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PAID ADs SECRETS EXPLAINED: HOW I GENERATE $2M A MONTH REVENUE || JASON WOJO || EPISODE 060 - The Code To Winning | Wave AI Podcast Notes

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

The Code To Winning

Fri Oct 10 2025

Summary

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

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Transcript

A (0:00)

I went to business school. I started learning about like, you know, the ebay flipping and all that fun jazz are seeing shipping costs and packing up my own orders and like basically just like, you know, profit and loss arbitrage. But 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, stuff like that. You know, stuff where they could pay me 500 bucks a month for social media management back then I'll charge about 500 bucks a month for ads and social media. Like I would come there with a camera and film myself and then I would take the videos and images back home, export them, edit them, canva, post, boost, post, all that jazz. And then from there to start like investing myself a lot more. I started going to events mastermind like you know, I started getting in bigger circles.

B (0:45)

How did you end up like recruiting the people that work for you Right now?

A (0:48)

Right now on Indeed LinkedIn Upwork we'll spend maybe about 500 bucks a day just on ads to get hires to get applications. The fastest way to acquire a talent you is by having a brand and actually being good at what you do.

B (1:01)

If somebody is out there watching this and wants to try and build a personal brand, what's the first step they should be doing right now?

A (1:06)

First thing is like really figuring out what your voice and brand is. I know that sounds very vague but let me explain. Like you have to have this like unique counterpart to you, those that actually.

B (1:16)

Have a limited budget. What is would you recommend is the best way to try and use ads effectively with a smaller budget.

A (1:22)

I mean with a smaller budget it is tough because you have to get out in learning phase. The only way you're getting out of learning phase if you have 50 conversions in seven days. So you have to get out learning phase with 50 bucks. You got to basically get like $7 a liter less.

B (1:37)

The code to winning insights you need today to seize the world tomorrow. Today we have a guest that I have been looking forward to interview for probably over a year. We finally got him out the house right here in Arizona. Just to give you a brief introduction of our guest today. If you are curious, in marketing, in paid ads, in upscaling your brand and also developing and creating a personal brand, this is the episode for you. Jason Wojo is a person that I have been seeing on my platforms, all my platforms. He's very good at paid ads. He's one of the best and experts in this specific field. So we're going to Dive a bit more deep into that specific field. Go in depth in terms of marketing, the effective way to upscale and all that different stuff as well. So again, if you are curious and learning a lot about like just marketing and building your brand, this is the episode for you. So without further ado, the man, the myth, the legend, Jason Wojo himself. How are you doing, boss bro?

A (2:59)

So this was. Geez. I was in culinary school, so that's where I first decided to start my journey. When I got out of high school, went to culinary school, dropped out, realized I hated it. I wound up going to business school. I was flipping Pokemon cards online. I still do that now. I'm actually starting to like, push it out more as like a, like a side business that we just started with our esports team. But yeah, dude, I went to business school. I started learning about like, you know, the ebay, flipping and all that fun jazz. Started seeing shipping costs and packing up my own orders and like, basically just like, you know, profit and loss arbitrage. And then from there I found Tai Lopez's course. Saw he was talking about SMMA make 10k a month. I was like, oh, all right, cool. Like I'll do that. And then I got more into it, Started pitching local businesses, like seven day free trials, 14 day free trials. I did like door knocking. So like barbershop restaurants, home service, salons, stuff like that. You know, stuff where they could pay me 500 bucks a month for social media management. Back then I'll charge about 500 bucks a month for ads and social media management. Like, I would come there with a camera and film myself, and then I would take the videos and images back home, export them, edit them, canva, post, boost, post, all that Jazz and build brand Google. My business used to do a lot too. Built websites too. So then after that, I was at home for three months to finish off my degree. I mean, three years, excuse me, to finish my degree. And then from there I decided to move to Orlando, Florida and just go all in on it. I was making like three grand a month. Give or take. And I was like, all right, I have enough to like get a room in a house and like a college house. Because I was a big introvert. I still am. I'm perfectly okay with it. I feel like introverts are the smartest people anyway. But I did like that whole phase of my life was just like in a house doing nothing. Even during college, bro. Like, I didn't really do much. And then when I went to Orlando and lived with a bunch of college kids, I started making more money. And then I started to enjoy the things in college that I didn't do. Like, I, I went through that phase where I, I like to party. I wanted to get out and like be an extrovert and saw what it looked like to like chase women and stuff like that. So I did that. And then I got a tired. Like, that got old real quick and I started building the business more cold calling, doing all that Jazz referrals. And then from there I started like investing myself a lot more. I started going to events masterminds, like, you know, I started getting in bigger circles. One of my biggest mentors was Jason Capital. He taught me a ton about copywriting, direct response funnels, upsells, low ticket funnels, webinars, like VSLs, all that jazz did that. And then I just started like, really just ass from there with like low ticket. Low ticket was where I had my biggest like win for sure.

