quite a few ways you can, you know, make changes into account. You can create a service account or as the PPC OS does it, you can create like an MCC refresh token and and have it do it through your MCC account for example.

22:54But yeah, either way, like I I do let the AIS make changes, but only after I've reviewed them and I've I've accepted the the changes it wants to make. For sure. Yeah, I like that you're that that you gave it its own Gmail and it's basically like a an entity of its own almost. It is. It's its own employee. So on our website, we've we've literally added it to the member section. Our agent right now is called Alfie and we've just given it its own identity, its own tone, its own everything. And and you know, we can ask Alfie, hey, how's this workspace performing? How's this account performing? Can you go pull this context and and it'll do it. And as long as it has those accounts and they're connected to, you know, your client's accounts, it can it can just log in and do its thing. So yeah, it's completely completely next game, next level. That's nice, man. for everyone. You can check it out at affirmed.co. Right. Yeah, that's right. affirmed.co.

23:47Yeah. Do do you your your client communication, does that happen through Alfie as well or is it just you and Niku? I mean like in terms of who they think they're talking to. Right. Right. Okay. So calls and things obviously it's still very like very much managed by us. Unless we can get Alfie to project my exact identity onto the screen until that day comes then it's just going to have to still be me attending the calls. But you know with the way like the fake technology is going and like can you know and and all that AI stuff I think it's only a matter of time you know before people just start generating themselves under their agents but no so calls and stuff yeah for sure but messaging and and emails I I've basically just completely delegated that to Alfie like Alfie will sum summarize my emails and it it'll basically help me draft a response. I I use speech to text which basically I just you know speak to Alfie and then it just it just basically formats the message for me in in a nice way. So uh and then yeah so all of that has also been semi-automated because I still need to read the email at the end of the day and make sure that what Alfie sends is right. But for the most part it's also sped up that process. So yeah it just it's just AI just amplifies anything you do pretty much and it can it is like a a very awesome technology. So if you're not using it, you definitely need to need to get on it.

25:10Yeah, for sure. We have a question from the chat. Matias, he asked, "Can you say something to the performance of a new onboarded client with your system?" Sorry, what was the question? Oh, can you say something to the with your system? So don't have to go into the specifics of what you did like naming a client or something but just maybe like something around how had results have improved or or have went for either a new client or an existing one. Well, I I I will say that I've always considered myself to to work at a very high level. So if I'm managing an account manually, the the performance would be great. And this is what I say when I mean AI firstdriven expert is the AI can only be as good as you are. So because I I was already previous to AI performing really good in accounts the AI you know under my supervision can basically perform to that level. So I wouldn't say the AI by itself changed the performance. What really changed performance was me becoming really good at Google Ads through the PPC Hub and then applying AI just basically sped up that process and and made things more efficient and made me be able to provide that expertise to multiple clients whether instead of just focusing on a few. So I wouldn't say AI is a replacement of performance. I think if you're not really delivering performance like like at a high level, I don't think necessarily AI will reliably fix it, I think it could. But when it does hit edge cases and and you know, you have to

26:46make you know decisions that might not even be part of Google Ads, then that's when you you expath to make the decision. So I think I think what the person asking the question was ultimately asking is if I use AI, will my performance improve? I think it could but if you want it to improve reliably then you yourself have to become the expert and then layer AI on top. So basically what I was saying earlier like AI first expert right? So you still need to become the expert. So all my accounts are performing great. It's just that now I can provide that expertise to multiple clients instead of just you know a select few because now I've got agents that do the work for me right? So but they do this the same work that I would do manually right. So it doesn't unlock something insane per client, you know, like search term analysis is search term analysis whether you do it manually or whether you do it by AI. It just improves the speed at which you do it and it can improve the like the output as well because it can take multiple different data points that maybe you didn't take into account. But ultimately again like you need to become the expert so that AI can perform to the to to its highest ability if that makes sense.

27:57Right. So, but yeah, in my clients, they're they're very happy. They're getting great performance, but it hasn't increased just because I use AI. It increased because I developed my knowledge to a point where I can use the AI effectively. So, I hope that I hope that answers your your question. For sure. It's a great great answer. And this is maybe a a side step, but for your agency, what does your pricing look like if you are comfortable sharing? like you don't have to share the actual ranges but do you charge retainers? Do you charge for value? Yes. So actually what do you do? Our clients benefit from automations as well. Right. So because so much of it has been automated. We don't we don't basically charge for hourly pay for example. We don't take that into account anymore because now it's you know what what used to take hours basically is almost instantaneous. So that allowed us to lower our prices, right? Take on more clients, which is volume, right? And so our clients are happy. They're benefiting from, you know, us integrating AI. We're also benefiting because instead of having one whale client, which you know can can give you a lot of money, you you have multiple.

