Solo ex engineer, Meta, Apple, Google
Run ads scientifically, avoid vanity metrics
You don’t need better ads, you need ads based on science, not dashboards
I design campaigns from behavioral research, not best practices. I don’t optimize for clicks or ROAS, I optimize for measured revenue lift. Want to see the system before we work together, join the list and get a five minute paper each day.
Why most dashboards lie
I align strategy with human behavior and measured cash flow, not vanity numbers.
ROAS is a vanity metric
ROAS goes up when revenue goes down. If a metric can lie, it will. I optimize for incremental profit and payback, not ad platform math.
Free offers destroy ARPU
Add the word free and watch conversions spike, then watch average revenue collapse. I design offers that raise willingness to pay, not just clicks.
Engines optimize cost, not profit
Google, Meta, Apple optimize for their system objectives, not your margin. I architect signals so algorithms chase real value.
Science that changes decisions
These are the kinds of papers I break down in the newsletter, five minutes, daily.
Purchase rate with small selection compared to large selection
Iyengar, Lepper, 2000 source
Overstatement of ad effectiveness without incrementality controls
Harvard Business Review, 2021 source
The newsletter decodes papers into working tactics for creative, offers, audiences, bidding, and measurement. If we work together, this is the research I use to design your campaigns.