Insights on paid social.
Practical perspectives on paid social advertising, channels, ad content and measurement. No unnecessary jargon.
What does paid social advertising cost a business in 2026?
The cost of paid social isn't just the media budget shown in Ads Manager. A functioning package is made up of media, expert work, ad content, measurement and landing page development.
Read the article →When does it pay to outsource paid social – and when doesn't it?
Outsourcing paid social pays off when a company needs more expertise, time or systematic process than its own team has available. Outsourcing, however, doesn't remove the company's responsibility for its goals.
Read the article →How should you allocate a Meta ads budget?
Allocating a Meta budget doesn't start with a percentage table but with the goal, the cost of conversion and the amount of data available. A good structure concentrates the budget on the most important objective and reserves a controlled share for testing.
Read the article →Meta ads not delivering results – where should you look for the problem?
The problem may sit much earlier or much later in the customer journey than the targeting. Troubleshooting should proceed in order: measurement, goal, offer, ad content, structure and website.
Read the article →TikTok advertising for businesses: when is it worth testing the channel?
TikTok isn't just a visibility channel for youth brands, but it's also not an automatic growth solution for everyone. It's worth testing when the audience, product and content capacity support it.
Read the article →Meta or TikTok – which should get your ad budget?
Meta and TikTok aren't two identical ad networks with different logos. The choice depends on the customer journey, content capacity and goal.
Read the article →TikTok, Facebook, Instagram, Snapchat or LinkedIn – how do ad channels differ?
People behave differently in each environment, and each ad system offers different strengths. Often the best solution is one clear main channel plus carefully chosen secondary channels.
Read the article →Creative testing: how to test so you can actually learn from the results?
A good test starts with a business question, isolates a variable and produces a decision. The point isn't just to find the momentarily best ad, but to build knowledge.
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