How do you scale millions in growth without paying Google, Meta, or TikTok?

In this episode of Let’s Talk Ads, Admiral Media founder Andre Kempe sits down with Norman Nielsen (VP Growth @ Omio) to explore how AI and large language models (LLMs) are transforming organic growth.

Norman shares how Omio drives revenue from “unpaid” channels like SEO, ASO, and CRM — and why AI + LLMs are rewriting the playbook for growth marketers.

🎧 What You’ll Learn:

• How AI & LLMs are changing SEO, ASO, and CRM
• Why “unpaid” channels can generate millions in growth
• The balance between organic and paid marketing strategies
• A hype-free look at practical AI for growth marketers

👉 Perfect for growth marketers, UA managers, app founders, SEO/ASO specialists, and anyone curious about practical AI in marketing.

🔗 Resources & Links •
Admiral Media – award-winning performance agency
👉 https://admiral.media •

Follow Andre Kempe on LinkedIn
👉 https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/
• Listen on Spotify / Apple Podcasts – search “Let’s Talk Ads”
• Official Let's Talk Ads website: https://letstalkads.io/

In this episode of Let’s Talk Ads, Andre Kempe talks with Danil Ovechkin, Head of Growth at Waking Up, the meditation app redefining mindfulness for millions worldwide. Danil shares why referrals became their top channel, how CAC should really be measured, and why creativity and personalization matter more than ever when scaling apps in 2025.

🔑 What You'll Learn

• Why referrals became Waking Up’s #1 growth channel
• How to think about CAC beyond the number
• The role of the Meta Ads Library in testing creatives
• Why “meditation is personal” → and how that shapes growth strategies
• Creative tactics Waking Up uses to stand out in a crowded app market

📌 Key Insights
Danil explains why referrals beat paid as their top channel, how creative “moments” help Waking Up stand out, and why sustainable growth is built on personalization and trust—not just ad spend. He also shares lessons on balancing organic and paid growth, and how to keep performance marketing authentic in 2025.

🎯 Perfect For
Growth marketers, UA managers, app founders, meditation/wellness product leaders, and anyone scaling consumer apps in competitive markets.

Connect with Danil Ovechkin
👉 LinkedIn https://www.linkedin.com/in/danil-ovechkin/

🔗 Resources & Links •
Admiral Media – award-winning performance agency
👉 https://admiral.media •

Follow Andre Kempe on LinkedIn
👉 https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/
• Listen on Spotify / Apple Podcasts – search “Let’s Talk Ads”
• Official Let's Talk Ads website: https://letstalkads.io/

In this episode of Let’s Talk Ads, Andre Kempe talks with Inna Sumovska, Ex-UA Manager at HER App the leading dating app for queer women and non-binary people. Inna shares how she scaled a niche app with TikTok ads, inclusive marketing, and performance UA strategies, and what it really takes to grow authentically in 2025.

🔑 What You'll Learn

• How Her App used TikTok to scale a niche LGBTQ+ audience
• Why inclusive design creates a long-term growth advantage
• The shift from Facebook Ads to TikTok Ads and what it means for UA managers
• Tactics for marketing to underserved communities
• Lessons on balancing profitability with authenticity

📌 Key Insights

Inna explains why identity-based marketing is critical for apps like Her, how to build campaigns with limited resources, and why understanding lived user experiences matters more than just targeting demographics.

🎯 Perfect For

User acquisition managers, growth marketers, app founders, LGBTQ+ product leaders, and anyone scaling in niche or mission-driven markets.

Connect with Inna Sumovska

👉https://www.linkedin.com/in/inna-sumovska-68296264/

🔗 Resources & Links •
Admiral Media – award-winning performance agency
👉 https://admiral.media •

Follow Andre Kempe on LinkedIn
👉 https://www.linkedin.com/in/admiral-andre-apps-growth-marketing/
• Listen on Spotify / Apple Podcasts – search “Let’s Talk Ads”
• Official Let's Talk Ads website: https://letstalkads.io/