Ruslan Galba AI x Google Ads

16 January 2026 22:42

If in any doubt about the industry we’re in - look at this chart.

AI, humanoid robots, full self driving cars, full economic abundance… doesn’t matter what future looks like.

People will be buying more shit. Physical or virtual.

Ruslan Galba AI x Google Ads

10 January 2026 04:54

Everyone's running product pages and category pages on Google ads. They're leaving 80% of the opportunity on the table.

We've tested 100+ landing page variations across $2M in ad spend - here's what actually converts:

1. ADVERTORIALS

Long-form educational content that warms the click before the sell.

Headlines like:
- "Why most [audience] stay stuck with [problem]"
- "The real reason [common solution] falls apart after 30 days"

Best for problem-aware, informational searches.

The mechanism: you're matching user intent. They searched a question, you're giving an answer - with your product positioned naturally as the solution.

We've seen 40-80% cheaper CPCs with 10-100x the volume vs product keywords.

2. LISTICLES

Basically advertorials packaged as a list.

"7 Reasons You're Not Losing Weight"
"5 Simple Ways to [Outcome]"

Same principle. You're capturing early-to-mid funnel intent where product pages don't even show up.

3. US VS THEM

Head-to-head comparison against a competitor.

"[Your Product] vs [Competitor] - An Honest Comparison"

This intercepts high-intent traffic before they go to your competitor. Prints when competitors aren't protecting their brand terms.

Key: include a comparison table. Highlight your USP. Call out weaknesses without trashing them.

4. REVIEW PAGES

Ranked list of brands in your category, positioned as third-party.

"Top 7 [Product Type] for [Audience] in 2025"
"We Tested the 5 Most Popular [Products]. Here's What Won"

Make it feel objective. Position your product as the clear winner. Reframe weaknesses as non-issues.

The pattern across all 4:

You're matching the user's search intent with content that answers their actual question - not just showing them a product and hoping.

Everyone's competing on product pages.

Run these formats and you'll run laps around them.

Ruslan Galba AI x Google Ads

02 January 2026 21:11

Most agencies scale by hiring more people.

In 2025, we did the opposite.

40+ people → 10. Chaos → Clarity. 10x more output. 2x more money per person.

Here's the full story:

i.

@andreilunev got his hands back in code. Built massive AI creative production from scratch. Now making 100s of ads per day - the same way we used to do it in the old days. Builders building. Except now one person does what a creative team of 10 did.

I built an internal AI tool for GMC shopping feed optimization. We now make and launch dozens of feeds per week. Same for cold search ads. What used to take a dedicated feed specialist 2-3 days now takes 2-3 hours.

Doubled down on advertorials, listicles, presell pages. Full funnels from presell to tailored ad assets - both Google and Meta. 3 launched funnels per week per brand is the new norm. AI made content production a non-bottleneck.

ii.

The brands we work with grew 30% to 300%+ YoY. Depends on maturity and appetite to scale. But all maintained profitability - even through tariff chaos and economic uncertainty.

We reinforced our A-players only position. Had 40+ people a few years ago. Cut to 10 at the start of 2025. All world-class. Zero management stress. Output 10x'd.

The people who left? Making 2x more to support their families. Everyone won.

iii.

Claude Code became our home. We spend 80% of our time there. Building, automating, deploying.

Everything a marketer touches can be automated - if you understand how systems connect.

Bold prediction: 2026 might be the last year to hop on AI for marketers. Or become obsolete.

iv.

@andreilunev and I went back to the trenches.

He's the only one touching Meta accounts we manage. I'm the only one on Google Ads.

Brands tell us this is rare. They talk to smart founders on the first call, then get managed by juniors.

High promises. Weak results.

We ditched that.

We talk on the first call. We run the accounts. We're accountable for wins and losses.

Makes everything more fun too. Being builders and marketers at the core - the progression of each account is what keeps us pumped. Trenches keep you relevant.

v.

2026 playbook:

- Smaller teams, bigger leverage
- AI for production, humans for strategy
- Founders in key execution stages
- Accountability over promises

Ruslan Galba AI x Google Ads

08 December 2025 22:17

Google gives you 5,000 characters for product descriptions.

An average brand uses 150.

Top performers? 800-1,000 characters with 8-12 keywords baked in. Otherwise, you're leaving revenue on the shelf.

Here's what we found after auditing dozens of Shopping feeds.

The first 145-180 description characters are the only ones visible in search results. Most brands stuff "premium quality" and "best-in-class" into this space.

