Built by an operator, for operators.
John Williams has spent 15+ years managing $350M+ in Google, Meta, Microsoft, and Amazon spend. He built Buddy because he wanted his own agency to have an unfair advantage. Then he open-sourced it.
John M. Williams
Senior Paid Media Specialist at Seer Interactive. 15+ years across Google Ads, Meta, Microsoft, Amazon, TikTok, LinkedIn, YouTube — managing over $350M in total spend. Hero Conf 2025 + 2026 speaker on AI applications in advertising. Founder of It All Started With An Idea LLC and AHMEEGO. Creator of Buddy, the open-source AI Google Ads agent built on Claude.
Previously: NortonLifeLock, Gen Digital, Farmers Insurance. Substack writer at itallstartedwithaidea. Code on GitHub.
Three operators behind every account.
Across three continents: Arizona, Pennsylvania, Mumbai — covering APAC, EMEA, and the US.
John M. Williams
15+ yrs / $350M+ managed. Creator of Buddy. Hero Conf 2025/26 speaker.
LinkedIn ↗Kristy Morgan
Two decades on small + mid-market revenue. Featured HubSpot contributor.
LinkedIn ↗Sandeep Muley
12 yrs enterprise. $50M+/yr across 100+ international accounts (APAC/EMEA/US/ME).
LinkedIn ↗Why iaswai exists.
After 15 years inside agencies and brands, John saw the same pattern: account managers spending 80% of their time on data wrangling and 20% on actual strategy. So he built Buddy — an AI agent that can do the wrangling, ask the right clarifying questions, and label every change for rollback. The agency uses Buddy on every client account. The platform is open-source on GitHub.
It All Started With An Idea is the agency side of the business — done-for-you paid media. AHMEEGO is the platform side — DIY tools, free, open. Same founder. Same Buddy. Two faces of the same idea.
Tell us about your business.
Tell us what you're working on. We'll come back with an honest assessment, a Buddy-powered audit if you're already running ads, and a recommended next step. No contract. No obligation. Usually back within 48 hours.
- → Honest assessment of where you are
- → Buddy-powered audit (if you're already running ads)
- → Top 10 prioritized fixes (effort × impact)
- → 30/60/90-day roadmap + scope of work
Prefer to talk first? (602) 563-6976 · hello@itallstartedwithaidea.com