Media buying is mostly decisions.

Which ads get money. Which ones stop. Whether the numbers can be trusted. What happens after someone clicks.

This guide covers the job and the systems behind those decisions.

The short version

  • The job is allocating money to what works, fast, and pulling it from what doesn't.
  • Rules beat feelings. Decide in advance how much spend a test needs and when an ad dies.
  • Bad tracking makes every decision worse. Fix the signal first.
  • Feed the algorithm what it needs. Clean product feeds for Google, enough creative for Meta.
  • The sale isn't the click. Lead follow-up speed can matter more than the ad.

The job

  1. What does a media buyer actually do?

    The real day-to-day, beyond the job-board description.

  2. Hiring a Facebook ads expert

    What to look for, and how I work with brands.

Running the account

  1. The kill rules I actually use on Meta

    Spend to signal, then cut or scale without second-guessing.

  2. Facebook ad budget calculatorFree tool

    Set a budget that can actually exit the learning phase.

  3. The Meta Conversions API, explained

    Close the signal gap so Meta learns from real buyers.

  4. Performance Max isn't a black box

    Why the product feed decides most of what PMax does.

After the click

  1. Leads that get called in 60 seconds close

    Why follow-up speed is a media buying problem too.

Related guides

The creative side lives in Meta ad creative, and the math behind every decision is in ad economics.