I’ve spent the last 10+ years inside Meta accounts running paid social across lead gen and eCommerce — home services lead gen, large-scale DTC, and everything in between.

Early on, I thought most performance problems were structural: budgets, targeting, campaign architecture. Over time it became clear that the real leverage sits in how creative is tested, scaled, and replaced — and that most accounts hit their ceiling there, not in the media buying.

This site is where I’ve tried to make that thinking visible. The case studies come from real account situations. The playbooks are the patterns that kept showing up across verticals.

Most of my work starts with a diagnosis: is this a creative problem, a structure problem, or an offer problem? Those drive the same output metrics and are easy to confuse. Getting that wrong means fixing the wrong thing for months.

I focus on three things: what parts of the market we’re actually reaching, who each ad is speaking to, and what happens once something starts to work.

If you want to understand how I think beyond campaign management, these are the best entry points.