Emmanuel Oladapo writes about paid media, media buying and e-commerce marketing, with a focus on improving advertising, testing creative and fixing the customer experience after the click.
Useful for diagnosing paid media and post-click conversion problems, not for buying reach.
Best for
DTC brands willing to change offer, product page, or price message based on funnel evidence.
Not for
Brands seeking large reach, sponsored placements, verified audience demographics, or account management.
Key takeaways
Ads report how the market responds to an offer; they do not create the response.
A test should answer a question, not just rank two ads against each other.
The most expensive conversion problem is usually after the click.
Check first: Confirm availability, rates, scope, and audience engagement data before contacting them.
Main ideas
Ads report how the market responds to an offer; they do not create the response · A test should answer a question, not just rank two ads against each other · The most expensive conversion problem is usually after the click
Emmanuel Oladapo writes about paid media, e-commerce marketing and the customer journey from ad to repeat purchase.
They look beyond the ad account, treating campaign results as evidence about an offer, pricing, positioning or demand, and arguing that checkout and retention can determine whether paid acquisition pays off.
In a post about a purchase they nearly abandoned, an account-creation requirement at checkout almost erased the work of the ad and product page.
That example makes their advice useful to readers diagnosing conversion problems, not just seeking ways to improve ad metrics.
The posts here show practical marketing analysis on LinkedIn.
Ask Oladapo for more information if you need to establish whether a book, show or business is connected to other name searches.
Emmanuel Oladapo connects advertising performance to the wider business decisions that shape it.
They advise treating ads as market feedback rather than assuming every weak result is an account problem; designing tests around a clear question rather than launching creative without a hypothesis; and watching signals such as rising CPM, frequency and falling CTR before creative fatigue becomes costly.
They extend the analysis beyond the click to checkout friction and repeat purchases, linking campaign signals to possible causes elsewhere in the customer experience.
Oladapo also argues that brands should build reasons to choose them beyond discounts, illustrating the point with Apple.
Readers interested in practical e-commerce marketing can follow their work for testing advice, performance diagnosis and post-click analysis.
Emmanuel Oladapo writes about paid media, media buying and e-commerce growth.
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The arguments that recur across their posts add up to one line of thinking: paid social is a diagnostic instrument rather than a growth lever on its own.
Ads reveal whether an offer, a price and a message are working; testing is only worth doing when it answers a question; and conversion work continues after the click, in the checkout and in whether customers come back.
Creative needs an operating cadence so fatigue does not quietly raise the cost of reaching the same people.
They are sceptical of price-led selling and argue that product discovery has moved into feeds, AI recommendations and social checkouts, changing what a traffic number can tell a brand.
Ads report how the market responds to an offer; they do not create the response
Oladapo's central claim is that when paid social underperforms, the ad account is often working correctly and the result is information about the business behind it.
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Performance marketing, they write, "doesn't create reality, it removes the ability to ignore it," and weak results typically expose a product that is not differentiated, pricing that does not match perception, demand weaker than assumed, or a message that does not resonate.
They urge brands to ask what the ads are trying to say rather than how to fix them.
They attribute the framing to a founder who told them to "just make the ads work" without touching the offer, the pricing or the positioning.
The campaigns ran, traffic arrived and people clicked, but most did not buy.
The founder reacted with frustration rather than curiosity.
Oladapo's point is that nothing in the account was broken.
A test should answer a question, not just rank two ads against each other
Oladapo argues most ad testing produces no knowledge because the creative is made before anyone decides what they want to learn.
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Their method: pick one uncertainty about why product-page visitors are not buying — the price feels too high, the product is not trusted yet, or the difference is not understood — build the creative around that question, then give it enough time and data to answer. The goal, they say, is to learn more from every test rather than test more ads: testing too much means learning too little.
An ad that looked good in Canva and that everyone liked went live without a hypothesis or a read-out window.
A few days later, it trailed the current winner on return on ad spend and was switched off.
The only observation: it lost a comparison during one particular period.
The most expensive conversion problem is usually after the click
Oladapo argues a budget is only as valuable as the experience it sends people to: a great ad earns the click, a great checkout earns the customer.
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Unnecessary steps and form fields create friction, each one a reason to close the tab. That work sits outside the ads dashboard, which is why brands spend weeks improving click-through rates while losing the sale later in the funnel, they say.
Oladapo describes nearly abandoning a purchase because checkout required creating an account, then returning ten minutes later and buying anyway.
