Interview with Brian Aitken from Topple

Introduction to Topple Ad Network Inc.

Topple Ad Network Inc. is an innovative digital advertising platform founded in December 2020 in the USA, which has quickly established itself as a leading solution for advertisers seeking alternatives to major mainstream platforms. The company, often referred to as "Google Ads for digital outsiders," was created by Brian Aitken and a team of experienced advertising experts. Topple positions itself as the world's only free-market advertising platform, allowing brands to advertise anything as long as it's legal. This makes it particularly attractive to the hunting and sports shooting industry. Topple has recently begun expanding into the European and German markets. The company has a booth at IWA 2025, Hall 1, 1-638.

Interview with Brian Aitken

Mr. Aitken, what motivated you to found Topple Ad Network Inc.?

Brian Aitken: I didn’t set out to build an ad network—I set out to solve a problem that shouldn’t have existed in the first place. I looked around for a programmatic advertising platform that didn’t treat legal industries like firearms and hunting as second-class citizens, and when I couldn’t find one, I built it myself.

Topple exists because companies like Google decided they should control what products you’re allowed to discover. They didn’t ban firearms, hunting gear, or sports betting because they were illegal—they banned them because they didn’t like them. So we built the antidote: a platform that champions free speech and free markets.

Our mission is simple: if your product is legal, you should be able to advertise it. No censorship. No gatekeeping. Just fair access to the modern tools every other industry takes for granted. That’s why we launched in December 2020—and we’ve been leveling the playing field ever since.

How has Topple evolved since its inception?

Brian Aitken: Topple started as a network of premium websites serving display and video ads to audiences interested in conservative news, firearms, and hunting. But we quickly learned that in order to be successful we had to deliver real business results for the brands that were trusting us with their advertising budgets.

For the hunting and firearms brands that work with us, that means they have 24/7 access to real-time campaign performance data in their self-serve dashboard, showing exactly which campaigns and audiences are driving results—no phone calls or waiting for reports, just instant insights at their fingertips.

If I log into one red-dot optics brand’s account right now, I can see exactly what Topple delivered: 940 sales and over $564,000 in revenue last year, with $5.21 in revenue for every dollar they spent. That’s the level of performance we aim for—and deliver.

But Topple isn’t just about cutting-edge technology; it’s about the people behind it. Our team includes shooters, hunters, and veterans who live and breathe the industries we serve. We’ve also built strategic partnerships with industry leaders like Beretta to drive international growth and secured backing from respected investors like Pete Brownell and Rob Gearing—names that carry serious weight in the firearms and hunting worlds. Together, they’re helping us shape the future of Topple, one milestone at a time.

If you haven’t worked with us recently, you wouldn’t recognize what we’ve built today.

Services and Benefits

What specific services does Topple offer for the hunting and sports firearms industry?

Brian Aitken: Topple is the Google Ads for the firearms and hunting industry—without the censorship. We deliver display and video advertising through a self-serve platform with exclusive, priority placements on the world’s most trusted conservative, firearms, and hunting publishers.

Want to advertise on GunBroker’s suite of websites or AR15’s top-performing ad zones? Topple is the only way to do it programmatically. Thanks to our exclusive partnerships and priority bidding rights, other Demand Side Platforms (DSPs) like The Trade Desk and Basis simply can’t match the access we provide. If they’re buying ads on these sites, they’re getting the crumbs we’ve left behind.

We listened when our customers told us they wanted to reach beyond the core audience of dedicated gun owners—they wanted to connect with the next generation of firearms enthusiasts. So, we built a solution. Through our expansive network of non-firearms and hunting sites, we can help brands reach people who are curious about firearms but haven’t yet become loyal readers of publications like Gun Digest or RECOIL.

For example, we can find potential new gun owners on sites like The Federalist and The Babylon Bee’s ‘Not the Bee’—meeting them where they are, before they’ve fully immersed themselves in the firearms world. It’s about helping the industry grow by reaching beyond the familiar and inspiring a new wave of responsible gun ownership. That’s the power of Topple.

Can you provide a concrete example of a successful advertising campaign with Topple and possibly show a screenshot?

Brian Aitken: Absolutely—our platform consistently delivers measurable results. One example that stands out is a recent campaign for a firearms-industry brand. While I’ve redacted their name for confidentiality, the performance metrics speak for themselves: over the last 30 days, we generated $25,800 in revenue from 43 confirmed sales, with an almost 2% Conversion Rate—excellent by any standard.

This client started with a pay-as-you-go campaign, requiring no long-term commitment. After seeing the initial results, they chose to subscribe to one of our annual Ad Spend Plans to unlock advanced features like Abandoned Cart Retargeting and benefit from dedicated support. It’s a common pattern we observe: brands test Topple, get results quickly, and want to unlock the full suite of features while having access to the incredible knowledge base of our in-house digital advertising experts.

To make things even easier, we offer a 3-month trial of our annual Ad Spend Plans. This allows marketers to experience the value firsthand before committing to a long-term plan. Topple is designed for flexibility—you can start without any commitment and scale up when the time is right.

