Running paid traffic profitably — ROI, creative testing, winning angles and the discipline that separates scale from waste.
What media buyers actually do day to day: testing creatives, reading data, managing spend and scaling the campaigns that turn a profit.
Core · 11 min readHow to structure paid campaigns: the campaign / ad set / ad hierarchy, ABO vs CBO, one concept per ad set, naming conventions, and how structure fe...
Advanced · 14 min readThe algorithm handles targeting now; creative is what you control.
Advanced · 12 min readThe angle is the highest-leverage decision in a campaign — the specific reason THIS audience wants THIS offer.
Core · 11 min readHow to split a media buying budget: testing vs scaling, per-creative test budgets, daily vs lifetime, keeping a reserve, and scaling increments tha...
Advanced · 12 min readThe daily and weekly optimisation loop: read the data, decide, then act — rules-based thresholds for scale, hold or kill, funnel-stage priorities,...
Advanced · 12 min readHow to scale a profitable campaign without breaking it: vertical vs horizontal scaling, protecting the learning phase, watching CPA and ROAS, diver...
Core · 11 min readRisk control for media buyers: capping downside on tests, account and ban risk, creative compliance, cash-flow and payment-term exposure, diversifi...
Core · 5 min readROI vs ROAS: what each metric really measures, why they tell different stories, and which one to optimise when scaling paid traffic profitably.
Reference · 5 min readThe media buying vocabulary that matters: CPM, CTR, ROAS, bid, frequency and creatives — defined the way buyers use them on live campaigns.
