Callum O’Connor

@ Google | Advising $1B+ Travel & Retail brands | Google Ads & Marketing expert delivering 4x+ iROAS with AI | Free strategy tear down → DM 'TRAVEL' or 'RETAIL'

[Callum O’Connor @CallumO_Connor]

At Google I advise $1B+ Retail & Travel brands on Google Ads strategy.

One Retail client went from a fragmented PMax structure to consolidated activity aligned with business goals + AI signals:

→ Same budget
→ ROAS 2.8x → 4.6x in 75 days

Travel brand saw +41% new customer revenue with the same approach.

2026 winners don’t just spend more — they structure smarter.

Retail or Travel brand stuck scaling?

DM "TEARDOWN" for your free account review + checklist.

[Callum O’Connor @CallumO_Connor]

@TommiPedruzzi Perfect, thanks Tommi!

[Callum O’Connor @CallumO_Connor]

@bounceidc FREE

[Callum O’Connor @CallumO_Connor]

@AlfieJCarter OUTREACH

[Callum O’Connor @CallumO_Connor]

@yanndine OUTREACH

[Callum O’Connor @CallumO_Connor]

@TommiPedruzzi Asset

[Callum O’Connor @CallumO_Connor]

@taylorquinn_ai SEND

[Callum O’Connor @CallumO_Connor]

@X_FINALBOSS X

[Callum O’Connor @CallumO_Connor]

@mikefutia SHOP

[Callum O’Connor @CallumO_Connor]

Bonus Context:
You can read about this in Sarah Wynn-Williams' Careless People, the "Flight to Lima" chapter is the moment the Facebook execs realised they hadn't just built a social network - they had built the most powerful political scalpel in history.

[Callum O’Connor @CallumO_Connor]

THE BLUEPRINT: How a "Digital First" Strategy Flipped the 2016 Election 🧵

Most people think the 2016 election was won on TV. It wasn’t. It was won in a windowless room in San Antonio called Project Alamo. Here is the breakdown of the most aggressive digital ad play in history.

[Callum O’Connor @CallumO_Connor]

The Takeaway:
The 2016 campaign was the moment politics shifted from "Broadcast" (one-to-many) to "Precision" (one-to-one). It wasn't about who had the best platform—it was about who had the best feedback loop.

[Callum O’Connor @CallumO_Connor]

@Tech_Marsha CLAUDE

[Callum O’Connor @CallumO_Connor]

What’s your smartest distribution hack right now? Drop it below 👇

[Callum O’Connor @CallumO_Connor]

How Poppi hit $500M revenue with ZERO website checkout 🥤

Most founders obsess over the perfect tech stack.

Allison & Stephen Ellsworth did the opposite.

They hacked distribution to focus on Brand + Velocity.

Here’s the playbook behind their $1.95B exit to Pepsi 👇

[Callum O’Connor @CallumO_Connor]

Bottom Line:
Don’t let building a fancy website slow you down.

Borrow someone else’s infrastructure (Amazon) while you own the brand and community.

The future of fizzy drinks isn’t a checkout page - it’s a community. 🥤