{"id":456,"date":"2025-09-23T17:22:23","date_gmt":"2025-09-23T14:22:23","guid":{"rendered":"https:\/\/peakyads.com\/blog\/?p=456"},"modified":"2025-09-23T17:22:24","modified_gmt":"2025-09-23T14:22:24","slug":"ai-marketing-us-elections-custom-gpts-sergejs-ponomarjovs-2-billion-campaigns","status":"publish","type":"post","link":"https:\/\/peakyads.com\/blog\/ai-marketing-us-elections-custom-gpts-sergejs-ponomarjovs-2-billion-campaigns\/","title":{"rendered":"AI marketing, US elections, Custom GPTs: Sergejs Ponomarjovs &amp; 2 BILLION $ campaigns"},"content":{"rendered":"\n<p>This time we had a great and very much exclusive chat with <strong>Sergejs Ponomarjovs<\/strong>, a big marketing pro and executive with over 20 years of experience. Sergejs has managed over \u20ac2 billion in ad budgets, helped BetMGM launch in the US, and saw colossal traffic crashes in his days. In the <a href=\"https:\/\/www.youtube.com\/watch?v=Bk7vOuyxZd0&amp;list=PL1zAat6hnaNMU-OgocC4YwWqTto16-cUR\" target=\"_blank\" rel=\"noreferrer noopener\">interview<\/a>, he shared the best working SEO approaches that still rock today, GPT fails and reasons behind this inefficiency, as well as his career journey in broader strokes.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Our guest\u2019s bio in a few words:<\/strong>&nbsp;<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Over 25 years of experience in SEO, performance marketing, and AI-powered strategies.<\/li>\n\n\n\n<li>Oversaw more than \u20ac2 billion in global advertising budgets.<\/li>\n\n\n\n<li>Instrumental in launching BetMGM\u2019s transition to online in the U.S. market.<\/li>\n\n\n\n<li>Specialises in crisis management.<\/li>\n\n\n\n<li>Deep expertise in affiliate marketing, building, and scaling programs in highly competitive sectors.<\/li>\n\n\n\n<li>Regular speaker at international conferences (Affiliate World, SEO\/Marketing summits).<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Early Failures and Major Lessons<\/strong><\/h2>\n\n\n\n<p>The first business Sergejs tried to build was a student travel startup. Big idea, tons of excitement, but he soon learnt his first lesson: great ideas are worth little if they don&#8217;t come with proper skills.<em> \u201cEven a cool idea requires thorough research, analytics, and proper forecasting and planning. When we were young and excited, we had an amazing idea that students would enjoy traveling. However, we learned that execution is equally important.\u201d<\/em><\/p>\n\n\n\n<p>Next up: a discount platform, long before Groupon. A solid team of 10 passionate minds, and an idea that clicked: <em>\u201cWe created a website to provide discount codes for potential buyers across different services and products. We believed it was a perfect way for companies to meet their clients and for clients to save money. The idea was strong. We gathered a very good team of ten people who were passionate about the topic.\u201d<\/em><\/p>\n\n\n\n<p>But they launched only in Latvia, limiting their reach. <em>\u201cThe biggest mistake from my perspective was that we decided to go locally. The model did not work from a financial perspective.\u201d<\/em> Over time, the team lost motivation: <em>\u201cWe started with ten people and lost team members throughout that journey. I remember we finished the project with only two people.\u201d<\/em><\/p>\n\n\n\n<p>Lesson learned loud and clear: <\/p>\n\n\n\r\n<div class=\"quote\">\r\n  <div class=\"quote__wrapper\">\r\n    <p><em>Analyze your results and adjust. You must be flexible and not remain committed to an idea if it fails to produce results.<\/em><\/p>\n  <\/div>\r\n\r\n  <div class=\"quote__custom\">\r\n    <div class=\"quote__custom-info\">\r\n      <div class=\"quote__custom-name\">Sergejs Ponomarjovs<\/div>\r\n      <div class=\"quote__custom-position\">CEO and Co-Founder of WarriorLab<\/div>\r\n    <\/div>\r\n\r\n      <\/div>\r\n<\/div>\n\n\n<h2 class=\"wp-block-heading\"><strong>Discovering the Passion for Marketing<\/strong><\/h2>\n\n\n\n<p>Sergejs didn\u2019t start as a marketer, but rather went into coding. He enjoyed developing websites for a while, working with medium-sized companies, but soon realized that building a website is not enough. It&#8217;s very important to get the traffic.