Problem: Nobody searches for "premium quality." They search for "wireless noise-cancelling headphones for flights."

Here's what the data shows:
- Google Shopping avg CTR: 0.86%
- Avg CPC: $1.56
- Conversion rate: 1.11%

Brands hitting 2-3x these benchmarks have one thing in common: they're using 500-1,000 characters. Not 150.

The 150/850 rule:
First 150 characters = SERP bait.
Next 850 = conversion copy.

Most brands flip this. Or skip both.

How the 150/850 split works. First 150: Keywords + core benefit + search intent match.

"Wireless noise-cancelling headphones with 30-hour battery for travel, work, and commuting."

Next 850: Use cases, not specs. Answer "will this work for ME?". Specs don't sell. Context does. Keywords: 8-12 per description, naturally integrated. Not stuffed. Woven into sentences.

"These headphones block airplane engine noise (not just office chatter)" hits:
- headphones
- airplane noise
- office noise
- noise cancelling

One sentence. Four keywords. Zero stuffing.

What to cut from your descriptions:
- "Premium quality"
- "Best-in-class"
- "State-of-the-art"
- "Industry-leading"

Marketing fluff isn't searchable. Real search terms are.

Quick audit for your feed:
1. Check character count (target 800-1,000)
2. Read first 150 chars—would YOU search those words?
3. Count keywords (aim for 8-12)
4. Cut any phrase nobody would type into Google

Takes 10 minutes per product. But boosts your performance 2-3x.
If this was useful, I put together a deeper breakdown on GMC product description optimization with more examples.

Ruslan Galba AI x Google Ads

22 September 2023 23:13

Part 2:

The task includes:

- Generating five creative TikTok video ideas that highlight different aspects or features of {Brand} ({Feature 1}, {Feature 2}, {Feature 3}, and two additional aspects/features). Each video idea should be unique, engaging, and attuned to the interests and preferences of the {Target Audience}.

- Developing engaging and concise scripts for each of these video ideas. Each script should effectively communicate the key points, sustain audience engagement throughout the video, and end with a powerful call to action encouraging viewers to visit the {Brand} website and {Desired Action}.

Please follow these additional guidelines:

- The TikTok video ideas should be well-thought-out, feasible, and resonate with the brand's tone and style.

- The scripts should be engaging, easy to comprehend, and concise while effectively communicating the key points.

- Both the video ideas and scripts should underline the product's unique selling points and coincide with the overarching business objectives of the startup company.

The structure of your output should be as follows:

-Five TikTok video ideas

-Script for each TikTok video idea

Ruslan Galba AI x Google Ads

27 August 2023 11:26

❓ What factors cause CAC to rise and fall?

- Spend Volume
- Consumer Confidence
- Past Performance

Yes, there are fluctuations on ad platforms. But these are underestimated foundational reasons.

Ruslan Galba AI x Google Ads

24 August 2023 15:50

💬If you are losing money as a business sometimes the answer is to spend more money.

This is extremely counterintuitive for a lot of brands and can be a scary thing.
When is this the case?

- When your opex is high
- When retention is where your niche is making profits

Ruslan Galba AI x Google Ads

18 August 2023 03:14

🖥 All the best posts in one place

Hey channel! As our community grows up I’ll be updating this pinned post with the best guides and insights.

Forward it to your Saved Messages to get back and check up on what’s new.

🟢Why are you here? Introduction
🟢Why you shouldn't work with me?
🟢When it’s time to hire an agency?
🟢What I’ve learned building my own e-commerce brand?

Case studies

🟢One
🟢Two
🟢Three
🟢Four
🟢Five
🟢Six
🟢Seven

Tools

🟢Best guerrilla marketing tools
🟢6 reasons why choose Shopify
🟢Top Shopify apps we use for every e-commerce project
🟢Top project management tools

Ads

🟢How to use Shopify Audiences
🟢Test different offers + examples
🟢Meta ads KPIs for video ads
🟢What’s causing high CPMs and CPCs on Meta ads?
🟢Cheat code ad spy & save tool
🟢How to warm up new ad account and teach the pixel
🟢How to overcome creative fatigue on Tiktok ads

Email/SMS

🟢Why segmenting your email list
🟢7 steps to improve your open rate
🟢Emojis + Sender Name = 13% higher open rates
🟢Brand’s birthday email ideas
🟢Data-driven email send time optimization
🟢Who is Mark Mustermann

CRO

🟢Website speed vs CRO
🟢How to setup GA4 on Shopify
🟢How to launch flat-lay vs on-model image A/B test on the collection page
🟢4 offer amplification techniques
🟢Gift options in menu

Finances

🟢How to structure M&A deals

High Ticket E-Commerce Playbook

🟢Part 1: Scaling to $1.38M in revenue with the omni-channel approach
🟢Part 2: Creative & landing page

Crypto

🟢Top 3 crypto exchanges
🟢Top 5 crypto tools

Ruslan Galba AI x Google Ads

16 August 2023 22:26

⚡️ Why are you here? Introduction

Hi 👋

Welcome to my channel. I’m glad to have you here!

