Ad Briefs Library
A living reference system for Meta advertising. 24 briefs and a full glossary, updated monthly as the platform changes.
Where I Stand on Meta Ads Today
My approach to Meta advertising has changed a lot over the years. I spent roughly a decade building a reputation on remarketing strategies. I wrote about complex campaign structures, layered audience targeting, manual optimizations. A lot of that, I’d do differently now.
I’ve published over 2,000 blog posts and 600+ podcast episodes since 2011. That body of work reflects how my thinking has evolved, but it also makes it hard to know where I stand on any given topic today. A post from two years ago might still hold up. It might not.
The Ad Briefs Library is where I keep my current positions on the Meta advertising topics that matter most.
What Are Ad Briefs?
Each brief is a single reference page on a core Meta advertising topic. It’s not a blog post or a tutorial. It’s a distillation of how I currently approach that topic, pulled from my most recent content.
Every brief covers what the concept is, why it matters, where I see advertisers going wrong, how I handle it, and when I’d make exceptions. They cross-reference each other, so if you’re reading about campaign construction and want to understand why I stopped recommending separate remarketing campaigns, the Remarketing brief is one click away.
I update these every month. Meta changes constantly, and the briefs need to reflect that. A brief you read today may look different in three months, and that’s the point.
What’s in the Library
You get access to the full library of 24 Ad Briefs, organized into five categories, plus the Glossary.
Campaign Strategy & Structure
- Simplified Campaign Construction
- Advertising Philosophies
- Budget Management
- Value Rules
- Client and Account Access Management
Targeting & Audiences
- General Targeting Approach
- Age and Gender Restrictions
- Detailed Targeting and Lookalike Audiences
- Remarketing
- Audience Segments
- Audience Controls
Creative & Ads
- Ad Creation
- Creative Testing
- Lead Generation
- Placements
- Meta Andromeda
Measurement & Reporting
- Attribution Optimization
- Conversion Reporting
- Conversion Tracking
- Breakdowns
- Breakdown Effect
Diagnostics & Updates
- Common Advertiser Mistakes
- Ad Performance Troubleshooting
- Ads Manager Updates
Plus: Full Glossary
An A-to-Z reference of Meta advertising terms, each explained through the lens of how I approach it, with links to the relevant brief.
Ad Brief Sample
Glossary Sample
Updated Every Month. Always Current.
Meta changes constantly and my thinking evolves, so the briefs get updated to reflect both. When I test something new, Meta rolls out changes, or I change my mind on an approach, the briefs change with me. New briefs get added as topics warrant them.
A brief you read today may look different in three months. That’s the point.
Why a Subscription?
If the briefs were static PDFs, a one-time purchase would make sense. They aren’t, so it doesn’t.
A subscription is what lets me keep updating them without asking you to buy a new version every quarter. As long as you’re subscribed, you have the current version of every brief.
If you cancel in month three, you lose access. And the briefs will keep changing without you.
Who This Is For
Maybe you don’t need a community. Maybe you’re in a time zone that makes live sessions with me impractical. Maybe you want a reference you can consult when you’re building campaigns or diagnosing problems, without a bigger commitment.
This isn’t for everyone. If you want direct access to me and other experienced advertisers, there’s a better option (more on that below). But if what you want is my perspective on Meta advertising in one organized, current place, this is built for that.
Choose Your Plan
Same library, same monthly updates. Pick the billing that fits you. Annual saves you $467 a year.
- All 24 Ad Briefs
- Full Glossary access
- Monthly updates and new briefs as added
- Renews monthly
- Cancel any time after the first month
- All 24 Ad Briefs
- Full Glossary access
- Monthly updates and new briefs as added
- Renews annually
- Cancel any time after the first year
- Save $467 vs. paying monthly
Already Familiar with PHC – Elite?
The Ad Briefs Library is one piece of what’s included in PHC – Elite. Elite members also get access to a private Facebook group, weekly live webinars, the full webinar replay library, weekly small-group strategy sessions, JonBot (an AI assistant trained on my content), and discounts on one-on-one coaching.
If you want the briefs and everything else: