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Course 03Coming soonPerformance lab

Media Buying

Put money behind a product.Read what happens.Decide.

Plan, launch, optimise and scale paid campaigns.

See the evidenceView the curriculum

The method

Plan → Launch → Test → Optimise → Scale → Measure

Every campaign in the course goes through the same six stages. Where real evidence on this page shows a stage, the stage links to it.

  1. Plan

    Decide what is being sold, to whom, on which platform, with what budget, and what a result is worth.

    • Campaign strategy
    • Audience research
    • Paid traffic strategy

    A campaign plan

  2. Launch

    Set campaigns up so they deliver and can be measured: structure, tracking, creative and budgets.

    • Campaign setup
    • Conversion tracking

    Campaigns delivering

    Seen in Case file 01

  3. Test

    Spend small to learn: several campaigns or creatives on small budgets, chasing the same result so they can be compared.

    • Creative testing
    • A/B testing

    A winner, or a lesson

    Seen in Case file 02

  4. Optimise

    Read the numbers and act: cut what costs too much, keep what works, adjust budgets and bids.

    • Campaign optimisation
    • CPA optimisation
    • Bid strategy

    A lower cost per result

    Seen in Case file 02

  5. Scale

    Put more money behind what works, by raising a budget or copying a winner, and watch what it costs.

    • Scaling
    • Budget allocation

    More results at a cost you accept

    Seen in Case file 02

  6. Measure

    Report what happened against what it cost or earned, and carry it into the next plan.

    • Reading campaign data
    • Performance analytics
    • ROAS analysis

    A report and the next plan

    Seen in Case file 01, Exhibit 06, Exhibit 03, Exhibit 04 and Exhibit 05

The ecosystem

Meta → TikTok → Google Ads → Publisher monetisation

Three places to buy traffic, and the other side of the market: the websites that sell their ad space. Evidence is marked only where real evidence is on this page.

  1. Evidence available: 2 exhibits for Meta

    Meta

    Paid social

    Facebook and Instagram ads, bought and managed in Meta Ads Manager.

    • Campaign setup
    • Audiences
    • Creative testing
    • Budgets and scaling

    2 real exhibits on this page.

  2. Evidence pending

    TikTok

    Paid social

    Short-video ads, bought in TikTok Ads Manager.

    • Campaign setup
    • Creative testing

    Taught in the course. Not yet demonstrated on this page.

  3. Evidence pending

    Google Ads

    Search, display and video

    Ads on Google Search, the Display Network and YouTube, bought in Google Ads.

    • Search campaigns
    • Display and video
    • Bidding

    Taught in the course. Not yet demonstrated on this page.

  4. Evidence available: 4 exhibits for Publisher monetisation

    Publisher monetisation

    The other side of the market

    Websites and blogs earn by selling their ad space, through Google AdSense and Google Ad Manager.

    • Ad revenue
    • Payouts
    • eCPM
    • Viewability

    4 real exhibits on this page.

Real campaign evidence

Inside the campaign.

Real campaigns from Oyiza Musa’s own ad accounts. Every figure and date is exactly as the dashboard reported it; account details and names are redacted. Where a decision needs Oyiza Musa’s own explanation, the case file says so.

Case file 01 · Meta Ads Manager

Campaign delivery

Seventy-one campaigns in one ad account, reported over the last thirty days.

8 Sep – 7 Oct 2026Reporting period · Captured 8 Oct 2026

Amount spent
₦938,393.62
Campaigns
71
Shown in the capture
4 campaigns
Redacted capture, Meta Ads Manager. Captured 8 Oct 2026.

Removed: ad account name and ID, account details, profile photo, browser and URL. Campaign names relabelled. Figures and dates unchanged.

Inside the campaign

  1. Objective

    Website content views. Each of the four campaigns shown was optimised for the result Meta reports as “Website views content”.

  2. Campaign

    71 campaigns in the period. The four shown ran on daily budgets of ₦30,000.00 and ₦20,000.00.

