What can you really do with just £5 a day? For Chris London, that modest ad spend was the spark that ignited a full-blown marketing agency — one that’s now trusted by global brands and everyday entrepreneurs alike. As the founder of 22:22 Marketing, Chris turned trial, error, and a whole lot of grit into a proven system for growth. With over 18,000 digital products sold and a presence in top UK media, his journey is more than inspiring — it’s a masterclass in what’s possible when strategy meets street-smart execution.

Chris, you started 22:22 Marketing with just £5 a day on Facebook Ads. What made you take that first step, and how did you decide to test the waters with such a small budget?

I didn’t have a choice but to start small. I didn’t have a big budget, and I was wary of wasting money. But I also knew I had something worth selling, so rather than sit on it, I tested it. £5 a day was manageable — low risk, but enough to get real data. And once I saw it working, I just kept going, tweaking, learning and scaling. That’s how it all started.

Your journey from a small-scale experiment to selling over 18,000 digital products is impressive. What were some of the biggest challenges you faced in those early days, and how did you overcome them?

Fear and information overload. I was worried about burning cash, and there’s so much conflicting advice out there. But I committed to learning properly — not guessing. I tested everything. I paid attention to what worked, and ignored the fluff. Most of all, I didn’t give up when things didn’t work first time.

You’ve been known to cut through the jargon in digital marketing. In your experience, what is the biggest mistake businesses make when it comes to paid ads, and how can they avoid it?

They expect the ads to do everything. But ads only work when the offer, targeting, and landing page are aligned. People throw money at ads without getting the basics right first. I always say — the ad is the driver, but if the destination (your website or form) is off, it won’t convert.

22:22 Marketing now works with sole traders, SMEs, and global brands. How do you tailor your strategies to meet the needs of such diverse clients?

We listen. Whether you’ve got £5 a day or £5,000 a month, the principles are the same — it’s about being seen by the right people, consistently. We treat every client’s budget like our own, and we adjust the strategy to what actually makes sense for their size, goals, and industry.

In addition to paid ads management, your agency offers coaching and consultancy services. What’s the most important piece of advice you give to business owners who are just starting to use paid ads?

Start small and get clear. You don’t need a huge budget, but you do need clarity on who you’re targeting and what you’re offering them. If you don’t know that, no amount of ad spend will fix it.

Your expertise in social media and paid ads has led to media coverage and interviews on over 400 radio stations. How has this level of exposure impacted your business, and what lessons have you learned from it?

It’s helped build credibility and opened doors to bigger opportunities. But the biggest lesson? Stay grounded. Exposure means nothing without delivering results. So I always bring it back to what matters — helping businesses grow with the tools that work.

You emphasize building visibility strategies that lead to growth. Could you share an example of a campaign you ran that exceeded expectations and why it was so successful?

One that stands out is a client campaign where we helped them generate £1,036.40 in sales from just £61.56 ad spend on Facebook. That’s a 16.84x return on ad spend.

This is proof you don’t need a huge budget to get serious results. £61.56 isn’t a massive investment, but with the right strategy, targeting and creative, it worked. And that’s exactly what we specialise in — making small budgets go a long way.

We don’t just run ads. We look at the whole picture and make sure every penny works hard. Once you know what’s possible at that level, scaling up becomes the next logical step.

How do you approach content creation and social media page management differently for small businesses versus large brands, and why do you believe this is crucial for success?

For small businesses, it’s about personality and visibility. They need to show up consistently, sound human, and build trust. For bigger brands, it’s more strategic — structured campaigns, brand tone, layered messaging. Both need clarity, but the execution is different.

With so many platforms like Facebook, Instagram, LinkedIn, and TikTok, how do you determine which one is best for a business’s specific goals, and how do you balance efforts across multiple platforms?

We always start with the audience. Where are they hanging out? What are they doing there? There’s no point pushing content on LinkedIn if your ideal client is scrolling Instagram at night. Once we know where the attention is, we focus efforts there first, then expand once the basics are performing.

You’ve grown 22:22 Marketing from the ground up. What advice do you have for aspiring entrepreneurs looking to build their businesses in the marketing industry?

Learn by doing. Don’t just take courses — run ads. Build campaigns. Make mistakes. Speak to real clients. And never pretend to know it all. Results speak louder than buzzwords. Keep it simple, stay honest, and focus on getting your clients a return.