11 years of Meta ads: Trust, Creativity and AI I AW Bangkok series

What's this about?

In this episode of the ClearCast Podcast, we sit down with Chris Erthel, a veteran Meta Ads strategist with over 11 years of experience in the e-commerce space. Chris shares his journey from failing startups to selling multi-million dollar companies, and why he believes "Ads People Trust" is the future of marketing.

What you'll learn:

1. How Meta ads have evolved from “simple targeting + a few ads/week” to today’s high-volume creative game (50+ creatives/week on strong accounts).

2. What “ethical scaling” looks like in practice: building growth around trust, product quality, and transparent messaging (not hype).

3. How to use AI without losing critical thinking: where AI helps (speed, production, workflows) and where humans must stay in control (strategy + ethics).

4. How to make ads that don’t feel like ads: using partnership/influencer angles and third-party “passion page” style positioning to increase trust.

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Top Takeaways

1. Creative output is a controllable growth lever: Chris’s challenge is to triple your creative production and keep it consistent whether results are good or bad.

2. Trust converts: Put proof (e.g., Trustpilot scores/reviews) into key moments like checkout and ads; you can’t “fake” trust long-term.

3. AI is a workflow multiplier, not a decision-maker: Blind trust in AI is risky, double-check, test, and apply an ethical filter before launching.

4. Great ads activate the senses: Since people can’t touch/smell/taste through a screen, your creative must transfer the feeling (comfort, texture, taste, experience).

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About Speaker

Chris Erthel

Meta Marketer

In conversation with

Rachmiel Moss

EP 18

December 12, 2025

11 years of Meta ads: Trust, Creativity and AI

What's this about?

What you'll learn:

Top Takeaways

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