I run paid advertising across seven channels and teach teams to run it themselves
I'm Maksim Makeev, a performance marketer. Meta, Google, TikTok, Unity Ads, Moloco, Telegram Ads and Apple Ads: strategy, analytics, creatives and launch automation. Message me on Telegram and we'll go through your case with numbers.
up to $100,000a month: the ad budget my team managed at its peak
Lead, install, saleEvery channel reports into one analytics view
Select a channel to open its breakdown: who it suits, which formats it offers and what I set up.
The ad market in numbers
Impressions cost more every year and algorithms keep taking over manual settings. These are the research figures I plan with.
Show as a table
$1.34Tglobal ad spend in 2026, up 11.9% on the year before1
66.4%of that money goes to social, search and retail media1
+14%rise in Meta's average price per ad year over year, Q3 20262
When the price of an impression rises every year, the winner is the team that models unit economics before launch, refreshes creatives faster and decides on data instead of instinct.
Seven traffic channels
Each channel has its own audience, auction and analytics requirements. Pick a goal to see which ones fit best.
Routine eats the time that should go into hypotheses. I build a pipeline where people make decisions and scripts and AI do the rest.
CreativesTrend monitoring, scripts, editing and format adaptation with AI tools. Every creative gets a name from one shared template.
LaunchCampaigns are created in batches through the API and templates: the same structure, tags and names with no manual errors.
TrackingPixel, server-side events and a tracker bring spend and revenue into one table, down to the creative.
DecisionsRules work out what to scale, what to hold and what to stop.
ReportsA daily Telegram summary: spend, revenue, ROI and the list of decisions for today.
Example of a stop rule
The target cost per action equals revenue per action divided by 1.2. If spend on a creative reaches three target costs with no conversions, the creative stops. The rule ends debates and saves test budget.
Industries
The buying mechanics are the same, but every industry has its own demands on creatives, analytics and paperwork.
E-commerce and D2C
Catalog, dynamic remarketing, higher order value and repeat purchases.
Apps and games
Installs, subscriptions and in-app purchases on iOS and Android.
Services and B2B
Qualified leads: we count sales, not the number of forms.
Education and communities
Sign-ups, Telegram subscribers, sales from webinars and newsletters.
Complex and regulated industries
Dating, nutra and iGaming take preparation: licenses, platform permissions and careful wording. I work only where the product is legal and only within the rules of the ad platforms.
Dating
Meta allows ads for dating services only with prior written permission11. Adults only, no explicit imagery.
Nutra and health products
No treatment promises and no before-and-after comparisons. For some categories platforms require advertiser certification.
iGaming
Meta requires written permission and proof of a license7. Google allows ads after certification and tightened its terms on September 14, 20268.
Before launch I check the license and the list of permitted countries. Rules change fast: Brazil has banned betting advertising since September 25, 20269. If a product is prohibited in a market, I do not run the campaign.
ASO and app development
I promote apps on the App Store and Google Play and ship my own. Ads show which queries bring installs, and the product page turns them into organic growth.
Store searchKeyword core, title, subtitle, keyword field.
Product pageIcon, screenshots, video, A/B tests and custom pages for ads.
InstallRatings and reviews, app size, localization for each market.
In-app eventOnboarding, subscription or purchase. Event data flows back to the ad platforms.
70%of App Store visitors use search to discover apps5
almost 65%of downloads happen right after a search5
I build iOS and Android apps from prototype to release: store review preparation, event analytics from the first build and a product page that is ready for advertising.
Glossary
Short definitions so that we speak the same language.
CPM
Cost per thousand impressions. Shows what audience attention costs in the auction.
CTR
The share of impressions that ended in a click. The main measure of creative strength.
CPC
Cost per click: spend divided by the number of clicks.
CR
Conversion rate: the share of users who moved to the next funnel step.
CPA
Cost per target action: a lead, an install or a sale.
CPI
Cost per app install.
ROAS
Ad revenue divided by spend. A ROAS of 2 means every dollar returned two.
ROI
Profit divided by spend. An ROI of 20% means each dollar earned 20 cents on top.
LTV
The revenue one customer brings over their lifetime. It sets how much you can pay to acquire them.
MMP
A mobile measurement partner. It determines which channel drove an install and an in-app event.
SKAdNetwork
Apple's system for measuring iOS advertising without sharing user-level data.
Conversions API
Server-side event sharing with Meta. It complements the pixel and recovers lost conversions.
Postback
A message from one system to another saying that a conversion happened.
Attribution
The rules that assign a conversion to a channel, a campaign and a creative.
Incrementality
Sales that would not have happened without advertising. Measured with a control-group test.
ASO
App store optimization: improving the product page to grow in search and in install conversion.
This term is not here yet. Ask me on Telegram.
Frequently asked questions
If your question is not here, ask it on Telegram.
What budget makes sense to start with?
It depends on the price of your target action. A test budget has to give the algorithm conversion data, not impressions. Model your economics in the calculator above, and I will name an exact figure after the audit.
Do you guarantee results?
No, and nobody honestly can. I am responsible for the process: transparent analytics, a test plan, rule-based decisions and a report that shows where every dollar went.
How long until the first results?
First we set up tracking and prepare creatives. The first conclusions come when a test has collected enough conversions, so timing depends on the budget and the price of the action.
Which channels should I choose?
Start with the channel mix tool on this page. It shows a starting split, and I propose the final set after auditing the product and the analytics.
How is the training different from a course?
It is practice on live launches with a review of your own campaigns, not a set of recorded lessons. Format and terms are discussed in person.
Do you work with complex industries?
Yes, if the product is legal in the target market and the required platform permissions are in place. Documents are checked before launch.
How do I start?
Message me on Telegram with your product, goal and budget. The form at the bottom of the page writes the message for you.
About me
A performance marketer living by the ocean in Florianópolis.
I'm Maksim Makeev. I run ad campaigns on Meta and other channels, work on ASO and build apps for the App Store and Google Play.
My team managed an ad budget of up to $100,000 a month. I turned that experience into a system: analytics down to the creative, decision rules and automation of everything that repeats.
On my blog I show the working process: launches, tracking, creatives and automation.