<\/p>\n\n\n\n<p>Seeing a client site hit top spots hooked him:<em> \u201cWhen I saw my client&#8217;s website in the top positions, it provided a personal rush of achievement. It was very rewarding for my ego, and it paid well.\u201d<\/em> And then his first big break \u2014 being noticed abroad, when Sergejs was headhunted to come to London to work in a boutique marketing agency from Eastern Europe.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Managing \u20ac2 Billion in Budgets<\/strong><\/h2>\n\n\n\n<p>Now we finally arrive at the big figures. <em>\u201cSo what is the mindset behind such big budgets, and what are the life rules to control and not just to control but effectively manage those budgets?\u201d <\/em>Vasilii asks. Yes, handling \u20ac2 billion isn\u2019t just math \u2014 it\u2019s a mindset. Sergejs\u2019 answer? Focus on ROI, always.<\/p>\n\n\n\n<p><em>\u201cThe size of your budget is less important than your return on investment. If you can forecast, analyze, and provide tangible results \u2014 delivering a strong return on every dollar or euro spent \u2014 then the budget can grow.\u201d<\/em><\/p>\n\n\n\n<p>The idea is simple: build a portfolio that could absorb failures that will be there anyway. Campaigns will fly, others will fail, some others still will fall in between \u2014 but if your return on investment in general is in the black and the clients are happy, you\u2019re doing well.<\/p>\n\n\n\n<p>Risk management demanded careful budget allocation. One of the really good examples Sergejs had was with a viral video campaign where his team allocated 10% of the budget, and the target was to go viral. But if the campaign was to fail, they would not accrue any real losses for the client because only 10% of the budget was allocated. This calculated approach to uncertainty became the foundation of sustainable campaign management.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Case Study: BetMGM Launch<\/strong><\/h2>\n\n\n\n<p>The BetMGM launch became Sergejs&#8217; biggest test and the most high-profile campaign. MGM, one of the largest gaming organizations in the United States, had a vision to expand online. Despite their land-based success, they recognized their lack of experience and understanding in the digital space. They possessed nearly unlimited resources and a strong passion to establish an online presence.<\/p>\n\n\n\n<p>MGM didn&#8217;t mess around with resources.<em>\u201cWe\u2019ve been given very little time not only to launch the new brand, but also to start competing with existing players.\u201d<\/em> Sergejs watched their team explode from a few dozen people in a New Jersey office to over 700 employees as the campaign gained momentum.<\/p>\n\n\n\n<p>But the real challenge was compliance. Online gambling&#8217;s state-by-state patchwork meant sports betting was legal in one jurisdiction and banned across the state line. <\/p>\n\n\n\r\n<div class=\"quote\">\r\n  <div class=\"quote__wrapper\">\r\n    <p><em>We held bi-weekly meetings with C-level executives to eliminate red flags, address issues, and secure approvals. Once they saw the proof of concept, they consistently increased the budget, which allowed us to scale rapidly. We implemented a state-of-the-art system to analyze player locations, ensuring we could determine their whereabouts with 100% accuracy.<\/em><\/p>\n  <\/div>\r\n\r\n  <div class=\"quote__custom\">\r\n    <div class=\"quote__custom-info\">\r\n      <div class=\"quote__custom-name\">Sergejs Ponomarjovs<\/div>\r\n      <div class=\"quote__custom-position\">CEO and Co-Founder of WarriorLab<\/div>\r\n    <\/div>\r\n\r\n      <\/div>\r\n<\/div>\n\n\n<p>The execution was flawless when it mattered \u2014 MGM&#8217;s online ambitions became reality without the compliance headaches that sink other operators.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Crisis &amp; Recovery: Traffic Crash to Scaling Teams<\/strong><\/h2>\n\n\n\n<p>After BetMGM, Sergejs joined an affiliate company and walked into a disaster. Google&#8217;s algorithm update had crushed the affiliate company&#8217;s flagship websites \u2014 80% of their traffic vanished overnight: <em>\u201cWhen I joined the organization, I arrived at the office to find it looked quite sad and gloomy due to the many empty desks.