We tested five viral Meta ads hacks against real client accounts. Two debunked outright, one's situational, and two I expected to dismiss and couldn't.

Map each revenue band to the one skill that levels you up. Why sub-$100k brands waste money on branding, and when to shift spend from acquisition to brand.

Your best Meta ad is stuck and new budget lands elsewhere. The graduation system to force spend onto proven winners, and when it backfires post-Andromeda.

How much gross margin you really need before scaling Meta: where the 66% durable-goods rule comes from, and the barbell that stalls mid-priced brands.

We ran AI avatars against a real creator shoot on cost, speed and ROAS. The standalone AI clip lost. Here's the slot where it quietly won the month.

The funnel model is why your prospecting is secretly retargeting. Here's the swim-lane structure and 180/365-day exclusions that keep acquisition net-new.

Opening every ad on the pain costs brands more than they think. Why leading with the dream outcome wins on cold traffic, and how to test it yourself.

A founder bragged his branded search was doing a 5.7. Run the incrementality math and it's nearer a 1.7. A teardown of the number agencies won't pressure-test.

If your account is tidy and still stuck, it's a creative problem wearing a media-buying costume. On a broad account these days, the creative is the targeting.

A defence of just spending more on Meta. Premature diversification feels responsible, but it usually starves the channel that was about to scale. When to add a second.