What $1M a month in ad spend teaches you that R10,000 doesn't
Budget doesn't just change scale. It changes which decisions are even possible, how fast you learn, and what counts as a signal instead of noise.
Read →Paid media is the fastest way to buy attention and the fastest way to waste money. Everything here comes from managing spend at scale, where the gap between a good account structure and a bad one is measured in six figures a month.
13 posts on Paid Media.
Budget doesn't just change scale. It changes which decisions are even possible, how fast you learn, and what counts as a signal instead of noise.
Read →Meta says it drove 60 sales. Google says 45. You had 70 in total. Here's why that happens and how to make decisions anyway.
Read →Most accounts are either too fragmented to gather data or too consolidated to control. Here's how I structure accounts so they can grow without being rebuilt.
Read →Not a feature comparison. A practical guide to which platform fits which business, which stage, and which kind of demand you're working with.
Read →Fourteen checks, in priority order. Improving conversion rate reduces your cost per acquisition across every channel at once.
Read →On Meta, creative is the targeting. Here's a testing structure that produces reliable learning instead of a graveyard of paused ad sets.
Read →PMax is genuinely effective for some accounts and a black box that steals credit in others. Here's how to tell which one you have.
Read →It's sold as essential and it isn't, for most businesses. Here's what it genuinely fixes, what it doesn't, and the threshold where it's worth the cost.
Read →Most CPA targets are invented rather than calculated. Here's the arithmetic, including the part most people skip.
Read →Impressions, reach and engagement rate belong in a report nobody reads. Here's the short list I'd actually run a business on.
Read →TikTok punishes anything that looks like an ad. Here's what changes when you move budget across, and what stays the same.
Read →I use AI daily and I've watched it make several things measurably worse. Here's where it doesn't belong, from experience.
Read →Before you optimise anything, check these six things. Most accounts I audit fail at least two, and every optimisation made on bad data compounds the error.
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