The brand will never know about the people who do not come back, they point out.
They cite an average of 23 form fields on a default checkout and tell readers to go through their own checkout.
Treat creative as a supply chain, not a series of launches
Creative fatigue, Oladapo writes, is one of the most expensive invisible problems in paid media: the campaign still looks acceptable in the dashboard while the economics deteriorate.
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They describe the sequence — CPM climbing quietly, frequency rising, click-through rate falling while spend holds flat, cost per acquisition rising — and the habits that address it: check frequency weekly, treat above 3.5 on a cold audience as a warning, watch the CPM trend against a flat budget, and have replacement creative ready before the current creative dies. Brands that scale efficiently produce the next thing before the current thing runs out; brands that react late pay more to reach the same people with the same message.
A Meta campaign where frequency moves from 4 to 5 to 7, cost per acquisition rises 30 percent, then 50 percent, then doubles, and the dashboard still reads as fine.
This sits in tension with Oladapo's argument that the account is rarely the real problem. Together, the two positions suggest that media buying still needs operational discipline, while the offer sets a ceiling no amount of monitoring can raise.
Retention decides whether the ad spend was worth anything
Oladapo argues the most expensive thing in e-commerce is a customer who buys once and never returns.
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Acquisition-led marketing restarts from zero every month — new budget, new campaigns, new people to convince — with nothing compounding underneath it.
Paid ads introduce people to the business; everything afterwards decides how profitable that introduction was, including the email sequence that brings them back, the post-purchase experience, and the product delivering on what the ad promised.
None of this appears in the ads dashboard.
Oladapo contrasts customer acquisition, which gets all the attention, with retention, which they say builds the actual business. They close by asking which of the two most brands underestimate.
Discounts are a symptom of demand that has not been built
Oladapo argues that brands which always need a discount to convert have not given people another reason to choose them, and that desire comes from consistent positioning rather than better promotions.
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They use Apple to illustrate a company that built one of the world's strongest brands without making price its main selling point, with stores, packaging, design, advertising and keynotes all reinforcing the same idea.
They link this to the claim that perceived exclusivity increases desire.
Their diagnostic for a brand whose price is the first thing customers notice: ask whether the market really only buys on price, or whether the brand has failed to offer another reason.
The Apple discussion illustrates Oladapo's principle. Their test for the reader is whether they can name a brand they would happily pay more for even when cheaper alternatives exist.
Product discovery has moved off search, so traffic numbers understate reach
Oladapo argues Google is no longer where people find products and that discovery has shifted to TikTok feeds, AI recommendations and social commerce checkouts, with buying decisions forming before anyone reaches a website.
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They say site traffic and sessions no longer describe the full picture, ads should meet people at the point of decision instead of pulling them back into a funnel built for 2019, and creative diversity is no longer optional because algorithms reward brands testing the most angles, formats and messages. They predict brands optimising for a customer journey that no longer exists will struggle.
Oladapo illustrates the point with a buying decision made inside a feed or a social checkout, before a product page is ever opened.
This claim rests on Oladapo's own observation of the market; the post names no data source or specific brand example, so it reads as a directional argument rather than a measured finding.
Answers the question "does this person only see the ad account, or the offer behind it?"
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Start here: paid media reports how the market responds to an offer; it does not create the response.
Oladapo describes a founder who wanted the ads to work without changing the offer, pricing or positioning.
Traffic came in and people clicked, but most did not buy.
The response was frustration rather than curiosity.
They argue that nothing in the account was broken: the ads were showing how the market was reacting.
Paid media can expose a product that is not differentiated, pricing that does not match perception, demand weaker than assumed, or a message that does not resonate.
The post’s central reframe: when results drop, the useful question is not how to fix the ads, but what the ads are trying to say.
For brands planning a campaign
For a DTC brand working on paid social, expect a diagnostic phase that may point beyond the ad account. This approach suits a brief that allows changes to the offer, pricing or positioning, rather than fixing the creative format in advance.
This is the clearest statement of method and is short enough to read before briefing a test plan.
Oladapo describes the routine: make an ad in Canva, launch it, check the dashboard a few days later and switch it off when it trails the current winner.
The result tells you only that this ad got a lower ROAS than another ad in that particular period.
They recommend choosing one question first — whether the price feels too high, people trust the product, or its difference is clear — then building creative around that question and allowing enough time and data to answer it.
