The Code To Winning — Episode 060

Title: PAID ADs SECRETS EXPLAINED: HOW I GENERATE $2M A MONTH REVENUE || JASON WOJO
Date: October 10, 2025
Host: Kagiso Dikane
Guest: Jason Wojo

Episode Overview

In this dynamic episode, host Kagiso Dikane sits down with digital marketing maverick Jason Wojo to delve into the actual mechanics, strategies, and mindsets behind paid advertising at scale. Wojo shares his real-world journey from struggling entrepreneur to achieving $2 million revenue months, breaking open the hard truths about what it takes to win with paid ads, personal branding, and building resilient businesses in an era of skepticism and rapid technological (AI) change. This episode is packed with actionable insights, industry secrets, and unfiltered opinions, serving as a masterclass on both tactical and psychological aspects of digital marketing.

Key Discussion Points and Insights

1. Wojo’s Origin Story & Journey in Digital Marketing

Grassroots Start: Began in culinary school, flipped Pokémon cards, moved into eBay flipping and side hustles, then shifted to business school and local business pitching (door knocking, barbershops, restaurants, etc.).
- “I started pitching local businesses like 7 day free trials, 14 day free trials. I did like door knocking. So like barbershop restaurants, home service salons…” (00:00)
Learning + Masterminds: Attended events and masterminds, absorbed skills (especially copywriting) from mentors like Jason Capital.
Transition to Agency and Scaling: Low-ticket offers ($17 ad template packs), then burning out, learning about leadership, eventually building out systems and scaling with a team.

2. High Ticket vs. Low Ticket Offers

Definitions:
- High ticket: Group/masterminds, done-for-you, 1:1 coaching ($3k–$15k+/month).
- Low ticket: Mini-courses, low-cost offers, event tickets ($7–$197).
  - “I went from like 20k a month to near half a mil a month... I sold this 100 ad templates offer. It was a $17 offer with a bunch of upsells.” (05:37)
Business Model: Utilizes both for diversified entry points and value ladders; ecosystem designed for scalability and trust-building.

3. Talent Acquisition & The Power of Brand

Paid Recruitment: Spends ~$500/day on Indeed, LinkedIn, Upwork ads for hiring.
- “The fastest way to acquire A+ talent is by having a brand and actually being good at what you do.” (00:48, 14:42)
Brand as Magnet: Authority, consistency, reputation (“posting godly how many times a day”) attracts top performers beyond pure monetary lure.

4. Biggest Paid Ads Myths & Mistakes

Under-investing in Learning: Many entrepreneurs want results without committing to spend money and fail to understand the importance of community and experimentation.
- “They don’t know what they want to know because they don’t want to spend the money to find the answer.” (10:49)
‘Cheap Ads’ Mentality: Critique of coaching programs teaching minimal spend tactics; real growth requires systems, teams, and investments beyond just the ad itself.
- “All these coaching programs teach you how to be cheap and a shitty business owner.” (23:54)

5. Ad Platforms, Funnels & ROI

Current Channel ROI:
- TikTok: 7x return
- Facebook: 3–4x
- YouTube/Google retargeting: 20–30x (!)
- “TikTok gets me a 7x return. Facebook’s getting me about a 3 to 4... YouTube retargeting and Google retargeting get about a 20 to 30x return.” (08:11)
The Sales Process Trumps Platform:
- “It’s not about the ad, it’s about the funnel... our webinar offer does better than any other funnel.” (16:01)
Webinar Strategy: Weekly webinars convert large groups, create strong rapport and trust, and regularly sell high ticket ($6,500 offer).
- “[Webinars] you sell one to many, you build more rapport. If no one trusts you, they’re gonna trust you after an hour.” (17:26)

6. Brand Building & Handling Hate

Being Intentional with Image: Crafted his personal brand (persistent ad presence, mustache, gym-contrarian, etc.).
- “For me… there’s a couple facets. One is the guy that’s all over my feed. Two is the guy with the mustache. And three is the guy that hates on the gym. Like, those are like my three things.” (18:33)
Leveraging Negative Engagement: Triggers controversial/negative comments deliberately to boost engagement, uses hidden/banned words to game engagement scores.
- “I’ll purposely not shave… do ads so that people can comment, ‘oh, he doesn’t shave’... If you put these things in called hidden words… it’ll count towards your engagement score.” (22:10; 23:09)
Responding to Haters: “When you get hate, you just make more money.” (21:06)

