A real business strategy is not a to-do list, a vision without action or a set of empty slogans. It is an interconnected set of fundamental choices that position a company uniquely in its industry, create a sustainable competitive advantage, increase margins and build company value. Research shows companies with a formally documented strategy grow 30% faster. This keynote presents a practical framework for how to stop burning money on performance marketing and start building a profitable business.
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In 9 years of practice he has managed over 300 advertising accounts across 19+ European markets and generated over €140 million in revenue for his clients. He regularly speaks at major industry events (e.g. as programme guarantor and speaker at Czech Online Expo), creates YouTube videos and writes an expert blog. He brings the latest trends, proven by real results.
Get Michal's know-how
When competition intensifies, cost per click (CPC) rises and aggressive marketplaces enter the market, most companies react by pouring more money into Google Ads and Meta Ads. But PPC is just the engine – you won't get anywhere without the rest of the car. Performance marketing cannot fix a missing business strategy. If one link in your company's chain is weak, strengthening the others is pointless: your business is only ever as fast as its weakest link (the chain-link system). The path to higher margins leads through clear strategic choices.
Strategy according to Roger Martin and Michael Porter is not about optimising the status quo. It is a continuous cascade of choices. Our framework consists of 5 interconnected pillars that define your "economic moat":
The goal must be specific, ambitious and defined against the best players in the market – not just against your own numbers from last year.
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A clear map of the market. You have to choose a specific customer segment, industry structure, product, distribution channel and stage of the value chain. The key is to say NO to empty calories – revenue that only drains you.
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Porter defines two pure paths. You are either a cost leader (systemically lower costs, like Ryanair or Lidl) or a differentiator (premium value people happily pay extra for, like Dyson, Patagonia or Apple).
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The activities your company must master at the very highest level to support its competitive advantage (e.g. Procter & Gamble excels at managing the creative process, Herman Miller at managing external designers). Outsource the rest.
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The processes, structures and rules that measure and enforce success. When your internal systems fight your strategy, the strategy always loses (e.g. how Ford sabotaged its own premium brands with the mass-market Mondeo platform).
Strategy at Adsvantage is not about binders full of mile-wide, inch-deep analyses written by AI copywriters. It is a 7-step process for structuring decisions:
Instead of arguing in the boardroom, we apply reverse engineering. For every business opportunity we ask: “What would have to be true for this to be a great idea?” We then isolate the most worrying conditions and put them through 3 levels of testing (quick, small-scale and definitive). The results clearly reveal the winning strategy.
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We speak at events
We provide training
We publish content
We are not just another agency. We are your marketing advantage.
(A business strategist, brand-building know-how and core expertise in Google Ads and Meta Ads – all under one roof.)
We speak at major industry events, write articles, appear on podcasts and train marketing teams. In 9+ years of practice we have worked with 300+ clients across 19+ European markets and generated over €140 million in revenue for them.
Inspire your team or conference audience with a practical framework that turns marketing from a cost centre into a sustainable profit engine.
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