Jason Smith is the Owner and CEO of Spotlight Social Advertising, LLC, a company specializing in creating high-converting social media campaigns on platforms like Facebook and Instagram. Founded in 2016, the agency has grown to manage robust campaigns across various social media platforms, primarily focusing on e-commerce clients. Prior to his venture into digital marketing, Jason served as a Los Angeles police officer for 13 years.

Here’s a glimpse of what you’ll learn:

• [1:58] Jason Smith explains why he joined the LAPD and how his family influenced his decision
• [3:55] Challenges Jason faced while policing in diverse and violent neighborhoods in Los Angeles
• [13:33] Why Jason decided to leave law enforcement and how threats to his life influenced the decision
• [18:11] How Jason discovered social media advertising while on leave from the LAPD
• [22:07] The founding story of Spotlight Social Media Consulting
• [24:08] Jason explains his manual A/B testing process and how putting the consumer first drives results

In this episode…

When the stakes are life and death, every decision counts, and every detail matters. What happens when someone with that kind of high-pressure training takes on the world of digital marketing? Can lessons from the streets translate into results in the boardroom?

According to Jason Smith, a former law enforcement officer with extensive experience navigating the high-stress environments of Los Angeles, the answer is yes. He highlights that the skills developed on the job — like staying calm under pressure, attention to detail, and resilience — have been critical in building a successful marketing agency. That mindset has allowed him to create systems that consistently deliver strong results for clients. Jason also emphasizes the importance of teamwork and customer perspective, noting that his agency meticulously tests every version of ad creative rather than relying solely on platform algorithms.

In this episode of Truth About Social Ads, Jason Smith, Owner and CEO of Spotlight Social Advertising, is interviewed by Chad Franzen of Rise25 to talk about his journey from police officer to digital marketing expert. He shares how a near-death experience pushed him toward a new career, the moment he realized Facebook ads could be life-changing, and why his manual testing process gives clients an edge. Jason also provides insights into building trust with clients and the power of community.

Resources mentioned in this episode

• Jason Smith on LinkedIn
• Spotlight Social Advertising
• Chad Franzen on LinkedIn
• Rise25

Quotable Moments:

• “I wanted to clean up neighborhoods and deal with gang members and, you know, all that stuff.”
• “I was like, I got up one morning. I’m like, man, what am I doing?”
• “We’re not just throwing a bunch of stuff up against the wall and hoping that it sticks.”
• “I couldn’t, couldn’t do anything without all of their help; my team right now is super awesome.”
• “I just love a business coming to us and, you know, they’re at a certain level.”

Action Steps:

• Put yourself in the consumer’s shoes: Understanding what your target audience wants improves ad relevance and performance.
• A/B test ad creatives manually: Running structured tests helps identify what messaging and visuals truly resonate with your audience.
• Focus on mastering one platform first: Specializing in a core service builds deep expertise and sets your agency apart from competitors.
• Build a team of smart, supportive people: Surrounding yourself with talent fosters innovation, accountability, and long-term business growth.
• Take action even if conditions aren’t perfect: Starting small and learning as you go builds momentum and confidence for larger wins

Sponsor for this episode

Spotlight Social Advertising is a results-driven digital marketing agency that helps businesses scale with powerful Facebook and Instagram advertising. Their expert team crafts highly targeted campaigns that attract the right audience, boost engagement, and drive real conversions.

Whether you’re a startup looking to build brand awareness or an established company aiming for higher ROI, Spotlight leverages data-backed strategies to maximize every ad dollar.

Ready to grow your business with expert social media advertising? Contact Spotlight Social Advertising today to get started.