  3. Delivery

    Campaign C delivered the most results, 3,241. Campaign D was shown the most, 275,146 times.

  4. Data

    Cost per result across the four ran from ₦60.94 (Campaign A) to ₦79.65 (Campaign C).

  5. DecisionPending

    Oyiza’s own account of this decision will be added here.

  6. Outcome

    ₦938,393.62 spent across 71 campaigns, 8 Sep – 7 Oct 2026, as Meta reported it.

  7. What this teaches

    Impressions are not results. Campaign D was shown 275,146 times for 2,268 results; Campaign C, 125,289 times for 3,241.

The four campaigns visible in the capture, in the dashboard’s order.

The four campaigns visible in the capture, in the dashboard’s order.
CampaignResultsCost per resultDaily budgetAmount spentImpressions
Campaign A2,924₦60.94₦30,000.00₦178,190.04142,126
Campaign B1,954₦76.40₦30,000.00₦149,277.5179,786
Campaign C3,241₦79.65₦20,000.00₦258,150.27125,289
Campaign D2,268₦74.33₦20,000.00₦168,583.14275,146
All 71 campaigns——₦938,393.62Not in capture

Every result shown is a “Website views content”. The total row shows no results figure because the 71 campaigns did not all optimise for the same result; Meta labels it “Multiple conversions”. The total impressions were cut off in the original capture.

Case file 02 · Meta Ads Manager

Campaign optimisation

Small tests, a campaign with the lowest cost per result, and a copy of it run at a far larger budget.

1 Jun – 31 Jul 2026Reporting period · Captured 8 Oct 2026

Amount spent
₦460,380.82
Campaigns
36
Results
3,226
Average cost per result
₦142.71
Redacted capture, Meta Ads Manager. Captured 8 Oct 2026.

Removed: ad account name and ID, account details, profile photo, browser and URL. Campaign names relabelled. Figures and dates unchanged.

Inside the campaign

  1. Test

    Most of the campaigns shown ran on small daily budgets, from ₦4,000.00 to ₦4,980.00.

  2. Winner

    Campaign D: 453 results at ₦118.48, the lowest cost per result shown.

  3. Duplicate

    Campaign D was copied. Two copies appear: one at ₦4,094.00 a day, one at ₦50,094.00 a day.

  4. Scale

    The copy at ₦50,094.00 a day delivered 1,030 results at ₦123.66: the most results shown.

  5. DecisionPending

    Why Campaign D was copied, and why to ₦50,094.00 a day. Oyiza’s own account of this decision will be added here.

  6. What this teaches

    Read three numbers together: the scaled copy’s cost per result (₦123.66) was above the original’s (₦118.48) and below the period average (₦142.71).

The pattern in the dataCampaign D at ₦4,094.00 a day: 453 results at ₦118.48, the lowest cost per result shown. A copy of Campaign D at ₦50,094.00 a day: 1,030 results at ₦123.66, the most results shown.

The eight campaigns visible in the capture, in the dashboard’s order.

The eight campaigns visible in the capture, in the dashboard’s order.
CampaignResultsCost per resultDaily budgetAmount spent
Campaign A18₦136.84₦4,000.00₦2,463.05
Campaign B21₦171.16₦4,113.00₦3,594.46
Campaign C590₦130.45₦14,000.00₦76,966.16
Campaign D – Copy33₦137.10₦4,094.00₦4,524.27
Campaign E – Copy171₦140.55₦4,000.00₦24,034.88
Campaign D – Copy (highlighted)1,030₦123.66₦50,094.00₦127,366.50
Campaign D (highlighted)453₦118.48₦4,094.00₦53,673.04
Campaign E517₦138.81₦4,980.00₦71,766.82
All 36 campaigns3,226₦142.71₦460,380.82

Every result is a “Website views content”. Impressions were cut off at the window edge in the original capture.

Read the numbers

What each number is telling you.

