The Future of Ads with Stewart Webb

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In this episode of Marketing Espresso, I sit down again with Stewart Webb from Search Rescue to talk about one of my favourite topics - diversifying your marketing. If you’ve been relying on one channel or approach to reach your audience, this episode is your wake-up call to rethink your strategy.

Stewart brings his years of experience in digital advertising to the conversation, explaining how businesses can effectively mix platforms like Meta, Google, TikTok and even emerging options like Spotify. We explore how different platforms serve different purposes - why Meta relies on emotion and visual storytelling, while Google connects you with people actively searching for your service or product.

We also discuss the common myths around “hacking the algorithm” and why chasing virality isn’t a strategy. Stuart breaks down what makes great advertising copy and how to connect with audiences who are tired of being sold to. We also tackle the often-overlooked balance between paid and organic marketing, and how they can complement each other when done strategically.

One of my favourite moments in this chat was when Stewart described advertising as moving from a “shotgun” to a “sniper” approach - being more intentional, precise and data-driven. He also shares what a realistic starting budget for ads looks like, and how businesses can test without overcommitting.

If you’ve ever wondered how much to spend, where to spend it, and how to make your message stand out, this episode is packed with practical insight and straight-talking advice.

Key takeaways:
Diversifying your marketing mix isn’t just smart - it’s essential for long-term stability and growth. By using multiple channels, you reach people in different ways and reduce the risk of relying too heavily on one platform.

Action steps:
Take a look at where your audience is spending time and how they consume information. Then, map out a few new platforms to experiment with - whether that’s running a simple retargeting campaign, refreshing your Google Ads strategy, or creating engaging video content that connects emotionally.

Your marketing should evolve as quickly as your audience does. Start small, stay curious, and keep testing what works.

Links:

Connect with Stewart
Search Rescue

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