I ask every prospective client for a written brief before we get on a call. Not because I'm precious about process — because the quality of that first document usually predicts how the whole engagement goes. Here's what I see go wrong most, and what actually helps instead. The pattern in briefs that don't work It's rarely just one mistake — it's usually a mix. "Just get us more leads" with nothing more specific underneath it. A long list of tactical requests ("we want Advanta

I tell every new client the same thing before we start: the first 30 days is a slow, data-gathering start, not a fast-results sprint. I'd rather set that expectation honestly upfront than let someone assume week one will look like week twelve. Here's what actually happens, in order. Week 1: audit, kickoff, access The first steps happen in sequence, not all at once. First, a full audit of the account and the business — what's been tried, what the data (if any) already shows, w

Most Meta Ads consultants and agencies charge a percentage of what you spend — typically 10-20%. I don't. I charge a fixed monthly fee, regardless of whether your account spends €3,000 or €10,000 that month. Here's the actual reasoning, not just the policy. The problem with getting paid more when you spend more A percentage fee sounds fair on the surface — bigger accounts take more work, so a bigger fee makes sense. But it quietly creates an incentive that has nothing to do w