In this episode, Yousaf breaks down a recurring issue in the agency world: consultation requests vs. retainer-based scaling. After receiving multiple consultation inquiries in a single week, he explains why he no longer offers hourly consulting — not because he can’t, but because it misaligns incentives.
He dives into a real example of a 200,000-SKU eCommerce account running on a single Performance Max campaign and explains why that structure cripples scalability. Using a furniture store analogy, he walks through how to properly segment PMAX campaigns so each category can learn, optimize, and scale independently.
The bigger lesson? There’s a major difference between teaching ads and scaling revenue. If your internal team can’t execute, hiring someone to “consult” them isn’t the same as hiring someone to grow the business. Yousaf also breaks down why building a business on $100/hour consultations caps your upside compared to structured retainers that focus on experimentation, multi-platform scaling (Google + Meta), CTV, and full-funnel saturation.
This episode is about value positioning, scaling properly across platforms, and refusing to cheapen expertise. If you’re serious about growth, you must decide: do you want advice, or do you want results?
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