Effective Meta Advertising
How to run Meta ads that actually work: creative that lowers CPMs, lifts click-through and turns ad spend into profit.
Everyone Can Smell AI Copy Now (Your Customers Included)
Everyone can now spot AI-written copy, your customers included. They will not tell you like Reddit does. They just scroll past while Meta keeps billing you. Here is the real fix.
18 August 2026 · 4 min read
The Question Isn't Whether Comedy Ads Work. It's How.
You already know funny ads that earn attention beat ads that interrupt it. The hard part is getting them made, and made well. Here are your two honest options.
7 April 2026 · 2 min read
The List of Niches Where Funny Ads Do Not Work
Wondering whether funny ads work for your brand? Here is the honest list of niches where they fail, plus why comedy wins on ad-account economics in almost every industry.
20 February 2026 · 3 min read
The Real Problem With Ads (And the Bigger Problem With Not)
Running ads feels like you are about to burn the house down. Here is the catch: not running them is the riskier bet, and most owners never notice until it is too late.
9 February 2026 · 2 min read
Welcome to Q5, the Best-Kept Secret in Paid Ads
Meta calls the window between Christmas and late January Q5. It is when ads get cheaper and buyers stay generous, and most advertisers miss it entirely.
27 December 2024 · 2 min read
The end of targeting (I can’t wait)
I’m not worried about ad platforms reducing targeting options. In fact, I want more of it… It’ll weed out the creeps! You’ve seen those ads that appear on social networks once you leave an eCommerce s
8 August 2022 · 3 min read
Is sloppy copy making your Facebook Ads floppy? (Part 1)
I bet you’re running at least one Facebook Ad right now, aren’t you? And if so – I guarantee you wish it was performing better. Because let’s face it – more clicks for less money is the dream we all s
26 November 2021 · 3 min read
The Real Downsides of Using Comedy in Your Ads
An honest look at the downsides of funny ads. There is exactly one, it is a bit boring, and it doubles as the strongest argument for making the switch.
29 June 2026 · 3 min read
What Boring Ads Are Really Costing You
Boring ads do not just underperform. They quietly tax every pound you spend, in higher CPMs, weaker clicks and lost conversions. Here is what the numbers actually look like.
6 April 2026 · 2 min read
What Becomes Possible When Your Ads Stop Being Boring
Most ads do not fail on targeting, copy or offer. They fail because they are boring. Here is what actually changes in your account when the creative stops being dull.
18 February 2026 · 3 min read
How AI Slop Nearly Killed Our Conversion Rate
The flood of lazy AI copy trained your buyers to bounce. Our own conversion rate fell from 4% to under 1%. Here is what happened, and what actually earns attention back.
24 October 2025 · 3 min read
Why Q4 Punishes Boring Brands
In Q4, ad costs spike and big brands crowd everyone else out. Entertaining marketing is how smaller businesses win: funny ads lift sales by 18% and earn cheaper reach.
20 November 2024 · 3 min read
The world has changed, is your targeting still accurate?
Facebook says relationships aren’t what they used to be. For example – my girlfriend can never unsee ‘peak lockdown’ Adam, who showered every other other day and was chronically addicted to banana bre
18 July 2022 · 2 min read
Why Great Comedy Ads Are So Hard to Hire For
Great comedy ads need three rare skills at once: direct response, genuine comedy and scroll-stopping craft. Almost nobody has all three. Here is why that gap is so hard to close.
9 April 2026 · 3 min read
The Difference Between Testing Ads and Rearranging Deckchairs
Most Ad Accounts are not starved of ads. They are starved of genuinely different ones. Here is why tweaking the same creative is not testing, it is just rearranging deckchairs.
6 April 2026 · 3 min read
Why Most of Your Marketing Is Wasted Effort
Organic posts and cold outreach feel free, so nobody counts the cost. Put an hourly rate on your time and work out your true cost per sale. The number is often brutal.
10 February 2026 · 3 min read
The One Ad That Made Me £110,000 in Pure Profit
I wrote one Facebook ad, ran it for a year, and it produced over £110,000 in profit. Here is the full maths, and why a single winning ad is worth so much.
29 December 2024 · 2 min read
The First 1,000 Impressions Decide Whether Your Post Goes Viral
A great post can go nowhere if it never clears the first hurdle. Almost every algorithm decides a post's fate on its first few hundred impressions. Here is how to win them.
24 April 2024 · 2 min read
Is your ad creative killing your conversions? (Part 2)
If you run Facebook Ads, you’ll want to lean in for a second. Already optimised your targeting and honed your copy – using the tips I dished out in my last blog – but still not seeing money rain from
26 November 2021 · 4 min read