Muhammad Subhan

One of the easiest ways to burn ad budget without noticing: showing prospecting ads to people who already bought from you. They convert again in your reports, your CPA looks cheap — but those sales were already yours. I always add a past-buyer exclusion (website purchasers plus...

Here's something I see again and again: a business gets decent leads from their ads, then complains the ads "don't work." But the real problem? Those leads sit unanswered in an inbox for 6 hours, or a full day. Leads don't die in the ad — they die in the follow-up. A lead...

One pattern I see across almost every account I touch: UGC-style creatives beat polished studio ads almost every time. It's not even close. The lo-fi, phone-shot content feels like something from a real customer, so thumbs stop scrolling and watch. Polished ads scream 'I'm...

One of the simplest wins I set up for every client: excluding past buyers from prospecting campaigns. Too many stores keep paying to show acquisition ads to people who already bought — that's budget burned on conversions that would have happened anyway.

A 180-day purchase...