If you’re still optimizing Meta for views, you’re not running ads - you’re renting applause.

In this episode, Jordan Hawn (CEO & Founder, Hawn Consulting) breaks down what’s actually converting on Meta in 2026 for service businesses - and the finding that’s making “video-first” marketers uncomfortable:

Carousels are beating video for conversions in a lot of real campaigns because they do what most ads fail to do: they force clarity, answer objections, and help the right people self-select before they ever click.

But this conversation is bigger than creative formats.

It’s about leadership:

• setting expectations that protect spend and morale
• building follow-up systems that prevent lead waste
• designing marketing that survives algorithm whiplash
• and choosing growth that doesn’t torch your team

What you’ll get from this episode:

• Why video can win attention and still lose the sale...and why carousels often win for intent
• The creative structure that converts: hook → proof → process → CTA (and why skipping “process” kills trust)
• How to stop blaming the platform and fix the real leak: speed-to-lead + sales handoff + follow-up cadence
• The multi-channel mindset that keeps you from being held hostage by one algorithm
• Why email marketing becomes the durable growth engine when paid gets volatile
• The leadership move Jordan uses to protect energy and execution: better boundaries, better inputs, better outcomes

Guest: Jordan Hawn (Hawn Consulting)

• LinkedIn: https://www.linkedin.com/in/jordanhawn/
• Website: https://hawnconsulting.com/
• Newsletter: https://www.brandingsmallbusiness.ca/
• Email: jordan@hawnconsulting.com

If you’re spending money on ads but don’t have a system to convert attention into outcomes, let’s fix the foundation.

Book a Transition Leadership Foundation Call (20 min):

https://calendly.com/adamwbarney/foundation-call-20min