Episode · 2026-02-04
How to Print $1M with Bing Ads
How to Print $1M with Bing Ads | NYT: The Rise of Liquid Salad | Jess Bachman Joins (2.3.26)
Rundown
Episode explores Bing Ads strategy for boomer audiences, with guest Jess Bachman discussing agency best practices including dedicated account management and strategic value-add services. Also covers AI customization for competitive differentiation, analyzes Liquid Salad's high-converting website strategy, and critiques Fanatics' failed Super Bowl merchandise execution.
Takes from this episode
Agencies should provide non-billable strategic services beyond core offerings—creative consulting, hiring advice, landing page review—to build stronger relationships and add ongoing value.
instead of just like provide ads to someone, be a like creative consigliary... provide value where you're not paid for it, but you're finding other ways to provide value
Successful agencies need dedicated account managers focused solely on client communication and needs-anticipation, separate from media buyers and creatives.
we have a dedicated account person in that role and they are not a media buyer... Their whole job is to anticipate the client's needs... translate what the client is saying into actionable things
Agencies must invest heavily in customizing AI systems beyond default settings; universal use of default models like Opus 4.5 eliminates competitive differentiation.
if we're all just using freaking Opus 4.5 or whatever, um how are we going to get an an edge there? we absolutely need to push the AI and the settings and the configuration as much as possible
High-converting DTC websites combine professional design, smart comparative positioning, and compelling long-form copy to drive exceptional conversion rates.
this is a really wellput together, intricate website... I can promise you the conversion rate on this is absolutely crazy... this is not just some guy who is good at making videos