7. Best Practices for Small Budgets

Achieving meaningful results on small ad budgets is tough due to platform learning phases (e.g., need 50 conversions in 7 days).
- “You have to get out of learning phase with 50 bucks. You gotta basically get like $7 a lead or less.” (01:22, 23:54)
The importance of focusing on systems, product, and client journey over just low-budget hacks.

8. Customer Success & the Difference Between ‘Good’ and ‘Bad’ Clients

Key Traits:
- Good client: Listens, is open-minded, invests, doesn’t make “beer-wallet, wine-taste” demands.
  - “They just shut the fuck up and listen. That’ll probably be the first thing.” (30:38)
- Bad client: Unrealistic, impatient, expects too much from too little, tries to cut corners, slow decision-making.
Support Culture & Common Sense: Wojo laments the lack of common sense and how it impacts client relationships and general society.
- “The biggest differentiation is common sense, hands down, bro. And common sense is not common anymore.” (40:10)

9. AI, Automation, and the Human Element

AI as a Tool, Not a Replacement: Automation helps with efficiency/basic comms but not with unique marketing, storytelling, or authentic human touch.
- “The AI thing, I use it for efficiency, but I wouldn’t use it to replace my marketing and copy and offer knowledge. It’s very hard to see AI replace really good marketing.” (33:04)
Skepticism of Over-automation: Warns against full-AI client experience; emphasizes need for feel, personalization, and human connection.

10. Personal Growth, Mindsets, and Investing in Self

Penny saved is not a penny earned: Biggest entrepreneurial lesson is the necessity of continuous investment in one’s own knowledge and network.
- “Penny saved is not a penny earned.” (42:32)
Mentorship and masterminds were crucial accelerants for Wojo’s success.

11. Emotional Resonance in Ads & Offers

Good ads layer story and result-driven promise, tied directly to the target audience’s situation.
- “It’s just a mix of offer and storytelling... link the offer to a story that then emotionally infatuates them to a CTA.” (44:36)
Hyper-relevance by calling out exact audience (“if you’re a coach doing 10 grand a month…”), then delivering transformation via story.

Notable Quotes & Memorable Moments

On the true cost of learning:
“They don’t know what they want to know because they don’t want to spend the money to find the answer.” — Jason Wojo (10:49)
On leadership:
“I realized that I needed to build leadership skills. I don’t understand what any of that stuff meant. I was like, all right, I make money online. I’m a leader. And then everyone around me was like, dude, you make money, but like, no one respects you.” — Jason Wojo (05:37)
On the trust recession:
“Now what I’ve been seeing more than ever is that we’re in a trust recession.” — Jason Wojo (07:51)
On the ad platform landscape:
“TikTok’s giving us a higher ROI than Facebook. It’s weird as hell.” — Jason Wojo (08:11)
On bad vs. good clients:
“They just shut the fuck up and listen. That’s definitely the first thing.” — Jason Wojo (30:38)
On AI in marketing:
“I use it for efficiency, but I wouldn’t use it to replace my marketing and copy and offer knowledge. It’s very hard to see AI replace really good marketing.” — Jason Wojo (33:04)
On the essence of winning:
“Winning for me is just a consistent flywheel of just being able to not cry in the storm, but dance in the rain… The W’s are if you turn a W upside down, it’s an M. And the M stands for momentum.” — Jason Wojo (47:01)

