Shmuel Herschberg
About
Shmuel Herschberg is a performance marketing operator and growth strategist with over a decade of experience scaling direct-to-consumer (DTC) and e-commerce brands through paid media, creative systems, and funnel optimization. As Chief Marketing Officer (CMO) of Built To Scale, a growth agency specializing in Meta, Google, and YouTube advertising, he oversees creative strategy, media buying, and client acquisition across multiple verticals. As the founder of Shyn Media, he also advises brands and nonprofits on email marketing infrastructure, lifecycle automation, and retention strategy. He has built and managed campaigns involving millions in ad spend and is known for translating complex performance data into actionable creative and funnel decisions.
Shmuel Herschberg | What an Agency Will Never Tell You: The Real Levers Behind Profitable Ad Campaigns
Every agency will show brands a return on ad spend (ROAS) number. Almost none of them will show what actually produced it.
After years of running paid media at scale across Meta, Google, and YouTube, Shmuel Herschberg pulls back the curtain on the operational decisions, testing frameworks, and budget tactics that agencies keep internal because they are too valuable to give away for free.
This session is built for brand-side marketers, in-house media buyers, and founders who want to stop being sold to and start knowing what questions to ask. It is also built for agency operators who want an honest look at where most shops are leaving performance on the table.
Actionable takeaways:
The budget allocation decisions that actually move ROAS, and the ones agencies use to justify their retainers.
A creative testing framework that separates signal from noise faster than standard A/B testing approaches.
The specific account structure decisions that agencies rarely discuss with clients but that determine campaign profitability.
A list of questions every brand should be asking its agency every month, and what the answers reveal.
How to read a media report and identify where performance is being managed and where it is being vs. where it is being manufactured