29:08So if that one client leaves you, then you know you're not, you know, you're not going to be messed up in the sense that if your revenue for your agency or your freelancing business relies on just one client and you're spending all your time in that and they they leave you, then you're you're going to be in a pretty tough spot. But everyone benefits in in all aspects. But yes, I I basically charge a retainable. It's not no contracts and it starts right now at 1,000 a month, but we increase it also based on the ad spend. It's kind of tailored per client and also depending on for example some clients they're enterprise so obviously we're going to charge them more because they have you know multiple Google Ads accounts in multiple regions and that requires a lot more work even even if we are using AI but my flat fee basically starts at 1,000 a month for the majority of our e-commerce stores and then we do have some enterprise clients that we have to bump up that pricing to justify the the still the work that we do because AI is not going to completely replace all the work you do. you still need to think and orchestrate and and you should be charging for that. But yeah, so so so that's where I'm at with my pricing. And again, £1,000 a month right now might seem little compared to what a lot of what a lot of agencies are charging, but the only reason we can charge that low is because we're we're not spending that much time in the accounts anymore, right? It's more just it's all being automated to the extent of like we're just more strategizing and and operating the the cockpit, right? and and making sure the AI does its thing. So, so I don't see why we should be charging, you know, that much more if we're doing that much less work. You know, you could argue value, but I think everyone's benefiting from it. And, you know, our

30:45our value comes from scaling horizontally, not vertically per client. And it's onboarding as many more clients rather than having one client that we try to charge as much as possible. and and you know then I think everyone just benefits from it ultimately from from an you know an AIdriven profit model perhaps. So do you guys do any like CRO landing pages or things outside of the the ad interface for your clients? So so we don't do those things but we definitely take those into account and we definitely like consult the client on it. Absolutely. like that that's if you want to be a Google Ads expert and basically what the the success path and and being a T specialist you guys teach you have to have expertise across the board in not be the best but understand how like for example landing page experience affects your conversion rate and and how an ad creative for example which you didn't record the client just gave you an ad creative and maybe it has a low click-through rate then you have to go back to their creative team and and and talk with them and say hey can you change this on the creative or you know if they have designers for like display images so it there are things that you have to take into account that are completely outside of your control whether we provide that as a service we don't we just focus on Google Ads but we do provide a lot of a lot of like top level consulting for our clients like our e-commerce clients hey you should optimize this hey you shouldn't you know you know you should add email marketing you should consider email marketing we we see that there's a you know a huge drop off and you know email marketing is a cheap way to remarket instead of maybe opening up a display campaign, right?

32:22So, you know, not everything relies in Google Ads and and and yeah, I think that was the biggest pivot when I joined the PPC Hub was you guys basically breaking me out of the mold of like everything is in the account and understanding that it's just like one piece of the puzzle and there's so many more factors that are outside of your control as an a specialist and the most you can do you can provide them as a service but I think the best thing you can do or should do is provide consulting right so be able to educate your clients on those different fields and why they matter and how they how they all work in cohesion with Google Ads. That's that's that's what I would say. Cool, man. I love that. I love that. So, you you've built Alfie, your own solution basically on top of PPC OS, but are you Yeah, you you have your background in computer science, but are you would you consider yourself a technical person?

33:16Absolutely. So, I think I I I said this when I was joining the PC the core. I I was going to become a developer, but but I do want to I do want to pre-urface that you don't have to be like most of the stuff that I built was just me going through the PPC course, right? And as I was learning, creating SOPs, basically what you guys have done, knowledge base, and of how I would execute certain things if it ever came to it, right? And then I realized I can just feed this to an AI and it'll do it for me, right? Then if you want to build something more complex like like an your own customtailored OS maybe that would require a little bit of like developer knowledge but then again it's even that can be somewhat replaced by AI because Claude Code is is great at coding it's in the name Claude Code so if you want to spin up a dashboard you don't need like deep understanding of coding you just need deep understanding of your goals and what you want it to function and as long as you give those to an AI most of the time it can it can do it as long as it's not too complex. Definitely, it's allowed me to really push the boundaries of what my app can do, but that's that's just like an that's an edge case for the majority of people. You really don't need to be extremely technical to to run this stuff. And again, you don't need to be an AI expert. Like, you don't need to go off and learn how LLM work behind the hood. Like, you guys drive your cars to work. You But most of you don't know how the intricacies of your engine work, right? You don't need to know how the engine works to drive the car. So, don't overwhelm yourselves. just focus on being an expert in your field, right?

