#tipsbytag

AI works best as an extra set of hands, not the brain. By feeding a client's Meta creative data into AI to find patterns, cluster themes by performance and flag untested ideas, I landed on three evergreen creative pillars and a three-lane account structure, faster. Last week, AI was my right hand while I built out a client's Meta strategy. Not the brain, the extra set of hands. If you know me, you know I'm big on data. So I let AI be my data analyst while I built the strategy

When Meta reports your ads are losing money but blended MER looks healthy, the answer is to investigate. Privacy changes mean platforms can't see what they used to, so treat MER as the main signal of business health. Here's a scenario: Meta says your ads are losing money. Your blended MER says the complete opposite. Who's right? A) The ads aren't paying off, cut spend. B) The business is healthy, keep going. The answer is C: Investigate. The truth is, your ads are most likely

UGC that converts rarely comes down to production value. Build it for paid (it carries over to organic, not the reverse), obsess over the first 3–6 seconds, stick to one topic per video, and let performance data shape the next one. I've reviewed hundreds of UGC videos across my clients. UGC isn't plug-and-play. The strategy behind the video matters as much as the video itself. The ones that convert almost never come down to production value. They come down to the details most