Be ethical to a fault. Make it a habit. Pushing the line has short-term benefits but bad long-term risks. Know the lines you will not cross.

If you’ve advertised for multiple years, do not get stuck in your ways. Things change. You need to change, too. Update your assumptions…

Meta advertising is complex. Clients and potential clients ask simple questions and expect simple answers. Embrace “it depends….”

It’s easy to blame the tool when something isn’t working for us but we need to think about what we can do to best take advantage of that tool.

The most important of a successful advertiser is one who is curious and actively experiments. Let me explain…