What type of advertising performs particularly well on Topple?

Brian Aitken: The best-performing ads on Topple are typically dynamic and engaging—animated GIF banners and video ads tend to stand out.

One reason marketers love working with Topple is because we prioritize real engagement over superficial metrics. For example, with our video ads, advertisers only pay if the video is viewed for at least 10 continuous seconds. If a viewer bails before that, we don’t think it’s fair for you to be charged—that’s part of our commitment to ensuring you get genuine value, not just inflated numbers.

That said, static display ads dominate in volume, and for good reason. They’re faster to produce, and thanks to their efficiency, they often lead to lower Customer Acquisition Costs (CAC). Even though they might have slightly lower CTRs and Conversion Rates than video ads, their cost-effectiveness makes them a smart choice for scaling campaigns while keeping costs down.

I can’t emphasize enough how critical great creative is. It’s easy to spot when a brand has invested in talented designers—visually striking ads naturally command attention. Humans are instinctively drawn to symmetry and beauty, and I’ve always admired the craft of exceptional ad creators, whether it’s legends like David Ogilvy or Paul Arden, or whoever is designing the ads over at Aero Precision.

That said, I’ve seen more than a few ugly ads generate millions of dollars in revenue. At the end of the day, it’s about getting noticed, and sometimes, breaking the mold works just as well as fitting into it.

How should ads be designed to be successful?

Brian Aitken: The most successful ads, whether beautiful and inspirational or ugly and effective—always answer two essential questions:

1. What do you want people to know?
2. What do you want people to do?

If you want people to know about a sale on hunting ammunition, that message better be front and center in the ad. If you want them to visit a dealer locator or buy online, don’t leave it to guesswork—spell it out. Clarity wins every time. And, of course, highlight your strengths. Have a beautifully designed product? Showcase it. Launching a groundbreaking new feature? Go back to the basics—SHOW and TELL your audience exactly why it matters.

While tools like Canva have made it easier than ever for anyone to create ads, truly standing out in today’s crowded digital space often requires a professional’s expertise. We’ve cultivated a network of top designers and leading creative agencies, and we frequently connect clients with them—even those with in-house teams who might be overwhelmed. In today’s increasingly competitive attention economy, great creative can make all the difference.

Costs and ROI

What is the pricing structure for your services?

Brian Aitken: Topple offers flexible pricing models designed to fit a range of advertiser needs:

• Pay-As-You-Go: Launch campaigns with no upfront commitment.
• Ad Spend Plans: Starting at $1,000/month, these plans unlock advanced features such as retargeting and performance-based discounts. With these plans, 100% of the monthly fee goes directly toward your advertising costs.
• Managed Service: Ideal for advertisers seeking a hands-on, white-glove approach.

Unlike many SaaS platforms or Demand Side Platforms, Topple doesn’t charge any platform or technology fees. Advertisers engage in real-time bidding, meaning they only pay what the market dictates at the precise moment the ad is served. This ensures an efficient, scalable approach compared to traditional direct buying from individual endemic publishers.

Importantly, Topple’s technology is effectively free for marketers to use. Our revenue comes entirely from revenue share agreements with publishers in our network. This model aligns our interests with those of our publishers, incentivizing them to deliver strong results for the brands advertising through Topple.

What return on investment can dealers typically expect?

Brian Aitken: While Topple offers an efficient and scalable platform, we believe in setting realistic expectations. We’re not miracle workers—we can’t convince people to buy something they don’t want. However, by reaching the right audience at the right time in high-quality, contextually relevant environments, brands can drive strong engagement and sales.

In the firearms and hunting sectors, brands often see 2:1 to 20:1 Return on Ad Spend (ROAS), though results will vary depending on product appeal, market conditions, and creative quality.

To ensure success, we recommend running “evergreen” or “always-on” brand campaigns complemented by seasonal or “tent pole” campaigns around key hunting seasons and holidays. Marketers should also A/B test messaging, offers, and CTAs, as small adjustments can significantly improve performance.

Our real-time bidding model ensures dealers only pay what the market dictates, maximizing efficiency. While ROI will depend on several factors, Topple’s approach consistently helps brands get the best results through smart, data-driven advertising.

Closing Question

What advice would you give to dealers in the industry looking to boost their online presence and sales?

Brian Aitken: Invest in great creative and track everything. Data is your best friend. If you’re not measuring performance, you’re not optimizing. Whether it’s click-through rates, conversions, or return on ad spend, understanding your data allows you to make smarter decisions and get more out of every dollar.

Finally, remember: you don’t have to go it alone.

Our team has managed billions of dollars in digital advertising budgets, and we’ve learned what works—and what doesn’t—across countless campaigns. By creating an account at app.wearetopple.com, you can tap into this expertise and schedule a free 30-minute consultation with one of our advertising experts. We’re here to help.

Thank you for the conversation.

Brian Aitken on the SHOOTING EXPERTS' Stage!

Listen to Brian Aitken on the SHOOTING EXPERTS' Stage at IWA OutdoorClassics 2025. On all 4 days, the ad expert will talk about different approaches and best practices.