Playbooks, teardowns and operator thinking on AI creative, paid social and growth economics.
Creative used to be the bottleneck of every paid campaign. Frontier image models flipped the economics — here is how high-performing teams use them without producing generic slop.
Most dashboards celebrate the wrong number. A practical breakdown of ROAS, ROI, CPA, and the blended metrics operators actually make decisions with.
Detailed audience targeting is mostly gone. Advantage+ decides who sees your ads — your creative decides who responds. Here is the playbook.
Most creative tests are statistically meaningless theatre. How to run tests that produce real winners — and what to do with them.
AI creative costs are real money. Why credit-based budgeting beats per-seat pricing, and how to think about cost-per-winning-asset.