by Chris Thomas | May 14, 2026 | Article
A founder messaged me in March: “We’ve doubled our Meta spend and revenue has only grown 30%. What’s broken?” Nothing was broken. They were running a 2023 operating model on a 2026 system. Their creative pool was too thin, their structure was... by Chris Thomas | May 14, 2026 | Article
Last September I sat with a client whose Meta ROAS had dropped from 4.1x to 2.6x in eight weeks. No changes to creative, budget, structure, or targeting. The platform looked broken. We dug in. Their dev team had pushed a tag-manager update that quietly broke 31% of... by Chris Thomas | May 14, 2026 | Article
I audited a £140k-a-month Meta account last month that had 47 active ad sets. The agency running it called this “comprehensive coverage.” Three of those ad sets were spending 71% of the budget. The other 44 were eating fees and confusing the algorithm.... by Chris Thomas | May 14, 2026 | Article
In 2012 I used to download spreadsheets of every search keyword and manually change bids by plus or minus 10%. That was the job. Six years later most of that work had been swallowed by Smart Bidding. I haven’t manually adjusted a keyword bid since 2019. That... by Chris Thomas | May 14, 2026 | Article
A founder asked us last month how many ads his agency should be producing for his Meta account. He was spending £85k a month. The agency was shipping six ads a fortnight. He thought that sounded fine because his previous agency had shipped four. He was wrong by...