We inherited a 22-campaign account for one product. Here's the left-to-right audit and the one-CBO-per-objective rebuild, plus the transition dip to expect.

The famous kill-it case proved brand search can be a tax. At 6 to 7-figure scale the maths often flips. A decision tree by brand size, resellers and top-funnel.

AI ad tools don't fail by looking fake. They fail by inventing a stat, a review, or an expert that looks real. The four places fabrications slip into creative.

The 3-2-2 Facebook ads campaign structure decoded, plus the layer most guides skip: testing landing pages and offers inside the same CBO.

Everyone computes break-even CAC. Almost nobody tracks marginal CAC, where the last customers cost triple the average while the dashboard still smiles.

Volume without structure just makes noise faster. Here's a creative operations system a seven-figure brand can run in-house, with the parts I'd change.

Your DTC channel mix should shift as you grow. Here's where Meta, Google, AppLovin, CTV and Pinterest fit by stage in 2026, gated behind incrementality testing.

ROAS is an output, not a lever. Decompose it into CPM, CTR, CVR and AOV, and you can diagnose any Meta performance drop in about 60 seconds. Here's the tree.

Your job post should repel the wrong people, not attract everyone. How to write an outcome-based ecommerce marketing job description and screen for ownership.

Polish and clarity aren't the same thing, and Meta only pays for clarity. Here's the 2-second squint test we run on every static before it spends.