resources · articles
In-depth articles on cross-channel paid media.
Your personas, the auction, creative fatigue, zero-ROAS creatives, organic: what Meta decides from your creatives, and what is still in your hands. Long, dated articles for heads of growth.
by topic
Sorted by topic, newest first.
creative strategy
Creative strategy
Personas, volume, fatigue, organic: what your creatives decide on Meta, and how to build them.
- Oct 19, 2026 · 8 min read
Organic and paid on Meta: the question of how they connect is the wrong one
Organic and paid on Meta: an obvious link, theoretical, technical and human, but hard to measure. The useful question is about the creative system.
- Oct 18, 2026 · 9 min read
Creative fatigue on Meta: why an ad that worked always ends up running out of steam
On Meta, an ad that worked eventually runs out of steam: frequency climbs and the audience cools down. How creative fatigue works, and how to get ahead of it.
- Oct 17, 2026 · 7 min read
Making more creatives on Meta: volume needs diversity and specificity
Making more creatives is not enough on Meta. To cover your market, each creative has to go after a different pocket of the audience, with precision.
- Oct 11, 2026 · 11 min read
“We know our personas”: why that certainty costs you on Meta
On Meta, your creatives do the targeting. A vague persona brings in visitors who don’t buy. Three criteria for personas that convert.
platforms
Platforms
How Meta delivers your ads since Andromeda, from the auction to targeting, and what is still in your hands.
- Oct 17, 2026 · 10 min read
“Media buying is dead”: what Meta has automated, and what is still in your hands
Meta automated targeting and bidding so it could charge a higher CPM. Your performance now plays out in the creative and the post-click. Here is why.
- Oct 17, 2026 · 11 min read
Pay more to win the Meta auction? Your creative outweighs your bid
On Meta, a cheaper ad can win the auction. Relevance and quality weigh more than the bid, and they bring your CPM down. Here is how it works.
decisions
Decisions and measurement
Read what Ads Manager shows, and decide without breaking what drives sales.
Every week, one in-depth cross-channel paid media topic, broken down.
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