What this is

I spent years on the platform side, in leadership roles at Meta and Snap, managing hundreds of millions in ad spend. The best in-house teams I worked with had a senior partner manager on the Meta side: someone who could look at an account and say exactly what was wrong, what to do, and what to ignore. Meta has since pulled those people from all but its largest accounts. This is that person, rebuilt as a tool.

It is built for the marketer running paid social in-house without that senior voice in their corner. Answer a few questions about your campaign, your numbers, or your setup, and you get a structured answer with the reasoning behind it. No generic tips, no course upsell, and a straight answer when the honest call is to spend less or not at all.

Try it on your site →

Who this is for

Built for the in-house marketer or growth lead running real spend on Meta, accountable to a founder or a board, without a rep or a senior expert to check the call. If you can already run a campaign but keep hitting judgment calls with no one to ask, this is for you.

→In-house marketers and growth leads at scaling brands who lost their platform rep

→Founders and operators spending real money who want the mechanics, not beginner tips

→Anyone who has to prove to a boss that the number is real, not just what the platform claims

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

Anyone running real spend without a senior expert in their corner should still be able to make the call a senior expert would make, and prove it. That's what this 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

→A straight answer when the honest call is to spend less, or not at all

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.

Book a Call →