Paid Social that drives
profitable growth

Creative is king

On paid social, the ad itself decides the battle. Meta's algorithm has become so skilled at finding the right people that your creative is, in practice, your most important targeting. A strong creative stops the thumb and explains in a few seconds why someone should buy. Everything else is secondary.

That is why I always build several angles and test them against each other. What we think will work and what actually works are rarely the same thing. The data gets the final word.

Data and audiences after 2021

After the privacy changes, plain pixel tracking is no longer enough. First-party data from the webshop and a server-side setup have become the foundation under a Meta account that performs. With that in place, the algorithm can find the right people again, and we can measure what genuinely makes money.

Scaling with your head on

Scaling is where most accounts die. You see a good day, pour on budget, and suddenly the results collapse. I scale in a controlled way and only once the numbers are stable over time, so we protect the learning the algorithm has built up instead of wiping it out.

How it fits together

Paid social works best as part of a whole. The customers we bring in need to be caught by a good email flow, so we earn on the repeat sale. A strong brand makes the ads cheaper, because people recognise you. And the insights from social feed both SEO and Google Ads. The channels need to pull in the same direction.