04:46
Why I’m not allowed in our clients’ ad accounts
Today I want to explain why I’m not allowed anywhere near our clients’ ad accounts.
There’s a genuine reason for it — and it isn’t because I don’t care.
It’s because I care too much, in the wrong way.
When we first started running Meta ads, I was in the accounts constantly. Watching numbers move. Reacting in real time. Making decisions based on what felt right in that moment.
Something hits £8 cost per lead?
“Put everything on that. Now.”
The problem wasn’t intent.
It was emotion.
This video is about why reactive decision-making quietly kills long-term performance, why structure always beats instinct, and why Joe is allowed in ad accounts — and I’m very deliberately not.
For context, this video was originally recorded on 5 December 2024, views & strategies may have changed since.
Featuring
Video transcript
Hello. Today I’m going to talk to you about why I’m not allowed in our clients’ ad accounts.
There’s a funny story behind this. When we first started running Meta ads for clients, I used to look at the ad account almost as actively as Joe did. I’d see something performing well and immediately react. I’d be like, “Oh my god, that one’s getting £8 cost per lead. Put all the budget on that one. Quick, Joe—£100 a day on that single creative. It’s at £8 a lead. The next one’s at £25 a lead. Everything on the £8 one.”
The problem with that approach was that we were doing it emotionally. At the time, we were covering clients’ advertising spend ourselves, so we could afford to be sporadic and experimental. But there was no structure. Everything was based on gut reaction rather than a defined process. It was like trading with no stop-loss and no exit strategy.
Yes, if a creative is performing really well, you should increase the budget on it. That part is true. But it needs to be done in a considered, structured way. Every creative should be moved into a scaling campaign based on the same criteria. Otherwise, you end up all over the place, reacting to short-term fluctuations like a headless chicken.
That’s exactly what I was like in the ad accounts—too reactive, too emotional, and too focused on what was happening in that exact moment rather than following a disciplined testing and scaling framework. And that’s why I’m no longer allowed in our clients’ ad accounts.
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