The Truth About Social Ads

Chris Lynch is the Co-founder and CEO of Everyday California, a La Jolla, California-based ocean adventure and lifestyle brand offering ocean adventures along with eco-friendly gear and apparel. Under Chris’ leadership, Everyday California has grown from a small kayak shop into a multilocation business employing up to 100 people in peak season. The brand’s apparel is sold in nearly 200 stores, including all major California airports, and featured as the top-rated experience on Airbnb in San Diego. Chris, who holds a degree in international economics from San Diego State University, founded the company during the Great Recession after a stint studying acting in Hollywood. 

Starting a business on the beach might sound like a dream, but what happens when you actually make it work? Imagine turning a pickup truck, a few old wetsuits, and a grandmother’s iPad into a thriving adventure brand that captures the spirit of California. How do you build something that feels authentic, sustainable, and resilient?

For Chris Lynch, the answer came from seeing opportunity where others saw risk. He believes the secret to growth lies in blending passion with practicality. During the Great Recession, Chris took a failing kayak permit and transformed it into a full-fledged ocean adventure and lifestyle brand rooted in community, sustainability, and experience. From refining the fit of board shorts for over a year to scaling from one location to multiple along the coast, he emphasizes doing things the right way — even if it takes longer. His approach proves that staying committed to quality, adaptability, and financial discipline can turn a simple idea into a lasting California icon.

In this episode of Truth About Social Ads, host Jason Smith is joined by Chris Lynch, Co-founder and CEO of Everyday California, to discuss how he built and scaled an experiential adventure and lifestyle brand from the ground up. They explore the early days of launching with just a kayak permit, how Everyday California balances seasonality with e-commerce growth, and why quality and storytelling drive the success of their apparel line.

Heidi Sturrock is a Search Marketing Advisor and Funnel Fixer with 24 years of experience in paid search, working independently with brands and agencies to optimize ad performance on Google, YouTube, and Microsoft. She is recognized for her proven track record of building high-performing campaigns and her expertise in leveraging automation, AI-driven strategies, and holistic, multichannel marketing to drive business growth even in challenging markets.

In a landscape where ad budgets are tighter and performance metrics are under the microscope, brands are under pressure to prove what’s really driving growth. With platforms like Facebook and Google often competing for credit, how can marketers ensure they’re not cutting off the very traffic that fuels their conversions?

According to Heidi Sturrock, a veteran Search Marketing Advisor and Funnel Fixer, true sustainable growth happens when Facebook and Google ads work together, not in isolation. She highlights that Facebook’s top-of-funnel awareness campaigns directly influence Google’s bottom-of-funnel conversions, creating an ecosystem that drives long-term performance. Heidi emphasizes the importance of incrementality testing, modern campaign structures, and understanding automation’s role in scaling efficiently. By aligning paid search and social strategies, brands can maintain momentum even when the market shifts and avoid the costly mistake of cutting off key demand channels.

In this episode of Truth About Social Ads, host Jason Smith sits down with Heidi Sturrock to discuss how integrated Facebook and Google ad strategies unlock sustainable growth. They explore the importance of multi-touch attribution, why automation should be approached with caution, and how brands can test incrementality before slashing budgets. Heidi also shares insights on adapting to AI-driven ad changes while staying true to brand integrity.

Ian Garlic is the Founder of Garlic Marketing, the brand behind Video Case Story, where they help brands with the strategy and goals for video case stories. Ian is also the Founder of StoryCrews, a company that helps businesses connect with top-rated videographers and market and expand their brand through powerful stories captured on video. He also runs and hosts his podcast, the Garlic Marketing Show, and has featured amazing guests such as Gary Vaynerchuk, Neil Patel, Ryan Deiss, and many more.

In a world where attention spans are shrinking, some businesses are still converting long-form viewers into loyal, high-ticket clients. How are they doing it? What makes one brand’s YouTube presence a 24/7 salesperson while others struggle to stand out in the algorithm?

According to Ian Garlic, a top video marketing strategist and creator of the “YouTube Closer” system, success stems from understanding how modern buyers make decisions long before they ever talk to sales. He highlights that people now “binge” research — watching videos, case stories, and testimonials until they feel personally connected to a brand. By combining authentic storytelling with optimized video strategy, businesses can pre-sell prospects, build trust at scale, and close deals faster.

In this episode of Truth About Social Ads, host Jason Smith sits down with Ian Garlic, Founder of Video Case Story, to discuss how to build a YouTube “closer” that turns viewers into high-value clients. They explore the psychology of lurking buyers, the four essential videos that drive conversions, and why storytelling outperforms sales scripts. Ian also shares how AI and authenticity will shape the future of video marketing.

David Kestner is the Vice President of Marketing and E-commerce of Diamondback Toolbelts, a leading manufacturer of premium modular tool belts, vests, and work gear for tradespeople. Known for his customer-centric approach to scaling brand growth, David has held senior roles in digital marketing and e-commerce, including at ALPEN Storage and SpotTrot. At Diamondback, he leads strategies to grow online sales and drive brand visibility. He holds a master’s degree from the University of Kentucky in sports administration.

In this episode…

Building a premium brand for hardworking tradespeople takes more than quality materials. It demands constant innovation, close attention to customer feedback, and smart marketing to reach the right audience. How does a niche tool belt company turn these principles into rapid growth and industry recognition?

According to David Kestner, a marketing and e-commerce leader, success comes from combining customer-driven product development with disciplined digital strategy. He highlights how Diamondback relies on input from real tradespeople to design ergonomic and modular belts and vests that outperform traditional leather gear. By focusing on authentic user-generated content and community engagement, the company built trust without relying on paid influencers. Careful tracking of metrics, such as the marketing efficiency ratio, allowed the team to scale ad spend intelligently, ensuring steady growth while maintaining profitability. Diamondback’s commitment to continuous product launches and responding to feedback keeps customers engaged and returning.

In this episode of Truth About Social Ads, host Jason Smith sits down with David Kestner, Vice President of Marketing and E-commerce of Diamondback Toolbelts, to talk about building a premium tradesmen brand through innovation and customer feedback. They discuss how user-generated content fuels marketing success, why focusing on marketing efficiency over return on ad spend drives growth, and the importance of constant product innovation.

Greg Butler is the Founder of Growth-OS, an AI-powered plug‑and‑play business operating system designed to help founder-led coaching and course-creation businesses scale without added complexity. He helps install strategy, structure, and systems so marketing, sales, fulfillment, and backend operations can run smoothly without overreliance on the founder. Greg has over 15 years of experience helping online coaches and course creators streamline and scale their operations.

Running a business often means juggling countless tools, processes, and tasks that don’t always work well together. Over time, this creates inefficiencies that drain both time and money. What if there were a smarter way to eliminate the chaos and simplify operations using AI?

According to Greg Butler, a marketing expert with more than a decade of experience helping businesses scale, teams can apply AI far beyond surface-level tasks to uncover inefficiencies and streamline operations. He highlights that most companies misuse AI as a quick-answer tool rather than leveraging it to solve real structural issues. By designing systems that assess efficiency across sales, marketing, and operations, businesses can save hours of work each week and significantly cut costs. Greg emphasizes that the true value of AI is not in replacing people, but in empowering teams with actionable insights and sustainable growth strategies.

In this episode of Truth About Social Ads, host Jason Smith sits down with Greg Butler, Founder of Growth-OS, to discuss eliminating chaos and saving time through AI efficiency. They explore why disconnected tools cause dysfunction, how Growth-OS creates tailored 90-day action plans, and the role of AI in boosting visibility across teams. Greg also shares how businesses can save money while strengthening team performance.