Here you’ll find actionable advice and case studies from practitioners on how to grow a thriving DTC business.

Everything related to:

🟢Marketing strategy
🟢Ads
🟢Customer support
🟢Fulfilment
🟢Finances

Just a quick intro about me.

My name is Ruslan Galba. I’m a Stanford graduate.

For the past decade, I’ve been advising and consulting marketing strategies for the boards of DTC businesses like Onnit, Goli, Obvi, Mudwtr, Prestige Labs (Alex Hormozi brand), Mr. Davis, and Scanlan Theodore.

My team tegra.co is capable to help with the execution of advertising, email/SMS marketing, and CRO.

Want to work with me and my team? Book a spot in my calendar for an intro call.

You can find me on Twitter, LinkedIn, Facebook and Instagram

Hope you’ll enjoy the insights and have fun here 🤝

Ruslan Galba AI x Google Ads

13 August 2023 20:24

💡Test different offers with your email marketing or ads:

- Free gift with the purchase
- Free digital product
- Buy 2 get 1 free
- $ amount off
- % off

Don't limit yourself with one, try all of these with your offer and see what works best

Ruslan Galba AI x Google Ads

12 August 2023 18:46

🕯 Branding ≠ advertising
Branding ≠ marketing
Branding ≠ design
Branding ≠ sales
Branding ≠ pr

Branding = the foundation on which all of those are built.

Ruslan Galba AI x Google Ads

12 August 2023 10:52

Unpopular Opinion: nearly every DTC brand cares too much about brand.

Brand advertising when you're doing under $15M a year is nuts.

You build a brand by getting sales, not impressions. Focus on revenue, and you'll build a brand before you know it.

Ruslan Galba AI x Google Ads

11 August 2023 12:08

I'm looking to meet operators/investors/creatives in the DTC space

Let's talk!

Ruslan Galba AI x Google Ads

03 August 2023 03:29

〰️ Last week, Shopify announced via Editions that Shopify Audiences 2.0 has launched and with 2x better results.

We've been testing Shopify Audiences since Day 1 and have noticed marked improvements over time.

SA 2.0 has actually been live for quite some time and I notice highly consistent results across the board. Since Editions came out last week, we've started some A/B tests on SA vs Broad targeting.

Wanted to share what we often see (see attached screenshot):

🟢Mid-intent, Mid-reach outperforms the other 2 Shopify Audiences (High-intent, low-reach, and low-intent, high-reach)

🟢Mid-intent outperforms or similar to Broad targeting

🟢Shopify Audiences have astronomical CPMs, compared to Broad targeting, BUT the astronomical conversion rate lift outweighs the CPM premium

🟢In this instance, CPA is roughly the same, but SA was able to acquire customers with 20% higher AOVs (small data set but significant and a common finding)

I understand there are many "let the creative do the targeting" stans out here, which I agree with for the most part.

However, I've been a big advocate for intent-based audiences (not interest-based) for over a year now.

Intent-based audiences can be built w/ a massive pool of 1st-party data (like Shopify Audiences). There are others out there I have my eye on.

The goal is to acquire higher intent customers that will have higher LTV for your brand. Also, the higher quality your traffic (evidenced by higher conversion rate), the better the signals you send back to the ad platforms to optimize from.

An interesting study for Shopify would be to analyze LTV of Shopify Audience-acquired customer cohort and compare to non-Shopify Audience-acquired customer cohort.

It's clear as day that Conversion Rate on SA is far better than non-SA on Meta ads.

I advise everyone out there who is eligible for Shopify Audiences give it a go in their ad accounts. Testing is everything, find out for yourself and please share your results!

Ruslan Galba AI x Google Ads

28 July 2023 18:44

📺 YouTube Stories ads on the hype

YouTube Ad Sales Rise 4.4% for Q2, YouTube ad sales rose 4.4% following three consecutive declining quarters. Meanwhile, Google and YouTube’s parent company Alphabet exceeded expectations and saw a top-line growth of 7%.

