I take on Paid Social from diagnosis through to day to day management, with senior accountability for strategy, execution and growth decisions. Whether the account needs building, restructuring or scaling, I work directly on structure, budget, creative and performance.
Scope
What I take on.
Six areas, run as one system rather than as separate activities.
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Diagnosis & priorities
Objectives, margins, customer value and acquisition targets define what the channel has to produce, and the criteria it gets judged on.
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Campaign architecture & media buying
Meta Ads across Facebook and Instagram, TikTok Ads, funnel, campaigns, audiences, budget allocation and day to day management, built around the objectives of the business.
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Creative strategy & testing
Creative performance analysis, angle and message development, formats, briefs and testing priorities, working alongside your creative team or producing the assets the tests need directly when required.
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Optimisation & scaling
Spend reallocation, iteration and budget increases where data, performance and margin show the growth is sustainable.
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Measurement & strategic direction
Tracking, performance reading and reporting built around decisions: what we learned, what changes, and what the next move is.
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Lifecycle marketing & Klaviyo
Where the project calls for it, lifecycle marketing, email marketing and Klaviyo automation can come in as an additional, separate scope.
What changes when Paid Social works as one system.
One person accountable for Paid Social
Strategy, execution and account decisions stay in the same hands, without ongoing handoffs between different people.
One strategy, not isolated campaigns
Budget, audiences, creative and funnel all pull toward the same business objectives.
Decisions grounded in the numbers
You can see what is working, what is not, and where to act before you put more money behind it.
Testing that generates learning
Every test has to either improve performance or tell you something the next decision needs.
Case study
Method
From analysis to scale.
A structured process for working out where to act, validating the decisions, and putting budget and effort behind what actually drives growth.
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Discovery
Business economics, performance history, customer journey, offer, funnel and where the growth is available.
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Foundations
Account structure, funnel architecture, audience framework, budget allocation and objectives.
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Strategy & Build
Full-funnel strategy, audience strategy, creative angles and formats, campaign setup and testing roadmap.
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Validation
Audience testing, creative testing, performance analysis and consolidating what the tests taught us.
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Optimization & Scale
Budget scaling, expanding the signals that win, creative iteration and continuous optimisation.
Frequently asked questions about working together.
Budgets, platforms, creative, timelines and how we work together.
What level of ad spend do I need to work with you?
There is no universal threshold: it depends on the business, the market and a sustainable cost of acquisition. If the available budget will not support a reliable test, I say so before we start and tell you how I would proceed.
Can you build a Paid Social channel from scratch, or do you only take on accounts that are already running?
Yes. I can take over campaigns that are already running, or build the channel from scratch. Where the product and the offer are already validated, we start from stronger data and clearer signals. Where the market or the audience still have to be tested, we can set up a first phase to see what gets a response before putting more budget behind it. Paid Social can amplify an offer that works, but it does not replace validating the product.
Do you work only with Meta Ads, or TikTok Ads as well?
Meta Ads and TikTok Ads. Funnel, campaigns, audiences and budget allocation are built around the objectives of the business, not around the platform. Where the project calls for it, lifecycle marketing and Klaviyo automation can come in as an additional, separate scope.
Do you handle creative strategy and production?
Creative strategy sits inside the scope: creative performance analysis, angle and message development, formats, briefs and testing priorities, set together with you or your creative team. When needed, I can also produce the ad creatives required for the campaigns, so strategy, production and testing stay connected to the account data. Strategy, management and account decisions are not delegated: I work on every project myself.
How long does it take before performance can be evaluated?
There is no standard timeline. It depends on the objective, the budget, the volume of data, the conversion cycle and the account's situation and history. Results should be judged once there is enough data to tell a real signal from a temporary swing.
How long does an engagement typically last?
I do not apply a standard minimum term to every project. Scope and duration are set against the work actually needed and agreed before we start. If you work for an agency, the collaboration model is described on the Agency Support page.
Do I retain ownership of my accounts and data?
Yes, always. The ad account, the data and the assets remain the client's property. I work through the access needed to run them, and at the end of the engagement the client keeps full ownership and control of everything.
Can you guarantee a specific ROAS or CPA?
No. I give an estimate only after seeing the account and the business numbers. Before that it is a guess, and presenting a guess as a promise helps neither of us.
Tell me what you are running and what you want to improve.
I read everything myself and reply within 48 business hours, to understand the context, the objective and the best place to start.
I will answer you personally, within 48 business hours.
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