Meta Ads
Facebook Ads vs Google Ads: Which One Do You Need?
Google harvests demand that already exists; Meta creates it. The test I use to decide, cost per lead from six accounts I ran, and the cases where I send people to Google instead.
Hiring
Freelancer, Agency or In-House: How to Choose
A freelancer's comparison of the three, including when an agency or an employee is genuinely the better call, and the account ownership setup that protects you either way.
Meta Ads
Facebook Ads Audit: The 12 Checks I Run First
The sequence I work through on every new account: signal before structure, structure before creative. What each check looks like when it fails, and what I do not touch in week one.
Social
Organic vs Paid Social: What Each One Is For
One brand, both channels: $712 of paid spend against a single organic Reel at 333,110 views. What that proves, what it does not, and why organic is not free.
For Agencies
White Label Facebook Ads: A Guide for Agencies
Written from the delivery side: how referral, white label and reseller arrangements really differ, who has to own the ad account, and when an agency should not outsource paid social.
SEO
From Zero Organic Traffic to Page 1 in Three Months
What it actually took to rank a Singapore medical clinic. The order the work happened in, why healthcare SEO has a higher bar, and realistic timelines for everyone else.
Messenger Ads
Why Click-to-Messenger Still Beats Conversion Ads in Bangladesh
12,813 conversations on $576.51 of spend. Why conversational objectives outperform website conversion campaigns in F-commerce markets, and the four cases where they don't.
Meta Ads
How I Cut a Cost Per Lead From $86 to $3.91
A US hair clinic on a $50/day budget, 35 campaigns, and a 95% reduction. The actual order I changed things in, including the two rounds that made performance worse.
More often, and shorter, on LinkedIn.
I post what I'm seeing in live accounts between longer pieces here: campaign screenshots, things that broke, and what I'd do differently.
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