Who Is Jessie Hackett? The MAIUS Growth Lead Teaching Founders Google and Meta Ads on TikTok

Who is Jessie Hackett?

Jessie Hackett is a paid advertising strategist and the Chief of Growth at MAIUS (maius.com), a performance marketing agency founded in Las Vegas in 2018 by CEO and founder Matt Gambill. MAIUS runs Meta, Google, LinkedIn and Microsoft ads for e-commerce, B2B and lead generation clients. Its site says it managed $4.4 million in ad spend in the last 30 days and that clients stay an average of 3.5 years. The MAIUS website footer also credits her as the person who built it.

On her Stan page she calls herself the “co-founder of a 7-figure performance marketing agency.” Her TikTok bio is simpler: “Helping founders with online customer acquisition.” The account, @jssiehcktt, started in September 2025. Thirteen months later it held 227 videos, nearly all of them answers to one question: what should a founder do in their ad account this week?

What sets her apart from the many ad experts on TikTok is that she rarely sells a secret. In one of her most-watched videos she says, “FTR the secret formula does not exist.” Her pitch is the opposite of a hack: check the setup, measure the right thing and own your data.

From college athlete to agency growth lead

Hackett doesn’t post much about herself, but when she does, the competitive streak shows. In a June 2026 thank-you video she tells viewers she has been working “pretty much every day from, like, 7 to 9 or 10 p.m.” and doesn’t mind it. “I love the grind,” she says. “I was a D1 athlete when I was in college, and so I’m like, this is my vibe. I work well under pressure.”

That same video marks a turning point for the account. She says three people had reached out and signed on as clients because of her TikToks, “which blows my mind that you guys choose me when there’s so much competition.” She also speaks to standing out in a crowded, male-heavy field: “Look, I’m a woman. I am not a bro. And I think that adds to my lure when it comes to marketing.” In the caption she adds a note to other women in marketing and STEM: “keep pushing and keep trying to reach your goals.”

“The secret formula does not exist.”

Jessie Hackett, @jssiehcktt

What does Jessie Hackett teach about Google Ads?

Most of her Google Ads advice starts before any money is spent, a theme that matches what one law firm learned about fixing before spending. Her most-watched video, with about 33,000 views, answers a question agencies get all the time: you’ve just been handed someone else’s Google Ads account, so what do you check first? Her five checks:

1. Conversion actions. “Head straight to conversion actions every single time,” she says. If the account is optimizing toward page loads, the data is useless. It should optimize toward the main action you want a visitor to take.
2. Auto-apply recommendations. If they’re on, she says, “Google has been managing this account,” not the agency or the owner. She turns them off immediately.
3. Search partners and display expansion. She turns both off on search campaigns from day one.
4. Location targeting. Set it to people who are actually in your area, not people who are merely “interested in” it.
5. Brand and non-brand in one campaign. Mixing them hides weak results. “The aggregate looks fine until you split them up.”

Her second most-watched video, also at about 33,000 views, is a tier list of campaign types for a new e-commerce store with no purchase history. She ranks Performance Max on day one as D tier because “it needs conversion data that you literally don’t have,” and standard Shopping as S tier “because you control the queries.” Non-brand search is A tier, brand search is B tier with a warning not to let it inflate your return on ad spend, Demand Gen and YouTube are C tier, and Display is F tier for a new store.

She is openly skeptical of where Google is heading. Ahead of Google’s automatic upgrade of eligible search campaigns to AI Max, she told advertisers to turn on brand controls and screenshot their current search term data “so you have a baseline to compare against.” Her verdict on the change: “less manual control, more black box.”

What does she teach about Meta ads?

On Meta, her focus is creative and measurement. In a video that has drawn more than 20,000 views, she rates a Facebook ads account line by line. Refreshing creative every two weeks gets an 8 out of 10, “a sweet spot before fatigue kills your CPMs.” Judging success by platform-reported return on ad spend gets a 2. “Platform ROAS, especially on Meta, is a fairy tale,” she says. Instead she uses marketing efficiency ratio, total revenue divided by total ad spend, which she calls “the only number your bank account will agree with.”

She also shares how MAIUS splits creative budgets: 70% on proven winners, 20% on variations and 10% on “wild experiments.” “That’s exactly how we allocate across every single account,” she says.

For founders who get stuck on what ad to make next, she has a simple system. “I stopped having ideas,” she says. Before making ads for a client, she writes three sentences: the outcome the customer wants, the worry or objection holding them back, and the proof. “Every ad after that is just showing those three sentences are true,” she says, whether it’s a talking head, a before-and-after, user-generated content, the founder or “dog.” That’s one message in twelve formats. “I don’t get creative block anymore at all.”

How to tell a good ad agency from a bad one

Some of her sharpest videos are aimed at her own industry. In a red-flag, green-flag series she warns founders against:

• Guaranteed first-page rankings on Google Ads. “That’s not how paid search works.”
• Agencies that hold your ad account. “You always own your account, period.” Ads run in the agency’s own account mean you lose everything, including the data, when the relationship ends. She calls that “honestly a hostage situation, not a service.”
• Dashboard-only reporting. Dashboards “can be edited to hide spend cuts,” she says, showing you what the agency wants you to see.
• Results promised in a week. Anyone promising that, she says, “is either lying to you or they’re running brand-only campaigns and taking credit for your traffic that you already have.”

The green flags are just as telling. An agency that asks for access to your CRM before signing cares “about what happens post click,” and a 90-day ramp before judging results is a sign of honesty. She says MAIUS contracts run three months and then go month to month with a 30-day out. That owner-first view of ad accounts matters well beyond marketing. When a business is sold, buyers look at exactly these digital assets that move the price.

Where AI fits, by her ranking

In a September 2026 video with more than 13,000 views, Hackett ranks marketing tasks by how safe they are from AI. Writing ad copy is D tier (“it can write a killer first draft”). Pulling monthly reporting numbers is C tier, because the manual part “has been gone for a while,” though explaining what the numbers mean is not. Keyword clustering is B tier: “it’s better at this than I am and I’m fine admitting it.” Deciding which product to lead with in Q4 is A tier, “a judgment call with money on it.”

Jessie Hackett’s playbooks and audits

Through her Stan page, Hackett sells two ad playbooks: one for e-commerce Google and Meta ads covering the first six months for accounts spending under $10,000 a month, and one for B2B and direct-to-consumer lead generation with 19 pages and 13 AI prompts. She also offers a $127 single-account audit and a $97 one-on-one call, which she says is credited toward the first month if a client signs with MAIUS.

Jessie Hackett’s socials and contact

• TikTok: @jssiehcktt
• LinkedIn: Jessie Hackett
• Agency: MAIUS (Instagram @maius_co)
• Playbooks and audits: stan.store/jessiehcktt
• Business email (from her TikTok bio): jessie@maius.com

@jssiehcktt Five essential checks for a new Google Ads account. Start with conversion actions.

More in our Who Is series: Who Is Danielle Lynch?, the sales rep who turned commissions into a real estate portfolio. For more people worth learning from, see the business and marketing experts to follow in 2026, our guide to earned, owned and paid media, and the rest of our Marketing section.

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