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 […]
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 […]
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. […]
How Do I Use My Existing Customer Data to Find Better Audiences on Meta?
Most scaling businesses have a data asset they are barely using. Their CRM contains records of every customer who has ever bought from them, the products they purchased, how much they spent, how often they came back. Their email platform holds a list of subscribers who have shown enough interest to opt in. Their website […]
Should I Be Using Advantage+ Campaigns or Manual Campaigns to Scale?
Meta’s Advantage+ campaigns have been aggressively promoted as the future of paid social advertising. The pitch is compelling: let the algorithm manage audiences, placements, and creative distribution automatically, feed it your budget and your creative assets, and let the machine find the best path to conversion. However, as seasoned marketers, the question remains. Advantage+ vs […]
Why Does Meta Keep Showing My Ads to the Same People Even with a Large Audience?
You set up a campaign targeting 800,000 people. You give it a reasonable budget. After two weeks, you look at the reach data and realise the same 15,000 to 20,000 people have been seeing the ads repeatedly. The frequency is climbing. The reach is flat. A large portion of your defined audience has apparently never […]
How Often Should You Change Your Meta Ad Creative When Scaling?
Most businesses don’t have a meta ad creative refresh strategy. The numbers have already fallen, cost per result has climbed well above its baseline, and the instinct is to diagnose the audience, the budget, or the targeting. The real cause is usually simpler: the same creative has been running too long, the same people have […]
What Does a Full-Funnel Meta Ads Strategy Actually Look Like?
Most businesses running Meta ads are only running half a campaign instead of a full-funnel Meta ads strategy. They set up a conversion objective, target an interest-based audience or a lookalike, and wait for sales. When results are good, they scale the budget. When results drop, they adjust the audience. The cycle repeats until the […]