This episode is different. Sam sits down with Kyle Sattler and Paul Olson from So Good Marketing—and these aren't your typical digital marketing guys. Paul started as a plumber cutting thread at 11 years old, worked his way up to CEO of an HVAC/plumbing company, and grew it 55% while cutting marketing spend to 2.8%. Kyle took a 60% pay cut to join him and build something better.

They didn't start a marketing company because they thought it would be fun. They started it because they needed something better for their own company—and when they started sharing what they were doing, five companies said "we'll pay you to do this for us" before they even had an LLC.

Here's the controversial truth: SEO has been trending down for nearly 4 years. You're spending the same money or more for fewer impressions and less effectiveness. Google's AI Overview launched in May 2025 and shifted everything—over 65% of AI search results now come from YouTube and Reddit, not traditional SEO.

So what do you do? Paul and Kyle break down the reality vs. the scare tactics, where your marketing dollars should actually go, and why having a think tank mentality in your business is the only way to stay ahead.

In This Episode:

Why Sam stopped having sponsors and got selective about guests
Paul's journey: pump truck driver to plumber to CEO of HVAC/plumbing company
How they grew a company 55% while cutting marketing spend to 2.8% and fuel to 0.97%
SEO reality check: It's not dead, but it's been trending down for 4 years
The AI search shift: 65% of results come from YouTube and Reddit, NOT traditional SEO
Why marketing companies push fifteen thousand dollar website rebuilds when FAQs only get 5% of AI search results
The think tank system: Daily walks around the neighborhood throwing crazy ideas at each other
If you don't embrace change, get used to extinction

Connect with the Guests:

So Good Marketing - Digital marketing company built by contractors who needed better results.

Work with Sam:

Website: https://www.closeitnow.net
Coaching & Training: https://www.closeitnow.net/coaching
Facebook Group: https://www.facebook.com/groups/closeitnow
Email: sam@closeitnow.net

3 Ways to Work with Sam:

On-Site Training (SPRING 2026 PROMO ACTIVE) - Half-day classroom plus half-day ride-alongs with your team.
Virtual Training - Same frameworks, same results, delivered remotely for teams or individuals.
Growth Catalyst - Full company growth and scaling program. Finding 15-20% of revenue sitting in your company that should have gone to your bottom line.

Why This Interview Matters:

Sam rarely has guests anymore. After 7 years of podcasting, he's pulled down episodes from guests who either lost credibility or were taking advantage of contractors. No sponsors means full control over who gets recommended to this community.

Kyle and Paul earned their spot because they're not marketing guys who can't do, so they teach. They're contractors who built a marketing system for their own company, got results, and then other companies begged them to do it for them.

Key Stats:

55% company growth year-over-year
2.8% marketing spend (industry average: 8-12%)
65% of AI search results come from YouTube and Reddit
Only 5% from FAQs (what most companies are spending fifteen thousand dollars to add)
SEO trending down for nearly 4 years

Leave a review on Apple Podcasts or Google to help more salespeople and contractors find this show.

Google Review Link: https://g.page/r/CbfnnDqTCwQdEAE/review