# Articles by Martin Meneses

Field notes on what happens after the click.

- [Why Meta Ads Work One Week and Stop the Next: 8 Stages Nobody Checks](https://martinmeneses.com/articles/ads-work-one-week-then-stop.md): A Meta ad works for a week, then sales drop. Before you change the ad or the budget, check the eight stages after the click where the promise breaks.
- [Before You Raise Your Ad Budget: The 7 Numbers That Say Wait](https://martinmeneses.com/articles/before-you-raise-your-ad-budget.md): More budget on a broken stage only makes the loss bigger. The seven numbers to read before raising Meta spend, in order, with the math behind each one.
- [Same Lead, Different Five Minutes: What Happens After the Form](https://martinmeneses.com/articles/first-five-minutes-after-a-lead.md): The same lead, answered in five minutes, is still thinking about you. Answered tomorrow, it's "Who is this?" What to measure and send after the form.
- [Optimizing Yourself Into a Loss: Fix One Number, Break Three Others](https://martinmeneses.com/articles/optimizing-one-number-breaks-three.md): A funnel test can win on the number it tested and still leave less money in the bank. Here are the numbers to watch in pairs, with a worked example.
- [The Funnel Iceberg: Why a Copied Guru Funnel Only Pays the Guru](https://martinmeneses.com/articles/copied-guru-funnel-iceberg.md): A big funnel can lose money up front and still win. Here's what sits under the water, and the questions to ask before copying any funnel you admire.
- [$249,291 From One Sales Page: What It Did and What Wasn't Mine](https://martinmeneses.com/articles/249291-from-one-sales-page.md): One front-end sales page, 6,295 orders, 2.35% of cold traffic. What it did, what it didn't, and why one page's number says more than a funnel total.