Tiny Shell Media (2026)

28/04/2026

🚩 The biggest red flag when you're looking for a paid social partner?

They promise you specific results before they've seen your account.

"We'll get you a 5x ROAS." "We'll cut your CPA in half." "We'll double your revenue in 90 days."

Anyone who's actually done this job for any length of time knows that you can't promise specific numbers until you either see them in ads manager with your own eyes or the numbers are there to back it up.

The creative, the landing pages, the offer, the market, the budget, the history... it all matters.

What you CAN promise is a clear process, honest communication, and a genuine commitment to making it work.

If someone's leading with guaranteed results, ask them how. If the answer is vague, sounds like a cookie cutter formula or they get defensive... there's your answer.

Paid Social | Marketing | Digital Marketing | E-Commerce | Marketing Managers | Hiring Paid Social Agency

24/04/2026

I'm going to say something that might upset a few people.

Stop blindly following guru advice.

"The gold standard is Advantage+ Shopping." "You MUST use Performance+ campaigns." "Broad targeting is the only way." etc, etc, etc!!

I've heard all of it. And every single time, when we actually test it... sometimes it works. And sometimes the old approach works better.

The problem isn't the advice. It's treating it like gospel and a non-negotiable to follow it.

What works for a DTC skincare brand spending 50k a month is not necessarily what works for a regional service business spending 3k. The budgets are different. The audiences are different. The creative is different. The entire context is different.

Your data should be guiding your decisions. Not someone's Instagram reel.

Test it. If it works, brilliant. If it doesn't, try something else. That's not failure. That's the job.

The brands I see doing well aren't the ones following the loudest voice. They're the ones who test, learn, and trust their own numbers.

23/04/2026

One of our clients is tracking revenue 88% up year on year.

I’m not going to pretend that’s all down to the ads. It never is. There’s product, pricing, website improvements, email, organic... the whole schebang.

But paid social played its part. And here’s what made the difference:

They trusted the creative process.

When we suggested testing influencer-style content at the top of funnel, they were hesitant at first but we persisted and agreed a test.

Click-through rate doubled. Not because the targeting was clever. Because the creative felt like something a real person would stop scrolling for.

This is the shift that a lot of brands haven’t caught up with yet. The algorithm decides who sees your ads now. Your job is to make the creative good enough that the algorithm wants to show it.

If you’re still obsessing over audience targeting and ignoring creative... you’re playing the old game.

23/04/2026

One of our clients is tracking revenue 88% up year on year.

I'm not going to pretend that's all down to the ads. It never is. There's product, pricing, website improvements, email, organic... the whole schebang.

But paid social played its part. And here's what made the difference:

They trusted the creative process.

When we suggested testing influencer-style content at the top of funnel, they were hesitant at first but we persisted and agreed a test.

Click-through rate doubled. Not because the targeting was clever. Because the creative felt like something a real person would stop scrolling for.

This is the shift that a lot of brands haven't caught up with yet. The algorithm decides who sees your ads now. Your job is to make the creative good enough that the algorithm wants to show it.

If you're still obsessing over audience targeting and ignoring creative... you're playing the old game.

15/04/2026

What does that even mean? Twelve months ago, you picked your audience. You chose the age range, the interests, the behaviours. You controlled who saw what and WHEN they saw it.
Now? The algorithm does that. Meta’s Andromeda system decides who sees your ad, when, and how often. Your targeting inputs are a suggestion, not a command.

So what do you actually control? The creative is ALL you.
The image. The video. The hook. The message. That’s what determines whether the algorithm shows your ad to more people or buries it.

Good creative gets rewarded with cheaper delivery. Bad creative gets punished with higher costs and fewer eyeballs. It’s that simple.

Not only that but you need to be producing creative that speaks to people where they are in the buying journey and actively moves them through it. Meta needs to have the right message to pair with the right person, at the right time.

If your ads feel stale and your costs are creeping up... before you touch the targeting, look at what you’re actually showing people and check your creative strategy is correct.

Stuck? Get in touch and we can help you get un-stuck!

15/04/2026

What does that even mean?

Twelve months ago, you picked your audience. You chose the age range, the interests, the behaviours. You controlled who saw what and WHEN they saw it.

Now? The algorithm does that. Meta's Andromeda system decides who sees your ad, when, and how often. Your targeting inputs are a suggestion, not a command.