Their summary: if every test does not teach something, the brand is probably testing too much and learning too little.
For brands planning a campaign
A creative testing plan with Oladapo would specify the question each test is meant to answer and its run length before launch, rather than ranking ads against each other over short windows. Ask for the hypothesis list alongside the creative concepts.
It is the most operational post in the set, with specific signals and thresholds that show how the advice translates into monitoring habits.
This post names the signs that a Meta campaign is fading while the dashboard still looks acceptable: CPM climbing quietly, frequency reaching 4, 5 and 7, CTR dropping while spend holds flat, and CPA rising 30 per cent, then 50 per cent, then doubling.
Oladapo calls creative fatigue one of the most expensive invisible problems in paid media.
They recommend three checks: watch frequency weekly, treat above 3.5 on a cold audience as a warning, track CPM against a flat budget, and have new creative ready before the old one dies.
They contrast brands that treat creative as a supply chain with those that react late and pay more to reach the same people with the same message.
For brands planning a campaign
Suitable when creative refresh is a recurring cost rather than a one-off project. The plan should include a production calendar tied to frequency and CPM triggers, not just a launch batch of assets.
Start here if the goal is to improve conversion rate, not just ad performance: the post offers a worked example of a post-click audit.
Oladapo recounts abandoning a purchase when checkout demanded an account, then returning ten minutes later because they wanted the product enough.
Their reasoning: the ad stopped the scroll, the copy matched the search, the product page answered the questions, and then checkout nearly undid the work.
They cite 23 form fields as the average checkout default and treat each unnecessary field as a reason to close the tab.
A great ad earns the click; a great checkout earns the customer.
The post urges readers to go through their own checkout today.
For brands planning a campaign
Directly relevant to a brief spanning paid social and post-click conversion. Expect a recommendation to audit checkout and account friction, funded from the same budget as creative testing.
Answers "how current is this view and what does it change about channel planning?"
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This is the clearest strategic argument and sets the context for the tactical posts.
The claim is that product discovery has moved to TikTok feeds, AI recommendations and social commerce checkouts, with buying decisions forming before a customer reaches the website.
Oladapo draws three consequences: site traffic under-reports discovery; ads need to meet people at the point of decision rather than pull them back into a funnel built for 2019; and creative diversity is no longer optional because the algorithm rewards brands testing the most angles and formats.
They predict that in 2026, brands optimising for a journey that no longer exists will struggle.
For brands planning a campaign
Supports a plan that invests in creative volume and format variety across social surfaces rather than directing traffic to a single funnel. Useful when a brand’s reporting is still anchored on sessions.
Answers "how do they think about the money after acquisition?"
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Read it after the checkout post to see how the arguments connect into one view of profitability.
Oladapo argues that the most expensive thing in e-commerce is a customer who buys once and never returns, because marketing then restarts from zero every month: new budget, new campaigns, new people to convince.
Paid ads introduce people to a business; everything that follows determines how profitable that introduction was: the email sequence, the post-purchase experience and whether the product delivers on the ad’s promise.
None of this appears in the ads dashboard.
Their conclusion: acquisition gets the attention, while retention builds the business.
For brands planning a campaign
Points to a plan that treats post-purchase and email sequences as paid-media work, not a separate project. A brand judging success on first-order ROAS alone would need to add a repeat-purchase measure.
Answers “what would this person say about our positioning?”
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It is the most conceptual item here and the fastest way to see whether their view of brand and price matches the brand’s own.
Using Apple as the case, Oladapo argues the company built one of the strongest brands without making price its main selling point.
Every touchpoint — stores, packaging, design, advertising, keynotes — reinforced the same idea.
Their marketing claim: perceived exclusivity raises desire, and brands that need discounts to convert have not yet built enough desire.
Their test for the reader is blunt: if price is the first thing customers notice, ask whether the market buys only on price or whether the brand has given people another reason to choose it.
For brands planning a campaign
Sets the expectation that creative work will focus on positioning and reasons to choose, rather than price hooks. Confirm this early if the brand’s current creative relies on discounts; this approach challenges that assumption.
Oladapo argues that testing fails when ads launch without a question behind them.
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They describe an ad that looked good in a design tool, won everyone’s approval, ran for a few days, underperformed the current winner on return on ad spend, and was switched off—leaving no real learning.
Their alternative is to start with a specific uncertainty, such as whether the price feels too high, trust is lacking, or differentiation is unclear; build the creative around that question; and give it enough time and data to answer it.
