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Paid social, in house · Australia

Take control of your paid social in 90 days.

From outsourced and uncertain to in-house, profitable, and built for the AI era.

AI has changed paid social forever. The businesses winning right now aren't the ones paying agencies more, they're the ones running campaigns in-house with the right systems, the right tools, and an expert copilot. I'll help you build that system in 90 days, then hand you the keys.

Book an intro call
10:02
h
Michael · HWC 9:45 am
to Lea
HWC Weekly Report · W14
L'Epicerie · 18–24 Nov
Hi Lea — MER is up to 3.42× this week.
Revenue
$6,321
+14% WoW
Spend
$1,847
+2% WoW
New customers
87
+21% WoW
CAC
$21.20
−9% WoW
What's working
—UGC angle #3 hitting 4.1× MER, highest of any angle this quarter.
—Retargeting cart abandoners driving record revenue at $12 CAC.
What's not
—Cold prospecting CPA up 18%. Creative fatigue on the Nov batch.
—Post-purchase upsell flow down 11% WoW, offer needs a refresh.
Next steps
—Ship 3 new UGC angles Tuesday, refresh cold prospecting pool.
—Rework upsell offer; launch v2 before weekend spend ramp.
Reply all
Forward
+30%
MER improvement by month 3
+50%
revenue scale by month 6
$5–10k
typical monthly ad spend
The old model is broken

High agency fees eat the budget that should fuel your growth.

Low ad spend means low signal. With AI tools and a guide, in-house is now the smarter third option.

How it works

Three months. One system. Yours to keep.

01
Onboarding · Week 1
Audit and media plan
Every client starts from a different place. Some already have CAPI in place and strong tracking. Others are starting from scratch. I audit your account and you leave the first week with a media plan and a clear list of tasks to start building your system.
02
Foundation · Weeks 2 to 4
Creative Flywheel rebuild
We rebuild your campaign structure using the Creative Flywheel framework. Fix tracking gaps if they exist. Set up weekly reporting automation. You start seeing cleaner data immediately and making decisions from it.
03
Optimisation · Months 2 to 3
Weekly MER reports
Monthly calls to review results and strategy, then we keep optimising together. Every Monday you get a MER report with what's working, what's not, and what we're testing next.
04
Scale · Month 3+
You own the system
Your MER is stable and growing. You own the system, the data, and the decisions. Run it yourself from here on, most clients do, or stay in touch for ongoing sparring if you want a copilot.
The Accelerate Program

Ready to start? Here's the deal.

Accelerate Program
$950
/mo · 3 months
Total: $2,850 over 3 months
For businesses ready to bring paid social in-house and build the system from the ground up, in 90 days.
Outcome
+30% MER by month 3, documented system you fully own.
Secure checkout via Stripe
What's included
  • Full account audit and Creative Flywheel implementation
  • Custom course modules, basics through to the most advanced systems
  • Weekly strategic email reporting with AI task tracker
  • Full MER / CAC / ROAS dashboard
  • CAPI and tracking setup if not already in place
  • Monthly 1:1 strategy calls
  • Direct email access to me for urgent questions
Creative is the new targeting

You can't feed the algorithm with two polished videos any more.

Meta and TikTok have taken targeting off your hands. Your job now is to feed their algorithms a constant stream of creative so they can find your buyers for you. Diversity and volume are the new levers.

Which is why paying $4K for a single old school video shoot no longer makes sense. You need several fresh concepts every month, testing angles, hooks and formats for every persona. Only AI production is fast and cheap enough to keep up.

The HWC creative team builds AI creatives for ecommerce and lead gen campaigns with a strategic mindset, personas, emotional purchase drivers, hook testing. Built to perform, not just to fill the feed.

01 Spy competitors 02 Research personas 03 Generate hooks 04 Force spend 05 Analyse results 06 Diversify winners CREATIVE FLYWHEEL
The Creative Flywheel · 6 step process
The creative stack
Claude
ChatGPT
Midjourney
Runway
Veo 3
Kling
HeyGen
ElevenLabs
Flux
Nano Banana
Seedance
Pika
Optional add on
AI Creative Production
$850
/ month
Three new ad creatives per month, built using the stack above and directed by me. Indistinguishable from traditional production at a fraction of agency cost. Because creative is 70% of paid social performance, and running out of fresh creative kills campaigns faster than anything else.
Secure checkout via Stripe
A fit if

This works if you're…

Client results

The kind of partnership our clients actually describe.

"Michael at HWC has been a great partner in helping us structure and refine our Meta Ads strategy for both Lepicerie Agency ecommerce stores. His direct input, tutorials, and tools have helped us gain clarity and confidence in how we approach paid media."
Charles Hurtebize
Charles Hurtebize
Director, L'Épicerie Agency
"HWC has been an incredible help for LE.SHOP. The platform makes it easy to see which creatives work, how to optimise campaigns, and how to improve conversions in a measurable way. Michael brings smart strategic insight, guiding us on long term goals and how to get the most out of Meta's tools."
Lea Altpeter
Lea Altpeter
Digital & Wholesale Marketing, Le.Shop
"Working with Michael gave us clarity on how paid social should actually work for our business. His focus was on helping us understand Meta, building solid foundations, and setting us up well for the future, rather than just doing it for us."
Lauren Dixon
Lauren Dixon
Digital Manager, Gramicci
Start here

Free resources to get you moving.

Start learning before we even talk. Three resources, no cost.

Resource 01
Pre-Flight Checklist
23 things most businesses get wrong before a single ad runs. Use it before you spend another dollar on paid social.
Get the checklist →
Resource 02
Ad Idea Generator
The free AI powered tool I built to help you generate strategic ad ideas in minutes. Built on my Creative Flywheel framework.
Try the generator →
Resource 03
Insights
A monthly newsletter sharing the latest insights and blog posts on paid social, AI creative, and what's actually working right now. Anonymised learnings from real client work.
Read the insights →
Questions

Common questions.

$5,000 a month across your paid social channels. Below that, the algorithm doesn't have enough data to optimise properly, and you're better off with a free course or self learning until you scale. If you're not there yet but ready to get there, we can still talk.
Through HWC, no. The program teaches you how to run them properly, with me as your strategic partner. You own the skill, not a dependency. That said, I also take on a small number of freelance account management clients separately. If that's what you're looking for, message me directly and we can discuss.
Meta (Facebook + Instagram), LinkedIn, and TikTok. The strategic frameworks apply across all three. I'll advise on your channel mix based on your audience and objectives.
Not yet, coming soon.
Your MER is stable and growing, and you own the system. Most clients take it over from there and run it themselves. If you want a copilot, I'm available ad hoc, no retainer, no lock ins.
Book an intro call. We'll look at your account together, I'll be honest about whether I can help, and we'll take it from there.

Ready to take paid social in-house?

Twenty minute intro call. No pitch. I look at your account with you and tell you honestly whether I can help or not.

Book an intro call