Advertising

Paid campaigns, account structure and how to read the results.

76 articles6 categories

Advertising

How to Structure a Meta Ads Account Without Making a Mess

A messy account produces unreadable data. Structure isn't bureaucracy: it's what lets you understand what's working.

25 Jul 20266 minRead

Advertising

How Much Budget You Need to Start Advertising

There's no minimum figure that works for everyone. There is a way to calculate yours, before you spend.

22 Jul 20266 minRead

Advertising

Remarketing: When It Helps and When It Annoys

Putting an ad back in front of someone who already knows you works — until it becomes nagging. Where the line sits.

13 Jul 20265 minRead

Advertising

How Much Budget It Takes to Know Whether a Campaign Works

The question has an answer, but it isn't a number: it depends on how many conversions you need to tell a real result from a coincidence.

11 Jul 20265 minRead

Advertising

The Campaign Isn't Working: What to Check, in Order

Before remaking the creative, rule out the mundane causes. They're more common and far cheaper to fix.

6 Jul 20266 minRead

Advertising

Ad Creative: Why One Ad Is Never Enough

When a campaign stalls, the cause is almost always creative. Having variants ready is the difference between acting and watching.

27 Jun 20265 minRead

Advertising

Cold and Warm Audiences: Why They Can't Be Treated the Same

People who don't know you and people already assessing you need two different messages. Blurring them wastes budget on both sides.

23 Jun 20266 minRead

Advertising

Creative or Targeting: Which Matters More

It's an old debate and the answer has changed. Today one variable many people neglect carries more weight.

11 Jun 20265 minRead

Advertising

TikTok Ads: When It Makes Sense and When to Skip It

Not every product works on TikTok. Recognising it before investing is worth more than any optimisation afterwards.

5 Jun 20265 minRead

Advertising

How to Spread the Ad Budget Across the Year

Spending the same amount every month is convenient to administer and rarely the best choice. How to think about allocation.

1 Jun 20265 minRead

Advertising

When to Stop a Campaign

Stopping too early throws away the data, too late throws away the budget. The criterion belongs before you start.

31 May 20265 minRead

Advertising

Cost Per Contact: What "Normal" Actually Means

Comparing your cost per contact with another business's is almost always a meaningless comparison.

24 May 20266 minRead

Advertising

Measuring Campaigns When Tracking Is No Longer Enough

The data platforms return is incomplete and will stay that way. How to decide anyway.

9 May 20266 minRead

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