Resources
Practical resources on Meta Ads, TikTok Ads and Paid Social.
Analysis, frameworks and practical ideas drawn from hands-on work on ad accounts.
Creative testing on Meta Ads: a method for finding and scaling the creatives that work
A practical method for testing creatives that are truly different, reading the winners and turning what works into new iterations you can scale.
How many creatives do you really need on Meta Ads?
More ads does not necessarily mean more variety. How to build a Meta creative system based on genuinely different angles, creators, formats, pacing and hooks.
Meta Andromeda and the other AI models: what really changes in Meta Ads
Andromeda, Lattice, GEM and Sequence Learning are changing how Meta selects and delivers ads. Here is what that really means for structure, creative, tracking and campaign management.
TOFU, MOFU and BOFU on Meta Ads: what really changes in 2026
TOFU, MOFU and BOFU have not disappeared. What has changed is how they translate into a Meta Ads structure, across broad targeting, creative and remarketing.
3 mistakes that make Meta Ads more complicated than they need to be
Three common mistakes can add complexity to Meta Ads without improving results: overly elaborate funnels, endless audience testing and AI creatives that lack distinction.
How to create more variance in Meta Ads starting from a few assets
A modular workflow for turning a few video assets into more genuinely different creatives, working on hook, body, b-roll and editing.
How to use the Meta Ads Library to analyze competitors, creatives and patterns
How to use the Meta Ads Library to read competitors, creatives and patterns in a structured way, without confusing what you observe with real performance data.
Advanced targeting on Meta Ads: how to read the signals and stop wasting budget
Advanced targeting does not mean narrowing the audience further and further. It means reading signals, messages, data and funnel better to see where you are really wasting budget.
TikTok Ads: how to create an effective, scalable campaign
Validation, creative, structure and scaling: an operating framework for building more solid TikTok Ads campaigns without needlessly complicating the setup.
Meta Ads and organic content: how they work together
Ads bring attention. The social profile can help turn that curiosity into a more concrete evaluation of the brand.
Sale ads: how to create promotional creatives that stay recognizable
During a sale, showing a discount is not enough. Here is how to build promotional creatives that are clear, recognizable and consistent with the brand.
Power words: how to use emotional words in your copy
Power words can make copy more compelling, but only when they are used in the right places. Here is what they are, where they work and how to add them during revision.
Why Meta Ads don’t deliver the same results every day
A day without purchases does not automatically mean a Meta Ads campaign has stopped working. To read performance correctly, you need to tell normal short-term volatility from a real deterioration in results.
Meta Ads brings traffic but the site isn’t converting? 10 things to check
If Meta Ads brings interested people to your site but the purchases don’t come, changing the campaigns again may not be the answer. Here are 10 points to check in the path between click and purchase.
Learning is useful. Applying it well matters even more.
If you like, we can turn this thinking into a concrete plan for your Paid Social.