Brian Lasonde is the Founder and CEO of PPC Boost, an agency that helps e-commerce brands scale profitably through Google and Meta ads. Under Brian’s leadership, PPC Boost has worked primarily with Shopify-based brands generating $1 million to $10 million in annual revenue, and He brings over 15 years of digital marketing experience, having helped clients add millions to their top lines. An early adopter of performance marketing and e-commerce strategies, Brian is known for his expertise in paid search and his innovative use of AI tools for workflow and creative development.
About the Episode
Many e-commerce brands pour money into Google and Meta ads but struggle to scale profitably in an increasingly automated and AI-driven landscape. In this episode, Tyler Lane hosts Brian Lasonde, Founder and CEO of PPC Boost, to unpack what it really takes to grow from seven to eight figures using paid media. Brian shares lessons from his agency journey, common scaling mistakes, smarter measurement frameworks, and how AI is reshaping creative workflows — without replacing human strategy.
Key Moments
Brian’s Journey From SEO to Paid Media Founder
- Why Brian took a pay cut to pivot from SEO into paid search — and how that decision shaped his career [3:18].
- The early days of launching PPC Boost and landing his first major client after they left a large agency [5:24].
Early Agency Mistakes and Hiring Lessons
- The stress of trying to do everything solo and why hiring early changed the trajectory of the business [10:24].
- How bringing on his first contractor helped protect client performance and long-term reputation [12:09].
Scaling E-commerce Brands the Smart Way
- Why brands must move beyond platform-reported ROAS and focus on blended metrics like MER (Marketing Efficiency Ratio) [16:57].
- How one lighting brand scaled to nearly eight figures by aligning spend with overall revenue targets [20:03].
The Post-Click Conversion Gap
- Why driving traffic is only half the battle — and where most brands fall short after the click [22:42].
- Practical ways to identify friction in the buying journey, including user testing and structured feedback [25:24].
AI in Paid Media Workflows
- How Brian uses AI to analyze thousands of Shopify reviews to uncover messaging angles and creative insights [30:42].
- Building internal custom GPTs for team training, SOP access, and faster onboarding [31:55].
Top Insights
- Shift from platform ROAS to blended revenue metrics – Focusing on overall marketing efficiency ensures paid media aligns with real business growth, not just in-platform attribution.
- Hire support earlier than feels comfortable – Delegating operational and administrative tasks protects client performance and prevents founder burnout during scaling phases.
- Analyze customer reviews to inform creative strategy – Mining real feedback uncovers authentic pain points and benefits that improve ad messaging and conversion rates.
- Test the full post-click buying experience regularly – Identifying friction in the purchase journey increases conversion rates and maximizes the return on paid traffic.
- Use AI as a strategic assistant, not a replacement – Leveraging AI for brainstorming and training enhances efficiency while maintaining human judgment and brand integrity.
Notable Quotes
- “Eventually, the night job kind of starts to make you more money than the day job.”
- “So I took a huge pay cut to go learn paid search.”
- “And then really, you know, as for a lot of entrepreneurs, the solution is hiring, you good talent.”
- “I think that’s kind of like the big shift we see with savvy advertisers who want to go from seven to eight figures relatively quickly.”
- “I think it’s like you want to position yourself, your agency, and your company as human first, right?”
Resources
Industry Experts
Companies and Organizations
Tools and Platforms
Books
Scale Profitably, Not Just Aggressively
If you’re investing in Google and Meta ads but still questioning whether your growth is truly profitable, it’s time to rethink your approach. Scaling isn’t about chasing platform ROAS or reacting to daily fluctuations — it’s about aligning spend with revenue goals, strengthening post-click experiences, and building creative systems that actually convert. At Session Interactive, we help brands connect paid media, analytics, and conversion strategy into one cohesive growth engine.
For more insights on performance marketing, smarter measurement, and sustainable scaling, subscribe to the Built to Convert podcast. Ready to turn paid media into predictable, profitable growth? Contact Session Interactive and let’s build a strategy that drives real results.
