Interview With Logan (Google Ad Grant Expert)

1) Where were you born and raised? Also tell us something unique about yourself.

I was born in Reno, Nevada but grew up in Pensacola, Florida around 10 minutes from the Gulf of Mexico. Growing up next to the beach was awesome and made for a great childhood! As for something unique, I was a competitive powerlifter for a few years and my best deadlift was 655 pounds.

2) What got you interested in marketing and what was your journey?

Marketing is actually a second career for me. After college, I started working at animal shelters- first in Florida and then a very large shelter in Denver, Colorado. I focused on the veterinary medicine side of things and ended up managing a large team of veterinarians, veterinary technicians and veterinary assistants.

But I knew I wanted to move on and start my own business. But I knew I wanted to move on and start my own business, and even though it was very different from the work I had been doing, online marketing just made sense for me.

I always enjoyed working on computers and I really enjoyed the balance of data analysis, skill and psychology that goes into an effective marketing campaign. I started in local SEO, moved on to national SEO projects where I had a lot of success but settled on PPC.

3) What skills and industry do you specialize in?

My focus is on nonprofit marketing and more specifically the Google Ad Grant. Even though my nonprofit background is in operations, it still helps me relate to and understand nonprofits. The Google Ad Grant is appealing since it's essentially a $120,000 a year advertising budget- but it's not actually that straightforward.

I've found that nonprofits struggle to really maximize the grant and traditional PPC agencies aren't much better. You can do a lot with a Google Ad Grant, but if you approach it like a normal paid account, you often end up with subpar results. I love the variety of nonprofits I get to work with and very much prefer helping them achieve their mission compared to marketing for profit businesses.

There are tons of ways to use the Google Ad Grant and each nonprofit has a slightly different use case. While some PPC pros really seem frustrated by the rules and limits of the Google Ad Grant, I actually enjoy the challenge and see it as a PPC puzzle to be solved!

4) What is your best soft skill?

Communication. When you manage a large team you quickly find out that there can be a big difference between what you meant to say and how it was perceived.

It's essential to take the time not only to listen to what people say but also to understand how they interpret your words. While I only work with a small team now, I am able to bring my communication skills to client conversations which has been helpful.

5) What softwares and tools do you use regularly?

I rely heavily on Google products like Sheets, Docs, etc. I also use Miro for creating presentations either for videos or just for sharing ideas with clients. I use Loom for recording as well and it's been amazing for streamlining communication.

6) What are your goals for the next year and into the future?

My goal is to grow Digital Tabby, my nonprofit marketing agency. We're focused on Google Ad Grant management now but I'd like to expand into other paid media channels as we grow. I'm focused on growing my personal brand to achieve this and have Digital Tabby be known as the premier Google Ad Grant agency.

7) What has been the hardest thing you dealt with in your career path?

Knowing when to pivot and when to double down. When you work with a larger team, it's easier to talk through these ideas and decide together. But when you're the only decision maker, it's easy to doubt yourself. I've had to learn to be objective, even when the outcome very clearly and directly impacts me.

8) What is the biggest mistake you made that you want others to avoid?

I made the mistake of chasing the popular niches when I first started and it's a mistake I see all the time. Many believe you have to choose a niche, which leads to everyone targeting the same short list of industries. That's how you end up with thousands of digital marketing professionals trying to work with dentists, coaches, chiropractors, and whatever the "hot" industry is at the time. Are all these people really that passionate about dentistry leads? Some are, yes.

But most are just following the crowd, and I made the same mistake. The reality is that you don't choose your niche - the niche chooses you. I know that seems like vague advice, but it isn't! The takeaway is to focus on what makes the most sense for you based on your experience, skillset, and interests rather than targeting the "best" industry. Viewed from that lens, your focus will become obvious.

9) Who are your favorite people in the industry that you follow?

I have to shoutout Jason King ! I've learned a lot from him and consider him a friend at this point.

10) Who has had the biggest influence on your career to date?

That would have to be Jeff Sauer ! He gave me a chance early on that allowed me to focus on digital marketing. I learned a lot from working with him over the years and I'm always appreciative of the time he took to teach and coach me.

11) What has been your favorite course that you taken and why?

Jeff Sauer's original PPC Mastery Course. It's no longer updated but his teaching style really resonated with me and it helped me get my start in the industry.

12) What would you tell yourself or someone who is just starting out in marketing?

Find a way to start! If you don't have the budget to run ads to your own offer, then be honest with clients about your experience and work based on results or similar low risk offer.

Once you have a solid success story, share it as much as possible and go from there!

The important part is to start doing the work and avoid getting caught up with all the little details like creating the perfect contract, building the perfect website, and so on.

Instead, just start getting results for clients in whatever way you can!

13) If the entire world was listening to you, what would you have to say?

Spay and neuter your pets.

14) Where can we find you?

Please include these three for sure: https://digitaltabby.com/

Youtube, Linkedin

If you want to list any more, these would be great:

Twitter, Facebook, Instagram, TikTok.

Thank you!