Run the Numbers

Scaling Google Ads: Lessons from an $80B Journey with Sanjay Datta


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Sanjay Datta, CFO of Upstart and former senior finance exec at Google, joins CJ to discuss leadership, scaling, and the future of lending with AI. Sanjay spent 12 years at Google, helping grow it into an $80B global ads business. He sheds light on Google’s monetization model, the simplicity of its forecasting, and the power of centralized analytics. He also reflects on scaling Upstart from $10M to $500M, going public, managing investor and employee expectations, and staying agile through macroeconomic shifts.

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SPONSORS:

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Subscript is a modern billing and revenue recognition platform designed for SaaS finance teams that need flexibility and accuracy. From automated invoicing and dunning to compliant, transparent revenue recognition and real-time analytics, Subscript eliminates manual work, reduces errors, and gives you a single source of truth for all your financial data. Book a free demo at subscript.com.

Rippling Spend is a spend management solution that handles your entire company’s spending in one unified system. It enables you to bring your corporate cards, expense management, bill pay, and more into one place to achieve real-time visibility and uniquely granular control with automated policy controls across every type of spend. Get a demo to see how much time your org would save at rippling.com/metrics.

MUFG is the largest bank in Japan and a global banking powerhouse with a focus on empowering Growth and Middle Market stage companies in North America and Europe. MUFG provides comprehensive banking services for VC-backed, PE-backed, and public companies with revenues starting at $40M. The bank combines its global capabilities with deep operational understanding to help companies accelerate their growth trajectory. Contact Bob Blee at [email protected] to find out more.

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NetSuite provides financial software for all your business needs. More than 40,000 companies have already upgraded to NetSuite, gaining visibility and control over their financials, inventory, HR, eCommerce, and more. If you're looking for an ERP platform ✅, head to NetSuite https://netsuite.com/metrics and get the CFO’s Guide to AI and Machine Learning.

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@cjgustafson222 (CJ)

TIMESTAMPS:

(00:00) Preview and Intro

(02:17) Sponsor – Planful | Subscript | Rippling Spend

(05:39) Sanjay’s Unconventional Career Path

(07:55) Lessons From Google on Being a Leader

(10:11) Managing an $80 Billion Revenue Ad Business

(12:24) The Evolution of Google’s Monetization Model

(15:06) Sponsor – MUFG | Vanta | Tropic | NetSuite

(21:04) Scaling Google Ads to $80 Billion

(23:18) Google’s Forecasting Model

(24:48) Complexity and Scale at Google

(28:03) The Science of Analytics in a Digital Company

(31:06) Upstart’s IPO

(33:00) Managing Internal Expectations in Good and Bad Times

(37:10) Why You Should Work Yourself Out of a Job Each Year

(41:23) Things That Get Easier As You Scale

(42:18) How Metrics Shift With Scale

(43:35) Contingency Planning at Upstart

(47:13) Why the Lending System Is Broken

(49:44) How Upstart Keeps Its Credit Models Accurate and Ethical

(54:31) Predictions on the Lending Market for the Next Year

(58:35) Long-Ass Lightning Round: Wine Corking Business

(1:01:17) Advice to Younger Self

(1:02:26) Finance Software Stack

(01:02:57) Craziest Expense Story



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Run the NumbersBy CJ Gustafson

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