Blog
Notes from inside the ad account.
What we are learning about Meta Ads and performance marketing, written up as we go.
Cheap leads are expensive
Cost per lead is the number everyone watches and the wrong one to manage by. A worked example of why the cheaper campaign can be the one losing money.
Read the articleWhy did my cost per result jump? Six checks, in order
When cost per lead or cost per purchase rises, the cause is almost always one of six things. Check them in this order before you change anything.
Read the articleA four-week Meta plan for a Ramadan appeal
A practical structure for a charity Ramadan appeal on Meta: what to set up before the month begins, how to pace the budget toward the last ten nights, and how to judge the result on money that reached you.
Read the articleMeta optimises for exactly what you ask. Most accounts ask for the wrong thing.
Meta's delivery system is very good at finding the result you tell it to find. The commonest reason campaigns disappoint is that the instruction was wrong. Five checks to run on your own account.
Read the articleNew to the terms? Start with the resources.
Want these numbers working for you?
Tell us what you want to raise, sell or book, and we will show you what we would do first.