L2 · Paid Course · Level 2 · Difficulty 4–5
How each algorithm really allocates — and the few levers that move it.
Module
The biggest channel, taught lever by lever.
6 lessons ↓
Meta / Instagram
You don't win on bid — you win on total value to Meta.
You don't win on bid. You win on total value to the platform.
Meta / Instagram
Your creative now selects your audience more than your settings do.
Test concept → angle → execution. One winner graduates; the rest fund learning.
Meta / Instagram
Hand control to the machine when you have signal, keep it when you don't.
Budget at campaign level — the algorithm allocates. Best for scaling.
Meta / Instagram
Most 'bad campaigns' are learning, fatigue, or overlap — name which.
Fatigue shows in the leading signals before ROAS drops. Refresh before the cliff.
Meta / Instagram
Scale the budget the way the algorithm can absorb, not the way you wish.
Scale in steps the algorithm can absorb — not by doubling overnight.
Meta / Instagram
An operator's loop: brief, build paused, audit, decide — in one session.
Same loop, every week, every brand. Consistency compounds.
Module
Intent-led demand and the truth in your analytics.
6 lessons ↓
Google Ads + GA4
Pick the campaign type by where the intent already is.
Fund the next best rupee, wherever it is.
Google Ads + GA4
Match types are how you fence Google's 'helpfulness'.
Each step is a leak or a lever. Know which.
Google Ads + GA4
You can't steer PMax, but you can feed it so it can't waste money.
Every paid call through one chokepoint. Nothing untracked.
Google Ads + GA4
Relevance is a discount; irrelevance is a tax.
Google Ads + GA4
GA4 is unfriendly by design — query it, don't browse it.
Four headline numbers — each true, each with a blind spot.
Google Ads + GA4
One query set, run weekly, surfaces every decision worth making.
Same loop, every week, every brand. Consistency compounds.
Module
Native short-form and the for-you machine.
5 lessons ↓
TikTok
TikTok rewards content that doesn't look like an ad.
Each step is a leak or a lever. Know which.
TikTok
The first second decides whether the other thirty happen.
Test concept → angle → execution. One winner graduates; the rest fund learning.
TikTok
Boosting real creator content beats studio polish on TikTok.
Test concept → angle → execution. One winner graduates; the rest fund learning.
TikTok
Let the algorithm explore; over-targeting starves it.
Hover — where they overlap, your CPMs inflate.
TikTok
TikTok scale is a creative-volume game, not a budget game.
Fatigue shows in the leading signals before ROAS drops. Refresh before the cliff.
Module
Intent at the top of funnel, and the portfolio view.
4 lessons ↓
Pinterest + Diversification
People plan on Pinterest — you meet demand before it's a search.
Each step is a leak or a lever. Know which.
Pinterest + Diversification
Feed quality and pin craft do most of the work.
Test concept → angle → execution. One winner graduates; the rest fund learning.
Pinterest + Diversification
Add a channel when the current ones are capped, not because it exists.
Fund the next best rupee, wherever it is.
Pinterest + Diversification
Manage spend as a portfolio, moving money to marginal return.
Fund the next best rupee, wherever it is.