Timestamps for Important Segments

[00:00] Wojo’s backstory: Early side hustles and agency door-knocking
[05:33] High ticket vs. low ticket — how Wojo designed his scalable offer ecosystem
[08:11] Comparing ROI of TikTok, Facebook, Google, and YouTube ads
[10:49] The real obstacle: Entrepreneurs not willing to invest in learning/testing
[14:41] Recruiting top talent through paid ads and building a brand
[16:01] Why funnel/process trumps platform choice in successful ads
[17:26] Webinar-based selling and high ticket conversions
[18:33] Building a personal brand and why embracing your uniqueness matters
[22:10] Triggering engagement/hate deliberately in ads for higher ranking
[23:54] Harsh truths about 'cheap' advertising and why systems/process matter
[30:38] The difference between ‘good’ and ‘bad’ clients
[33:04] The role (and limits) of AI in modern marketing
[42:32] Most important entrepreneurial lesson — invest, don’t save
[44:36] Storytelling as the bridge between offer and emotional resonance in ads
[47:01] What “winning” means to Jason Wojo

Actionable Takeaways

Paid ads results are less about platforms, more about full-funnel processes and differentiated offers.
Brand is a force multiplier — attracts both talent and clients, reducing reliance on money alone.
Build resilience to hate and negative comments; use them as an engagement engine, not a stumbling block.
Boring, fundamental business skills (team, systems, customer journey) are the real drivers of sustainable scale — not just campaign tricks.
Continuous personal investment and mentorship are essential—saving small dollars is not the path to ‘winning’.
Story-driven, emotionally resonant messaging always outperforms clickbait or overhyped promises.

Connect with Jason Wojo

Instagram: @thejasonwojo
Website: wojomedia.com
Events: Google “Scale Your Ads” for upcoming paid ads intensives.

“Insights you need today to seize the world tomorrow.” — The Code to Winning

The Code To Winning — Episode 060

Title: PAID ADs SECRETS EXPLAINED: HOW I GENERATE $2M A MONTH REVENUE || JASON WOJO
Date: October 10, 2025
Host: Kagiso Dikane
Guest: Jason Wojo

Episode Overview

Key Discussion Points and Insights

1. Wojo’s Origin Story & Journey in Digital Marketing

Grassroots Start: Began in culinary school, flipped Pokémon cards, moved into eBay flipping and side hustles, then shifted to business school and local business pitching (door knocking, barbershops, restaurants, etc.).
- “I started pitching local businesses like 7 day free trials, 14 day free trials. I did like door knocking. So like barbershop restaurants, home service salons…” (00:00)
Learning + Masterminds: Attended events and masterminds, absorbed skills (especially copywriting) from mentors like Jason Capital.
Transition to Agency and Scaling: Low-ticket offers ($17 ad template packs), then burning out, learning about leadership, eventually building out systems and scaling with a team.

2. High Ticket vs. Low Ticket Offers

Definitions:
- High ticket: Group/masterminds, done-for-you, 1:1 coaching ($3k–$15k+/month).
- Low ticket: Mini-courses, low-cost offers, event tickets ($7–$197).
  - “I went from like 20k a month to near half a mil a month... I sold this 100 ad templates offer. It was a $17 offer with a bunch of upsells.” (05:37)
Business Model: Utilizes both for diversified entry points and value ladders; ecosystem designed for scalability and trust-building.

3. Talent Acquisition & The Power of Brand

Paid Recruitment: Spends ~$500/day on Indeed, LinkedIn, Upwork ads for hiring.
- “The fastest way to acquire A+ talent is by having a brand and actually being good at what you do.” (00:48, 14:42)
Brand as Magnet: Authority, consistency, reputation (“posting godly how many times a day”) attracts top performers beyond pure monetary lure.

4. Biggest Paid Ads Myths & Mistakes

Under-investing in Learning: Many entrepreneurs want results without committing to spend money and fail to understand the importance of community and experimentation.
- “They don’t know what they want to know because they don’t want to spend the money to find the answer.” (10:49)
‘Cheap Ads’ Mentality: Critique of coaching programs teaching minimal spend tactics; real growth requires systems, teams, and investments beyond just the ad itself.
- “All these coaching programs teach you how to be cheap and a shitty business owner.” (23:54)

