I landed in Cyprus last Saturday after three months in Berlin. (that's why iI am late this week)
The first thing my neighbor said: "Jan! The SEO guy is back!"
The second thing my business partner said: "How were the email marketing conferences?"
The third thing my assistant said: "Ready to get back to those keyword strategies?"
I just smiled and nodded.
Because none of them have any idea what I actually do for a living.
Want to know the truth?
The Call That Revealed Everything
This morning, my phone rang.
A potential client from Berlin. Someone I'd met at a networking event who'd been following my content.
"Jan, we need help with our lead generation. Our current agency is bringing us €60 leads, and the quality is terrible."
"What kind of campaigns are they running?" I asked.
"Facebook ads. But they're not working anymore. The CPMs are through the roof, the targeting is off, and we're bleeding money."
I pulled up their Facebook Ad Account.
One look and I knew exactly what was wrong.
The €57 Per Lead Discovery
They were running their Facebook ads like it was 2021.
Targeting. Interest-based audiences. AI bidding.
Campaign structures that worked great three years ago.
But Facebook's algorithm had evolved. iOS updates had changed everything. The platform was completely different.
Their agency was stuck in the past.
I spent 20 minutes rebuilding their entire campaign structure.
New targeting methodology. Updated creative angles. Modern bidding strategies.
Four days later: €2.80 per lead.
Same budget. Same product. Same market.
But campaigns that actually understood how Facebook works in 2025.
Are you following along?
The Skill Everyone Ignores
Here's what's crazy about this:
I've been doing Facebook ads for over 10 years.
It's been my primary income source since 2013.
I've spent millions in ad budget. Generated tens of millions in revenue for clients.
Yet everywhere I go, people introduce me as "the SEO guy" or "the email marketing expert."
Because that's the content I share.
But Facebook ads? That's the work that actually pays my bills.
The Kinda Like Moment
Being known for SEO while making money from Facebook ads is kinda like being a necromancer who thinks they're just really good at being an EMT.
Everyone sees you saving lives and thinks you're an amazing paramedic.
But you're actually using magic.
And you don't even realize it yourself sometimes.
The results speak for themselves.
But nobody connects the dots.
Why This Happens To Every Expert
We become known for what we teach, not what we do.
I write about SEO because it's easy to explain.
Email marketing because everyone understands it.
But Facebook ads? That's complex. Technical. Constantly changing. And often really boring.
So I keep that expertise hidden.
While charging €3,500 per month to reduce someone's cost per lead by 95%.
Does that make sense?
The Hidden Revenue Stream
Last month alone:
Client 1: Reduced CAC from €180 to €32
Client 2: Increased ROAS from 2.1x to 8.7x
Client 3: Cut lead costs from €60 to under €3
Total additional revenue generated for clients: €840,000
My revenue from these "hidden" Facebook ad projects: €47,000
My revenue from the SEO and email content everyone knows me for: €6,000
The skill nobody talks about is the skill that pays.
Why Facebook Ads Still Work (When Done Right)
You probably think Facebook ads are too expensive now.
Most entrepreneurs believe this. And even if you don't, here's why most people get Facebook advertising completely backwards.
They're using 2021 strategies in a 2025 world.
iOS 14.5 changed everything. The algorithm evolved. User behavior shifted.
But most agencies never adapted.
They're still running broad interest targeting when they should be using Advantage+ audiences.
Still using manual bidding when they should trust the algorithm.
Still optimizing for clicks when they should optimize for conversions.
But here's the thing...
The 2025 Facebook Formula
The agencies stuck in the past are your competitive advantage.
While they're struggling with €60 cost per lead, you can achieve €3 cost per lead.
While they're getting 2x ROAS, you can get 8x ROAS.
While they're complaining Facebook is "dead," you're scaling profitably.
The Secret Everyone Misses
Here's what I learned from 10+ years of Facebook advertising:
The platform rewards advertisers who understand the current algorithm.
Not the algorithm from last year. Not the "proven strategies" from courses.
The algorithm that exists right now.
Most people learn Facebook ads once and never update their knowledge.
I update my approach every quarter.
That's why my clients pay €3,500+/month while their previous agencies charged €500/month.
Better results cost more upfront.
But they save you €57 per lead.
The Recognition Problem
Nobody knows I'm good at Facebook ads because I don't create content about Facebook ads.
I should probably fix that.
But honestly? I like flying under the radar.
While everyone fights over the same SEO and email marketing clients, I quietly dominate Facebook advertising.
Less competition. Higher fees. Better results.
Sometimes being misunderstood is profitable.
Jan
PS: If you want me to check your campaigns, just answer to this email and I'll tell you if your agency's work is up-to-date or if you are paying too much.
