What’s the Buzz: Why Brand Matters
Join Danny McKeever and Jason Schutte as they pull back the curtain on the fast-paced world of Paid Media Advertising in this episode of What’s The Buzz. From Google Ads to LinkedIn campaigns, Danny and Jason dive into what really drives clicks, conversions, and credibility in today’s digital landscape. Discover how paid media strategies can amplify your organic efforts, the metrics that matter most, and how insurance professionals can turn ad spend into real growth. Whether you’re running your first campaign or optimizing a seasoned funnel, this episode unpacks practical insights and insider tips straight from the marketing hive. Tune in and learn how to make every impression count — because in a world full of noise, smart advertising still gets the buzz.
Why Brand Matters
Episode Notes
Danny and Jason break down the realities of paid digital advertising in the insurance space—from choosing the right platform to understanding funnels, creative testing, and why ad spend is actually the smallest part of the whole process. They explain what truly moves the needle for BGAs and agents running ads, and why success depends on alignment, optimization, and knowing your numbers.
Key Takeaways from the Conversation:
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Paid Media = Full Funnel, Not Just an Ad:
Clicks are only the start. Real results come from the landing page, follow-up, automation, and the sales process after the click. -
Platform Choice Depends on Audience:
LinkedIn dominates B2B recruiting. Meta platforms (Facebook/Instagram) win for B2C life insurance consumers. -
Alignment Drives Performance:
The ad, message, targeting, and landing page must speak to the exact audience—no generic “one-size-fits-all” pages. -
Creative Must Evolve Constantly:
Winning ads don’t stay winners. Testing (A/B, multivariate), new creatives, and weekly optimization are essential. -
Ad Spend Is the Smallest Cost:
The real work—and value—comes from ongoing monitoring, optimization, design refreshes, and funnel management. -
The Algorithm Is a Black Box:
Platforms change constantly. You can’t hack it—you adapt to it by watching the data daily or weekly. -
Know Your Acquisition Cost:
The only way to decide if ads are “worth it” is to understand your true cost of getting a customer or agent. Most people don’t. -
Not Every Business Is Ready for Paid Ads:
If your funnel is unclear, follow-up is slow, or KPIs aren’t tracked, ads won’t fix it—they’ll expose it.
Paid digital advertising can absolutely scale a BGA or agent’s business—but only when the funnel is tight, the creative is refreshed, and the numbers are monitored with discipline. Danny and Jason emphasize that success isn’t about launching an ad—it’s about optimizing everything after it.
Experts in this Episode
Jason
Creative Director
With 15+ years of experience in executive marketing strategy and creative direction, Jason has founded two successful ad agencies, launched dozens of products, and helped brands of all sizes craft high-impact, results-driven campaigns. Outside of work, he’s an avid photographer, capturing everything from museum collections to concert tours and street scenes across the U.S.
Danny
Business Development Director
Danny helps clients uncover their authentic voice, blending his expertise in writing, SEO, and brand marketing to craft messaging that stands out. Off the clock, he enjoys singing with his daughter, writing poetry, and hiking the quiet volcanoes of Southern Oregon.
