Meta ads
Budgets, creative, testing and reading the numbers on Facebook and Instagram ads, from someone who has spent more than $1M on them.
13 guides
Meta ads
Advantage+ shopping campaign vs manual: which should you use?
Advantage+ shopping campaign vs manual campaigns on Meta: what each one controls, when the automated option makes sense, and a simple way to test both fairly.
5 min read
Meta ads
Retargeting strategy: how to win back people who almost bought
A simple retargeting strategy for Facebook and Instagram ads: who to show ads to, what to say at each stage, how long to keep showing them, and when to stop.
5 min read
Meta ads
UGC ads: what they are, how to brief creators, and how to stay honest
UGC ads explained: what user-generated content ads are, how to brief a creator so the ad works, and the Canadian disclosure rules that keep paid content honest.
6 min read
Meta ads
Before you raise your Meta ad budget, check these first
More budget makes good ads better and bad ads more expensive. What to check in your Meta account, creative and landing page before you scale spend.
6 min read
Meta ads
Creative fatigue on Facebook ads: how to spot it and what to do
Creative fatigue is when people have seen your ad so often that results drop. How to spot it in Ads Manager, what causes it, and how to plan new ads.
5 min read
Meta ads
A Facebook ads testing strategy that tells you something
A Facebook ads testing strategy for small businesses: test concepts before details, set a stop rule from your numbers, and know when a result is real.
5 min read
Meta ads
Hook rate formula and ad hook examples for Facebook and Instagram
The hook rate formula, how to track it in Ads Manager, and 12 ad hook examples for Facebook and Instagram video ads that you can adapt to your business.
5 min read
Meta ads
Facebook ads budget for a small business: how to work out yours
How to set a Facebook ads budget for a small business from your own numbers: what a customer is worth, what a test costs, and when to spend more.
5 min read
Meta ads
The Facebook ads learning phase, and what to do about Learning Limited
What the Facebook ads learning phase is, why edits restart it, what Learning Limited means, and practical ways to get a small-budget ad set out of it.
6 min read
Meta ads
Meta Ads Manager metrics: cost per acquisition and the numbers that matter
Which Meta Ads Manager metrics matter: cost per acquisition, ROAS, CTR, CPM and frequency, what each tells you, and the order to read them in.
5 min read
Meta ads
Facebook ads not converting? Check these five things in order
When Facebook ads are not converting, the ad is rarely the only problem. Check tracking, offer, page, creative and follow-up, in that order.
6 min read
Meta ads
How to scale Facebook ads without breaking what works
How to scale Facebook ads in 2026: when you're ready, raising budgets in steps, adding new creative and audiences, and watching profit instead of ROAS.
5 min read
Meta ads
Meta ads ROAS: the formula, your break-even number and real benchmarks
How to work out Meta ads ROAS, find the break-even ROAS for your margins, and why a 'good ROAS' benchmark from someone else's business can mislead you.
5 min read
Rather have someone look at yours?
The Growth Diagnostic checks your offer, ads, site and follow-up, then gives you a written 90-day plan.