Notes from the work · Tag

#ad-spend

An illustrated cash drawer where most coins have gathered in one compartment marked by a single magenta coin

Where your Meta ad money really goes, and when to refresh a winner

Nearly half of all the money in 18,920 Meta ads went to the 6.2% that became winners. Here is how to manage that concentration, spot a tiring winner and replace it before it fades.

David SteelOctober 10, 20265 min read

An illustrated row of small seedlings in pots on a shop counter, most barely sprouted, one taller stem in magenta

Playbooks · The Benchmark Playbooks

Most Meta ads barely run. How to judge one in its first week

Two of every three Meta ads we graded spent under $100 in their whole life. Here is how to read a new ad early without cutting a winner before it starts.

David SteelOctober 10, 20265 min read

See your own locations in it.

Book a walkthrough with David Steel. Bring last month's lead count and one location you are worried about.

Book a walkthrough See the eight tools