Case breakdowns, attribution frameworks, and market insights from 5+ years of live campaigns. Written for people who actually run ads, not people who write about it.
The account had a £243 CPR, broken attribution, and no way to tell which creatives were actually working. Full breakdown of what was wrong and what I changed.
Platform ROAS and blended ROAS are measuring different things. If you don't know which one you're looking at, you will make the wrong budget decisions.
Five years running paid media in Nigeria. The assumptions that break, the ones that hold, and what international playbooks get wrong about this market.
Most Meta Ads accounts fail for one of seven reasons. This is the exact diagnostic process I use when I inherit a broken account, in order, so you fix the right thing first.
Follow along on LinkedIn for shorter takes between longer pieces.