Blog on Meta Ads and Advertising
Thoughts on advertising, business and the rest.
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Qualified leads from Facebook and Instagram: Meta Ads' new optimization
With sequenced events, a website Leads campaign only counts people who submit the form and then take the next step. How to set them up and when they're worth testing.
Read →I gave Claude the keys to my Meta Ads account: what it did on its own
I connected Claude to my ad account through Meta's official server: what it did on its own and why the analysis before acting stays with you.
Read →Meta One and the Facebook link limit: what changes for Pages
With Meta One, links in posts become a paid feature: 2 free per month on Facebook Pages in the test, comments included. Plan prices and what changes when you work with clients.
Read →Meta Ads for local businesses: from awareness to a WhatsApp message
How a local business uses awareness on Facebook and Instagram to be remembered, and then WhatsApp messages to collect enquiries.
Read →Meta ad account disabled: what to do in 2026, and what no longer works
Which asset is actually restricted, which button Meta is asking you to press, how many times you can request a review, and what expires after six months.
Read →ChatGPT Ads, Meta Ads and Google Ads: where targeting really changes
Google starts from what you search, Meta from how you behave, ChatGPT from the problem you are putting into words. Not three panels, three ways of reading intent.
Read →ChatGPT Ads: when advertising becomes part of the conversation
On Meta you describe the person you want to reach. Inside ChatGPT you describe the moment your product is useful. The panel changes, but what really changes is the job.
Read →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 →If Meta's algorithm decides almost everything, what's left for you to do
Andromeda picks the candidates, GEM distils what it learns, ranking runs on LLM-scale models. The more the system decides on its own, the more the quality of what you feed it matters.
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, permanent reachability 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.
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