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Insights

Case studies, playbooks and notes.

Real engagements written up properly, plus the methods behind them. Clients are anonymised unless they’ve said otherwise.

Case studies

Full write-ups of real engagements, with clients anonymised.

Case study 26 Aug 2026 Cracking the trust barrier for a real-money skill gaming app No campaign history, no winning creative, and a category Meta treats as gambling-adjacent. Here's the creative formula that took cost per purchase down 57% from a zero baseline.

Playbooks

Repeatable methods you can run yourself.

Playbook 20 Aug 2026 How I work through a growth brief, end to end A five-part brief: raw data analysis, a weekly media buying review, creative concepting, a difficult client conversation, and competitor research at scale. Here's how I approached each one.

Notes

Shorter thoughts on measurement, media buying and creative.

Note 9 Sept 2026 The first thing I check in any ad account Before I touch a budget I make sure the numbers agree with each other. Here's the short version.