Nexlevelads

10/01/2025

Was catching up with a friend who runs paid media for a SaaS company.

We ended up talking about Meta’s AI systems and honestly, they’re so powerful once you understand how they actually work.

Here’s the quick version:

Lattice → The Pattern-Learning Brain

• It notices patterns across your entire ad account.
• When one campaign flops, it affects the others too.
• When something works well, that success can “rub off” on other campaigns.

💡 Weak ads hurt your whole account. Strong ones lift everything.

GEM → The Personalization Engine

• This decides who sees what ad.
• It tries to show the right message to the right person.
• But it needs variety. If your ads all look and sound the same, GEM can’t do its job.

💡 The more diverse and personalized your creatives, the better your results.

Andromeda → The Gatekeeper

• This decides whether your ad is even allowed to show.
• If Meta thinks your ad isn’t good enough? It doesn’t get shown. Simple as that.
• The better your ad quality, the cheaper your costs.

💡 Not all ads get a chance. Quality = access.

Sequence Learning → The Guide

• It tries to lead people step-by-step to take action.
• If your ad says one thing, but the landing page says another? People drop off.
• This system rewards brands that create smooth, consistent journeys.

💡 Your ad and landing page should feel like one story, not a mismatch.

Here's the way I’ve learned to think about it:

1. Creative diversity is non-negotiable.
2. Sequence your story.
3. Target pain points, beliefs, layer customer testimonials, and add clear CTAs.
4. Cut underperformers fast.

And if your account suddenly starts doing worse for no reason?

Check if one campaign is secretly dragging everything down.

That’s Lattice at work.

09/29/2025

Just audited two ecommerce campaigns and saw the same red flag in both.

They were excited about their branded campaigns.
High ROAS, great numbers, top performers.

They were spending $10–15K/month on Google, split between Shopping and Search.

And yeah, the branded campaigns were crushing it.

But let me tell you why this is a problem:

1. They’re paying for guaranteed traffic

• It's like paying for something you already own
• These are people searching their brand name
• They would've converted anyway
• Wasting budget on sure things

2. Their non-branded campaigns are weak

• Less than 10% impression share
• Missing out on new customers
• Letting competitors grab market share
• Barely showing up for valuable searches

3. They’re looking at the wrong metrics

• Celebrating high ROAS on branded
• Ignoring poor performance elsewhere
• Getting comfortable with easy wins
• Missing real growth opportunities

And because branded ROAS looks great on reports...
no one’s noticing how the rest of the account is underperforming.

Here’s what I would do if I were managing those accounts:

→ Redirect budget to non-branded search
→ Slash branded campaign spend
→ Push harder on competitive terms
→ Test new keyword territories
→ Scale Shopping campaigns with better structure

The thing is... branded campaigns should perform well.
That’s not the actual strategy, that’s the baseline.

Growth is what comes from the hard work.

From showing up when someone doesn’t know your name yet.
From capturing demand before it gets to your competitors.

So if your ad account looks great on the surface but something feels off?

It’s worth asking...


Are we just optimizing for what’s easy…
or building systems that show real growth?

---

Hi, I’m Joan.
Follow me for practical breakdowns, ad clean-up strategies, and real results.



"

09/26/2025

My desk gets messy sometimes (currently serving as a cat shelf)...
But I make sure that the dashboards are always clean.

I don't want clutter or fluff on them.
Just the numbers that matter and what to do next.

It's not just about how the ads perform.
I also care about how it FEELS to look at the data.

The business owners I work with are already carrying a lot. They don’t need more chaos.
They need to see things clearly so they can lead better.

And helping them get that clarity is one of my favorite parts of the job. ☺️

09/24/2025

Most $5K/month ad accounts I've seen are not working because of scattered structure and messy tracking.

50+ keywords in one ad group.
Budgets split across too many campaigns.
Conversion signals all over the place.

If the platform doesn’t know what a good lead looks like...
how can it optimize to get you what you want?

In 2025, the game isn’t “do more.”
It’s focus, clean signals, and systems that actually get you results.

09/22/2025

Maybe in an ideal world, nobody’s wasting their ad budget.

Not in this world, though.

I was auditing five different accounts last week, and saw the same problems again and again.

Ecommerce, services, tech.
Different industries. Same issues.

All spending around $5K/month. Like, what?

Let me tell you what I saw while sweeping the accounts:

• 50+ keywords crammed into one ad group
• Search network left on, even with a small budget
• Budgets scattered across too many campaigns
• Conversion tracking all over the place with the wrong settings, no values, double-counted events

It honestly felt like some of these setups hadn’t been touched since the early 2000s. I need to stop myself from facepalming.

