How do you manage to provide both startups and global brands with scalable creatives without sacrificing performance or branding? In this podcast episode, I talk to Laura Neudert, Head of Operations at ninesixteen — a creative studio that specializes in conversion-driven ad creatives for e-commerce brands. The team works with well-known startups as well as with international corporations and is therefore very familiar with the requirements of both worlds. We talk about how to specifically manage creative strategies for startups and big brands, what good creative production must do today — from initial briefing to final evaluation, how to structure tests based on data without losing creative flow, and why scalable processes are crucial today to deliver consistently relevant ads.

How does performance marketing in B2B SaaS differ from classic e-commerce models? And how do you communicate complex products simply and effectively in ads? In this episode, we talk to Alina, Performance Marketing Manager at awork, a project management tool from Hamburg. Alina not only has many years of experience from agencies and the paid sector, but is now responsible for creative strategy and campaign planning at one of the most exciting B2B SaaS brands in German-speaking countries. Together, we look at the special features of B2B performance marketing — from longer customer journeys to the role of trust, thought leadership and storytelling to a data-driven creative strategy.

How do you generate highly qualified leads in 2025 — without generic funnels, but with real strategies that build trust? In this episode, we talk to Marcel Lechner, who not only scaled his own E-Com brand to over 10 million euros in revenue, but is now developing successful lead gen strategies for complex products. From PV companies to launch-based campaigns: Marcel combines data-driven marketing with a strong storytelling structure.

Why do many e-commerce brands still rely primarily on search for Google Ads — even though formats such as YouTube, Demand Gen and Display have long offered enormous scaling potential? In this episode, we talk to Dr. Sebastian Decker, founder of Evolve Digital, about modern Google Ads strategies away from classic search campaigns. Sebastian shows how brands can sustainably grow with creative approaches and data-based setups via YouTube & Demand Gen. This is about more than just media buying: How does the creative on Google differ from Meta? What role do data, target group analyses and campaign structure play? And what is really important if you want to scale profitably? Listen to YouTube, Spotify & Apple podcasts now.

What happens if all ads look the same — and suddenly stop performing “Ugly Ads” themselves? I talk about this in this episode with Flo Litterst, founder and managing director of adsventure. Flo is one of the most experienced paid social experts in German-speaking countries and has supported countless e-commerce brands in performance marketing with his team. Together, we look at the changes of recent years: Why Ugly Ads have worked for a long time, what role brand plays today in a performance context — and what makes for a really good Ad 2025. We talk about testing processes, creative diversity, AI-supported production, the future of media buying and why brands need clarity in their communication more than ever.