So what do you actually control? The creative is ALL you.

The image. The video. The hook. The message. That's what determines whether the algorithm shows your ad to more people or buries it.

Good creative gets rewarded with cheaper delivery. Bad creative gets punished with higher costs and fewer eyeballs. It's that simple.

Not only that but you need to be producing creative that speaks to people where they are in the buying journey and actively moves them through it. Meta needs to have the right message to pair with the right person, at the right time.

If your ads feel stale and your costs are creeping up... before you touch the targeting, look at what you're actually showing people and check your creative strategy is correct.

Stuck? Get in touch and we can help you get un-stuck!

10/04/2026

A bad month doesn't mean your ads are broken.

It means you had a bad month. Sometimes that's seasonal. Sometimes the creative has fatigued. Sometimes the market shifted. Sometimes your website had a wobble nobody noticed for two weeks.

The worst thing you can do is panic and rip everything up. Because you'll lose all the learning from what was working, and you'll be starting from scratch with no data to guide you.

The best thing you can do is take a breath, look at the data properly, and figure out what actually changed.

Was it the ads? Was it the landing page? Was it the offer? Was it something completely outside your control?

Often, the answer isn't "the ads are rubbish." It's something up or down stream that nobody's looked at yet. And if it's not, your ads just might need a little refresh. These platforms are hungry little monsters these days!

08/04/2026

What does a sensible test and learn phase actually look like?

Because "we'll test it and see" can mean completely different things depending on who's saying it.

Here's what it should look like:

A clear hypothesis. "We think X will outperform Y because of Z."
A realistic timeframe. Not 3 days. Not 6 months. Usually 2-4 weeks depending on budget and volume.
An agreed definition of success. Before you start. Not after, when someone's cherry-picking the numbers.
A plan for what happens next. If it works, great - scale it. If it doesn't, you've learned something and you move to the next test.

That's it. No smoke and mirrors. No "trust me bro, it'll work eventually."

If your ads partner can't explain their testing approach in plain English... ask them to. If they still can't, that tells you something.

03/04/2026

It's not that they spend the most. It's not that they never question anything. It's not that the results are always incredible (spoiler: they're not, because that's not how ads work).

It's that we actually talk to each other.

Not just in scheduled meetings. But the quick "hey, just a heads up" messages. The honest conversations when something isn't working. The trust to say "I don't think that's the right move" without it turning into a thing.

Good partnerships aren't about everything going perfectly. They're about how you handle it when it doesn't.

If your current agency partner makes you feel like you're being a nuisance when you ask questions... that's not a partnership. That's a service you're tolerating and let's agree to stop that.

30/03/2026

A good ads manager knows the platforms inside out. They can set up campaigns, optimise budgets, read the data.

The right one does all of that AND makes your life easier.

They explain things in a way you can understand instead of hiding behind jargon. They flag problems before they become a crisis. They actually really care about getting you results you want to enter awards for.

When you're choosing who to work with, the technical stuff matters...obvs. That's a given! The real question is: will this person make me feel confident, or will they make me feel like I'm chasing them for answers?

And honestly, even when people are amazing and do everything right........sometimes you just aren't the right fit for each other.

Rightly or wrongly, I always think the measure of a good working relationship is whether you can sit and have a little natter before getting down to business. We are all people and we love to get to know who we work with! It's so much more fun that way.

So if you're sat there dreading your next agency call... maybe it's time for something new.

27/03/2026

Every ads or marketing manager has heard this at some point. And usually from someone who isn't aware (yet) that paid social is not a magic bullet that can do everything by itself.

Here's the thing. You don't need to become an ads expert to answer that question well. You just need a few things in your back pocket:

1. What the actual objective of the campaign is (not what someone assumed it was). If I had a penny for every time I've heard 'We want brand awareness' - when actually they wanted sales all along!
2. What's working and what you're testing next
3. How it connects to the bigger picture

That's it. You don't need every metric. You need the right ones and a confident way to talk about them.

Your boss doesn't want a spreadsheet. They want to feel like someone's got it handled.

Tiny Shell Media

28/04/2026

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23/04/2026

23/04/2026

15/04/2026

15/04/2026

10/04/2026

08/04/2026

03/04/2026

30/03/2026

27/03/2026

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