#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

Every profitable paid media account runs on five stages: Strategy & Audience, Creative & Messaging, Campaign Architecture, Optimization & Testing, and Measurement & Scaling. Skip one and the whole system leaks. You raised the budget. Refreshed the creative. Waited for the sales. And… crickets. When a brand tells me their paid media "just isn't performing," I can usually guess why in about five minutes: somewhere in the growth engine, a stage got skipped. Here are the 5 stages