The goal, they say, is to learn more from every test, not to test more ads.
Choose one question about why product page visitors aren’t buying, build the creative around it, and let it run long enough to produce usable data.
For brands planning a campaign
A paid-social plan should define the question each creative batch is meant to answer and the read-out window before launch, rather than judge new ads against a single incumbent after a few days of return on ad spend.
Writing about a founder who said “just make the ads work,” Oladapo notes that the campaigns did their job: traffic came in, people clicked, and most did not buy.
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The problem, they argue, was the offer, not the account.
Paid media can expose an undifferentiated product, pricing that does not match perception, weaker-than-expected demand, or a message that fails to resonate.
Performance marketing is distribution and exposure; that exposure helps only if the business is willing to adjust what it reveals.
For brands planning a campaign
Structure paid-social tests so results inform offer, pricing, and positioning decisions. Brands that read weak results only as a media-buying problem keep paying for the same feedback.
Post-click experience as the real conversion problem
Oladapo describes nearly abandoning a purchase because checkout required creating an account, then returning ten minutes later to buy anyway.
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The brand, they point out, will never see people who do not come back.
They cite an average of 23 form fields at checkout and argue that post-click friction can waste an ad that stopped the scroll, matched the search, and earned the click.
Their advice: go through your own checkout.
Buy from your own store and count the steps and fields between the ad click and the completed purchase.
For brands planning a campaign
Pair creative testing with a checkout and product page audit that tracks where people drop off after the click, rather than optimizing click-through rate alone.
Oladapo argues that the most expensive thing in e-commerce is a customer who buys once and never returns: acquisition-led marketing starts from zero every month, with nothing compounding underneath.
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They point to the email sequence that brings people back, the post-purchase experience, and whether the product delivers on the ad’s promise as the factors that determine whether ad spend was worth it. None appears in the ads dashboard.
For brands planning a campaign
Judge paid-social campaigns partly by repeat purchases and post-purchase behavior, not just first-order return on ad spend. The same media budget goes further when follow-up brings customers back.
Positioning, perceived value, and price-led brands
Using Apple as an example, Oladapo argues that the company built one of the strongest brands without making price its main selling point, and that its stores, packaging, design, advertising, and keynote presentations all reinforced one idea.
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They link perceived exclusivity to increased desire, and contrast it with brands that always need a discount to convert. For a brand whose price is the first thing customers notice, the diagnostic question is whether the market buys only on price or the brand has failed to give people another reason to choose it.
The Apple discussion is Oladapo's illustration of a principle, not a documented engagement with that brand.
For brands planning a campaign
Test positioning and desire-led angles against discount-led ones. Treat constant discounting as evidence that demand has not been built, not as the default conversion lever.
Creative fatigue and treating creative as a supply chain
Oladapo describes creative fatigue as a problem that stays invisible in the dashboard until it gets expensive: CPM climbs quietly, frequency moves from 4 to 5 to 7, click-through rate falls while spend holds, and cost per acquisition rises 30 percent, then 50 percent, then doubles.
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Their fix: check frequency weekly, treating above 3.5 on a cold audience as a warning sign; watch the CPM trend; and have new creative ready before the current creative dies.
Brands that scale efficiently, they write, treat creative like a supply chain.
Those that react after the fact pay twice to reach the same people with the same message.
Check frequency and CPM trends weekly, and prepare replacement creative before fatigue shows up in acquisition costs.
For brands planning a campaign
Set a standing creative production cadence with clear frequency and CPM thresholds, so refreshing ads is planned work rather than a reaction to rising acquisition costs.
Oladapo argues Google is no longer where people find products, with discovery moving to TikTok feeds, AI recommendations, and social commerce checkouts, so customers make buying decisions before reaching a website.
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They call this zero-click commerce and draw out three consequences: website traffic understates reach, ads should meet people at the point of decision instead of pulling them back into an older funnel, and creative diversity is no longer optional because algorithms reward brands testing the most angles, formats, and messages.
The shift is asserted from Oladapo's own observation; no data source or named example is given in the post.
For brands planning a campaign
Extend measurement beyond on-site sessions and test more angles for feed-native and social-commerce placements. A funnel-first plan may be optimizing for a journey the brand’s customers no longer take.
Oladapo's posts are short LinkedIn essays that open with a concrete incident or a blunt claim, move to the general principle, and close with a question to readers.
