About · Michael Gayet

A decade in performance marketing. On a mission to stop media waste.

I'm a social media optimist who believes paid social can be ethical, sustainable, and genuinely useful, for business owners, for agencies, and for the people on the other end of the ads.

Michael Gayet · Founder

The short version

I'm a social media optimist with over a decade immersed in performance marketing.

My mission is simple: help businesses stop wasting money and guide them to take control of their paid social. I believe the industry works best when it's ethical and sustainable for everyone involved, business owners, agencies, and customers alike.

Through How We Convert, I champion a culture of "radical honesty" and empowerment. I'm passionate about leveraging AI and creative strategies not just for profit, but to create positive impacts and genuine human connections.

I'm here to help you stop guessing and start growing.

Book an intro call Connect on LinkedIn →

What I believe

Four principles that shape how I work.

Radical honesty

If your account doesn't need my help, I'll tell you. If a channel isn't working, I'll say so. No fluff, no vanity metrics, no pretending.

Own your system

The goal isn't for you to rely on me forever. It's to build a paid social operation you can run yourself, with AI as your copilot.

Ethical by default

Paid social works best when it genuinely serves the buyer. I don't work with founders who want to squeeze performance out of something people don't actually need.

AI + human judgement

AI handles the grunt work so the human (me, you) can focus on strategy, taste, and the judgement calls that actually move the needle.

The path here

A decade of paid social, compressed into one conviction.

10+ yrs

Deep in performance marketing

Building, running and optimising paid social accounts across a wide range of categories and scales.

Then

Agency side experience

Saw firsthand how much budget disappears into retainers instead of fuelling actual ad spend and growth.

Now

How We Convert, independent

Solo operator backed by AI. I bring agency level judgement to founders who want to bring paid social in-house.

Stop guessing. Start growing.

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