Biography
Tom owns paid media at Paid Lens, which means he is the first person to run every recommendation the platform produces against a real budget.
He has managed spend across Google Ads, Meta, LinkedIn and programmatic for both ecommerce and B2B, and has scaled accounts from five figures a month into seven.
His guides are the checklists he uses himself: weekly audits, budget reallocation, creative testing and knowing when a change deserves to be reversed.
Areas of expertise
- Budget allocation and pacing
- Google Ads and Meta account management
- Creative testing frameworks
- Weekly performance review workflows
Works on
Articles by Tom Alvarez
Google Ads vs Meta Ads: Which Is Actually Making You Money? (How to Tell)
Most small businesses run both Google and Meta but compare them with the platforms' own dashboards — which are both lying. Here's how to compare them fairly.
Read articleWhy Your Ad Campaigns Look Fine But Your Business Isn't Growing
Impressions up. CTR strong. Cost per click down. Revenue flat. Welcome to the vanity metrics trap — and how to escape it with a revenue-connected ad campaign performance dashboard.
Read articleThe 5-Minute Weekly Ad Audit Every Small Business Owner Should Do
Most owners either ignore their ad data or obsess over the wrong things. The right answer is a 5-minute weekly ritual built around 4 numbers. Here's the exact process.
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