Paid Media - insights.
Long-form writing on paid media from the studio.
- 29 Aug 20269 min read
Meta Business Manager: setting up a portfolio properly.
Business portfolios, business units, asset ownership, roles, verification and agency access - the structural decisions that decide whether your Meta advertising is stable or permanently fragile.
By George Petrides
- 29 Aug 20268 min read
Meta ad accounts: limits, billing thresholds and account maturity.
How many ad accounts you need, how billing thresholds and spending limits actually work, what account maturity is built from, and how to scale without resetting the trust an account has earned.
By George Petrides
- 29 Aug 20267 min read
Meta ad specs: dimensions, placements and safe zones.
Aspect ratios and pixel dimensions by placement, safe zones for Stories and Reels, text limits, file requirements, and the production system that stops every campaign becoming a resizing exercise.
By George Petrides
- 29 Aug 20268 min read
Meta restrictions: why accounts get flagged and how to recover.
Ad rejections, restricted accounts, disabled portfolios and broken datasets: what triggers them, how appeals are really decided, and the operating discipline that keeps you out of the queue.
By George Petrides
- 29 Aug 20268 min read
From Facebook to Meta: how one company became three stitched-together platforms.
Facebook bought Instagram, then WhatsApp, then renamed itself Meta - and the seams never fully closed. Why the business tools feel fragmented, and how understanding the history explains today's restrictions, datasets and account structures.
By George Petrides
- 29 Aug 20268 min read
Meta Pixel and Conversions API: the setup that actually measures.
How to install the Meta Pixel and Conversions API properly: one dataset per domain, event mapping that matches your funnel, browser-server deduplication, and the implementation issues that quietly corrupt your data.
By George Petrides
- 29 Aug 20267 min read
Meta account structures: worked examples for agencies and in-house teams.
Concrete portfolio, ad account and business unit structures for four real situations: a single-brand in-house team, a multi-brand group, an agency serving many clients, and a brand changing agencies safely.
By George Petrides
- 29 Aug 20266 min read
Meta Business Manager and Ads Manager errors: the FAQ.
The most common Meta Business Manager and Ads Manager errors, what actually triggers each restriction, and the correct next step for each one - from disabled ad accounts to rejected ads and verification loops.
By George Petrides
- 01 Sept 20266 min read
Q4 tips and hacks that still work in 2026.
Warm-up pacing, creative rotation, offer framing instead of discounting, search and AI discovery refreshes, and email sequencing - the fourth-quarter moves that still return more than they cost.
By George Petrides