12 months ago, I left a huge performance marketing role and started again from scratch.
I’d gone from managing millions in ad spend at AO to setting up Can-Do Digital, my own performance marketing agency. No big teams, no buffers, no built-in support. Just me, a laptop, and a slightly wobbly desk.
What followed has been the steepest learning curve of my career, and without doubt, the most rewarding.
Here’s what I’ve learnt in year one.
Wearing every hat (and why it’s not as glamorous as it sounds)
When you're a team of one, you’re not just the strategist. You’re also the sales team, the account manager, the bookkeeper, the copywriter, the creative, and the IT support.
One minute you’re planning Meta ad funnels, the next you’re chasing invoices or figuring out how to format a PDF contract properly. It’s easy to get buried in the busyness. But over time, I’ve learnt to ruthlessly prioritise what actually drives growth, for both myself and my clients.
What I miss about big company life
At AO, everything was collaborative. Campaigns had 50 people behind them. There was real camaraderie, shared objectives, and a clear finish line. That energy is hard to replicate on your own.
But that doesn’t mean you can’t create it. I’ve found ways to stay connected, attending events like Marketing Showcase, partnering with freelancers, and leaning into communities where I can both learn and contribute.
The truth about AI: it’s not a gimmick, it’s a lifeline
Without automation and AI, I honestly think I’d have packed it in by now.
The tools I use now flag account issues, slow landing pages, overspending, broken links, all while I sleep. It frees me up to focus on client strategy, creative testing, and results. AI isn’t a replacement, it’s a multiplier.
And yes, I still do things manually when needed. But if a bot can check a feed error or generate a draft concept in seconds, why wouldn’t I use it?
The lonely bits, and how I’ve dealt with them
No sugar-coating this, it can be isolating.
There’s no one to lean on when a client query hits after 10pm, no water cooler chats or instant sanity checks.
To combat the solitude, I make time for events, have made some brilliant connectetions, have chats with others in the same boat, and freelance partnerships. I sit in my client's office and shared spaces.
Fail fast, learn faster
I’ve made mistakes this year, spent money on tools I didn’t need, trusted people who weren’t right for the job, missed opportunities by playing it safe.
But every mistake has sharpened how I work. From tightening up contracts to spotting red flags earlier, failing quickly has been my biggest teacher. It’s scary at first, but the longer you wait to act, the harder it hits.
What’s next?
The next 6 to 12 months are about refining what works and letting go of what doesn’t. I’m exploring new outreach systems, expanding referral partnerships, and continuing to use automation and AI to stay lean, but powerful.
There’s no blueprint for building a solo agency. But if I’ve learnt anything this year, it’s that consistency, curiosity, and character go further than job titles ever did.
Thinking of starting your own agency? Or just want to chat about what works?
Drop me a message on LinkedIn or check out the blog to see what we’re talking about.
Watch the full episode of the podcast below!
