Uncomplicated Marketing
"Marketing Uncomplicate - It" is your ultimate podcast destination for entrepreneurs and industry experts supporting small businesses. Join us as we explore the world of marketing, especially for businesses just launching or facing challenges. Hosted by Sacha Awwa, this podcast serves as a beacon for the resilience of entrepreneurs and business owners navigating their industries. Our guests share hard-fought battles, invaluable lessons, and innovative strategies that have reshaped businesses. With a blend of humor and insightful wisdom, we challenge conventional approaches and offer out-of-the-box marketing strategies. Tune in for behind-the-scenes insights into the entrepreneurial journey, filled with laughter and transformative discussions. Welcome to "Marketing Uncomplicate - It," where we simplify marketing for your success.
Uncomplicated Marketing
#62 - The $20M Pay-Per-Call Playbook
From Car Washes to $20M Funnels — Chris Shihadeh on Scaling Smart with Pay-Per-Call
What do data lists, AI-generated ads, and a six-year-old’s car wash have in common? For Chris Shihadeh, they were all stepping stones on a journey to building Skylab Digital, a powerhouse in pay-per-call lead generation for the Medicare and insurance space.
In this episode, I sit down with Chris — a scrappy entrepreneur, creative tactician, and CEO of Skylab Digital — to talk about how he turned failure into fuel and scaled a $20M business with a lean team of just ten. From childhood lessons in leverage to building campaigns with real-time dashboards and tight feedback loops, Chris shares the behind-the-scenes of building a high-performing performance marketing engine.
We cover:
- What pay-per-call really means — and how it compares to pay-per-click
- How Chris went from falling flat with a digital agency to pioneering a scalable lead gen model
- The secrets to hiring A-players and building a culture that performs
- Why campaign templates (yes, even “rip-and-run”) work when customized with data
- Why AI can’t replace copy that converts — but it can still move mountains
🎯 Key takeaways:
- Contact rate is everything. Inbound calls > cold leads. Always.
- Test small and often. Don’t get emotionally attached to underperforming campaigns.
- Templates are a launchpad. Start with what works, then optimize based on your data.
- Real-time feedback loops matter. If you’re not getting disposition reports, you’re flying blind.
- A great team beats a big one. Culture fit and accountability are the real growth levers.
This episode is for business owners scaling performance marketing, founders navigating growing pains, and anyone curious about how high-growth lead generation actually works behind the curtain.
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