And, as of Q2, As of Q2, brand advertisers are testing spots in Shorts, “in addition to direct-response formats.”

Does that mean YouTube ads perform well for advertisers? Will see.

Ruslan Galba AI x Google Ads

11 January 2026 20:53

Most brands turned off campaigns Dec 1. "BFCM is over."

Meanwhile: €22K profit in 6 days. 4.95 ROAS. Daily run rate 2.5x stronger than November.

Here's what happened when we didn't pause:

The data speaks for itself. €22,224 profit on €7,995 spend. ROAS jumped from 3.57 during BFCM to 4.95 post-BFCM. 105 purchases at €3,704/day—compared to €1,477/day in November.

Same campaigns. Same structure. Dramatically better efficiency.

Why does post-BFCM outperform BFCM itself? Three reasons:

First, lower CPCs. Most brands pause Dec 1. But buyers don't stop searching. Same intent, fewer bidders. The brands still running capture everything competitors left behind.

Second, the Dec 1-15 gift window. Post-BFCM brand search hit 14.51 ROAS (US) and 15.38 ROAS (WW). Gift buyers search brand terms directly. No comparison shopping. Higher intent. You've already built awareness during BFCM. Now you're collecting.

Third, remarketing pools are full. 228 purchases in November. 105 more in the first 6 days of December. BFCM filled your audiences—post-BFCM, they convert. Lower CPCs + warm audiences = ROAS jumps from 3.57 to 4.95.

The structure that made this work:
• RSA geo-segmentation (6 brand campaigns by market)
• Multi-feed Shopping (longtail feed = 3.7x higher CR)
• PMax by geo (US + WW drove majority of profit)

Same setup from BFCM. Didn't touch it.

The proof? Post-BFCM search campaign results: US Brand generated €6,591 profit at 14.51 ROAS. WW Brand: €5,005 at 15.38 ROAS. Brand search alone delivered €12,600+ profit in 6 days.

No extra work. Just didn't pause.

BFCM isn't the finish line. It's the starting gun for December. Most of those campaigns we even run now in Q1.

Don't pause. Compound.

Ruslan Galba AI x Google Ads

02 January 2026 21:16

The 150/850 rule for Google Shopping descriptions:

First 150 characters = SERP bait (keywords + core benefit).

Next 850 = conversion copy (use cases, not specs).

Most brands flip this. Or skip both entirely.

5,000 characters available. Use at least 1,000 of them effectively.

Ruslan Galba AI x Google Ads

08 December 2025 22:20

If this was useful, I put together a deeper breakdown on GMC product description optimization with more examples and full guidelines.

DM me. I'll send it over to you.

Ruslan Galba AI x Google Ads

26 October 2023 00:19

📹 Bemo Finance was launched on Telegram TON ecosystem.

Here are 5 things you can do to earn some great yields with your TON coins on Bemo Finance

1. Stake your TON coins. There are other staking options available on TON ecosystem

But nothing is close to 23.61% current APY on Bemo

2. Earn rewards in Staking Experience Points stXP

All the stXP holders will share a $BMO token pool of up to 20% of the total token supply

3. Participate in Bemo Incentive Program

Get more of $BMO tokens when they get released

4. Provide liquidity to DEXs with stTON (Bemo TON staked coins)

Current APYs are up to 19% with Bemo boost on DeDust, Megatron, StoneFi or Optus pools

5. Participate in Bemo raffle to get a chance to win additional extra TON tokens from raffle pool of rewards

TLDR Don’t skip this opportunity to get in early in the next “Uniswap” of TON ecosystem

Ruslan Galba AI x Google Ads

22 September 2023 23:12

💎 ChatGPT Prompt Of The Week

This is “all you need” prompt for ChatGPT to create a killer TikTok ad script. Can be also reframed to us for Meta.

Copy. Paste. Fill in your product. Enjoy 😋

Part 1:

You are an AI TikTok ad strategist, specialized in devising compelling and informative TikTok videos for a startup company's innovative {Product} known as {Brand}, tailored for {Target Audience}. {Brand} has distinct features like {Feature 1}, {Feature 2}, and {Feature 3} that set it apart from its competitors.

You are an AI TikTok ad strategist, specializing in devising compelling and informative TikTok videos for a startup company's innovative {Product} known as {Brand}, tailored for {Target Audience}. {Brand} has distinct features like {Feature 1}, {Feature 2}, and {Feature 3} that set it apart from its competitors.

