Ideas and lessons from 10 years of running ads.

Meta Ads, Google Ads, TikTok, tracking and creative. What I've learned managing accounts for brands in the US and Europe, in plain English.

Rather have me do it? Here's how I manage Meta Ads and Google Ads, with published pricing and a 90-day guarantee.

Meta Ads6 min read

Why most Meta Ads fail (and how to fix them)

The Meta Ads mistakes that waste the most budget, and the specific fixes that work for both ecommerce and lead generation.

Meta Ads6 min read

How I structure Meta Ads campaigns to maximize ROAS

The exact campaign structure I use to sustain strong returns on Meta Ads accounts, for both ecommerce and lead generation.

AI & paid media5 min read

How AI is transforming ad creative in 2026

How AI-powered tools are changing the way ad creative gets made, tested and scaled, and what that means for your campaigns.

AI & paid media5 min read

The psychology of ad creative: what makes people stop scrolling

The psychological triggers that capture attention in paid advertising, and how to apply them to Meta, Google and TikTok campaigns.

Paid media5 min read

Meta Ads vs. Google Ads: which is right for your brand?

When Meta Ads makes sense, when Google Ads does, and how to combine both to grow with paid media.

Paid media5 min read

TikTok Shop Ads: the complete strategy for ecommerce brands

TikTok Shop is changing ecommerce. Here's the complete paid media strategy for brands ready to build a TikTok Ads funnel.