Rewriting the Paid Ads Playbook With Hernan Vazquez [Ep.211]
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In this episode of the Empire Flippers Podcast, host Greg interviews Hernan Vazquez, a veteran paid media strategist with over 12 years of experience managing $170 million in ad spend, primarily on Meta platforms. Hernan shares his evolution from a traditional media buyer to a creative-driven strategist, emphasizing the shift from hyper-targeting to creative diversity as the key to modern ad success. He argues that paid media and organic marketing should not be seen as opposites but as complementary forces—using paid ads to accelerate organic content reach and validate offers quickly. Hernan stresses the importance of low-ticket offers as a way to liquidate ad spend rapidly, build trust, and create quick wins that fuel high-ticket conversions. He advocates for a multi-funnel ecosystem approach, where different funnels (book, mini-course, challenge, call-to-action) serve distinct audience awareness stages, with 80% of ad budgets allocated to client acquisition and 20% to top-of-funnel branding. He also discusses the changing state of retargeting, emphasizing audience-building through content engagement over manual bucketing. The conversation concludes with practical advice on hiring media buyers, the value of strategic offers, and the importance of testing multiple funnels to build a resilient, scalable marketing engine.
Use paid ads to accelerate organic content reach and validate offers quickly—don’t wait months for SEO to prove your offer.
Shift from targeting to creative: high creative diversity and quality content now do more work than precise audience targeting.
Implement a low-ticket offer (e.g., book, mini-course, tool) to liquidate ad spend fast, build trust, and create quick wins.
Build a multi-funnel ecosystem: use different funnels (book, challenge, call) to attract people at different awareness stages.
Allocate 80% of ad budget to client acquisition funnels and 20% to top-of-funnel branding and content amplification.
…and 2 more takeaways available in PodZeus
Welcome & Introduction to Hernan Vazquez
Greg introduces the episode and welcomes Hernan Vazquez, a seasoned paid media expert with over 12 years of experience managing $170M in ad spend. He highlights Hernan’s background working with top marketers like Frank Kern and Grant Cardone.
Organic vs. Paid: The New Balance
“If you can do both, definitely do both. And if you like speed like me, you could do 70-30, 70% being ads, 30% being organic.”
From Frank Kern to Agency Building
Hernan recounts his journey from being a fan of Frank Kern to becoming his marketing lead, and how that experience led to working with other top brands like Grant Cardone and Tony Robbins. He emphasizes the importance of being helpful and visible in the right circles.
Hiring Media Buyers: When & How
“Up to the point that you're spending, you know, 10 to 20K a month, probably you don't need a media buyer.”
The Two Big Shifts in Paid Media
“The creative does a lot of your targeting. Let Meta do its thing with the algorithm and the AI behind the scenes.”
“The creative does a lot of your targeting. Let Meta do its thing with the algorithm and the AI behind the scenes.”
“80% of our advertising budget goes to low ticket offers or some sort of client acquisition mechanism.”
“If you can do both, definitely do both. And if you like speed like me, you could do 70-30, 70% being ads, 30% being organic.”
Host
Guest
Hernan Vazquez
person
Meta Ads
other
Empire Flippers
organization
Frank Kern
person
SaaS
other
Low Ticket Profits
book
Grant Cardone
person
other
TikTok
other
YouTube
other
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