However, Dennis, how can you say this when Marko’s business, CoatingLaunch Success, solely uses Facebook ads to drive more booked appointments for concrete coating companies? He has successfully done it for 50+ companies repeatedly, utilizing Facebook ads. Let me explain.
A few years ago, some guy claimed that he was the #1 expert in the world at Facebook ads. Others chimed in to nominate me or their favorite person. By any objective measure, I could claim I was #1 in Facebook ads. I had over a billion dollars in Facebook ad spend, numerous case studies, close connections with Facebook, and more. If you Googled “Facebook ads,” you’d see our training all over the place.
But if you’re a concrete coatings company, would you rather have me or have Marko Sipila run your Facebook ads? I’d choose Marko over myself any day of the week. The things we’ve done for Adidas, Allstate Insurance, Red Bull, and Starbucks have little to do with making the phone ring for a company that does shiny concrete floors.
And does that concrete coatings company care about who is the “best” at Facebook ads? Can they even tell? All that matters is that their phone is ringing, and that every dollar spent clearly drives at least $10 in new customer revenue inside their CRM.
So stop chasing the nonsense of the latest AI tools (I’m guilty of being an instructor here) or whatever “expert” thing (like SEO, social media) is appealing.
First, OWN YOUR OWN MARKETING — and then have someone reputable do it.
2026 Update: I Was Right
I wrote this article a while back, and I stand by every word. But here’s what’s happened since.
Marko didn’t just stay in Facebook ads. He left that world behind and built something bigger.
HVAC Quote AI now has over 300 customers, each paying $350 per month. That’s a real SaaS company with real recurring revenue, built by a guy who was playing college baseball at San Diego State while he was doing it.
And it gets better. We built an AI Employee inside HVAC Quote that books appointments directly into contractors’ CRMs. This isn’t a chatbot. This is an AI system that replaces a full-time employee for a fraction of the cost.
I told you he wasn’t a Facebook ads expert. He’s an AI company founder now.
When I wrote this original post, I said I’d choose Marko over myself for concrete coatings companies. Today, I’d choose Marko over most people I know for anything involving AI and contractor marketing. He’s moved that fast.
Marko is now part of my advisory-for-equity portfolio. I took a small equity stake in his vision because I believe in what he’s building. Not because of hype—because of results.
If you want to see what owned marketing actually looks like when it’s powered by AI, check out hvacquote.ai. And follow Marko’s journey at markosipila.com.
He’s proof that the best marketers don’t stay in one channel. They build the channel.
— Dennis, April 2026