Tracking first, creative second, budget third.
If the events are wrong, every decision downstream of them is a coin flip with extra steps.
About
HI, I'M
SERVANDO.
I've spent the last eight years inside Meta Ads accounts — building them, breaking them, and rebuilding them properly. I work as an independent consultant from Cancún, Mexico, with a small number of clients at a time, most of them in the United States.
My background is a mix of paid social, SEO and the copywriting that sits between them, which means I don't have to hand the ad off to someone else to write. I work in English and Spanish, and I'm in UTC−5 — the same hours as most of the US.
Mostly I'm suspicious of marketing claims that come without a number attached, including my own. That tends to show up in how I report.
HOW I GOT HERE.
-
2017
First campaigns
[One or two sentences. First marketing job, first campaign, first thing you sold online.]
-
2019
All-in on paid social
[When paid social became the thing you did rather than one of many.]
-
2021
Going independent
[Why you left, or why you never joined. This is the paragraph clients quote back to you.]
-
Now
4 clients, three channels
Meta Ads, SEO and ChatGPT Ads, run properly for a handful of businesses at a time.
WHAT I ACTUALLY BELIEVE.
Most accounts are over-segmented.
Forty ad sets splitting the same budget learn nothing. Consolidation is usually the cheapest win available.
The creative is the targeting.
Who you reach is now mostly decided by what you say. That makes the angle a media decision, not a design one.
A test you didn't write down didn't happen.
Every account I run has a log. It's how you stop re-testing the thing that failed eight months ago.
TOOLS I ACTUALLY USE.
[Trim this list to what you really open every week. A short honest list reads better than a logo wall.]
OUTSIDE THE
AD ACCOUNT.
[Two or three lines about what you do when you're not in Ads Manager. Keep it specific and slightly odd — this is the paragraph people mention on the first call, and it's the difference between a person and a vendor.]
Still reading?
Let's talk.
Thirty minutes, your account open, no deck.