Insights
What actually works in paid social right now
Straight answers on Meta ads, creative testing and AI ad creative, from the team running them for brands across the US, UK, GCC and EU.
Latest · 6 min read
Meta Advantage+ shopping campaigns: when they work, when they hide a problem, and how to feed them creative
When Meta Advantage+ shopping campaigns suit an ecommerce brand, when they hide a creative problem, and what to feed them so they find buyers.
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- · 6 min readShopify Facebook ads: how to set up a store for Meta, and what decides whether it sellsHow to set up a Shopify store for Meta ads: tracking, catalogue and a simple first campaign, and why the creative decides whether it sells.Read the article
- · 6 min readAd creative fatigue on Meta: the signs, how fast it hits, and how to refresh without resetting learningHow to spot ad creative fatigue on Meta, how quickly it arrives, and how to refresh creative without wrecking what the account has learned.Read the article
- · 7 min readStatic vs video ads on Meta: when statics win, when video wins, and how to find out for your brandStatic or video ads on Meta? Statics tend to win on price-led offers and warm buyers, video on products that need showing. What we see across our accounts.Read the article
- · 8 min readFacebook ads agency vs in house: what each really costs, what each produces, and who should do whichAgency or in-house for Meta ads? Compare the real cost, the creative output each can sustain, and the split that works at your spend level.Read the article
- · 8 min readWhat UGC ads cost in 2026: creator vs AI avatar vs founder-led, and when each one pays backA UGC creator video costs about $150 to $212 before usage rights. AI avatars and founder videos cost less. What matters is what each costs per winning ad.Read the article
- · 8 min readAI ad creative in 2026: what it is good at, where it fails, and where people still winWhat AI ad creative does well in 2026, where it still fails on real ad accounts, and the parts of a winning ad that still need a person.Read the article
- · 9 min readHow many ads should you run on Meta? Weekly volume by spend level, and why the creative is now the targetingHow many new Meta ads to launch each week at your spend level, how many to keep live, and why volume only helps when your budget can read it.Read the article
- · 7 min readCreative testing budget on Meta: how many ads to test, what each needs, and when to call a winnerHow much to spend testing new Meta ads, how many to launch at once, and how many results you need before you call a winner or a loser.Read the article
- · 9 min readWhy your Meta ROAS dropped: the usual causes in order, and how to tell which one it isThe four usual reasons Meta ROAS drops, in the order to check them: measurement, creative fatigue, the offer, then audience overlap. How to tell which is yours.Read the article
- · 8 min readMeta ads agency UK: what a good one does in 2026, what to ask, and the red flagsWhat a good UK Meta ads agency actually does each week in 2026, the questions to ask before you sign, and the red flags that cost brands months.Read the article