10 years on the tools. I love performance marketing strategy, creative testing & data analysis for e-commerce brands. I hate bad work.
Aug 27, 2026
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3 min read
The biggest update in Meta ads history has spun off a lot of narratives. Let's unpack three of them.
Ad-copy
+2
Aug 6, 2026
4 min read
Spotlighting a bad search ad and breaking down a much better one.
Jul 29, 2026
An entry-level guide to Digital Marketing's most neglected topic.
UX
Jul 14, 2026
Rating three brands on their ability to capture first party data before I bounce.
Strategy
Jul 2, 2026
Brand interest. Site conversion. Retention. Here's how to diagnose which one is getting in the way of growth.
Meta-Ads
Jun 23, 2026
Ask yourself these three questions before finalising your next media plan.
Creative
Jun 16, 2026
Four crafty ways to produce more ads when you're light on resources.
Jun 2, 2026
My non-negotiables when it comes to Meta creative vs. things actually worth testing.
+3
May 26, 2026
The seemingly small UX features that keep people in discovery mode.
May 12, 2026
2 min read
How to check if your landing page strategy is data-led or vibes-led.
Structure
May 5, 2026
When splitting inventory makes the most sense and when it doesn't.
+1
Apr 28, 2026
The unsolicited advice that followed and most importantly, did I give them my money?
Apr 21, 2026
A written plea to advertisers to stop neglecting PMax. Do this at the very least.
Apr 14, 2026
But there is a process, and a good feedback loop is the most important part.
Apr 7, 2026
Why polish doesn't equal performance, and what actually drives the click instead.
Mar 31, 2026
5 min read
Why I'm prioritising answer engine optimisation over agentic commerce this year.
Mar 25, 2026
How certain settings let Meta claim credit for sales you'd already earned.
