Paid acquisition

I have been buying media since 2013, mostly for app installs, fintech funnels and e-commerce: Google Ads and UAC, Meta including CPAS, TikTok, DSP inventory, ad networks and Apple Search Ads. The channels differ. The discipline does not.

The audit nobody enjoys

Most accounts I inherit are competing with themselves — overlapping audiences, campaigns bidding on the same users, a structure built for a launch two years ago, creative that stopped being refreshed the moment it started working. I consolidate before I scale, because pushing budget into a broken structure only buys the same mistake faster.

How the work runs

Once the base is clean the job becomes weekly and unspectacular: read the numbers, cut what is not paying back, move budget toward the cohorts that survive past month three, and keep a creative pipeline running so fatigue never becomes an emergency.

Spend targets make a poor master. I run against a CAC guardrail tied to payback, agreed with finance before the money moves, so scaling decisions are arithmetic instead of argument.

Across markets and categories

Regulated categories change the mechanics — approval cycles, restricted claims, KYC drop-off between the click and a funded account. Measurement has to reach past the install into the part of the funnel that actually earns, or the channel optimises toward users who never convert.

What you end up with

• One structure per objective, named so anyone can navigate it
• Budget allocated by incremental payback, not last-click credit
• A creative cadence that keeps performance from decaying quietly
• Accounts you could hand to someone else tomorrow