Jonas Sluijs
Former Meta & Snap growth lead
Former Meta & Snap growth lead
About
What this is
I led growth at Meta and Snap, managing hundreds of millions in ad spend. The best advertisers I worked with had access to senior account managers who could look at a campaign and tell them exactly what was wrong and what to do about it. Most businesses don't get that.
This tool gives you that same guidance for free. Answer a few questions about your campaign, your numbers, or your setup. You'll get a structured answer with the reasoning behind what to do and why. No generic tips, no course upsell.
Start with Campaign Setup →Why this exists
I spent years at Meta watching businesses waste money on problems that were completely fixable. The advice they needed already existed. It just lived inside agency relationships or platform conversations most advertisers never get access to.
The companies that scaled weren't smarter. They simply had someone in their corner who understood how the algorithm actually behaves, which metrics matter and which don't, the handful of mistakes that kill performance, and what to change when results stall.
Everyone else was guessing. paid.social exists to close that gap.
Mission
Someone running ads without an agency, without a rep, and without a large budget should still be able to make good decisions. That's what this tool does.
Background
Meta (Facebook)
Led growth across Europe and worked on the #1 EMEA partnership with Booking.com. That's where I learned how the auction and delivery systems actually behave, why some accounts scale while others plateau, and the recurring mistakes most advertisers never identify.
Snap
Worked with 250 of the biggest growth companies across Northern Europe. Experience across both Meta and Snap made clear what is platform-specific and what is universal across paid social.
$500M+ in spend
Across companies including Booking.com, Disney, and Takeaway.com. At that scale, patterns become obvious. Most performance problems reduce to the same few root causes, repeated.
What paid.social is
Not tutorials. Not generic advice. Specific, conditional guidance based on your actual situation. The kind that used to require an agency retainer or a direct line to a platform rep.
→Setup that accounts for your budget, pixel quality, and business type
→Diagnosis ranked by root cause, not symptom
→Creative briefs built around your audience temperature and format
→B2B playbook for the accounts standard advice breaks
The tool handles the common cases. The 30-minute call handles the edge cases. That's the right division of labour.
Recently shipped
Full changelog →
New
The Library
A searchable library of ad plans for brands you know, from Zalando to Whoop. Browse it.
New
Subscriptions
The planner now models subscription businesses on payback and LTV, not one-time ROAS, across all four platforms.
Improved
New look
Rebuilt on a cleaner design system and made fully responsive on mobile.
What's next
Next
More brands
Growing the library with more brands people recognise, across every business model.
Planned
Snap
Direct platform experience makes this a natural next channel to add.
Planned
Weekly
Paid Social Weekly: one thing that changed in paid social, and what to do about it.
Take it further
Free 30-minute strategy call
A short call to see whether I can help, and how. It is not an account audit and not a pitch. If it is not a fit, I will tell you.