34:50Knowing what you should do when this hits the fan or or what you should do when when you open up a Google Ads account and then you can automate it using AI, right? You don't need to be a developer to do that, but you basically just need to be an expert in your field, right? So, if you focus on that first, everything else will come later. And for example, the PPC OS is great. You have skills, but it's it's pointless if you don't know when to trigger those skills, right? like like there's no point of of handing someone a tool who doesn't know how to use it, right? It's a great tool. It's an amazing tool, but you still need to know the knowledge and and of of how to run it. Not necessarily know the ins and out, but but yeah, you you can take it to the next level if you have additional expertise and, you know, technical expertise, but you don't need it. So, there really isn't any excuse to not start using AI because I think a lot of people think it's this very complex thing. Just think of it as a car. You don't need to know the intricacies of it. You just know how to drive it. And and yeah, that that's that's that's my take on that pretty much.

35:52Yeah. So, we've talked quite a bit about how good AI is. Do you also have cases of where there were instances of it where it didn't work or you saw output that wasn't great that you had to correct or cases of or instances of when you do not trust AI? So I did have that before I understood using AI out of the box is not a good idea. What I mean by that is if you just load up like a chat in in ChatGPT or claude or whatever Gemini or whatever AI you use and you and you provide it some context and you say hey what should I do here? it it's basically I think as Alfred said it's trained on millions of data points and it's it's trained on so much data that I think it actually does the opposite of of what you want it to whereas and and what I mean by that sorry is it has a huge data set but it doesn't necessarily pick out the right answer from that data set for your specific case if that makes sense right so let's say there's like it's trained on a million Reddit posts about smart bidding right how do you know that like like 99 of those posts are completely rubbish, right? There's like 1% that will actually apply to your situation.

37:10It's very hard for an AI to know to pick out that one right answer because AI doesn't really know right from wrong. It's just kind of trained on that on that data. Whereas in the PPC OS, it comes with a knowledge base, right? It's it's comes pre-trained with the knowledge base that it should use to answer the questions. So I think the biggest and and and and most mistakes that I've seen was when I was running AI without a solid knowledge base, without my SOPs, without the PPC OS SOPs, without all the custom thinking it should do. That's when I was seeing a lot of mistakes. Recently though, I haven't honestly because again, as I said, I I oversee it and I don't let it go do crazy things by itself. I I use it in a very controlled manner, but I can only do that again because I'm an expert in Google Ads. And but basically what I'm trying to say is, man, that that went off on a tangent.

38:04Basically, what I'm trying to say is yeah, it just keeps coming back to the same loop where you you need to be the expert to run a system and and that way it will mess up less. But recently, I I'm being completely honest. I haven't seen it mess up in like the past the past month. The outputs have been really good because of like the guardrails that are in place. It doesn't go off and think by itself. It's it thinks within very constrained thinking, right? So, it only provides so many options to the output. So yeah, if you just expect it to give it a bunch of data and expect you to give the right answer without having those guardrails and custom ways of thinking about XY Z, it it's not going to work out. So, so, so yeah, your your points are are completely true and valid and and it would have been a different conversation had had we been using for example Claude chat where you can only add a limited amount of files to an instruction in terms of context SOPs, then you really have to choose how much information you want cla to process at once. But with Claude Code, you can just add so much more context and so many more files that it can use whenever you're running a certain task that those hallucinations tend to happen much less.

39:18But that is because indeed because how Bob has structured the the the knowledge behind it. Exactly. It's it's got like its own pre-trained data and and like as Alfred said, the CLAUDE.md file. It it's a library basically telling it, hey, if you're talking about smart bidding, here is the reference to that and you only use this knowledge base. When you're talking to me about smart bidding, for example, which which is wonderful. It's it's it's it's amazing. Yeah. Yeah. It's it's man the technology is it's it's so crazy, man. like especially looking at your journey, dude. Where you were six months ago versus versus now. I just saw this comment. I will put it on the screen. Kenza, she said, "Loving your energy, Louis." So, it's it's nice, man. It's infectious. And and you you you can see that you're putting a lot of thought into it and you found your Yeah. your way and your vehicle in which you can really bring your vision to life. And that whole point of yours, what you what you're saying around that the you AI will only amplify what is already there.

