blogs and stuff.
Why Women’s Health Brands Struggle With Paid Ads Visibility
If you run a women's health brand and your paid advertising consistently underperforms relative to equivalent brands in other categories, you are...
The Metrics That Matter More Than ROAS
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...
What GA4 Can’t Tell You About Marketing Performance
GA4 is the analytics platform most businesses are now running, whether they chose it deliberately or migrated reluctantly when Universal Analytics...
Why Google Analytics Confuses Most Founders
Google Analytics is one of the most widely installed tools in digital marketing and one of the most poorly understood. Most businesses have it...
Why Brands Test Too Much and Learn Too Little
Testing has become one of the most reliably cited best practices in digital advertising. Run A/B tests. Test your creative. Let the data decide. The...
The Anatomy of High-Performing Ad Creative in 2026
Most conversations about ad creative focus on aesthetics: what looks good, what feels on-brand, what the creative team is proud of. These are not...
Why Creative Strategy Is Now the Biggest Lever in Paid Ads
For most of the last decade, the primary battleground in paid advertising was audience targeting. Who you reached, how precisely you defined them,...
Why Most Brands Separate Platforms (and Why That Hurts Performance)
Ask most businesses how they manage their paid media and the answer will describe a series of separate operations. Meta is handled by one person or...
The Modern Paid Media Stack: How Social and Search Now Work Together
The way most businesses structure their paid media reflects a historical accident more than a strategic logic. Social ads sit in one budget line....
Why Google Ads Work Better When Social Comes First
The most common version of the multi-channel paid media question goes something like this: we are running Google Ads, should we add social? Or: we...
TikTok Ads: Building Sustainable Acquisition
Most brands approach TikTok advertising in one of two ways. The first is dismissing it entirely as a platform for teenagers doing dances, unsuitable...
Will AI Replace Media Buyers?
There is a version of this conversation that is entirely unhelpful: a list of tasks AI will automate, followed by reassurance that human judgement...
Why Media Buying Is Becoming Strategy
The traditional image of a media buyer involves rate cards, placement negotiations, and the manual optimisation of bids and budgets across a...
AI’s Impact on Paid Social Advertising
The advertising industry has a predictable relationship with AI: first denial, then panic, then overcorrection toward the belief that everything has...
What AI Is Actually Changing About Facebook Ads (and What It Isn’t)
Meta has become very good at talking about artificial intelligence. Every product update, every earnings call, every developer conference features a...
Building Trust Funnels for Female Audiences
Most ad marketing funnels are built around urgency. You know when you see them...they have limited-time offers and strong calls to action. They're...
Attribution Is Broken and Here’s How We’re Adapting
For many years, marketing attribution has felt predictable predictable for those who ran ads across Meta platforms. You ran ads. Someone clicked or...
What You’re Really Paying For When You Hire a Media Buyer
From freelancers charging £500/month to agencies quoting £10k+ retainers, Meta ad management can vary wildly in price — and understandably, that...
Should You Still Be Using Retargeting Ads in 2025? Here’s When It Actually Makes Sense
Retargeting used to be the holy grail of Facebook and Instagram advertising. If someone landed on your site, watched a video, or clicked an ad,...
The Social Ads Squad is now marketing made social
You ever have one of those moments where something that’s so obvious in hindsight finally clicks?That’s been me over the past few months.When I...
How to Make Your Social Media Ads Work Smarter in 2025
Happy New Year! 🎉 As we step into 2025, it’s time to take a fresh look at your marketing strategy. Whether you’ve been running ads for years or are...
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