I partner with small businesses to help them achieve their growth goals by combining deep data analytics with targeted creative strategies to turn Meta Ads into a highly profitable acquisition channel.
Over-relying on Meta's learning phase without feeding the algorithm the high-quality data it needs to optimise effectively, leading to prolonged inefficiency and wasted spend.
Server-side tracking, first-party data integration, and structured campaign architecture give the algorithm the high-quality signals it needs to exit the learning phase faster and optimise toward real business outcomes.
Optimisation based on attribution models that over-credit the ad platform, driving decisions on numbers that don't reflect real business performance.
Aligning Meta's reported numbers with your backend data to calculate true CAC and MER — so scaling decisions are based on actual business performance, not platform attribution.
Over-reliance on individual assets without a strong iteration process or creative pipeline, leaving performance exposed when those assets inevitably decay.
A pipeline of high-quality concepts, iterated on using real performance data: hook rates, hold rates, and CTR, to validate what works before scaling spend.
I harness data analytics to inform every decision, ensuring your campaigns are effective and impactful. Here is how I structure your campaigns for scalable success.
In-platform metrics don't tell the whole story. I align Meta data with your backend analytics, calculating true CAC and Marketing Efficiency Ratio (MER) to ensure every marketing dollar is optimised for ROI.
Your best-performing ads will not stay evergreen forever. I build a structured pipeline of new concepts and iterations, keeping campaigns fresh, preventing ad fatigue, and continuously finding the next winning creative.
I monitor hook rates, hold rates, CTRs, and e-commerce events to pinpoint exactly where performance breaks down. Then I iterate with purpose, whether that's testing a new video hook or moving to a completely new concept.
Nobody knows your market better than you. I collaborate closely to extract that expertise, turning your knowledge of customers, trends, and competitors into high-impact creative briefs.
I actively exclude retargeting audiences where appropriate. Meta often takes credit for sales you would have secured anyway. Your budget stays focused on genuine acquisition.
I provide the algorithm with high-quality, first-party audience suggestions (such as demographic insights from customer surveys) to give it a highly qualified starting point.
Strategy is nothing without data integrity. Flawless tracking is the baseline. Your conversion data feeds back to Meta with maximum precision, using server-side solutions to bypass browser limitations and signal loss.
Server-side event tracking that sends conversion data directly from your server to Meta, bypassing ad blockers, iOS restrictions, and browser limitations that degrade pixel accuracy. Your campaigns optimise on complete, reliable data.
Correctly configured browser-side tracking with advanced matching enabled, ensuring maximum event match quality scores. Combined with CAPI, this creates a redundant dual-signal setup that captures the full picture of customer behaviour.
Every campaign, ad set, and ad follows a strict naming schema designed for regex-based filtering in analytics tools. This lets you slice spend and returns by product, audience, or creative type, so you know exactly what you spent on product X and what it returned, not just a blended account average.
No account managers. No juniors. Just direct, hands-on management from an industry veteran with 8+ years of proven results.
Direct management of your accounts. Your strategy is never handed off.
I never take a percentage of spend; my goal is to save you money, not spend it.
Comprehensive updates and direct Slack access. You'll never have to wonder what's happening in your account.
From GTM tagging to Power BI visualisation. I handle the entire technical stack so data is never lost.
Proven success across e-commerce, B2B SaaS, and local service sectors with 8+ years of dedicated experience.
Navigated the shift from manual bidding to data driven strategies. I know which automated features to trust and which to disable.
Book a strategy session to see the exact framework used to drive scalable, profitable results from Meta Ads.
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