A year-by-year look at how Facebook and Meta advertising evolved from 2011 to 2026, based on 15 years of firsthand coverage.

Learn how to use Meta ads for lead generation, evaluate lead quality, compare form options, and determine what a lead is worth.

This post highlights eight principles that guide my Meta ads strategy, from simplified campaign construction to acting on meaningful results.

Meta’s Lead Capture AI Agent for instant forms, Muse Image, business settings, value rules, and campaign scaling.

The Master Brief is my complete approach to Meta ads in one document. Targeting, value rules, attribution, creative, and more. Free preview.