40:24It will not make a mediocre specialist all of a sudden great at their work because it will just produce mediocre output at skill. And if you're a player like yourself and you you take your your learning seriously, then it will scale back which is there like your your own knowledge. Absolutely. So yeah, that's that's a that's a really solid take there. So for people who might be in the same situation where you were let's say 6 or 12 months ago, what would you say to them and what would your advice be to to them and yeah as it relates to their development but also just using AI in general? Yeah. So I I'm I'm just going to go back to this point. AI can only be as good as you are reliably, right? Maybe you can ask AI to do something for you that you have no no understanding about. But then when it asks you, hey, out of these three options, what what what should I do? Because you're not an expert, you're not going to know what how to orchestrate it, what decision to go through. So I would say stop stop thinking that AI is going to replace your job. That's first. Okay. Second of all, stop chasing shiny objects, right?

41:36There's so many LinkedIn posts. I've deleted LinkedIn off my phone because it's every time I open it. There's a new revolution and AI is going to take over the world and and and whatnot. Like relax, okay? You just need to focus on your own self-development. Not in becoming an AI expert, becoming an AI, I mean, if that's the field you're in, but become an expert in in your field, right? Then understand that you can layer AI into your workflow. It's it's just a tool. It doesn't replace you. It just makes it amplifies you. So if you're an expert, you can basically amplify that to a much much larger scale, right? That that's my advice. So become the expert. For example, PPC Hub, there's there's so many courses and and and you can learn it yourself, but I'm telling you, PPC Hub for me personally, out of like all the 50 courses that I've done has been the one that moved the needle the most. I don't remember like there's so many courses that I've done that don't even talk about unit economics and and things like that and and and you know landing page optimization is something that's broadly brushed on but not gone into very much detail and and and stuff like that. So and the community is great and the tools that you guys provide are amazing. So but but yeah, so that's my advice. Join the PPC Hub. You don't have to, but but of course, right, I'm I'm not paid to say this stuff, but join because I feel like right now it genuinely provides you the knowledge to become a Google Ads expert like no other course. I'm not saying don't join other courses.

43:03Definitely spread your knowledge, but you have to, you know, you have to go learn from different sources through YouTube videos as well. There's there's forums, there's Reddit posts, you guys can learn from anywhere, but definitely learn the knowledge first and foremost. then you can figure out, hey, how can I get AI to do what I do as an expert in in a much faster way, right? And in in in Google Ads, obviously, it's PPC OS and creating your own agents, but this can apply to any field in any niche across the board, right? That that would be my advice. So, stop stressing about AI taking off your job. focus on becoming an expert and then understand that once you're the expert, the the ceiling of that AI is only going to be as good as you are, right? And and you're just going to dominate your your niche in your field. Guaranteed. There's no there's no talk there's no doubt about that. Cool. Louis, where can people find you?

43:55Where can people connect with you? You can follow me on LinkedIn, Louis Bogdan, or that's that's about it. LinkedIn. I don't post, guys. I'm busy on doing outreach for my e-commerce clients. But if you guys have messages or want to message me about anything, I'm always down to talk to other experts. I love connecting with other experts in the industry. You know, I love attending events. You know, I went to the barbecue last week was amazing. And then in December, we met up in in Netherlands at the pub. That was great. That was great stuff as well. But but yeah, or you guys can also meet me in the PPC Hub. I'm very active in there. I always talk to people. I always connect with people and I always reply to people or try to reply whenever that I see you guys have like an issue, you guys post it and then you know there's there's quite a few active people that reply. I'm one of those people and yeah, that's that's another way you guys can connect with me and meet me. Yeah, keep crushing it, man. It's been awesome to see your journey and I I know you said from the start like yeah, I want to be the best student here, but you're really doing putting in the work to to earn that title. So kudos to you, man. watching your journey has been has been fantastic.

44:59Yeah. I mean, you've seen me from the start, man. You've seen me from from the very start when I was a junior all the way to here. So, for sure. And it's also like even when you were starting out, I remember you were diving into conversion tracking first, you really took the time to whenever you learned it, you were instantly applying it, but then also directly helping other people in the PPC Hub saying like, "Whoever needs help with their tracking, just send me a message." And that was how you got your the experience under your belt being relatively space. You've helped a lot of people behind the scenes with that. So yeah, and I still do and I do it for free. There's there's people that reach out to me in the PPC Hub via messaging and and I just help them for free. Like like there's so many people that reach out for conversion tracking and and I just offer my help for free because, you know, they're part of the PPC Hub and I feel like it's community and I feel like if I give to them, you know, kind of like karma, it it will come back in a in a good in a good way for me. I just quickly I do want to answer Kenza Advario. You did say Yeah, I was gonna ask I was gonna ask for that question as well.

