Peter Guba spent 8 years working inside Google with over 1,000 different accounts before starting his own paid ads agency, Profit Mill. In this episode, he reveals why most sign shops are burning money on Google Ads and shares the simple strategy that actually works.

##-##

Key Points Discussed:

• Why Google Ads fail: The real reasons 90% of sign shop advertising campaigns don't work (and it's not what you think)
• The $500 test: How to start Google Ads the right way without betting the farm
• Unit economics breakdown: The math every sign shop owner needs to know before spending a dollar on ads
• Local vs. product ads: Which Google ad types actually work for sign shops
• The attribution problem: How to track if your ads are actually generating sales
• Website optimization: Why your Google Ads success depends more on what happens AFTER the click
• Closing the loop: The simple question every sign shop should ask every customer

##-##

Links:

• Profit Mill: https://profitmill.io

##-##

Timestamps:

• 00:00 - Intro
• 01:27 - Why Peter left Google after 8 years
• 04:40 - The agency problem: Why 90% don't deliver
• 09:12 - When sign shops should (and shouldn't) use Google Ads
• 13:55 - The only ad strategy sign shops actually need
• 22:12 - Local campaigns vs. search ads
• 28:07 - Biggest mistakes sign shops make
• 31:12 - Budget recommendations and unit economics
• 38:18 - Tracking results and attribution
• 43:20 - Website optimization for ad traffic
• 52:30 - How to avoid getting burned by agencies
• 57:05 - The future of Google Ads for sign shops

##-##

Are you a sign or print shop owner? Join the Better Sign Shop Community - our exclusive Facebook group for shop owners and managers. Connect and learn from peers at https://www.facebook.com/groups/bettersignshopmastermind.

In this episode, Bryant and Mike continue their deep dive into the ever-evolving world of AI, building on the discussion from the previous episode. They explore the rapid growth of AI models, highlighting both their incredible benefits and the challenges they pose within the sign industry.

Beyond discussing the impact of AI, Bryant and Mike showcase some of their favorite AI-powered tools that they use daily, offering insights into how these innovations are reshaping workflows and creativity.

Tune in for an engaging and thought-provoking conversation as we navigate the fast-paced changes AI is bringing to our world—and what the future might hold!

##-##
In this episode...

00:00           Intro
00:32            "AI" Models Rapid Growth
07:48            Tools We Use 
12:23            TypingMind
18:53            AI for SEO
25:43            Tools for Text Generation
36:27            Current AI Situation 
47:20            "AI" in Everyday life
53:35            Deepseek
58:00            "AI" Thinks
01:00:25       Directus
01:02:25       Replicate
01:08:00       NotebookLM
01:12:00       Clay
01:14:15       Perplexity
01:17:50       Loveable
01:21:45       Replit
01:28:50       Takeaways
01:34:04      Outro

##-##
Are you a sign or print shop owner?
Join the Better Sign Shop Community - our exclusive Facebook group for shop owners and managers. Connect and learn from peers at https://www.facebook.com/groups/bettersignshopmastermind.

In this episode, Bryant and Michael take a deep dive into how AI is reshaping the sign and design industry. They explore its growing impact on the creative process, discussing whether AI is a helpful tool for designers or a force that could potentially harm the industry as a whole.

From automating routine tasks to enabling innovative design solutions, AI offers exciting possibilities, but it also raises critical questions about originality, ethics, and the future role of human designers. To bring theory into practice, Bryant and Michael put one of Michael’s banner designs to the test, leveraging AI tools to see how they measure up against traditional methods.

Join the conversation as they weigh the pros and cons of AI, debate its long-term implications, and consider how designers can adapt to thrive in an increasingly AI-driven landscape.

##-##
In this episode...

00:00           Intro
00:32           Catching Up
08:05           Last year's learnings
12:25            Creative but uninterested in the business side
15:11             The Ominous AI
16:25            Takes on AI
21:00            AI on a daily basis
25:40           AI Impact on Creativity
36:18            Dangers of AI
39:29           Dangers for Designers 
42:20           Shift of designers 
46:00           Using Claud to replicate Mike's design
51:40            Tool For Creativity
01:00:39       AI for younger generation
01:05:03       Takeaways 
01:07:00       Outro

##-##
Are you a sign or print shop owner?
Join the Better Sign Shop Community - our exclusive Facebook group for shop owners and managers. Connect and learn from peers at https://www.facebook.com/groups/bettersignshopmastermind.

In this engaging podcast Series, Peter shares his 10 Sign Shop Commandments—a comprehensive set of principles designed to drive your sign shop's financial success. 

These commandments aren’t just generic advice; they are presented in a unique percentage-based format, offering clear and actionable insights to help you stabilize, optimize, and elevate your business operations.

