Paid ads, taught in public.
Notes from real campaigns by our founder, Wonderful Adebagbo: the setups, the mistakes and the fixes.
Where I Draw the Line Between Advising on Leads and Running Them
I advise clients on how leads should be handled: how fast to reply, what to say first, how to follow up and what a closing process looks like, and I keep asking how it's going. What I don't do is run it. That keeps my judgment clear, because I judge the ad on what I control.
What You Need in Place Before You Spend a Naira on Paid Ads
Four things should be in place before you run paid ads: an offer already sold to at least five people who have the problem, three to five fliers and three to five videos with several copy variations, a way to reply the moment someone shows interest, and a way to close. If you can fix only one this week, fix how fast you reply.
One Flier and a ₦1 Million Budget: Shiny Is Not the Same as Ready
At a ₦1 million budget the ad isn't trial and error; it has to convert. A plan with one flier doesn't support that, so more creatives had to be made before any ad money moved. The wider lesson: explain what will work, but start by asking what the client expects.