If you’re just getting started in media buying or looking to level up, it’s crucial to understand what separates the top 1% of performance marketers from the rest. Hitting six figures (and beyond) in media buying isn’t about luck — it’s about strategy, consistency, and sharp execution. Here are six insights that high-earning media buyers have mastered that most beginners overlook:

 

1. It’s Not About Spending, It’s About ROI

 

Many new media buyers think scaling means dumping more money into ads. That’s a fast way to burn cash. High-level media buyers know ad spend means nothing without profitable returns.

They focus on Return on Investment (ROI) as the key metric — not vanity numbers like impressions or clicks. They evaluate every campaign by asking:

• How much revenue did this $1 generate?

• Could that dollar be better spent elsewhere?

For example, if one ad set returns 30% ROI and another returns 80%, pros will reallocate budget instantly, even if the first ad set has more clicks. Scaling is only possible when the numbers work in your favor — otherwise, you’re just scaling losses.

 

2. Creative Testing Is Constant

 

Beginner mistake: find one “winning” ad and ride it until it dies. Top media buyers know audiences get ad fatigue fast. What works today may flop tomorrow.

That’s why they test constantly — new angles, headlines, creatives, formats, and calls to action. They use structured testing systems:

• A/B testing for small changes (headline swap, color tweaks)

• Multivariate testing for bigger shifts (different offer angles or product benefits)

The best campaigns are rarely born perfect. They’re built through iteration. Winning media buyers might launch 20+ creatives a week, but only 2–3 survive long-term.

 

3. Tracking Is Everything

 

If you can’t track it, you can’t improve it. High-earning media buyers treat tracking as their campaign’s backbone.

They don’t rely solely on ad platform dashboards. They use third-party tools like Voluum, RedTrack, AnyTrack, or FunnelFlux to capture granular data:

• Click-through rates per creative

• Conversion rates by device, browser, or location

• Drop-off points in the funnel

This data reveals hidden opportunities. For instance, if mobile traffic converts 40% better, they might shift budget entirely to mobile campaigns. Without proper tracking, decisions are just guesses — and in media buying, guessing is expensive.

 

4. Offers Don’t Scale Themselves

 

Many think finding a “hot” offer is the end of the battle. Pros know it’s only the start.

Scaling requires:

• Strong advertiser relationships (to negotiate higher payouts or get exclusive caps)

• Funnel optimization (testing pre-landers, upsells, and follow-up sequences)

• Backend monetization (retargeting, email sequences, and cross-sells)

An offer paying $2 per lead might not look amazing… until you add a retargeting funnel that turns 10% of those leads into $50 sales. That’s how pros squeeze maximum value out of every conversion.

 

5. They Understand the Funnel, Not Just the Ad

Beginner media buyers obsess over the ad itself. Elite ones focus on the entire customer journey — from the first impression to the final conversion.

They optimize every touchpoint:

• Landing pages — fast-loading, mobile-friendly, and visually persuasive

• Pre-landers — warming up cold traffic with value before asking for a conversion

• Form flows — reducing friction so users can complete sign-ups faster

• Thank-you pages — using upsells or cross-promotions to increase average order value

A strong ad gets the click. A strong funnel gets the money. Pros know the difference.

 

6. Traffic Source Rules Are Gold

 

Losing an ad account can kill momentum overnight. Top media buyers respect and understand the policies of every traffic source they use — whether it’s Meta, Google Ads, TikTok, native networks like Taboola/Outbrain, or email.

They know what’s allowed, what’s borderline, and what’s a fast track to a ban. They keep backup accounts, alternative traffic sources, and diversified channels to avoid dependency on a single platform.

Scaling long-term is only possible when you stay compliant and keep accounts healthy.

 

Final Thoughts

 

Becoming a six-figure media buyer isn’t about luck, a magical product, or a single viral ad. It’s about strategy, systems, and relentless testing.

The top 1% are:

• Data-obsessed — tracking and optimizing every step

• Creative machines — never letting campaigns go stale

• Relationship builders — negotiating better terms with networks and advertisers

• Process-driven — following proven systems, not random guesses

Whether you’re running eCommerce, lead gen, or affiliate offers, applying these principles consistently will put you ahead of 90% of the competition.

In media buying, the rules are simple:  Stay sharp, test constantly, and never stop learning.