Utilizing your expert understanding of TikTok ad creation, audience engagement, and scriptwriting, your task is to create an all-encompassing TikTok ad strategy that would effectively communicate the unique selling points of {Brand} to prospective customers, generate enthusiasm around the product, and result in increased website visits and product inquiries.

Ruslan Galba AI x Google Ads

24 August 2023 18:55

😎 Announcement! We're launching the DTC Marketing newsletter with our team tegra.co

That would be a weekly pack of advertising, retention and CRO tips & tricks. Practitioneers for practitioneers.

Get in the first! Issue 001 will be sent out next week.

Help us to spread the word. DM me @iamgalba to get an early invite

Ruslan Galba AI x Google Ads

23 August 2023 13:49

🕯 Measure aMER instead of CAC

Especially for Fashion & Apparel brands, I noticed that CAC was roughly correlated with First Order Revenue (nAOV).

If customers were purchasing higher-value products, it took more ad spend to acquire those customers. In such cases, brands are willing to accept a higher CAC with a corresponding higher nAOV.

So, if nAOV and CAC move together, it might make sense to model a metric that combines both of those.

This is where aMER metric comes into play: Acquisition Market Efficiency Ratio (aMER = Total New Customer Revenue / Total Spend).

This metric lets marketers know how efficiently they’re acquiring new customers, including high AOV and low AOV ones.

Ruslan Galba AI x Google Ads

18 August 2023 02:04

💬 Q&A

“Hi all, curious about website performance. We've seen a lot of different articles relating to this, about how site score improvements can affect CVR, etc. However, when running lighthouse on many of the top ecom sites we see their scores are super low.

Curious if this area is a needle mover for people? Or if investment here doesn't really translate to better revenue.”

✔️ I think as long as it isn’t absolutely abysmal you’re good. If pages take 5 seconds to load - yes it’s going to tank. But .5 seconds versus .8 won’t make a difference.

If that’s under 2-3 seconds, then decreasing load speed will be at the area of diminishing returns as you optimize further. Not to mention that it’s getting harder to make it faster from that point.

CRO optimizations will be a better ROI initiative. Some ideas to test:

- Price point
- Main headline
- Supportive sub-headline
- Main picture
- Adding shop-able video overlay or section with Tolstoy
- Adding highlighted testimonial to the buy box

Tools to consider for A/B testing on Shopify:

- A/B Convert
- Elevate
- Intelligems

For A/B testing on any other platform, but also suitable for Shopify:

- VWO
- Optimizely
- Google Optimize (free, but will be closed by Google on September 30)

Ruslan Galba AI x Google Ads

14 August 2023 10:23

🔼Email Marketing is the index fund of marketing:

- Unsexy
- Secure
- With predictable returns

Ruslan Galba AI x Google Ads

13 August 2023 15:21

💬 Instead of writing all your copy from scratch:

1. Go to the Meta ads library
2. Search competitors
3. Find their best ads
4. Identify their top persuasive tools
5. Use those to create your ads

Work smart instead of hard.

Ruslan Galba AI x Google Ads

12 August 2023 12:52

📣Brands should focus on customer retention and lifetime value, especially as advertising costs and uncertainty continue to climb.

Prepare to invest more in your customer experience, and build a community that keeps customers coming back.

Ruslan Galba AI x Google Ads

11 August 2023 18:43

If you are a DTC brand spending less than $10K/month on ads DO NOT hire an agency. That would be a waste of money at that scale.

Ruslan Galba AI x Google Ads

08 August 2023 09:40

❓ What are some of the best landing pages you've seen out there for DTC brands?

Ruslan Galba AI x Google Ads

30 July 2023 23:45

⏳ We are entering a challenging time economically where acquiring new customers will likely become more difficult and more expensive.

That's why it has never been more important to focus on your CLTV and customer ascension. 

It has always been and always will be way easier to upsell, cross-sell or re-sell an existing customer than acquire a new customer. 

Not only is this a lot less expensive, but by focusing on increasing CLTV, you will be able to afford to pay more day 1 to acquire new customers. 

Businesses that understand this and truly take action will not only survive the coming times but will also thrive. 

Businesses that don't and keep fighting economic gravity will be in for a painful few years. 

Ruslan Galba AI x Google Ads

28 July 2023 14:20

👏 TikTok Enters the Text Space

Perhaps an entry into the Threads/Twitter (X) face-off, TikTok has launched a new way to ”express your creativity” via text posts.

From the TikTok product announcement, it looks like TikTok’s Text Posts will operate in a similar manner to Instagram’s Type Mode in Stories.