Meta, TikTok, LinkedIn — the platform is just a channel. The creative strategy and audience targeting behind it are what determine whether it works. I test hard, kill losers fast, and scale winners. No 'let's give it more time' when something clearly isn't working.
Where most social budgets go and where most go wrong. Audience building, creative testing, retargeting funnels — run with the same discipline as search.
TikTok rewards creative that feels native, not polished. If your ads look like ads, they get skipped. I work on content strategy alongside targeting to work with the algorithm, not against it.
The most expensive CPMs in paid social — which only makes sense when you're targeting the right people. Lead gen forms, sponsored content, message ads built around your actual ICP.
Cold audiences, warm retargeting, past customers, CRM lists — a proper audience architecture beats broad targeting every time.
The fastest way to improve social performance is testing creative, not tweaking targeting. Structured tests that actually tell you something, not random A/B tests with underpowered sample sizes.
Social attribution is genuinely complicated. Proper UTM structures, cross-referencing platform data with your actual backend numbers, and a realistic picture of what social actually contributes.
Most social ad failures aren't targeting problems — they're creative problems. Before touching campaign structure, I want to understand what's already working organically, what your best customers respond to, and what offers have driven results. Creative built on real insight outperforms creative that just looks good.
A single broad audience targeting 'people aged 25-54 interested in your category' is not a strategy. Proper architecture means separate campaigns for cold traffic, warm retargeting, and existing customers — each with creative and messaging matched to where that person is in their relationship with your brand.
You can't learn from a test with 200 impressions split across 6 variations. Proper creative testing means isolating variables, running each to statistical significance, and making decisions based on data — not which ad the account manager thinks looks better.
I've managed brands that scaled entirely on Meta and others where TikTok drove everything. Platform selection should follow your audience and your product, not whatever platform is getting press this month. I'll tell you honestly where your budget is most likely to work.
Start with an honest audit of what your current social campaigns are actually doing — and what they should be doing instead.