Bryant and Peter delve deep into each commandment, unpacking the strategies and steps necessary for implementation. They discuss how these rules can fix sign shop owners' challenges and difficulties. 

Whether you're just starting out or looking to take your business to the next level, these ten commandments serve as your roadmap to success.

##-##
In this episode...

00:00     Intro.
00:50     Sign Shop Yoda.
04:40     Recap of first five commandments.
06:44     Advertising Budget Query 
11:17     6th Commandment: Total Payroll 
21:36     7th Commandment: Average Payroll
26:08     8th Commandment: Lead Conversion
33:37     9th Commandment: Hourly Rate
44:39     10th Commandment: Quote to Sales Order
53:58      Outro

##-##
Are you a sign or print shop owner?
Join the Better Sign Shop Community - our exclusive Facebook group for shop owners and managers. Connect and learn from peers at https://www.facebook.com/groups/bettersignshopmastermind.

In this engaging podcast Series, Peter shares his 10 Sign Shop Commandments—a comprehensive set of principles designed to drive your sign shop's financial success. 

These commandments aren’t just generic advice; they are presented in a unique percentage-based format, offering clear and actionable insights to help you stabilize, optimize, and elevate your business operations.

Bryant and Peter dive deep into each commandment, unpacking the strategies and steps necessary for implementation. They discuss how these rules can fix sign shop owners' challenges and difficulties. 

Whether you're just starting out or looking to take your business to the next level, these ten commandments serve as your roadmap to success.

##-##
In this episode...

00:00      Intro
00:32      Catching Up
06:20      Year-end and sign-shop
09:05      10 Sign Shop commandments
11:40      1st Commandment: Gross Profit Margins
15:09      2nd Commandment: Direct labor percentage
18:13      3rd Commandment: Material cost
26:10      4th Commandment: Operating expenses
32:35      5th Commandment: Advertising budget
42:20      Jason’s Question on Marketing Vendor
46:23      Ride the wave (ridethewave.info)
48:18      For Introverts
53:33      Social Sponge (socialsponge.biz)
57:03      Recap
58:32      Outro

##-##
Are you a sign or print shop owner?
Join the Better Sign Shop Community - our exclusive Facebook group for shop owners and managers. Connect and learn from peers at https://www.facebook.com/groups/bettersignshopmastermind.

Sign Up For Shop Software Spotlight
https://lu.ma/shop-software-spotlight

In this quick announcement episode, Bryant catches up with listeners after a brief hiatus and shares three exciting updates from the Better Sign Shop team.

Key Announcements:

• - Podcast Update: The team is back after taking time to focus on work and family, with new episodes and guests lined up
• - Shop Software Spotlight Series: A comprehensive demo program featuring seven major sign shop management software vendors including Ordant, SignTracker, Onyx Align, SquareCoil, InkSoft, InkWorks, and CoreBridge
• - New Website Product: Preview of an upcoming website and marketing platform specifically built for sign shops

The Shop Software Spotlight series runs from November 14th through December 10th, featuring guided demonstrations and Q&A sessions with each vendor. Free registration available at lu.ma/shop-software-spotlight.

In this episode...
00:00 Intro & Welcome Back
01:15 Team Update
03:15 Shop Software Spotlight Announcement
13:30 Demo Series Schedule
18:15 New Website Product Preview
20:45 Closing

Are you a sign shop owner interested in being featured on the podcast or joining the website platform beta? Email [email protected]. 

For software vendors interested in participating in the spotlight series, reach out to [email protected].

Join the Better Sign Shop Community - our exclusive Facebook group for shop owners and managers at https://www.facebook.com/groups/bettersignshopmastermind.

Jim Dawson owns Synergy Sign & Graphics in Strasburg, OH. From humble beginnings in his basement 20 years ago, he has built a business that thrives on challenges and innovation. In this podcast, he shares his experiences with creative architectural signage.

##-##
This episode is sponsored by:

GCI Digital Imaging
Your partner for large/grand format trade printing. Known for exceptional customer service, GCI Digital Imaging is the go-to for banners, coroplast signs, vehicle wraps, and other digitally printed graphics.
Discover more in Episode #9 or visit https://gci-digital.com.

Jaco Wholesale Sign Products
Looking to enhance your clients' impact and boost your profits with flat-cut acrylic letters and logos? Jaco Wholesale Sign Products delivers laser-cut acrylic letters and signage with quick turnaround times and excellent communication. They offer a wide range of mounting options, Pantone matching, several acrylic thicknesses, and nationwide shipping.
Visit https://sign.supply/bss/ for a quote and $50 off your first order.

##-##
Links:
Dan Sawatzky Episode: https://youtu.be/QHOBWzf-5QY

Synergy Signs Instagram: https://www.instagram.com/synergy_signs/

##-##
Key Points Discussed:

- Business and Personal life: Jim shares his business and personal life and how he and his wife manage it all together.

