by vicki | Jul 8, 2026 | Growth Strategy
The complaint arrives in a recognisable form. “We tried ads and they were just too expensive.” Or: “We spent £3,000 on Meta and got nothing back.” Or: “Our cost per lead is way too high to make the numbers work.” These are real...
by vicki | Jul 1, 2026 | Women’s Health Marketing
The problem with advertising sensitive health products on paid social is not the product itself. It is the gap between what the platforms say their policies cover and how those policies are actually enforced in practice. Meta’s advertising policies around health...
by vicki | Jun 24, 2026 | Women’s Health Marketing
Most advertisers assume that if they are not explicitly targeting by race, gender, or age, their ads are being delivered neutrally. This assumption is wrong, and it has been wrong for years. Advertising algorithms do not discriminate because someone programmed them...
by vicki | Jun 17, 2026 | Women’s Health Marketing
If you run a women’s health brand and your paid advertising consistently underperforms relative to equivalent brands in other categories, you are not doing something wrong. You are experiencing a set of structural obstacles that are specific to this space and...
by vicki | Jun 10, 2026 | Measurement & Analytics
Return on ad spend is the most widely used performance metric in paid social, and one of the most misleading. That is not an argument for ignoring it. It is an argument for understanding what it actually measures, what it does not, and why optimising towards it in...
