Jacob Baadsgaard is Founder and CEO of Disruptive Advertising, an agency that helps companies grow to the next level using Google and Facebook ads, leveraging the platforms with revenue—through a CRM- or lead-gen-based campaign or by ensuring that the ecommerce analytics are strong so everything is revenue-driven, testing website experience to see what resonates with potential customers, and perfecting the website experience so clients can effectively scale.
Jacob started his career in web analytics implementation with Omniture. He soon discovered that pay per click (PPC) was the easiest metric to track and provided the most insights, and left Omniture shortly after it was acquired by Adobe to go out on his own. As his agency grew, it leaned heavily on Google-Adwords-based paid search to drive traffic to landing pages—but had no way to measure conversion until they implemented Unbounce.com to refine the landing page experience.
Disruptive Advertising is located in Lindon, Utah. With a 2017 population of almost 11,000, Lindon nestles between beautiful Mount Timpanogo and Utah Lake, the largest freshwater lake in Utah. In 2009, 2011, and 2013, CNN Money Magazine listed it as one of the “100 Best Small Cities to Live in America.” Lindon is part of the Provo-Orem Metropolitan area, with a 2016 population of slightly over 600,000. Lindon is not the bustling metropolitan area where one would expect to find a thriving advertising agency with over 100 employees.
Disruptive Advertising has around 500 clients—and they’re not the mom-n-pops. An enterprise team manages accounts with monthly spends of $100 to a million dollars. A small business division works with lower-spend clients, e.g., healthcare and home service companies. The majority of Disruptive’s clients have an average Facebook and/or Google monthly spend of $20,000 to $50,000. Hardly average. How does that happen?
Jacob credits his company’s success to the fact that it takes its own marketing and branding very seriously, to the tune of a million dollars a year. Disruptive drives a lot of inbound, but, at the same time, maintains a laser focus on its performance-driven PPC and PPC ancillary services. When clients request “other” types of work, Disruptive provides these by partnering with agencies that excel in those specialties. Quality control is also critical for keeping Disruptive’s customers happy.
In order to track the performance of over 100 employees, Disruptive uses a technology that continually audits all accounts to confirm that best practices are consistently and universally implemented. Employees and their managers are likewise responsible for ensuring this is done. In addition, product owners in the areas of Google Ads, Facebook Ads, site testing, and analytics review all accounts on a specified schedule—a triple redundancy that ensures customers get the services they expect.
For years, Jacob put all his energy into growing his company, to the detriment of his health and his relationships. He felt the success of his business was a reflection of his value as a human being and that, the minute his company stopped growing, he would no longer be a good person . . . he would be a failure. A company valuation and mergers & acquisitions expert asked him some pivotal questions: “What is your plan with the business? What is your exit strategy? What is going on?”
When Jacob didn’t know whether he wanted to sell the business or what he enjoyed about it, the expert told him, “If you love what you’re doing and you love the people that you’re working with, run it the way that you love running it, take a little more off the table along the way, and just be involved with it long term.” When Jacob realized he could define his own success, he fell in love with his business all over again.
Jacob can be reached on his company’s website at disruptiveadvertising.com or on its LinkedIn account at: https://www.linkedin.com/company/disruptive-advertising/