- Jim's Journey: Jim shares his journey and how he ended up with signage from an animator and cabinet shop. 

-Architecture Projects: Jim shares with us his amazing architecture Projects and shows us the workflow of working with architecture Projects.

-Client Expectation: We dive deep into this conversation, discussing the importance of knowing and fulfilling clients' expectations and how to let clients know what we expect from them.

- Pricing Methods: Jim discusses his pricing method and how he decides or adjusts his pricing and profit margins.

- Changes in the industry: We discuss the positive and negative aspects of the industry's changes and how they will affect the market and the future of signage.
 
-Jim's Workshop: Jim talks about his workshop, which they conduct a few times per year. Y http://www.synergysign.com/sign-alchemy-workshops/

-Sign Shop School: Jim and Peter discuss their future plan to open a sign shop school and give back to the industry.

##-##
In this episode...

00:00            Intro

00:38            Sponsor

01:27             Catching Up

04:40            Winning a Lottery

09:12             About Jim

10:25             Working with Wife

13:55             From Animator to cabinet shop to signage

19:12              The Progression.

22:12             Storefront walk-in traffic

28:07             Inflection Point 

31:12              Jim’s architecture projects   

33:12              Fulfilling Client Expectations

36:25             90-day Terms

38:18              Equipments

43:20             Fire Prevention

46:02             Workflow with architecture Projects.

52:30             Pricing Method

57:05             Changes in the Industry

01:02:42        Jim’s Workshop

01:12:12          Sign Shop School

##-##
Are you a sign or print shop owner?
Join the Better Sign Shop Community - our exclusive Facebook group for shop owners and managers. Connect and learn from peers at https://www.facebook.com/groups/bettersignshopmastermind.

Interested in being a guest on the show or have questions for our team? Reach out to us at [email protected].

In this episode, we're joined by Dan Yoder - the owner of Sign Art Studio, a killer sign shop with 30 people near Madison, Wisconsin. Dan has been in the industry since 2005 and gives us valuable insights on various topics such as the business and art side of the industry, the importance of systems and processes, hiring and managing employees, and more.

##-##
This episode is sponsored by:
GCI Digital Imaging - Your partner for large/grand format trade printing. Known for their exceptional customer service, GCI Digital Imaging is the go-to for banners, coroplast signs, vehicle wraps, and other digitally printed graphics. Discover more in Episode #9 or visit https://gci-digital.com.

##-##
Key Points Discussed:

- Dan's Origin Story: Dan has always been interested in art and fell in love with this craft early in his life. Making mistakes, learning from them, and growing forward continuously. He started his own business in 2005 and now has a team of about 30.

- Team Management: Dan discusses Sign Art Studio, how he started the business, and how he tackled all of its problems. He tells us the structure of his team and how it works. He also shares the importance of Teamwork and how he manages his team to gain efficiency.

- Hiring Question: Dan answered one of the most asked questions about hiring. He shares his thoughts on hiring somebody with no experience or someone with some signage experience.

- Business and Art: We dive deep into this discussion where we all share our thoughts on the "Business" and "Art" side of the industry, which one has more importance, and how both can be managed.

- Processes and Systems: We discuss processes and systems, layers of processes, flexibility with systems, having processes to set or change processes, and much more. Dan shares the Sign Art Studios' way of working and how they have set up their workflow.

- Right Type of Clients: Working with the right type of clients is a different experience, as it is much more collaborative and engaging and brings out the best in everyone. Dan gives solid advice to shop owners on finding the right type of clients and shares how they qualify and classify their clients. 

- Dan's Podcast: Dan does his own Podcast, which you must listen to. https://www.youtube.com/watch?v=m41OxFQbSPo

##-##
In this episode...

00:00       Intro
00:38       Sponsor
02:28       Welcoming Dan
05:30       Dan’s Journey
09:55       Sign Art Studio
16:50       Team management and working
21:30       Hiring People
25:30       Last 10-20 years of the industry
32:20       Process of onboarding a new employee    
36:00       Business and art
47:40       Focus on Entrepreneurial Operating Systems
55:25         Motive         
01:04:30    Processes and System       
01:26:30    Future for Dan
01:29:05    Working with the right type of client
01:35:30    Dan’s Podcast
01:41:50    Rapid fire takeaways
01:46:20    Outro

##-##
Are you a sign or print shop owner?
Join the Better Sign Shop Community - our exclusive Facebook group for shop owners and managers. Connect and learn from peers at https://www.facebook.com/groups/bettersignshopmastermind.

In this episode we sit down with Paul Gardner, the entrepreneurial force behind Sign Enterprise. With over two decades in the sign industry, Paul shares his journey from a young enthusiast in vinyl graphics to a successful owner of multiple sign companies. His insights into business growth, innovative strategies, and maintaining work-life balance are invaluable for anyone in the industry.