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Examples include a nearly abandoned purchase, a founder's instruction to "just make the ads work," and a numbered breakdown of fatigue signals. Their announced return from a break taken for final Biochemistry degree exams describes the subject as paid media, e-commerce growth, and the honest realities of building a career in digital marketing.
For brands planning a campaign
The value on offer is diagnostic: naming the cause behind a metric and questioning paid-social assumptions. This suits a brand that wants its post-click funnel and testing logic examined rather than channels run to a fixed monthly checklist.
The LinkedIn posts show Emmanuel Oladapo writing about paid media, creative testing and e-commerce conversion, but name no employer, client, sponsor or owned business.
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Brands appear only as illustrative examples or platforms referenced in the commentary, not as disclosed commercial relationships. No sponsorship, client work, employment or business ownership is documented, so no items are listed.
Oladapo writes short LinkedIn posts about paid media and e-commerce growth.
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Read them for a diagnostic habit rather than a checklist.
Start with the post arguing that ads do not create reality; they remove the ability to ignore it.
Then read the post on building an ad around a question instead of ranking two ads against each other, followed by the checkout post on friction after the click.
The creative fatigue and retention posts cover the operating side: keeping a pipeline of creative alive and treating repeat purchase as part of what an ad budget buys.
The positioning and discovery posts set out their view of why discount-led selling and search-led funnels mislead.
Each post is a short essay that opens on a concrete incident, states a principle, and closes with a question to readers, so scanning the opening lines gives a quick sense of the argument.
Both write short LinkedIn posts about running Meta ads for DTC e-commerce, and both make the same argument about creative supply: Shakoor warns that building an account around one winning ad makes it fragile; Oladapo makes the pipeline point through frequency and CPM signals.
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Shakoor's posts draw on personal career reflection after five years in the work and focus on creative pipeline practice. Oladapo writes more about what weak results say about the offer, the price, and the experience after the click.
Both treat paid social as a business system rather than a button.
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Chaudhary's chain—business goal, offer, audience, creative, funnel, measurement, and optimization—reaches the same conclusion as Oladapo's claim that ads expose an offer instead of creating demand.
Chaudhary writes about platform automation, especially how Advantage+ changes the media buyer's role, and organizes his advice as checklists. Oladapo focuses more on diagnosing the offer, price, and checkout, and writes less about platform mechanics.
Both reach the same conclusion from opposite directions.
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Nyadu's audits of brands spending six figures a month on Meta point to creative velocity—forty to sixty new assets a month—as what separates scaling from stalling. Oladapo makes the same fatigue argument through frequency and CPM thresholds.
Nyadu's posts draw on aggregate account numbers and client examples, with named spend and return-on-ad-spend figures.
Oladapo's writing is conceptual and points readers back to their own testing question and checkout.
Ask for first-party campaign data if you need it to assess fit.
The eight posts target people who buy and run paid social for stores: media buyers, DTC founders and e-commerce marketers.
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Each closes with a specific operational question—how often they refresh creative, what they notice when buying from their own store, or which brands they would pay more for.
That signals the intended reader, but does not prove those readers engaged.
The only measured audience figure provided is Emmanuel Oladapo’s LinkedIn following: 1,725, observed 8 October 2026.
Treat this as a ceiling on direct distribution, not a forecast of sponsored-placement impressions.
The posts do not measure followers’ geography, age, gender, employer, seniority or engagement, so the count alone cannot establish whether the audience is made up of DTC operators or is qualified for a campaign.
A post dated 31 August 2026 explains a roughly month-long silence while the author sat final exams.
Activity is uneven across this period, so eight posts are not enough to infer a posting cadence.
Before booking, request engagement data from the last 6–12 months for posts about creative testing, checkout and funnel work, and retention: impressions, comments from people who identify a brand or role, and any audience survey covering job function, company size and region.
If the campaign needs a specific market or buyer seniority, ask whether that survey or audience breakdown exists.
LinkedIn followers
1,725
LinkedIn profile for Emmanuel Oladapo (account record) · 2026-10-08
A DTC store spending most of its budget on Meta and TikTok wants better paid-social performance and a checkout that stops leaking sales.
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It is willing to change the offer, product page or price message if the results point there.
The scope is fixed, runs roughly one month, and involves an outside practitioner examining the funnel rather than managing the account month to month.
