22 lessons · Intermediate · 1h 32m
Nobody opens a social app to buy. Paid social is the craft of interrupting well — and this course is about the creative and the maths behind it.
Starts from nothing. Each module assumes the last.
How paid social works
Interruption, not intent.
Why paid social is a different game
Understand what you're really doing when you advertise on social.
The algorithm's actual job
Know what Meta's delivery system is really optimizing for, and how it learns.
Campaign objectives that matter
Pick the campaign objective that matches how your business actually makes money.
Audiences: broad versus narrow
Decide how tightly to target, and recognize the few times narrow is genuinely right.
The pixel and the data it needs
Set up event tracking you can trust, and know exactly why it will never match your sales.
Setting up your account properly
Set up a Meta account you actually own, structured so it still makes sense in three months.
Creative is the targeting
In 2026 the creative does the segmenting.
The three-second rule
Build an opening that earns the first frame, and know how to tell whether it did.
Hooks that stop the scroll
Pick a hook pattern and film it, instead of hoping frame one works out.
Static versus video, honestly
Decide whether a still or a video is right for what you sell, and stop waiting on a camera to start.
UGC that doesn't look staged
Get honest, usable customer footage out of a phone and into an ad.
Writing primary text people finish
Write the words around a creative so the first line earns the second.
Building a creative testing system
Turn creative into a weekly test you actually run, instead of one ad you keep tweaking.
Buying and scaling
Budgets, learning phase and the scale ceiling.
Budget structure and the learning phase
Structure the account and the budget so an ad set actually gets the chance to leave the learning phase.
Reading frequency and fatigue
Read the Frequency column without panicking, and know the two numbers that actually tell you when to refresh.
Retargeting without stalking
Build a retargeting audience that reminds people instead of chasing them, and know exactly who to leave off it.
Scaling: vertical and horizontal
Grow a winning ad set without breaking it — the right amount up, and the right way out.
Diagnosing a dying ad set
Read a bad week correctly — tell a broken pixel, a recent edit and real fatigue apart before you kill something that was never actually dying.
Attribution when nothing agrees
Read three disagreeing numbers without panicking, and know exactly which one to trust for which decision.
Putting it together
A full account you can run weekly.
Your weekly ads routine
Turn everything you've learned so far into one repeatable week — a fixed day, four checks, and exactly one decision.
The 90-day paid social plan
Turn everything you've learned into one 90-day plan, with a start date, three phases, and a number that tells you whether it's working.
When to stop spending
Set a real number before you start, so a losing campaign gets caught by a rule instead of a feeling.
Building an in-house creative pipeline
Build a repeatable way to produce ad creative, so the next batch is never a scramble.