Media buying

Which platforms do you buy on?

Meta (Facebook and Instagram) and TikTok, including creative for TikTok Shop's GMV Max campaigns. We don't buy search, connected TV or other channels.

What happens in the first weeks?

An account audit comes first: structure, tracking, past winners and what fatigued. Then a tracking check, because a test is only as good as the conversion data behind it. Onboarding moves as fast as those checks allow: once access and tracking pass, the first round of creative tests starts, built from the audit rather than a blank page.

How is budget split between testing and scaling?

Testing gets a protected share, so new concepts get enough spend to read. Scaling gets the rest, behind the ads that already beat the current best on your main result. The split moves with your spend and how fast creative fatigues. We don't publish a fixed ratio because the right one depends on the account.

When does an ad get more budget?

When it beats the current best ad on the result your account is built around, with enough spend behind it to trust the gap. Early signals like hook rate show whether the opening works. Cost per result shows whether the ad works. We want both before we scale.

How does buying feed creative?

Every decision goes into a log: what changed, why, what data we had, and when we'll look again. That log becomes the next creative brief. See Performance creative.