\u201d<\/em><\/p>\n\n\n\n<p>It was a grind with twenty-four-seven schedules. Sergejs got backing from the founders, and they started dissecting problems market by market: <em>\u201cI received excellent support from the founders. We began pinpointing the issues in different markets and implemented changes rapidly. It was a period of intense stress and long hours, but within just a few months, we managed to recover all the traffic.\u201d<\/em><\/p>\n\n\n\n<p>Recovery turned into growth. Revenue climbed, hiring resumed, and those empty desks filled up again. \u201cWe began in a gloomy, dark place and ended in an environment full of light, joy, and smiles.\u201d<\/p>\n\n\n\n<p>Traffic recovery was only half the battle. Brand perception mattered just as much: <em>\u201cIt wasn\u2019t only about the traffic \u2014 it was about the image and how we portrayed the brand. This is a very important part of public relations.\u201d<\/em><\/p>\n\n\n\n<p>The PR push went beyond customers. They needed talent, especially from Ukraine and other European markets:<\/p>\n\n\n\r\n<div class=\"quote\">\r\n  <div class=\"quote__wrapper\">\r\n    <p><em>It was important to promote the company\u2019s image in Ukraine and other European countries, so people would understand the organization\u2019s values and consider relocating to Latvia. On our end, we worked to improve Latvia\u2019s image as a relocation destination as much as possible. We highlighted our amazing events in Latvia, its beautiful nature, and discussed how Riga, the capital, offers an excellent work-life balance.<\/em><\/p>\n  <\/div>\r\n\r\n  <div class=\"quote__custom\">\r\n    <div class=\"quote__custom-info\">\r\n      <div class=\"quote__custom-name\">Sergejs Ponomarjovs<\/div>\r\n      <div class=\"quote__custom-position\">CEO and Co-Founder of WarriorLab<\/div>\r\n    <\/div>\r\n\r\n      <\/div>\r\n<\/div>\n\n\n<p><strong>Linkbuilding, Brands vs Affiliates, and SEO Today<\/strong><\/p>\n\n\n\n<p>Sergejs laughs when talking about the \u201cancient times\u201d when link building was simpler:<em> \u201cIn the past, link building was almost entirely organic; you could publish an article, and it would naturally attract links from other websites. Nowadays, you must invest significant time and money to provide enough value to earn those links.\u201d<\/em><\/p>\n\n\n\n<p>The winning formula combines everything \u2014 good links, bad links, crowd links, blog links. Google wants to see natural link profiles that prove you&#8217;re earning attention through real value, not manipulation.<\/p>\n\n\n\n<p>Brands have advantages but face their own problems: \u201c<em>Building a SEO brand can be somewhat easier, but you must also contend with brand parasites.\u201d<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>AI in Marketing: Content, Custom GPTs &amp; Tools<\/strong><\/h2>\n\n\n\n<p>On AI content, Sergejs is sharp. Using ChatGPT to pump out quick articles for traffic is pointless, in his opinion \u2014 the quality of the content would be poor, and the value of the content is minimal. But AI becomes powerful when you use it right. For example, to analyze big chunks of data, to create a unique angle, or to find unique facts and combine them with human expertise<\/p>\n\n\n\n<p>Sergejs has seen pure AI articles perform well and generate traffic, but that&#8217;s not the standard approach. Custom GPTs take this further. <em>\u201cCustom GPTs are a tailor-made solution. When you use a custom GPT, it solves your specific problems and helps you achieve your own goals.\u201d<\/em><\/p>\n\n\n\n<p>His toolkit is straightforward:<em> \u201cWe rely heavily on ChatGPT and OpenAI. I love the tool and its capabilities. In second place is Perplexity, which is amazing for research. The third is Google Gemini. I\u2019m not a big fan, but I always try it to see how it\u2019s developing.\u201d<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Philosophy &amp; Work-Life Balance<\/strong><\/h2>\n\n\n\n<p>Sergejs handles pressure the way most people should but rarely do \u2014 he gets outside. <em>\u201cNature walks, the seaside, and the forest can provide tranquility. I started attending meditation and tried to combine work with sports as part of finding a work-life balance.\u201d <\/em>However, he admits:<em> \u201cI try to work 24\/7 and spend the remaining time on restful activities.