7+ years of performance marketing, ads & strategy. Now building what comes next.
Years of running campaigns, testing ideas, analysing performance and figuring out what actually works. Now turning that experience into systems, tools and things worth building.
Live scope · this engagement
Performance marketing is the foundation. Seven-plus years of running campaigns, testing, and figuring out what actually matters.
We build, manage, and optimise campaigns, ad sets, and creatives across your Meta advertising accounts. Not set-it-and-forget-it — actually managed.
Numbers that mean something. Reach, engagement, conversions, spend — broken down and explained on a cadence that suits you.
Routine adjustments — pacing, structural upkeep — handled between reviews so campaigns don't drift while you're not watching.
You grant access and set its scope. We remove it when the engagement ends. No ambiguity about what we can see or touch.
"There are plenty of formulas in marketing. The problem is that real campaigns don't always follow them."
So we prefer the less exciting approach.
Do the work.
Look at the numbers.
Figure out what happened.
Change what needs changing.
Do it again.
That's where most of the useful stuff comes from.
Performance marketing teaches you pretty quickly that theory only gets you so far.
You run campaigns.
You test things.
You get things wrong.
You figure out why.
You try again.
That experience is where The Spiral Squad starts.
I'm Raj. Most of what I know came from doing the work — testing, breaking things, fixing them and figuring out what actually mattered. The products and services on this site come from that.
Some problems are better solved with a campaign. Some need a system. Some need a better workflow. And sometimes you need to build the thing yourself. That's what we're doing now.
Running campaigns, managing accounts, testing and optimising. The foundation that started everything.
Campaign structure, creative direction, audience strategy — built from years of seeing what actually moves the numbers.
Workflows, automation and AI tools built around real advertising experience — not the other way around.
Practical digital products and done-for-you setups built from problems actually encountered in the work.
"We don't believe marketing is a formula."
We test. We measure. We figure out what's happening. We make a decision. We check again.
The Meta Marketing API gives us authorised access to your account data — scoped to exactly what the engagement requires, granted by you, and removed when we're done. Nothing more.
I'm sharing the experiments, ideas, things that work, things that don't, and what I'm building along the way.
No polished version of reality. Just the work as it happens.
Look at the experience. Look at the work. Then decide.