A (11:15)

The, the, the relationships and just the simple fact you have to be a part of the community to get it. Like, like people expect to put a dollar in and get a ton of money out and that's what people always have expected. I'm like, dude, that's, that's why I am who I am now. And I'm a big homebody. And there's a reason why is because I'm just tired of being the person who tells people things and they don't do anything with it. It's exhausting. It's like, yo, here's how you do X, Y and Z. Here's how like dude, I can go in any business right now and if, if I just had access to your credit card, I could probably get you to like a quarter million a month. Within like six months. It'd probably just take me like six months. The problem is, is that no one wants to give up the card and no one wants to put down their ego. So now I'm in this place where like bro, I go over surface level stuff on free content and podcasts, but I won't tell the real no one. No one, bro. And everybody online will sell it. They'll sell it. They'll be like, coaching group, bro. I don't have any coaching offers. I have no group coaching programs. No one on one. I don't sell biz op. And people always say, dude, you make all this money, why don't you sell coaching? Why don't you sell biz op? Because I don't want to create competition. I want anyone to know the shit that spent fucking. I have to check my Google Excel sheet. But if I were to look at all the things I spent coaching on and all the things I've done with mentorships, I probably spent like 800 grand. I'm just like mentorships and coaching. I just don't want anyone to know. For $2,000, for $10,000, I went through trauma and shit to learn. I'm just going to keep it myself. I'm just going to gatekeep. And if you're a loyal paying client, then you'll get it. But if you just want to follow and you, like, people might watch this and be like, dude, that's crazy. Like, that's absurd. Why are you gatekeeping? Because you're not going to do shit with it anyway. I can go on here, get a whiteboard, and I can give you everything that I did to get to a million a month. No one's going to. Even if it was free.

A (23:54)

I mean, with a smaller budget it is tough because you have to get out of learning phase. The only way you're getting out of learning phase would be a 50 conversions in seven days. So you have to get out of learning phase with 50 bucks. You got to basically get like $7 a liter less with 50 bucks a day with low budget ads. And the funny part is I know people who talk about this thing now. Everyone's got this new mechanism now where it's like someone came out with this, this program, it talks about low budget ads and I'm like, dude, all these coaching programs teach you how to be cheap and a shitty business owner. They don't teach you how to run ads. Build a team, build systems, roll D. Why there's breakpoints at 1 million, 3 million, 7 million, 10 million. Like all these things that no one teaches. My, my girlfriend bought this program from somebody, it was like 10k. It taught them how to run DM ads for 100 bucks a day. I'm like, bro, you need to learn how to build a team, have systems, have a good product, have role duplication, how to build an emo, like an actual customer journey and how to do all this and no one wants to teach it. You want to know why no one wants to teach it? Because it doesn't get conversions. It's boring. No one. If I made an ad and I was like, yeah, I'm going to teach you how to build your, build your hierarchy and build your team's SOPs, and how to hire the right CMO and how to hire the right CEO and replace yourself and you know, make sure your payroll, say the 25% of your gross revenue, no one's going to opt into that ad because it's boring. But if I make an ad and I'm like, here's how to make 10 grand in 30 days using this one simple ad. Now I get people to click because they're just idiots. They don't understand what a. They're clicking all the shit that people don't need, right? And it's just like it doesn't make any sense. How to build the highest converting funnel? Take my templates. That's not a business. That's one aspect out of like 80. You need to have a good offer, good journey, good infatuations, good copy, good storytelling, good unique mechanism. And then your funnel. What about the vsl? How does the tracking set up? Do you have your tags from GA4, like all these things that actually matter? And then you run it with a Facebook page that has no posts and you're like, oh yeah, I should do well. I was told that the landing page is all that matters. Slide. Dude, it's crazy, bro. You got to post every day, you got to have a good email list. Where's your welcome sequence? Browse abandonment? Where are you tracking everything? Where's your UTM parameters? Like all these things that actually build a business and then they actually get onto a sales call. Where's your setter? Where's your salesperson? Where's your pitch deck? Why is your offer not converting? Does your contingency suck on your guarantee? Like, what are all these things that are breaking in your business? And then people have these bold guarantees and you see all these businesses crashing with these guarantees. These stupid ass guarantees guarantee you 15 clients in 30 days. And then you hop on the sales call, bro, and they're like, you must have 10,000 followers, you must have this. You must have all these contingencies or the guarantee is removed. And now they're clickbaiting you and it's like, dude, the only thing we sell in our ad is we will run your ads for you. We've done this for seven years. We've done nine figures online. We don't say any guarantees in the ads because that's FTC uncompliant. You can't do that stuff. The only guarantees you can have are a setup fee with the ROI basis. So you have to charge a setup fee. And then you say, hey, listen, you're going to pay X amount. And then you pay your second payment when you make an ROI back. But you can't say ROI guaranteed. Like, dude, all these offers I see in the space are ruining that trust recession that we were talking 100%. When you see all these guarantees and shit, dude, like, and it's very thankful for me because I run such a very integral, compliant business and I'm not worried about shit.

