Paid ads

Over the years, I’ve written on this very substack about different steps involved in developing good advertising. First, you have to know your audience and generate messaging and scripts. Then, at som...

They say keep your friends close and your enemies closer. Now in the online advertising world, your competitors aren’t exactly your enemies (unless you take life way too seriously and in which case yo...

From how-to tutorials for homemade candles to behind-the-scenes footage of food trucks, we've seen small businesses leverage TikTok to tell their stories and build community. For small business owners...

If you’re a frequent flier on DTC Twitter (sorry, X…), you may have noticed some discourse around Meta ads in March. When we took a look at a subset of brands (~3,000 doing $1M in annual GMV) in the m...

It’s very annoying to set up an ads design file and I’m here to make it easier! Google ads, for example, require a lot of ad dimensions depending on your marketing campaign needs. I once had to design...