Marketing
Lessons from 50M impressions across Meta, TikTok, and LinkedIn.
Creative fatigue is accelerating, CPMs are stabilising, and signal loss is forcing marketers to rebuild their reporting stacks. Here is the fresh playbook we hand to every new client.
We found that 63% of social ad accounts we inherited were relying on creatives older than six weeks. In 2024 you should treat creative as inventory—set a cadence to launch two new concepts every fortnight and retire anything below benchmark click-through-rate.
Meta and TikTok algorithms crave clean conversion data. Use Conversion APIs or server-side GTM to pass revenue and funnel stage events, then allow the platform to work with broad audiences. Layering interests on top of weak signals will cap delivery.
Landing page speed and narrative cohesion have never mattered more. Match your hook to the hero section, keep forms above the fold, and use progressive disclosure to maintain momentum. Every extra field is paid for in ad dollars.
