Companies mostly hire my Agency Growth Union to launch campaigns and move faster, to scale and grow.
So naturally, one of the first questions they ask me is:
“When can we start launching new campaigns?”
And my response is usually… we aren’t.
At least not yet.
Not until we cut.
We prune the ever-living hell out of what they are already doing.
And I mean everything.
Old campaigns running on fumes. Audiences that never convert. Creative that hasn’t been refreshed since 2023. Landing pages that load slow and don’t convert...
Cut. Cut. Cut.
Why? Because most accounts aren’t suffering from a lack of ideas. They’re suffering from clutter.
Marketers keep piling on new campaigns, new experiments, new “shiny object” tactics. All stacked on top of stuff that isn’t pulling its weight. It’s like building a skyscraper on a foundation made of Jenga blocks.
So instead, we strip things down. Here’s what pruning usually looks like:
Campaigns: Shut off anything with poor efficiency. That “test” from six months ago that never worked? Gone.
Audiences: Collapse over-segmented targeting. If you’re slicing 10 lookalikes that all overlap, you’re wasting budget.
Creative: Retire stale ads that have lost their edge. Landing pages that are not converting at a high enough level anymore. Nothing kills performance like creative fatigue.
Tracking & Reporting: Simplify dashboards so we’re only measuring what matters. No more 27 KPIs that don’t actually influence revenue.
Once the clutter is gone, what you’re left with is a much stronger, cleaner base.
Suddenly you can see what’s working because that’s the only thing left. Your budgets consolidate. Your learning phases stabilize. Your data gets sharper.
And only then do we start layering things back in, systematically.
One new campaign. One creative test. One new audience expansion. Each move intentional, measured, and scalable.
It feels counterintuitive to shrink before you grow but it’s the fastest path to sustainable scale.
Because growth isn’t about doing more, it’s about doing the right things on top of a solid foundation.
Prune first. Grow faster.
Adam
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