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 — ROAS 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× ROAS, 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
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.

What you get

Everything you need to run paid social profitably, in house.

Performance
Last 7 days
Spend
$1,847
+2%
Revenue
$6,321
+14%
ROAS
3.42×
+0.38
CAC
$21.20
−9%
Your live performance dashboard, set up in week one
Spend, revenue, ROAS and CAC across every campaign, updated daily. No spreadsheets, no waiting for a report. You see exactly what we see on every call.
Campaigns Ad sets Ads
Campaign
Spend
ROAS
Prospecting
$1,120
3.1×
Dynamic retargeting
$727
5.4×
Your account, built right in month one
We design your media plan and build the campaign structure in your account, paused and ready. Tracking verified, catalogue connected, budgets and naming set. You load the creative and launch. From there, you run everything.
You
M
Michael · HWC
Live
Every week
A private coaching call, every week
Just you and me, every week for 90 days. No group rooms, no shared calls. We work through your account, your numbers and your next move, in order, for twelve weeks.

You run the ads. We make sure they're profitable.

Revenue from ads is easy to buy. Profit is what we coach for. Every decision in the program runs through one filter: your cost to acquire a customer against what that customer is worth. We set your break even ROAS and max CAC in week one, and every call after that measures against them.

The alternative

What this replaces.

A good agency is the right move at scale. Until then, you're paying retainer prices for a service built for bigger budgets.

Outsourced, 12 months
In house with HWC, 12 months
Cost
Outsourced, 12 months$24,000 to $36,000
In house with HWC, 12 monthsLess than half the monthly cost, and the program ends
Month 13
Outsourced, 12 monthsRetainer continues
In house with HWC, 12 monthsLight touch support or fully independent
When you leave
Outsourced, 12 monthsThe capability leaves with them
In house with HWC, 12 monthsThe skills, account structure and dashboard are yours
Who runs your ads
Outsourced, 12 monthsTheir team
In house with HWC, 12 monthsYour team
Book an intro call
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
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 ROAS reports
Weekly calls to review results and strategy, then we keep optimising together. Every Monday you get a ROAS report with what's working, what's not, and what we're testing next.
04
Scale · Month 3+
You own the system
Your ROAS 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.
A fit if

This works if you…

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.
No, we don't manage the ads. The program teaches you how to run them properly, with me as your strategic partner, so you own the skill rather than a dependency. We can implement the campaign structure for you during the first weeks to help make things happen, but from there you run the account. 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, TikTok, Reddit, and ChatGPT. The strategic frameworks apply across all of them. I'll advise on your channel mix based on your audience and objectives.
Not yet, coming soon.
Your ROAS 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.
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 →

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