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 […]
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. […]
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 My ROAS Drop Every Time I Increase My Meta Ad Budget?
You find a campaign that works. The numbers are strong, the cost per result is predictable, and the business instinct is obvious: put more money in and get more out. So you double the budget. And within a few days, the ROAS quietly falls apart. ROAS drops almost always. This is one of the most […]
How Much Should You Actually Spend on Facebook Ads?
The most common Facebook ads budget question we hear is not “how do I scale?” It is “why am I spending money and seeing nothing?” And the answer, most of the time, is not the creative. It is not the targeting. It is that the budget was never large enough for the algorithm to learn. […]