A dashboard is only useful if you can read it. Each metric below is defined, read and worked through with a real figure from this page.

Buying traffic

What an advertiser spends, and what it gets.

Spend

What the platform charged to deliver the ads in the period.

Never read it without its period.

₦938,393.62 across 71 campaigns, 8 Sep – 7 Oct 2026.From Case file 01: Campaign delivery

Results

The action the campaign was set to get, counted by the platform. It is whatever you optimised for, so check what it is before you celebrate it.

Here a result is a website content view, not a sale.

Campaign C: 3,241 results, each a “Website views content”.From Case file 01: Campaign delivery

Cost per result

Spend divided by results.

Lower is cheaper, but only compare campaigns chasing the same result.

₦178,190.04 ÷ 2,924 = ₦60.94 (Campaign A).From Case file 01: Campaign delivery

Budget

The most the platform may spend, usually per day. A ceiling, not the amount spent.

Compare a campaign’s budget with what it actually spent.

A copy of Campaign D at ₦50,094.00 a day, beside tests at ₦4,000.00 to ₦4,980.00 a day.From Case file 02: Campaign optimisation

Impressions

How many times the ads were shown. Not people, and not results.

More impressions do not mean more results.

Campaign D: 275,146 impressions for 2,268 results. Campaign C: 125,289 for 3,241.From Case file 01: Campaign delivery

Selling ad space

What a website earns from the ads shown on it.

Revenue

What a website earned from the ads shown on it. Money earned, not money spent, and not a return on any ad spend.

Never add it to, or set it against, ad spend from a different account, period or currency.

$642.80 for Property A, 1 Sep – 8 Oct 2026.From Exhibit 03: Property A

eCPM

Revenue per thousand impressions: revenue ÷ impressions × 1,000.

It tells you what the ad space is worth, not how much of it sold.

$642.80 ÷ 20.5K × 1,000 ≈ $31.36. The dashboard shows $31.38, because it works from the exact impressions, not the rounded 20.5K.From Exhibit 03: Property A

Viewability

The share of measured impressions that could actually be seen on screen.

Ads nobody can see are worth less to the buyer.

70.9% for Property B, 52.2% for Property A.From Exhibit 04: Property B

Publisher monetisation · Google AdSense and Ad Manager

The other side of the market.

Advertisers pay for attention. Publishers sell it. These are blogs and websites earning from the ads shown on them: payouts from Google AdSense, and properties reported by Google Ad Manager.

Read these figures on their own

  • Each exhibit has its own dates, so their figures are never added together.
  • They are publisher earnings, not a return on the Meta spend above: nothing here shows where these sites’ visitors came from, or what that traffic cost.
  • The return will be shown when the matching ad spend is published beside it.

Exhibit 06 · Google AdSense

Publisher payouts

Monthly Google AdSense payouts to Oyiza’s bank account, from blogs monetised with AdSense.

21 Jan – 21 Oct 2025Payment dates · Captured 8 Oct 2026

Latest payout
US$35,115.96
Payouts shown
10
Sum of payouts shown
US$68,275.05
Redacted capture, Google AdSense. Captured 8 Oct 2026.

Removed: publisher ID, bank account digits, payment references, URL, profile photo and browser. Figures and dates unchanged.

Inside the numbers

  1. Objective

    Earn from blogs through Google AdSense.

  2. TrafficPending

    Where the blogs’ traffic came from, and what it cost. Oyiza’s own account, with the matching ad spend, will be added here.

  3. Outcome

    Ten monthly payouts, from US$144.97 on 21 Jan 2025 to US$35,115.96 on 21 Oct 2025.

  4. What this teaches

    A payout arrives about a month after it is earned: the payout of 21 Oct 2025 is for September’s earnings. Read payouts against the month the money was made.

The pattern in the dataPayouts stayed under US$4,000 a month from January to August 2025, then rose to US$22,843.18 in September and US$35,115.96 in October.

The ten payouts in the capture, newest first, as Google listed them.

