My name is Luke, and my journey into marketing started completely by accident.

I originally owned a gym, which I decided to close. At that point, someone casually mentioned to me, "Hey Luke, you know copywriting is a job? You write creatively, so why not give it a go?"

That simple suggestion opened my eyes to the vast digital space, and not long after, I discovered Facebook Ads.

But let me tell you, it wasn’t smooth sailing from the start.

I made countless mistakes, especially in my early days.

I often tried to over-engineer ad campaigns, doing ‘too much’ and seeing it backfire.

I spent thousands on unoptimized ads, naively assuming Meta would do all the work for me.