Notes on Meta Ads and Advertising
Thoughts on advertising, business and the rest.
How a scam ad gets past Meta's review
Why a scam ad clears Meta's review while an honest business gets its caption rejected.
Read →Meta is removing manual placements: what changes for advertisers
Meta is taking placement, platform, device and OS exclusions out of the ad set. What's left to steer delivery, and why the placement was almost never the problem.
Read →AI-generated images: when you have to disclose, and when you don't
From 2 August 2026 some AI-made content has to be disclosed. Not all of it, and not because of the software you used.
Read →Who paid for this sponsored post? A guide to Meta's Ad Library
What the public archive of Facebook and Instagram ads actually answers, and what it doesn't.
Read →AI in marketing: why it doesn't save a weak strategy
AI doesn't fix a weak system: it accelerates it. Why being up to date isn't strategy, and how to use AI in marketing in a way that makes sense.
Read →ROAS is the curse of e-commerce
High ROAS doesn't mean a healthy business. Why optimizing for ROAS destroys margin, and what to look at to build an e-commerce that scales.
Read →Work WhatsApp groups are fucking useless
WhatsApp isn't operations: it's chaos with notifications. No traceability, decisions that vanish, being permanently reachable passed off as efficiency. How to get out.
Read →Your ROAS sucks because the offer doesn't hold up, not because Meta has it in for you
Margin that can't carry the CAC, AOV too low, a product with no demand: 5 signals that the problem is the offer, not the campaign. How to diagnose it.
Read →Right now, selling desire isn't enough anymore. You have to sell security.
When consumers switch into protection mode, aspirational copy stops working. How to rewrite your strategy for a defensive market.
Read →The biggest risk of AI isn't that it replaces you, but that it makes even incompetent people feel smart
AI doesn't create experts: it dresses mediocrity up as competence. How to tell the people who use AI to look good from the ones who use it to actually be good.
Read →If you always say yes to the client, you're not a consultant anymore. You're an order-taker.
There's a precise moment when you stop doing consulting and start doing damage. Recognizing it is the difference between those who last and those who burn out.
Read →If you have little creative variance on Meta, you're not doing advertising. You're just hoping it works.
How many variants do you need per ad set? Which 4 dimensions create real variance? And how do you read creative fatigue before it burns your budget?
Read →If you switch off your ads and disappear, you haven't built a brand. You've built a dependency.
There's a difference between an e-commerce business that scales and one that survives only on media budget. Five metrics tell you which one you are.
Read →Lead generation isn't built to hand you closed customers, but to generate consistent opportunities
Confusing an acquisition problem with a conversion problem is the surest way to solve neither one. Where the funnel actually breaks.
Read →If your e-commerce store only converts when you run promos and discounts, the problem isn't the price, it's perceived value
Frequent discounts don't lower your price: they lower your positioning. How to rebuild perceived value and sell at full price without promotions.
Read →Why ROAS is a useful but dangerous metric
Cutting budget at 2x ROAS looks prudent. But you risk killing exactly the cohort with the highest LTV. Here's the LTV/CAC framework that changes the logic.
Read →Entity ID Diversity: the concept agencies ignore
Producing 20 variants of the same concept isn't diversity: it's inflated volume. How I think about the distance between creatives, and on what sources.
Read →When Lattice changed everything about creative strategy
Lattice isn't an algorithm update: it's an architecture change. If you haven't adapted your creative strategy, you're playing by the old rules.
Read →