Meta Ads
Meta ads, pointed at something built to convert
Paid traffic is a lever, not a lifeline. I run Meta ads as distribution for creative that already works — pointed at a site built to convert, so every dollar compounds instead of leaks.
Ads don't fix a leaky site. They drain it faster.
Here's the thing nobody selling you ads will say out loud: paid traffic doesn't create demand, it reveals what you already built. Point spend at a site that converts and every dollar compounds. Point it at one that doesn't and you've just bought a louder way to lose. Ads are fuel for a fire that's already lit, never a match thrown at wet wood. So I run them one way only — pointed at a place built to turn the right person into a booked job.
The site is the engine. Ads are the fuel.
You can pour the best fuel in the world into a car with no engine and it goes nowhere. That's most ad budgets. The engine is the site — the thing that takes a stranger's attention and does something with it. Ads only move what's already built to move. Get the order right and paid stops feeling like a bill and starts feeling like a lever. That's why I won't run ads at a site that can't hold them. It's not precious. It's math.
How I run it
No spray and pray. No twelve-audience science fair while your budget burns. Ads are distribution for strong creative — so the creative and the destination come first, and the spend follows them.
- Creative-first campaigns — the ad earns the click before any targeting does
- Audiences built around the offer — pointed at the people the work is actually for
- Aimed at a converting site — every click lands somewhere built to close, never a dead end
- Measured, tuned and scaled — we find what works on a small spend before we feed it
- One direct line — the person running the ads is the person who built the site
Ads are fuel for a fire that’s already lit.
The approach
Foundation first
Before a dollar goes out, the site has to earn it. If the place the traffic lands isn't built to convert, we fix that first — usually it's the web build doing the heavy lifting. Ads come after the engine runs.Creative
The ad has to stop the scroll and say the true thing — not the clever thing. We build creative that reads like you on your best day and points straight at the offer. This is where most budgets are won or lost, so it's where the work goes.Distribute & scale
Start small, read the signal, cut what's noise and feed what's working. No vanity metrics — we track the one number that pays your bills. When a campaign proves itself, we scale it on purpose, not on a hunch.Do I need a site first?
Honestly — almost always, yes. Ads can't convert what isn't built to convert, and sending paid traffic to a weak site is the fastest way to decide "ads don't work" when the ads were never the problem. If your site already closes, we run paid against it. If it doesn't, we start with the build and the ads become the easy part. I'll tell you which camp you're in on the first call.
What's the spend, and what's the cost?
Two separate numbers, and I keep them honest. Your ad spend goes straight to Meta — that's yours, and we'll set a level worth reading signal from. My fee is one fixed number we agree on the first call, no creeping retainers or surprise percentages. Projects start at $2,000, and you'll know the full figure before anything starts.
Is there a founding rate?
Yes, and I'll say it plainly so there's no false urgency. I'm taking on a small number of founding projects at a founder rate, in exchange for the right to use the work as a case study once it ships. It's a real trade — you get a better number, I get proof I can point to while the portfolio is still young. When those slots are spoken for, they're spoken for. Ask on the first call and I'll tell you straight whether one is still open.
Let's point the fuel at something built to burn
Tell me what you're selling and who it's for. I read every message myself and reply within about two days. Start a project and we'll get the order right — engine first, fuel second.