Pigeon Insights®

Platform ROAS keeps redefining itself every era. My case for running accounts on MER and contribution, plus where a bad ROAS is a healthy business.

Most 'creative fatigue' is really an offer problem. Here's the buy-2-get-2 math and no-brainer checklist that took a snack brand from 0.47x to 3.6x ROAS.

A radically transparent 90-day case study: the exact account structure and week-by-week scaling decisions that pushed spend ~200% while holding ROAS.

Brands pay A$200-500 per UGC asset that product seeding generates near-free. The pipeline: budget by COGS, source from competitor followers, lock rights, brief.

Five Facebook ad hook skeletons with swap-in formulas, the awareness level each suits, and where it wins - so you can ship something that converts this week.

Some say brands leave Meta too early, others say leave sooner. My referee take: saturation is customers-vs-category-size, not revenue. Here's the model.

Agency or in-house isn't a yes/no. Here's the stage-by-stage decision tree I use - the core-competency test, and the trap nobody warns you about.

Stop brainstorming angles. Your reviews already hold them. The exact AI workflow we run to tag customer language, count it, and turn it into hooks and briefs.

Most agencies sell you CRO. We'll often tell you to skip it. 80% of conversion is offer plus a specific headline - the page is the smallest lever in the building.

The agency checklist we run on every account before we look at the creative: attribution, pixel firing, CAPI match quality, dedup, and the 23% match rate fix.

The myth says your customer is worth $400 and you can spend $130. The burdened, delivered-to-door, post-refunds math usually says you can spend a third of that.

Facebook ads account structure isn't one setup, it's a ladder. Here's the spend-tiered structure from $0 to $50k+ a month, so you can self-diagnose your rung.

Founder ads keep beating creator ads about 2x in my accounts. Here's the 60-minute weekly iPhone shoot, the hooks, and a path for camera-shy founders.