To Run Ads or Not to Run Ads? That’s The Author Question
You’re scrolling through LinkedIn or Instagram, somewhere between inspiration and burnout— And boom. An ad shows up.
“Sell 10,000 books with this one ad!” “Bestseller status without lifting a finger!” “Use our proven funnel to explode your audience!”
And I’ll be honest—I’ve clicked on those too. I’ve tried some of those agencies. I’ve studied those landing pages. And every time, it feels… a little too good to be true.
Because while the promise is shiny, the process underneath is murky. What they don’t tell you is that even if those ads do work, they require way more than a few dollars and a dream.
They require a system. They require deep knowledge of your audience. They require way more trust than a single ad can buy.
So here’s the real question.
Not “Should I run ads?” But “Have I built the foundation that makes ads work in the first place?”
Because without that? Ads are just expensive reminders that your platform isn’t ready yet.
My $2,200 ad experiment (and what it taught me)
I ran LinkedIn ads a few months ago to promote my author marketing services. I spent $2,200 testing creatives, copy, and audiences.
The result?
14 leads. 13 ghosted. 1 said, “Not interested.”
That was it.
Look, I'm no ad expert and I wanted to experiment so I knew I was going to toss money out to learn something. I know people who have spent way more on ads and got nothing in return.
Not because LinkedIn ads don’t work. But I didn’t have the backend machine ready to nurture the trust those ads needed to build.
No email funnel. No weekly value posts connected to it. There is no real journey for those leads to follow once they click.
I rushed. And the rush cost me.
I figured that once people saw my online presence, there's enough to build trust and opportunity.
The truth is, hope played a role here, and that's not a strategy. I may hire someone to teach me more of this stuff down the line so I can fully understand it better.
But for now, It was a bit costly to "try" something new.
The marketing trap authors keep falling into
It’s the same pattern every time:
You rush to write the book. You rush to get it edited. You rush to publish it. And when it finally drops, you panic because it’s not selling— So you throw money at the problem.
Facebook ads. Instagram reels. Funnels. Press releases. $997 “bestseller launch” packages.
But here’s the problem:
You’re not building trust. You’re chasing attention.
Let’s talk numbers
Let’s say you sell 1,000 books through ads. You make about $5–8 per book.
After spending $1,000–$2,000 on ads, you walk away with $5K–$6K in revenue—if you’re lucky.
No really, like you have to be a pro or have a legit pro set this up for you to get close to those numbers.
Most authors lose that money so fast and get no return on investments.
Here's my reframe and truth.
A single speaking gig that pays that much and sells books
One coaching client who buys the book and books your services
100 books landing in the right hands—leaders, educators, podcast hosts, influencers—who share it
A few interviews that introduce your story to audiences who trust the host
Those are long-tail wins.
They don’t just pay once. They open doors.
And let’s get real: most books aren’t discovered through ads
The best books I’ve read didn’t come from a Facebook carousel.
They came from:
A podcast episode I couldn’t stop thinking about
A friend sliding the book across the table
A stranger on LinkedIn saying, “This book changed my thinking”
That’s how books spread. Not from ad copy. From trust.
So, if you're wondering why your book isn’t moving... Maybe it's not the ads. Maybe it's that you haven’t given anyone a reason to talk about it.
What I’ve learned from the road
I’ve been traveling since Friday and sitting here at the Dallas airport editing this newsletter.
First stop: Lubbock, Texas, with my friend Dr. Evan Nadler. We recorded Season 2 of Obesity Explained, a show that dives into the real stories and science behind childhood and adult obesity.
Evan’s not just writing a book—he’s building a brand. We’re not waiting on a publisher. We’re building the podcast, the content, and the message now.
So that when the book launches, there’s momentum behind it. Not panic.
Then I head to Portland to speak at Oregon State University.
I’ll be talking about resilience, my story as a refugee, and why personal brand matters so much—especially for young professionals and future authors.
I get to meet students, bring books, shake hands, and actually connect.
You know what that opportunity cost me?
Nothing.
And it’s already brought me more real-world value than I ever got from that $2,200 ad run.
Because here’s the truth:
Impact travels further than impressions.
I’ll also be visiting my good friend Greg Giuliano, a four-time author and the founder of Ultra Leadership.
We’ve been building his YouTube channel for a few years. Now he’s sitting at over 13,000 subscribers—but more importantly, his content supports his real work.
It gives clients a deeper sense of who he is. It backs his speaking and training. It gives his book a life beyond the page.
We didn’t rush it. We just stayed consistent. And now that body of work is doing exactly what it was meant to do—expand his reach and his revenue.
So… should you run ads?
Maybe. But not before you do this first:
You build trust. You document the journey. You show up for the audience you want before you need them.
Whoever you hire for this process, double and triple-check that they are legit at what they do. And if you found someone who really does great book ads and marketing. Message me I would love to get them on the podcast so we can all learn from them.
Here’s what I want you to do this week. No pressure. No tactics. Just honesty.
📌 How to Document Your Journey (Template)
This works whether you’re just getting started or deep in the trenches.
If you’re pre-writing:
Share the moment you decided to write your book
Talk about who it’s for, and why now
Ask your audience: “What do you wish existed around this topic?”
If you’re mid-writing:
Post one thing you’re struggling with
Share one surprising thing you’ve learned
Show a behind-the-scenes snapshot of your process
If you’re launching or already launched:
Reflect on what the book taught you
Share a story from someone who read it
Talk about how you're using it in your work—speaking, coaching, consulting, etc.
This kind of content doesn’t just keep you visible. It builds a relationship.
It turns strangers into readers. Readers into advocates. And advocates into the people who grow your work without you asking.
Whenever You're Ready, Here Are 3 Ways I Can Help You:
Offer clarity – Get clear on your message so people know exactly what you do.
An author website that attracts leads – A site that turns visitors into opportunities.
A content strategy that builds your brand – Show up consistently and grow your authority.
If you’re ready to elevate your author brand and presence, message me.
Practice Patience & Gratitude
Hussein