This is a good fit, with one commercially important caveat: Emmanuel Oladapo's posts describe no sponsored placement, media kit, rate card or inquiry route, and the only published audience figure is a LinkedIn following of 1,725.
This is not a reach purchase, and there is no published package to buy.
The brand would need to negotiate advisory work, a teardown or a co-produced piece of content directly, with value in the thinking rather than the impressions.
The thinking is unusually consistent.
A post about a founder who said "just make the ads work" states the belief that runs through the rest: paid media reports how the market responds to an offer; it does not create the response.
A weak result signals a problem with the product, price perception or message, not necessarily a broken account.
A brand willing to accept that diagnosis suits this approach; one that wants the account tuned until the number moves does not.
The testing post shows the method: pick one uncertainty, build creative around it, and give it enough time and data to answer, rather than switching off an ad after a few days because it trails the incumbent.
The creative-fatigue post covers the operational side, naming signals to watch before cost per acquisition doubles (rising CPM, frequency past 3.5 on a cold audience, falling click-through rate while spend holds) and treating creative as a supply chain, with the next batch ready before the current one dies.
The checkout and retention posts complete the picture: the ad earns the click; the checkout and post-purchase sequence decide whether the spend was worth it.
The fit is close rather than perfect: the posts name no clients, provide no campaign data and document no results.
The brand is buying a diagnostic perspective, not an inspectable track record.
Scope the work small and test it before committing to a longer engagement.
When to choose a specialist
A brand launching a new product wants reach at scale through paid placements on LinkedIn and TikTok, with pre-agreed formats and posting obligations, verified audience demographics and regions, and a forecast of impressions and engagement against the media spend.
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The buying decision is about distribution, and the deliverable is creator-led content published to a large, qualified audience.
This is a poor fit.
The only published audience figure is 1,725 LinkedIn followers, which is a ceiling on direct distribution, not a forecast; a sponsored placement cannot be planned around it.
Oladapo's posts provide no data on follower geography, age, gender, job function, company size or engagement, so the campaign cannot verify its target audience.
Nor is there a posting cadence on which to build a schedule: one post describes roughly a month of silence for final exams, and the posts are a small set rather than a steady stream.
The content also works against the campaign.
These are short practitioner essays that end by asking readers a question.
Nothing is written to carry a product; the value lies in the argument rather than the creative.
A brand expecting scripted posts with hooks and calls to action would be asking for a different kind of work.
Creative diversity matters here, too: the zero-click commerce post argues that discovery has moved into feeds and social checkouts, and that algorithms reward brands testing the most angles and formats.
That runs counter to locking in a fixed format in advance.
The absence of a published sponsorship offer does not mean Oladapo refuses paid work or would reject the campaign; it means buyers cannot tell from the posts what the work would involve.
If reach is the priority, this is the wrong shortlist entry.
Compare it with creators who have measured, larger audiences.
A worked campaign example
A worked angle for the DTC store's paid-social and checkout improvement effort, based on what Emmanuel Oladapo's posts show.
Call the engagement "the supply chain month."
The premise comes from the creative-fatigue post: brands that scale treat creative as a supply chain, producing the next thing before the current one runs out, while brands that react late pay twice to reach the same people with the same message.
Organise the month around keeping that pipeline running rather than chasing a single winner.
Week one is for diagnosis, not production.
Agree on three questions the store cannot currently answer, drawn from the testing post's examples: Does the price feel too high?
Do people trust the product yet?
Do they understand how it differs from alternatives?
Set a read-out window and success measure for each before building any creative—the step the testing post says most brands skip.
Weeks one to three, run two creative batches per question, sized to the budget so each can reach its read-out window without starving the current winners.
Alongside them, track the weekly checks from the fatigue post: frequency on cold audiences, the CPM trend against a flat budget, and click-through rate against spend.
The post gives frequency above 3.5 on a cold audience as the warning line; have the replacement batch in production by then, not commissioned afterwards.
In parallel, audit the post-click experience during weeks two and three.
Buy from the store and count the steps and fields between the ad click and completed purchase, using the checkout post's starting point: a default checkout carries around 23 fields, and every unnecessary one is a reason to close the tab.
Test the account-creation wall specifically, since the post describes that friction firsthand, and measure what share of buyers abandon there.
Then review retention: the email sequence that brings people back and the post-purchase touch that makes a customer feel remembered.
The retention post identifies both as factors in whether ad spend was worth it, yet neither appears in the ads dashboard.