And yeah, maybe they look ""okay"" on the surface, but they quietly break the system.

""How?"" you might ask.

Good question.

Here's what happens:

• The budget gets spread too thin so the campaigns don’t learn fast enough
• The ads that could’ve worked get buried before they have a chance
• Nothing gets out of the “learning” phase
• With messy tracking, the platform just shows your ads to the wrong people

What most advertisers don’t realize is that you DON'T need more tools. (I mean, you probably have too much already?)

What you need is more FOCUS.

What actually works now (yes, in 2025):

→ Simple campaign structure
→ Clean, accurate tracking
→ Clear signals that teach the platform who your best customers are
→ Systems for testing creative, not one-off, ideas
→ Watching not just ROAS, but the marginal cost of every result

What you don’t need:

x Keyword overload
x All networks turned on “just in case”
x Every shiny feature activated (hello AI Max)
x Campaigns chasing every possible search

Because here’s the truth:

→ Testing only works if you have enough data
→ Small budgets need to be treated like sniper fire, not shotgun blasts
→ AI could be smart, but only if you feed it good signals
→ In paid ads, less is often more

If your campaigns feel messy, expensive, or inconsistent... it might not be your offer causing the issue. You just need a system that actually works.

This is why founders bring me in as a fractional growth marketer.

I simplify, clean up, and rebuild campaigns that actually scale.

And even after all these years auditing accounts…

I am still shocked with how often the basics are missed.

---

Hi, I’m Joan.
Follow me for practical breakdowns, ad clean-up strategies, and real results.

09/21/2025

09/19/2025

What do you do with $1M in unused budget... in Q4?

In late 2023, a B2B SaaS company came to me with this exact challenge.

They hadn’t run ads in over two years.
They needed 15,000 new users before December ended.
It was already October.

And we all know... B2B acquisition slows down in the last two weeks of December.

So realistically... we had just 6 weeks.

Here was the acquisition goal:
• 5,500 PRO trial users @ $150 CPA
• 60% trial-to-paid conversion
• All-in on Meta, Google, and YouTube

Here’s what happened:

We ended the campaign with:
✅ 15,095 PRO users (274% of goal)
✅ 9,057 paying users (275% of goal)
✅ $78 CPA for PRO, $131 per paying customer

Platform breakdown:
Meta → 6,540 PRO @ $85 | 3,924 Paying @ $141
Google → 5,487 PRO @ $69 | 3,292 Paying @ $119
YouTube → 3,068 PRO @ $76 | 1,841 Paying @ $127

All in just 6 weeks.

What worked:
→ Prioritized high-LTV, English-speaking regions
→ Used credit card–connected trials as the core conversion signal
→ Balanced performance with awareness + influencer targeting — without diluting CAC

And the real takeaway from this is that ANYONE can spend $1M. But doing it with discipline, efficiency, and zero margin for error is a different game entirely.

Growth doesn’t come from hacks. It comes from clean systems that scale without breaking.

If you’re a founder or CMO preparing for Q4... is your system ready to scale under pressure?

----------

Hi, I’m Joan.

Follow me for practical breakdowns, ad clean-up strategies, and real results.

09/17/2025

Yesterday I reviewed an ad account spending $6K AUD/month.

3 search campaigns split by state.
1 Performance Max.
8–10 ad groups per campaign.
20+ keywords stuffed into each one.

The budget was spread thin.
And the structure was very outdated and all over the place.

I pulled every converting search term since January,
then consolidated the whole thing with just one ad group per state.... clean and focused.

Three days later, the client messaged:

“We had 11 calls in one day, on a Saturday! That hasn’t happened in months!”

More campaigns or more budget doesn't always mean growth will happen.

It comes from clarity.
From removing the clutter, so every dollar helps the algorithm find your best customers.

That’s the kind of cleanup I do.

—

Hi, I’m Joan.
I run paid media for SaaS teams who need real results, not more ad noise.
Plug-and-play performance marketing that cuts CAC, drives revenue, and frees up your team to scale.

09/15/2025

Ad platforms will spend your budget… fast.
And without the right signals, they’ll just find more of the wrong people.

So how do you fix it?

→ Feed your CRM data back into your campaigns.
→ Let the algorithm learn who your REAL customers actually are.

Simple in theory.
But most teams skip it... not because they don’t care,
but because they’re overwhelmed.

That’s where I come in.
I help clean it all up and make sure your budget starts working smarter.

—

Hi, I’m Joan.
I run paid media for SaaS teams who need real results, not more ad noise.
Plug-and-play performance marketing that cuts CAC, drives revenue, and frees up your team to scale.

12/11/2023

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