45:59Okay, I'm gonna drop some game for you guys. I'm gonna leak my method. I Hold on one sec. Let me let me read out the question. Some people are listening. Kenza asked, "Out of your curiosity and if you're willing to share, where did you find most of your customers via which platform networking or something else did you find them or did they find you?" Okay, so when I was starting out, when I was like a junior and I wasn't an expert and I was very scared to take on my first client because I didn't want to mess with their budget, I would basically do it as a proxy through the people that I was helping out. So other experts, other agencies, I would go out and say, "Hey, can I help you with this XY Z?" I'll even do it for free. That's where initially I got my experience and then those people referred me, right? So then it became referrals. But I didn't want to rely on referrals because as you know, referrals are very like inconsistent, right? Not everyone's going to refer you to everyone and not everyone has connections to other people in the industry. So my method right now I'm going to leak it is what you do is I don't know if I I should say the platforms where I get these leads from but in my case I work with Shopify stores right so I went to I found some websites that basically you can filter out Shopify stores just by you know them having Shopify store and having plugins installed and and whatnot. Then you basically collect all those stores, right, as as your I basically do outreach, but not through email. So I don't email them. I don't cold call them. Nobody likes to get cold called.

47:22Nobody likes to get like get emailed. But you know, there's these websites where they they aggregate data and you can basically filter out by like a thousand stores that all have Shopify, all have the Google and YouTube app installed, all have like tag manager installed and and then I would run them through the ads transparency center to see if they're currently running ads. Right? So, I wouldn't outreach to people that aren't running ads. That's way too hard of a like a of a cell, right? Like, hey, you're not running Google Ads. Let's let's run your Google Ads, right? I would go to people who are already running Google Ads. And then I would track down the owner of that store on LinkedIn or on X or on on social media. I wouldn't reach them out for email or SMS or or phone calls. And then I would reach out to them with like a very customtailored message, which by the way AI generates now. You can generate personalized messages on scale. You don't have to actually manually write them out, but I would reach them out saying using the images and ads from the ad transparency center and say, "Hey, your ads look great, but you know, they can there can be some improvements here.

48:21They can, you know, you can do some improvements here." And and that would usually catch their attention and you would have a conversation with them from there. But yeah, you just do this over and over again. You reach out to enough brands and you know, like my current conversion rate is 2% within like a span of like within like two weeks, right? So out of all the emails that I sent, if I sent out like a hundred, not emails, sorry, LinkedIn messages using the premium LinkedIn plan, like you can send emails out of like a hundred messages, I would get like two clients basically. You do that on enough scale with AI as well. AI because AI first you you basically just just roll in clients. That that's my current strategy. So there you go. Sick, dude. Looks like we need to get you back on [laughter] part two, dude. That's insane, man. Epic. Epic. Someone said, "Which platform, mate?" Keep it to yourself. Keep it to yourself.

49:13Okay, then I'll keep it to myself. You'll have to tune in to the PPC Hub and ask me personally. Yeah, keep it to yourself, man. Keep your secrets. Hold your secrets. For sure. For sure. No. Thank you so much, Louis, for sharing. That was also that was also awesome. Obviously, you can share the platform if you want to, but if I were you, I would just I would just not share that. N you guys have to reach me in the PPC Hub or my LinkedIn. And I'll and I I'll share it then. Give more information. All right, Louis, everyone follow him on LinkedIn even though he's not posting. Who who knows? He might be he might start posting in the future. Yeah, sharing is caring. He's already shared everything on marketing. Thank you all for watching this one. Louis, thank you so much, man. We're going to continue with Ramial with you. Also, did you also Did you already meet him before Friday's session? So many times. We always meet up. So, yeah. Yeah, we met at the barbecue. We met before. We met in London and we both live in the UK. So cool. Awesome. Well, Louis, enjoy the rest of your day, mate. Thank you so much. Keep crushing it and I look forward to seeing where you are in six months, man. Then it's going to be one year from from from the first meet up.

50:20Catch up. Going to be insane. Yeah. Well, I'll talk to you soon, mate. All right. Have a good one, guys. Enjoy the rest of your days. Bye-bye. Thank you. Cheers. All right. That was awesome, guys. Louis, well, he shared a lot. So fantastic.