##-##
This episode is sponsored by:
GCI Digital Imaging - Your partner for large/grand format trade printing. Known for their exceptional customer service, GCI Digital Imaging is the go-to for banners, coroplast signs, vehicle wraps, and other digitally printed graphics. Discover more in Episode #9 or visit https://gci-digital.com.

##-##
Key Points Discussed:

- Paul's Origin Story: Starting as a teenager fascinated by vinyl graphics, Paul's early experiences in the sign business laid the foundation for his future entrepreneurial ventures. His purchase of a local sign shop marked the beginning of his journey in business ownership.

- Growth and Acquisition: Paul discusses his strategy of acquiring struggling sign businesses, transforming them by implementing new systems, focusing on employee quality, and enhancing operational efficiency.

- Pricing Strategies: A pivotal shift in Paul's business approach was understanding the value of his service and adjusting his pricing model. He emphasizes the importance of not basing prices solely on industry averages but on the value delivered to clients.

- Diversification of Ventures: Paul shares insights into how his ventures in landscape lighting, Christmas light installations, and other industries complement his sign business. He highlights how ideas from different sectors can revolutionize traditional business models in the sign industry.

- Challenges and Solutions: Paul candidly discusses various challenges, such as change orders and unforeseen job complexities. He stresses the significance of clear communication and contractual agreements to manage client expectations and maintain profitability.

- Business Management and Work-Life Balance: Paul talks about the importance of building a business that can operate independently of the owner, allowing for a better work-life balance and opportunities for further growth.

##-##
In this episode...
00:00 Intro
00:38 Sponsor
01:33 Catching up
04:02 Welcoming Paul Gardner
04:40 Paul's backstory in the sign business
10:50 Growth and acquisitions in Sign Enterprise
13:10 Innovations in pricing strategies
15:30 Diversification into related ventures
19:33 Overcoming challenges in sign installation
25:40 Insights into effective business management
28:40 Communication strategies for client satisfaction
38:26 Balancing work and personal life
40:32 Paul's approach to employee training and retention
43:30 Leveraging cross-industry ideas
47:10 Future plans for Sign Enterprise
51:30 Paul's perspective on emerging technologies in the industry
55:30 Advice for upcoming entrepreneurs in the sign industry
57:45 Closing thoughts and future directions for the podcast

##-##
Ready to systemize and scale your shop?
Start by creating your free account on the Better Sign Shop platform at https://my.bettersignshop.com/

##-##
Are you a sign or print shop owner?
Join the Better Sign Shop Community - our exclusive Facebook group for shop owners and managers. Connect and learn from peers at https://www.facebook.com/groups/bettersignshopmastermind.

Interested in being a guest on the show or have questions for our team? Reach out to us at [email protected].

In the episode, James shares how RP Signs has reached 5 million without a sales representative and for the first time in three generations is hiring a sales rep. We also learn about how they have incredible retention for all their key employees in the business.
 
James Neely is the Director of Project Management at RP Signs from Charlotte, North Carolina. He is the third-generation owner of RP Signs. They provide full end-to-end service for their clients in a few different verticals like healthcare, architects / design firms, and facilities management.

This episode is sponsored by:
GCI Digital Imaging - Your grand format trade printing partner. Big or small, GCI does them all. Check them out at printgci.com

Owner T.J. Bedacht and his team focus on providing old-school customer service. You can go ahead and check out Episode #9 to see for yourself.  So if you're looking for a wholesale print provider for banners, coroplast signs, vehicle wraps, and other digitally printed graphics...

Learn more and place your first order at https://gci-digital.com.
---
In this episode...

00:00       Intro
00:38       Sponsor
01:25        Catching up
05:30           Welcoming James
06:20           About James and RP Signs
08:25           Types of clients
11:50           James Journey
15:10           Why bring in a salesperson?
20:00           RP Signs Market Area
22:30           Business acquisition strategy
23:50           Getting into healthcare
26:20           Secret sauce of lasting this long     
38:20           Pricing
40:00           Working in a family business
46:30           Keeping people around for years
48:50           Culture                     
54:50           Advice
55:30           Future for James, company and industry
57:30           Peter breaks "Culture"
01:02:30     Rapid fire takeaways

Ready to systemize and scale your shop?
Start by creating your free account on the Better Sign Shop platform at https://my.bettersignshop.com/

##-##
Are you a sign or print shop owner?
Join the Better Sign Shop Community - our free Facebook group exclusively for shop owners and managers (https://www.facebook.com/groups/bettersignshopmastermind)

Would you be interested in being a guest on the show? Have questions you'd like to hear us answer on the air? Email us at [email protected].