Meta Ads audit checklist
The 47-point audit I run on every new client account. It catches the silent budget leaks most agencies miss.
Request it freeTools, templates and notes from real accounts.
The frameworks, checklists and calculators I use with clients. Request any of them free and I’ll send it to your inbox.
TikTok hook library
100+ proven opening hooks for TikTok ads, organized by niche. Saves weeks of creative brainstorming.
Request it freeGoogle Ads structure template
My account structure for Search and Performance Max, with naming conventions, negative keyword lists and a bidding playbook.
Request it freeCreative testing framework
How to test 20+ creatives a week without wrecking your account.
Request it freeCAC and LTV calculator
Enter your numbers and get your break-even CAC, maximum bid and payback period.
Request it freeBrand performance playbook
How to build a brand that performs, combining brand-building with direct response.
Request it freeGet a resource
Tell me where to send it. I send these myself, usually within 24 hours.
Tools I actually use
- Motion / AdrielReportingCross-platform ad reporting that pulls Meta, TikTok and Google into one clean view.
- Triple WhaleAttributionThe attribution tool I trust most for D2C brands. It goes beyond platform-reported numbers.
- ForeplayCreative researchThe best ad library for saving competitor creative and building reference boards for new concepts.
- KlaviyoEmail and retentionEmail and SMS for e-commerce: the retention layer that turns one-time buyers into repeat customers.
- Hotjar / Microsoft ClarityCRO researchSession recordings and heatmaps that show where your ad traffic is leaking.
- GA4 and server-side GTMTrackingServer-side tagging with a proper Conversions API setup. The foundation everything else is built on.
Coming to the journal
Long-form breakdowns from real accounts. Subscribe and you’ll get each one when it’s published, about every other week.
- Meta AdsWhy most scaling advice is wrongWhy the old audience-expansion playbook stopped working, and what replaced it.
- TikTokAnatomy of a TikTok ad that drove $1MA frame-by-frame breakdown of one creative and the tracked revenue behind it.
- StrategyThe hidden cost of attributionWhy your “best” channel might be losing money, and how to see what’s really working.
- Google AdsPerformance Max: friend or enemy?When PMax works, when it doesn’t, and how to keep it on a leash.