What Should a Paid Social Audit Cover Before I Increase My Budget Significantly?
Scaling a paid social campaign that is not set up correctly is one of the most expensive mistakes a business can make. You are not just losing the extra money you added. You are now losing it faster. Before increasing your budget, stop. Run a quick audit. Make sure what you are about to scale […]
What Is the Right Relationship Between Paid Social and Email Marketing When Scaling?
Most businesses run paid social and email marketing as if they are two separate things. The ads team does the ads. The email team does the emails. They might share results at a monthly meeting. But the two rarely work together in a planned way. This is a missed opportunity. Paid social and email are […]
Why Does My Paid Social Performance Drop Every Time I Launch a New Product or Offer?
You have a campaign that is working. Results are steady. Costs are predictable. Then you launch a new product or a new offer. And somehow, the whole account gets worse. The campaign you did not touch is suddenly performing poorly. Your cost per lead goes up. Your ROAS drops. And you are not sure why. […]
How Much of My Revenue Should I Be Putting Back Into Paid Social?
This is one of the most common questions growing businesses ask. And the honest answer is: it depends. Not on some magic formula. It depends on your margins, your growth goals, your cost to get a customer, and how much your customer is worth to you over time. But there are some clear guidelines that […]
What Does a Paid Social Team Look Like When You’re Ready to Scale?
At the start, one person running all your ads makes sense. The budget is small. The campaigns are simple. One person can manage it all. But the business grows. The budget grows. And suddenly one person is trying to write the ads, design the images, manage the campaigns, read the data, test new ideas, and […]
How Do I Properly Credit Revenue to Paid Social When Customers Touch Multiple Channels?
A customer sees your Meta ad on Monday. They Google your brand on Wednesday. They click an email on Friday. Then they buy on Saturday. Who gets the credit? If you ask Meta, it will say Meta. If you ask Google, it will say Google. If you ask your email platform, it will say email. […]
Should You Run Paid Social on Multiple Platforms or Focus on Just One?
You are running Meta ads. They are working. Someone tells you to try TikTok. Or YouTube. Or LinkedIn. And now you are wondering if you should be doing more. It is a fair question. More platforms sounds like more reach. More reach sounds like more customers. But it does not always work that way. Here […]
Why Does My Cost Per Lead Keep Rising Even Though My Campaigns Haven’t Changed?
You did not touch the ads. You did not change the budget. You did not change the audience. But somehow, your cost per lead keeps rising. And it keeps going up. This is one of the most confusing things in paid social. You feel like you are doing everything right. But the numbers keep getting […]
How to Know When You’ve Outgrown Your Current Paid Social Setup
Something feels off. The ads are still running. Money is still going out. But the results are not growing the way they used to. You keep doing the same things. But the same things are not working as well anymore. This happens to almost every business that grows. The setup that worked at the start […]
What Metrics Should I Actually Be Tracking When Scaling Meta Ad Spend?
The metrics most businesses track when running Meta ads are the ones the platform puts at the top of the dashboard: CTR, ROAS, cost per result, impressions, reach. These are useful numbers. They are not, however, the scaling metrics that tell you whether scaling your spend is making the business stronger or quietly eroding it. […]