Launch → Paid Social Foundations: Campaigns That Actually Work with Ellie McGuigan

A lot of wasted ad spend isn't caused by bad creative or a small budget. It's caused by decisions made in the first ten minutes of building a campaign, before a single pound has gone out the door.

This session covers the setup properly: how to structure campaigns across Meta (and where TikTok and LinkedIn differ), what to actually do about targeting now that the platforms make most of those calls for you, and the settings that quietly drain budget when nobody's watching.

Meet the host:

Ellie McGuigan is a paid social strategist with over five years of brand-side experience at two of the UK's largest charities, where she's built and scaled campaigns across both B2B and B2C in purpose-driven environments. Having navigated the confusion of paid social firsthand early in her career, she's made it her mission to make the channel make sense for others. Ellie is an active voice in the marketing community — speaking and writing about platform updates, algorithmic shifts, and what they mean for practitioners on the ground.

What we'll cover:

• How to structure campaigns, ad sets and ads so the platform can learn properly and your results are readable

• What targeting looks like in practice now automation has taken over most of it, and where your input still genuinely matters

• The setup mistakes that waste spend before you've had a chance to optimise anything

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