I’ve spent the last 10+ years inside Meta accounts running paid social across lead gen and eCommerce. Most of that time has been spent figuring out the same problem from different angles: why some accounts keep working, and others slowly stop.

Early on, I thought it was structure, budgets, or targeting. Over time, it became clear that most of the leverage sits in how creative is tested, scaled, and replaced. That’s where accounts either keep learning or start repeating themselves.

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

Most teams don’t have a creative problem. They have a system problem that shows up in creative.

Most of my work is diagnosing why an account is underperforming and figuring out what needs to change first. Sometimes that’s structure. Sometimes it’s the offer. But more often, it’s creative doing the wrong job.

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.