The ten payouts in the capture, newest first, as Google listed them.
Payout dateAmount (USD)
21 Oct 2025 (highlighted)US$35,115.96
21 Sept 2025 (highlighted)US$22,843.18
21 Aug 2025US$3,818.90
21 Jul 2025US$650.64
21 Jun 2025US$575.77
22 May 2025US$1,716.20
21 Apr 2025US$1,472.86
21 Mar 2025US$1,684.80
21 Feb 2025US$251.77
21 Jan 2025US$144.97
Sum of the 10 payouts shownUS$68,275.05

AdSense lists each payout as a negative amount (“−US$35,115.96”) because it leaves the account balance; it is shown here without the sign. The sum is calculated from the ten rows; every row is exactly as Google reported it.

  1. Exhibit 03

    Property A

    1 Sep – 8 Oct 2026 · Reporting period

    Revenue
    $642.80
    Impressions
    20.5K
    eCPM
    $31.38
    Viewability
    52.2%
    Redacted capture, Google Ad Manager. Captured 8 Oct 2026.

    Removed: property name, domain, network code, URL, account details, and the 7-day insight card, which covers a different period. Figures and dates unchanged.

  2. Exhibit 04

    Property B

    1 – 30 Sep 2026 · Reporting period

    Revenue
    $801.12
    Impressions
    33.9K
    eCPM
    $23.61
    Viewability
    70.9%
    Redacted capture, Google Ad Manager. Captured 8 Oct 2026.

    Removed: property name, domain, network code, URL, account details, and the 7-day insight card, which covers a different period. Figures and dates unchanged.

  3. Exhibit 05

    Property C

    1 Aug – 8 Oct 2026 · Reporting period

    Revenue
    $1.14K
    Impressions
    34.7K
    eCPM
    $32.85
    Viewability
    57.9%
    Redacted capture, Google Ad Manager. Captured 8 Oct 2026.

    Removed: property name, domain, network code, URL, account details, and the 7-day insight card, which covers a different period. Figures and dates unchanged.

The performance loop

Campaign → Traffic → Conversion / Monetisation → Data → Optimisation

  1. Campaign

    An advertiser pays a platform to show ads.

    Measured by Spend, budget

  2. Traffic

    People see the ads, and some of them act.

    Measured by Impressions, results

  3. Conversion / Monetisation

    Traffic becomes value: a sale or a sign-up for an advertiser, ad revenue for a publisher.

    Measured by Conversions, revenue

  4. Data

    The platforms report what happened.

    Measured by Cost per result, eCPM, viewability

  5. Optimisation

    Decide what to cut, keep, copy or scale, and run the loop again.

    Measured by The next decision

Then back to Campaign, with what you learned.

Paid acquisition

You pay for traffic.

An advertiser buys attention on Meta, TikTok or Google Ads and judges it by spend, results and cost per result. Conversion is the goal: a sale, a sign-up, a lead.

Publisher monetisation

You are paid for traffic.

A website sells its ad space and judges it by revenue, eCPM and viewability. Monetisation is the goal: turning the visitors it already has into income.

The commerce funnel

From a product to revenue.

How a paid campaign sells a product, step by step, and what each step is measured by. No commerce campaign evidence is published yet, so no step shows a figure. Real figures will appear here when they are.

  1. Product

    What is being sold, and to whom.

    Price, margin

    No figure yet

  2. Ad

    The creative that earns attention.

    Click-through rate

    No figure yet

  3. Landing page

    Where the click arrives.

    Landing page views

    No figure yet

  4. Traffic

    Paid visitors arriving.

    Cost per click

    No figure yet

  5. Conversion

    A purchase, a sign-up, an order.

    Conversion rate, CPA

    No figure yet

  6. Revenue

    What the conversions brought in.

    ROAS

    No figure yet

  7. Optimisation

    What changes next, and why.