5. Ad Platforms, Funnels & ROI

Current Channel ROI:
- TikTok: 7x return
- Facebook: 3–4x
- YouTube/Google retargeting: 20–30x (!)
- “TikTok gets me a 7x return. Facebook’s getting me about a 3 to 4... YouTube retargeting and Google retargeting get about a 20 to 30x return.” (08:11)
The Sales Process Trumps Platform:
- “It’s not about the ad, it’s about the funnel... our webinar offer does better than any other funnel.” (16:01)
Webinar Strategy: Weekly webinars convert large groups, create strong rapport and trust, and regularly sell high ticket ($6,500 offer).
- “[Webinars] you sell one to many, you build more rapport. If no one trusts you, they’re gonna trust you after an hour.” (17:26)

6. Brand Building & Handling Hate

Being Intentional with Image: Crafted his personal brand (persistent ad presence, mustache, gym-contrarian, etc.).
- “For me… there’s a couple facets. One is the guy that’s all over my feed. Two is the guy with the mustache. And three is the guy that hates on the gym. Like, those are like my three things.” (18:33)
Leveraging Negative Engagement: Triggers controversial/negative comments deliberately to boost engagement, uses hidden/banned words to game engagement scores.
- “I’ll purposely not shave… do ads so that people can comment, ‘oh, he doesn’t shave’... If you put these things in called hidden words… it’ll count towards your engagement score.” (22:10; 23:09)
Responding to Haters: “When you get hate, you just make more money.” (21:06)

7. Best Practices for Small Budgets

Achieving meaningful results on small ad budgets is tough due to platform learning phases (e.g., need 50 conversions in 7 days).
- “You have to get out of learning phase with 50 bucks. You gotta basically get like $7 a lead or less.” (01:22, 23:54)
The importance of focusing on systems, product, and client journey over just low-budget hacks.

8. Customer Success & the Difference Between ‘Good’ and ‘Bad’ Clients

Key Traits:
- Good client: Listens, is open-minded, invests, doesn’t make “beer-wallet, wine-taste” demands.
  - “They just shut the fuck up and listen. That’ll probably be the first thing.” (30:38)
- Bad client: Unrealistic, impatient, expects too much from too little, tries to cut corners, slow decision-making.
Support Culture & Common Sense: Wojo laments the lack of common sense and how it impacts client relationships and general society.
- “The biggest differentiation is common sense, hands down, bro. And common sense is not common anymore.” (40:10)

9. AI, Automation, and the Human Element

AI as a Tool, Not a Replacement: Automation helps with efficiency/basic comms but not with unique marketing, storytelling, or authentic human touch.
- “The AI thing, I use it for efficiency, but I wouldn’t use it to replace my marketing and copy and offer knowledge. It’s very hard to see AI replace really good marketing.” (33:04)
Skepticism of Over-automation: Warns against full-AI client experience; emphasizes need for feel, personalization, and human connection.

10. Personal Growth, Mindsets, and Investing in Self

Penny saved is not a penny earned: Biggest entrepreneurial lesson is the necessity of continuous investment in one’s own knowledge and network.
- “Penny saved is not a penny earned.” (42:32)
Mentorship and masterminds were crucial accelerants for Wojo’s success.

11. Emotional Resonance in Ads & Offers

Good ads layer story and result-driven promise, tied directly to the target audience’s situation.
- “It’s just a mix of offer and storytelling... link the offer to a story that then emotionally infatuates them to a CTA.” (44:36)
Hyper-relevance by calling out exact audience (“if you’re a coach doing 10 grand a month…”), then delivering transformation via story.

Notable Quotes & Memorable Moments

On the true cost of learning:
“They don’t know what they want to know because they don’t want to spend the money to find the answer.” — Jason Wojo (10:49)
On leadership:
“I realized that I needed to build leadership skills. I don’t understand what any of that stuff meant. I was like, all right, I make money online. I’m a leader. And then everyone around me was like, dude, you make money, but like, no one respects you.” — Jason Wojo (05:37)
On the trust recession:
“Now what I’ve been seeing more than ever is that we’re in a trust recession.” — Jason Wojo (07:51)
On the ad platform landscape:
“TikTok’s giving us a higher ROI than Facebook. It’s weird as hell.” — Jason Wojo (08:11)
On bad vs. good clients:
“They just shut the fuck up and listen. That’s definitely the first thing.” — Jason Wojo (30:38)
On AI in marketing:
“I use it for efficiency, but I wouldn’t use it to replace my marketing and copy and offer knowledge. It’s very hard to see AI replace really good marketing.” — Jason Wojo (33:04)
On the essence of winning:
“Winning for me is just a consistent flywheel of just being able to not cry in the storm, but dance in the rain… The W’s are if you turn a W upside down, it’s an M. And the M stands for momentum.” — Jason Wojo (47:01)

