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
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... by Chris Thomas | May 14, 2026 | Article
Last quarter Silvertip ran two campaigns for the same client. Same product, same offer, the same creative budget split down the middle. One was Advantage+ with broad targeting and nine creatives. The other was the structure we’d been running for three years:...