In this private mastermind recording I’m sitting down with Matt, a performance marketer in the German market doing roughly €3.5–€4M/month, and we break down a funnel style most people are not running. Instead of the typical direct-response “pitch, pitch, pitch” approach, we talk about what Matt calls performance branding: ads that feel like entertainment first, but still convert. The core idea is simple: Google told him it’s 97% entertainment and 3% knowledge—so we build campaigns that hook like a movie, then explain like a sales system. We walk through a real campaign where the top-of-funnel is literally a Hollywood-style trailer… for a book. People think it’s a movie, click out of curiosity, then land on an offer that includes a free course and a path into the funnel. From there, the retargeting turns into “movie scenes” where the personal brand is placed inside the story, using proven scripts from the last two years—just delivered in a way that creates a massive wow effect. The big takeaways: run campaigns, not random ads; mix entertain → explain; build a “genius system” so your offer feels unique; and don’t ignore emotional, personal-story ads in the bottom of funnel. Impressions stack like puzzle pieces—if you control the pieces, you control the picture people have of you.