A (30:38)

They just shut the fuck up and listen. That probably be the first thing. That's definitely the first thing. So first thing is when they don't listen, they're a pain in the ass. Okay. Two is unrealistic expectations that they never got from us, right? So what happens is this first month they're running ads, they're the bad client and they're like, I'm only getting a 1.5 return. I see all these ads of you online and these testimonials and they're making more money than I'm doing. What's the catch? They had a different business than you. They were a different person. They had a different offer, different landing page, different ad, different copy, different sales team, different setter. You just suck right now. And you need to get better. Either you're not, you're, you're not Fulfilling on your offer correctly. Did you build an Ascension product? What's your team like? Oh, you got a bunch of people in Pakistan doing okay. Makes sense now why they're not enjoying the client experience. You're trying to be cheap with VAs or your product sucks, and you tell all these people that it's great. Like, there's so many things where you reveal the hood on somebody. Like, bro, there's just so many things. We had a guy this example, dude, this is why, man, I. I stay inside more than ever. These. These people online that try to take stuff and then they run with it and they think that they can get away. We had a guy this morning, bro, he used to fight for our country. I'm like, oh, dude, this guy's got to be nice. He's got to be a nice person. He fought for our country. Really down to earth person. Yeah, no, that was complete and utter bullshit. Okay. He basically comes on our ecosystem, takes our ads for a month, and then kicked us out of all the accounts. And he said, oh, I'm going in a different change. I'm going in a different direction. And I was like, dude, you took all our stuff and ran. And I thought that you were nice because you fought for our country. Like, dude, I do not take anything for face value anymore. Words and actions don't matter. When you swipe your credit card. That's the only vote that actually is going to make any sense anymore. Anymore. So now I've detached myself from outcomes and just stuff like that. It's just, like, ridiculous.

A (38:28)

Basically it's a beer wallet wine taste. That's really what it is, bro. And that's where the worst customers come into play. They're like, they have a beer wallet wine taste. And that's just the way most of the world is, bro. The way the shit is. People also want to know too much when they buy something from you or me or anybody. They always ask the most questions. I'm like, dude, let us handle the shit. Shut up, just pay us. Here's what it looks like and just get the fuck out of here. Like, what do you like? Why are you asking so many questions? It's funny because some of my sales guys will come over the house and they like to show me. I like to build culture and like, I'm nice to all the people, like very intimate with me. Not intimacy. Don't run with the, okay, we have intimate relationships, okay? Very personable, go to dinner, vacation together. We know everything from head to toe about each other, okay? These people know that I'm a really nice, nice, nice person. And it's because there is a mutual level of respect that comes with relationships with people who are just too busy to have a shit talk. It's the way the world works. The. The biggest thing that they see that they wish that they got on the phone was the way that I take sales calls. So, like, if I go on a call right now for a software, let's say I got on one this morning and the guy's like, yo, what's going on? How's your day? I'm like, bro, I'll be honest, man. Like, no one gives a how my day is going. How much is this? He's like, it's three grand. I'm like, all right, cool. Here's my card. He's like, know what you're getting? I'm like, I don't need to know what I'm getting. I just saw the website. It looks good, bro, I get it. I don't need to know what it is. I don't need to know what the features are. I don't need to know when the ombre onboarding call is going to be. I don't care if it takes two weeks to onboard me. Like, I'm patient. I don't care. I'd rather on this call for a minute, get it over with than be on here for 30 minutes and waste your time. So here's my card. Charge me. I'll talk to you guys. Send me an email on board. Piece of hell out. And that's how my calls go. He's like, bro, I wish we got prospects like that on the phone.

A (44:36)

So, like, I mean, that's just a mix of offer and storytelling. Okay, so there. There's your offer, which is like, what do you do in one sentence, like, what's your result? Driven promise. And then there's storytelling. How do we link the offer to a story that then emotionally infatuates them to a CTA that makes it okay to click and be a part of that journey? That's the only thing that that's different that we do is we just do really good storytelling. You have to have a story. Like, when I go to my events and I tell my story about, you know, how I had growth hormone deficiency and how I didn't make any money and how no one cared about what I had to say. And then I started, you know, investing in myself when even had less money and I still made it work. And I started spending money on ads when I was making three grand a month and all this. And I got all the screenshots, everything to back it up. Everyone's like, damn, I'm not doing enough. So, like, the storytelling is what really helps out a ton. And it's got to be a relatable story to where they are and who's in the room. And that's where reading the room makes a huge difference. Like, some people make ads and then they start complaining about lead quality. Like, all the leads aren't that great. Because I'm like, dude, you need to say in the ad, if you're a coach doing 10 grand a month, here's what I can do for you. Instead of just saying, here's what I can do for you. Like, you need to be specific with who the hell you're targeting. And then the story will then back it up. And then when they get on the sales call and the whole pitch is a story backed by the mechanism that you develop now, they're bought it. It's easier to sell with a unique mechanism and a story that actually backs up what your claim is and results are promise than anything. El. But most people's offers are very like Beatty. It's very like clickbait guarantee. Get a ton of money really quick. Like, it's just weird. So, like, that's why people have lost trust in what the story is and the mechanism and why the offer even makes sense.