You may think me a push-over…
But i know how to win a fight with Google. Truth is,
i’m willing to go to great pains to be armed with the
certainty of being right.
Then i’m LETHAL!
In fact, this arguing “style” is how i get an advantage
over mainstream traffic networks and what led to being
hired by a dream client in a high risk category last year.
We built an impressive campaign on Google Ads, doing things
that most people in the industry say NOT to do.
This is the story of how i used the same method of winning
an argument with my doctor to win an argument with
Google–and how you can build lasting, resillient traffic
for your marketing too.
In my last email, i mentioned having a painful recovery
I’m not exactly thrilled with the quality of medical care
in Germany. For the last two years, i’ve been battling
two different medical problems. Both started as minor
issues, but over the course of treating them, the doctors
CAUSED something worse.
Last year, i barely dodged a surgery to the face that would
have left me disfigured…and this year, i’m still
battling the possibility of a prostate surgery that could
leave me infertile.
Medical training in Germany cautions doctors about “over
prescribing” antibiotics for fear of antibiotic
resistance–to the point that many will either not
prescribe when needed or incorrectly prescribe with a dose
too low or a course too short.
Case in point, my recent surgery.
It all started when my family went on vacation and i used
the extra time to overwork to the point of exhaustion.
Suddenly, i had an increased difficulty urinating.
Upon visiting a urologist, he treated the issue as
prostatitis (prostate inflammation) caused by too much
sitting and small amounts of “dust” being released from
my kidneys. Notably, he did not test for bacterial
prostatitis nor entertain the possibility.
Pretty soon, his “treatment” of this minor issue led to
several visits to emergency, catheterisation, and
ultimately bladder stones so large they required surgical
Thus, to remove the stones blocking my wee, I was admitted
into the hospital with an existing bacterial infection
(caused by catheter), did the surgery while still infected,
and returned to the ward for recovery where for 7 days, and
without medication a nurse checked my temperature daily to
see if i would develop a fever from sepsis.
I was released, still unable to pee without the help of a
tube through my belly.
Where the tube entered my belly, I had an infected surgical
wound and was STILL not given a drop of antibiotic, despite
asking the surgeon for it! I even returned to emergency
some days later with fever and vomiting and was sent home
with neither blood test nor medication.
Eventually, my urologist tested for infection, for which i
was positive. He was “kind enough” to give me a brief
course of antibiotics.
However, upon completing the course, i asked to test if the
infection had cleared which he refused. He brushed off my
continued pain by saying, “Don’t worry the antibiotic
works for three days after treatment.”
I appeared to give in.
In such a circumstance, i know many people who are
willing to fight tooth and nail, even if they’re only 51%
certain of being right–that is NOT me. And for this, you
may mistake me for a push-over.
Here’s the thing… As a computer scientist, i enjoy
I’d rather not fight for something and turn out to be
wrong. It feels like mud on the face, you know? Everything
you said during your fight, suddenly has no value, or in
retrospect, is an overreaction.
Being armed with certainty is extremely important to me.
Because when i have it, it becomes a potent weapon in my
hands. I feel empowered to fight with all i got.
And i ALWAYS win.
Because right, is right!
No one reasonable can argue with wrong and win against
So when i was first approached by the client mentioned
earlier, i told him we should set up his advertising funnel
in a way both compliant (as in follows the rules to the
letter) and transparent about any claims made.
I argued that while this may seem like a lot of work, the
wonderful thing about having a compliant site is that any
results we attain are LASTING.
Nothing is worse than building a business around a good
result, expanding out, making new hires, moving into a
fancy office location, expanding your lifestyle and
financial commitments…only to have it all yanked from
under you, overnight.
More importantly, it allows one to be on the “right side
of right”, in case Google decides to disapprove our ads.
That is, if Google’s moody automated review system deems
our ads somehow “wrong”, we can fight with the full
confidence of knowing their system made a mistake, not us.
And we can demand strongly that they perform a manual
review and reapprove the ads.
If you’ve done any advertising with Google or Facebook,
you know disapprovals are just part of the game. No matter
how careful you are. But getting your ads reapproved after
disapproval is not a luxury most advertisers enjoy.
Back to what i was saying about the urologist…
The moment i left his office, i vowed to independently
prove that my troubles are caused primarily by untreated or
mistreated bacterial infection. Meaning, he was wrong, and
i was right–after which he’d have to be my bitch and do
what i say.
No sooner did i get home, i searched online and found i
could order a professional urine testing kit from Amazon. I
ordered and waited eagerly.
Over the next week, i endured a great deal of pain,
irritation, discomfort, sleepless nights, brain fog, lack
of concentration, and moodiness. I could have easily called
the urologist on his personal phone and asked to see
him–he may have even run the test this time and treated
But i did not.
That’s how TWISTED your boy is.
I chose instead to find out for certain if it was me who
was wrong, or he.
When the kit finally arrived, i did the test. And LO AND
i still had an infection and he should NOT have
discontinued treatment until it was eliminated–otherwise
the bacteria that survived two weeks of pummelling by
antibiotic are the ones that regenerate (ie, he would CAUSE
resistant bacteria, the very thing he was trying to avoid).
Immediately, i called the doctor and asked to see him.
The difference now is i can confidently demand he test,
treat, and test again and keep treating with antibiotics
until the issue clears. He will never be able to brush me
off by refusing to run a test, because i can always run my
If ever he tries one of his old excuses, i can point to the
time he was wrong and i proved it.
This too is what happened with my client.
After we set up our Google Ads campaign and ran it, we
had extremely promising results early on. We quickly scaled
up and were spending around $500 per day and KILLING it
with sales. We were about to double our budget, when all of
Google disapproved the ads.
I was calm. I called and argued and demanded a manual
About a week later, they sent me an apology email and
reapproved ALL the ads without change. You can look in my
Facebook feed to see the email they sent me.
Not only that, but on the basis of THEIR apology, i fought
any further ad disapprovals, again without changes to what
was already working for us.
Could i have done that had the site been non-compliant?
Had i broken their rules or violated their terms, what
value would all my frustrated yelling have when they could
come back and show me the places in my work i had ignored
their terms and conditions?
This is my philosophy.
You do things the right way so you’re on the right side
of right. So no one can point at your flaw or mistake and
make you look bad. This is your armour. Then you go and you
beat the living heck out of anyone who tries to say
This is how i do my advertising and why i’m able to run
ads in some of the most notoriously difficult markets, and
do things unheard of…
This is what YOU should do if you want to get serious
traffic that scales uninterrupted.
Build a marketing funnel that focuses on BOTH a) compliance
with the rules, to the letter, and b) conversion. IN THAT
In fact i built an 11 volume course detailing every
single step of building such a funnel that can run on
mainstream advertising platforms, that can scale
uninterrupted, and that you can defend with complete
confidence you are right and anyone who says otherwise is
the one wrong.
Read more about this course and what it can do for you at
the link below…
see you inside,