Week four is for the read-out and next testing list.
Deliverables: results for the three questions against their stated measures, the frequency and CPM trend record, a prioritised checkout and post-purchase fix list, and the next batch of creative questions.
The brand supplies account access and three months of performance data, and must be willing to change the offer or page if the results point there—the point of the "just make the ads work" post.
Before discussing the work, settle two points: there is no published format or rate, so negotiate scope and fee from scratch; and the posts provide no engagement or comment data, so the brand cannot gauge how a collaborative post would travel. Ask directly about both rather than guessing.
Pick Ujla Shakoor when one winning ad has become the account’s centrepiece and the brand wants to rebuild its testing pipeline.
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A September 2026 post states the case sharply: relying on one hook, one angle and one message is the account’s biggest risk once the ad tires.
The goal is to test a line of potential winners before the current one dies, across different hooks, angles, customer problems and formats.
That is a focused argument, while Oladapo’s posts span testing discipline, checkout friction, retention, price positioning and discovery.
If the month is specifically about creative throughput, this alternative’s narrower focus fits.
The tradeoff is range.
The two posts cover a creative-pipeline piece and a career reflection on returning after a pause and three years of DTC and Meta Ads work.
They do not cover the post-click path, checkout friction or post-purchase retention—the other half of a campaign aimed at marketers seeking coverage of the full customer journey.
Neither post gives a client, campaign result, commercial term or audience figure.
Ask for relevant case results, terms and audience data before treating this as a reach buy; the posts position Oladapo as a thinking engagement.
Pick Ali Chaudhary when the campaign’s centre of gravity is the post-click path and whether a post should receive budget at all.
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The September 2026 posts lay out a chain from business goal through offer, audience, creative, funnel and measurement to optimisation.
They ask founders to name the objective and where the traffic lands—including the landing page, product page and checkout—before adding spend.
A second post argues that as Advantage+ takes over delivery, the buyer’s job becomes deciding what to test, which creative angle fits, whether the problem lies in audience, creative, offer or funnel, and when to scale or stop.
For a brand that suspects the leak is below the ad, this is a more explicit funnel frame than Oladapo’s, which reaches the same ground through the story of abandoning a checkout.
The tradeoff is that the posts offer a framework rather than a teardown.
Both lay out questions and principles, but name no client or campaign numbers; the brand gets a structured way to interrogate its own account, not documented experience fixing someone else’s.
The posts do not cover retention or post-purchase sequences, which Oladapo’s do.
Before engaging, ask for the format, rate and audience figure; none is published here.
Pick Farah Nyadu when the decision is how much creative to produce and how fast to raise budget, and the brand wants claims tied to stated numbers.
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A January 2026 post reports that brands scaling past $500k a month on Meta launch 40 to 60 new creative assets monthly, that winning ads fatigue in 7 to 14 days at scale, and that a $12M-a-year apparel brand moved from a six-week refresh cycle to weekly launches and went, in the account’s telling, from $80k to $340k of monthly spend at the same return. A companion post reports an analysis of 31 brands spending $100k or more a month, contrasting 10 to 20% budget increases every three to four days with doubling overnight at signal thresholds.
The tradeoff is scope and verifiability.
Both posts stay inside the ad account, focusing on creative volume and budget cadence; neither addresses checkout friction or post-purchase retention, which make up half of a campaign focused on the customer journey beyond the ad.
The figures are self-reported, the clients are unnamed, and the posts were published in January 2026, months earlier than the other entries.
Without a published case, the figures cannot be checked and may describe an account environment that has since moved on.
A brand that wants the funnel examined after the click would need to add that work from elsewhere.
Emmanuel Oladapo has written eight short LinkedIn posts, all of which are available to read in full.
LinkedIn showed a following of 1,725 on 8 October 2026.
The posts are practitioner essays about paid social performance, creative testing and fatigue, checkout friction, retention, brand positioning, the shift of product discovery into feeds and social commerce, and a return-to-posting update.
The posts are short-form writing only: they include no long-form articles, videos, newsletters, interviews or first-party campaign data.
No publication dates appear in the posts, so no timeline is asserted and the items are ordered by subject rather than chronologically.
Six posts by three other creators, published between January and September 2026, provide similar-creator comparisons.
Emmanuel Oladapo's posts name no client, employer, sponsor or owned business, and include no audience composition or engagement figures beyond the follower count, so those remain open gaps rather than settled facts.
