Media buying methods — from a real account, not theory.
How I recover crashes, scale without killing ROAS, and design statics that convert — with the real numbers behind every rule.
Most media-buying content online is written by people who don't run accounts. This playbook is the opposite: every method here was extracted from a real DTC account I run — E£3.42M of managed spend, E£18.77M of tracked revenue, a full year of crashes, recoveries and scale-ups. Real numbers, real failures, and the operating rules they produced. Use it freely — and if you'd rather have the person who wrote it run your account, that's here.
The red day: how I recover a Meta ROAS crash in 1–2 days.
The 4 types of ROAS drops, the recovery formula proven across 11 real crashes, and why 'new ideas' appear in zero successful recoveries.
Read the playbook →Playbook · ScalingScaling is a structure problem, not a budget problem.
Why stacking budget kills winners, the ad-set caps that saved an account, and the duplication method that scaled a month to E£2.27M at 8.29x.
Read the playbook →Playbook · CreativeStatic ads that convert are argued, not decorated.
Why 'beautiful' statics fail, the 5 angle families that sell, and the data showing a fresh statics batch out-recovers every other account lever.
Read the playbook →The Red-Day Checklist
The exact 10-step diagnostic I run when an account crashes — before touching a single campaign. Free, printable, no email required.
Get the checklist →