    The next test

    No figure yet

What you will learn

The skills behind the method

  • Plan campaigns
    • Campaign strategy
    • Audience research
    • Paid traffic strategy
  • Set up and launch
    • Campaign setup
    • Conversion tracking
  • Test what works
    • Creative testing
    • A/B testing
  • Spend with intent
    • Budget allocation
    • Bid strategy
  • Optimise and scale
    • Campaign optimisation
    • CPA optimisation
    • Scaling
  • Read and report the numbers
    • Reading campaign data
    • Performance analytics
    • ROAS analysis
  • Monetise traffic
    • Publisher monetisation

Platforms

Where you will work

Real evidence on this page: Meta · Publisher monetisation. Taught in the course, evidence pending: TikTok · Google Ads.
  • Meta Ads Manager
  • TikTok Ads Manager
  • Google Ads
  • Google AdSense
  • Google Ad Manager

Curriculum

Modules, stage by stage

  1. Plan: strategy before spend

    Decide what you are selling, to whom and where, before a naira is spent.

    1. How paid traffic works
    2. Campaign strategy and objectives
    3. Audience research
    4. Choosing platforms: Meta, TikTok, Google Ads

    ProjectWrite a campaign plan for a product.

  2. Launch: campaigns you can measure

    Set campaigns up so they deliver and report what they did.

    1. Campaign structure
    2. Setting up on Meta Ads Manager
    3. Setting up on TikTok Ads Manager and Google Ads
    4. Conversion tracking

    ProjectSet up a campaign with tracking, ready to launch.

  3. Test: spend small to learn

    Find out what works with small budgets before committing large ones.

    1. Creative testing
    2. A/B testing
    3. Testing on small budgets
    4. Reading early results

    ProjectDesign a creative test for your campaign.

  4. Optimise: read the numbers and act

    Turn the dashboard into decisions.

    1. Reading a campaign table
    2. Cost per result and CPA optimisation
    3. Budget allocation
    4. Bid strategy

    ProjectRead a real campaign table and decide what you would change.

  5. Scale: more of what works

    Put more money behind a winner without losing control of what it costs.

    1. Raising budgets
    2. Duplicating winning campaigns
    3. Watching cost per result as you scale
    4. Knowing when to stop

    ProjectWrite a scaling plan for a winning campaign.

  6. Measure: report and monetise

    Report honestly, and understand the publisher side of the market.

    1. Performance analytics
    2. ROAS analysis
    3. Reporting what happened
    4. Publisher monetisation: revenue, eCPM and viewability

    ProjectWrite a performance report from real campaign data.

How enrollment works

From enrolling to your first campaign

  1. Enroll

    Enter your details on the course’s enrollment page.

  2. Pay

    Pay using the instructions shown, with your reference.

  3. Upload your receipt

    Upload your payment evidence. It is stored privately.

  4. Continue on WhatsApp

    Message Oyiza with your reference. Your place is confirmed once payment is verified.

Your instructor

Learn with Oyiza Musa

Portrait of Oyiza Musa

Oyiza Musa

Software Engineer | Entrepreneur

Software engineer and entrepreneur in Lagos, working across technology, media, business systems and product commercialization.

Read the full story on OyizaMusa.com (opens in a new tab)

Questions

Frequently asked questions

Is the evidence on this page real?

Yes. Every exhibit is a capture of Oyiza’s own ad and publisher accounts, with private details redacted. The figures and dates are exactly as the dashboards reported them.

Do I need experience with ads?

No. The course starts from how paid traffic works and builds up to reading, optimising and scaling real campaigns.

Which platforms does it cover?

Meta, TikTok and Google Ads for buying traffic, and Google AdSense and Google Ad Manager for publisher monetisation. Real evidence is shown for Meta, Google AdSense and Google Ad Manager; TikTok and Google Ads evidence will be added when it is published.

Does the course promise results?

No. Results depend on the product, the offer and the budget. The course teaches the method and how to read what happens.

When does it start, and how much does it cost?

Enrollment is not open yet. The price, the format and the start date will be published on this page when it opens.

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