\u201d<\/em><\/p>\n\n\n\n<p>His take on Gen Z splits two ways. The old-school answer says they need to grind like previous generations did \u2014 work hard, suffer through it, earn their stripes. The evolved answer recognizes that if their approach achieves their goals, work-life balance matters more than tradition.<\/p>\n\n\n\n<p>Sergejs mentions that Latvia anchors him. He calls it \u201c<em>the best place to live<\/em>\u201d. It is beautiful, safe, and has an amazing culture and wonderful people.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Money, Regrets &amp; Advice<\/strong><\/h2>\n\n\n\n<p>Sergejs started selling when he was twelve, and the first money came early:&nbsp;<\/p>\n\n\n\r\n<div class=\"quote\">\r\n  <div class=\"quote__wrapper\">\r\n    <p><em>When I was around twelve, my parents took me on a summer shopping tour where I managed to sell goods to locals. I brought various Latvian-manufactured products from Latvia\u2014such as towels and shampoo\u2014purchased with money I earned from recycling, and sold them in Poland.<\/em><\/p>\n  <\/div>\r\n\r\n  <div class=\"quote__custom\">\r\n    <div class=\"quote__custom-info\">\r\n      <div class=\"quote__custom-name\">Sergejs Ponomarjovs<\/div>\r\n      <div class=\"quote__custom-position\">CEO and Co-Founder of WarriorLab<\/div>\r\n    <\/div>\r\n\r\n      <\/div>\r\n<\/div>\n\n\n<p>His biggest personal investment was British education \u2014 Oxford attempts, University of London success, all self-funded. Albion was his dream, and it was all the more enjoyable because he managed to fund his education independently.<\/p>\n\n\n\n<p>And the deepest regret? <em>\u201cNot launching the discount website globally. After I saw how Groupon developed, I realized the project\u2019s full potential. I think it was my biggest mistake.\u201d <\/em>Sometimes timing and persistence matter more than the idea itself.<\/p>\n\n\n\n<p>His favorite advice balances planning with presence:<em> \u201cIt is important to plan ahead, but it\u2019s also important to live in the moment.<\/em>\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p>Sergejs&#8217; career tracks marketing&#8217;s evolution\u2014from Google crashes to BetMGM launches, from keyword stuffing to AI content. His journey illustrates how marketing reinvents itself. Sergejs represents marketers who built their expertise through multiple technology cycles with a combination of technical depth, strategic thinking, and personal grounding. And perhaps this is exactly what\u2019s needed for a sustainable success in our industry.<\/p>\n\n\n\n<p>If you want to get more grains of wisdom from Sergejs Ponomarjovs, check out his <a href=\"https:\/\/www.linkedin.com\/in\/sergejsponomarjovs\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn page<\/a>. And of course, stay tuned for more articles about affiliate marketing and all things Internet with Peaky Ads.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This time we had a great and very much exclusive chat with Sergejs Ponomarjovs, a big marketing pro and executive with over 20 years of experience. Sergejs has managed over \u20ac2 billion in ad budgets, helped BetMGM launch in the US, and saw colossal traffic crashes in his days. In the interview, he shared the [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":458,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2,3],"tags":[],"class_list":["post-456","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AI marketing, US elections, Custom GPTs: Sergejs Ponomarjovs &amp; 2 BILLION $ campaigns - Peaky Ads Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/peakyads.com\/blog\/ai-marketing-us-elections-custom-gpts-sergejs-ponomarjovs-2-billion-campaigns\/\" \/>\n<meta property=\"og:locale\" content=\"ru_RU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AI marketing, US elections, Custom GPTs: Sergejs Ponomarjovs &amp; 2 BILLION $ campaigns - Peaky Ads Agency\" \/>\n<meta property=\"og:description\" content=\"This time we had a great and very much exclusive chat with Sergejs Ponomarjovs, a big marketing pro and executive with over 20 years of experience. Sergejs has managed over \u20ac2 billion in ad budgets, helped BetMGM launch in the US, and saw colossal traffic crashes in his days. 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