Timestamps for Important Segments

[00:00] Wojo’s backstory: Early side hustles and agency door-knocking
[05:33] High ticket vs. low ticket — how Wojo designed his scalable offer ecosystem
[08:11] Comparing ROI of TikTok, Facebook, Google, and YouTube ads
[10:49] The real obstacle: Entrepreneurs not willing to invest in learning/testing
[14:41] Recruiting top talent through paid ads and building a brand
[16:01] Why funnel/process trumps platform choice in successful ads
[17:26] Webinar-based selling and high ticket conversions
[18:33] Building a personal brand and why embracing your uniqueness matters
[22:10] Triggering engagement/hate deliberately in ads for higher ranking
[23:54] Harsh truths about 'cheap' advertising and why systems/process matter
[30:38] The difference between ‘good’ and ‘bad’ clients
[33:04] The role (and limits) of AI in modern marketing
[42:32] Most important entrepreneurial lesson — invest, don’t save
[44:36] Storytelling as the bridge between offer and emotional resonance in ads
[47:01] What “winning” means to Jason Wojo

Actionable Takeaways

Paid ads results are less about platforms, more about full-funnel processes and differentiated offers.
Brand is a force multiplier — attracts both talent and clients, reducing reliance on money alone.
Build resilience to hate and negative comments; use them as an engagement engine, not a stumbling block.
Boring, fundamental business skills (team, systems, customer journey) are the real drivers of sustainable scale — not just campaign tricks.
Continuous personal investment and mentorship are essential—saving small dollars is not the path to ‘winning’.
Story-driven, emotionally resonant messaging always outperforms clickbait or overhyped promises.

Connect with Jason Wojo

Instagram: @thejasonwojo
Website: wojomedia.com
Events: Google “Scale Your Ads” for upcoming paid ads intensives.

“Insights you need today to seize the world tomorrow.” — The Code to Winning

PAID ADs SECRETS EXPLAINED: HOW I GENERATE $2M A MONTH REVENUE || JASON WOJO || EPISODE 060

Powered by Wave AI

Summary

The Code To Winning — Episode 060

Episode Overview

Key Discussion Points and Insights

1. Wojo’s Origin Story & Journey in Digital Marketing

2. High Ticket vs. Low Ticket Offers

3. Talent Acquisition & The Power of Brand

4. Biggest Paid Ads Myths & Mistakes

5. Ad Platforms, Funnels & ROI

6. Brand Building & Handling Hate

7. Best Practices for Small Budgets

8. Customer Success & the Difference Between ‘Good’ and ‘Bad’ Clients

9. AI, Automation, and the Human Element

10. Personal Growth, Mindsets, and Investing in Self

11. Emotional Resonance in Ads & Offers

Notable Quotes & Memorable Moments

Timestamps for Important Segments

Actionable Takeaways

Connect with Jason Wojo

Summary

The Code To Winning — Episode 060

Episode Overview

Key Discussion Points and Insights

1. Wojo’s Origin Story & Journey in Digital Marketing

2. High Ticket vs. Low Ticket Offers

3. Talent Acquisition & The Power of Brand

4. Biggest Paid Ads Myths & Mistakes

5. Ad Platforms, Funnels & ROI

6. Brand Building & Handling Hate

7. Best Practices for Small Budgets

8. Customer Success & the Difference Between ‘Good’ and ‘Bad’ Clients

9. AI, Automation, and the Human Element

10. Personal Growth, Mindsets, and Investing in Self

11. Emotional Resonance in Ads & Offers

Notable Quotes & Memorable Moments

Timestamps for Important Segments

Actionable Takeaways

Connect with Jason Wojo