Why the buy-a-million-followers deal is dead, how the creator-volume seeding funnel actually scales DTC, and the one product type it quietly doesn't fit.

When to use interests, lookalikes, or broad on Facebook ads in 2026: why we default to broad, the two cases where it isn't, and how to test it yourself.

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.

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.

Coupon codes understate, platform ROAS overstates. Here's how a 6-7 figure brand runs its first incrementality holdout test - without paying for a platform.

Everyone says hire a $120k Director of Growth first. Here's the first-three-hire draft, the real fully-loaded cost, and why a rented team wins early.

Most Meta ads die in the first two seconds, and it's usually confusion, not your offer. Here's the 3-part hook fix I'd use to stop the thumb on cold traffic.

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.

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.

A transparent cost-and-capability breakdown of in-house vs agency Meta ads at each spend tier, plus the hidden costs and where an agency stops being right.