Hi, I'm Joe, a Meta Ads nerd.
I'm Head of Marketing at Picfair, where I run Meta ads, optimise landing pages and build email funnels that generate millions in ARR.
You can't maximise performance by following playbooks. Some of my highest-performing ads and campaign structures break conventional best practice entirely.
I even asked ChatGPT, Claude and Gemini to beat one of my best-performing Picfair hooks. None could.
The real skill isn't knowing the rules. It's knowing when to break them.
Joe has the rare instinct to identify what's actually holding performance back and focus attention on changes that make the biggest impact. The Leo Messi of Meta Ads.
Benji Lanyado · Founder & CEO, PicfairMost Meta ads fatigue quickly. This one hasn't.
This ad has absorbed £165k of spend and still delivers the best CPA on the account years later.
Created in 2023. Still running in 2026.
Selected work
A few ads I've made
Static, video and musical ads for Picfair and beyond — the kind of creative that breaks best practice and outperforms because of it.
A few ads I've made
Static, video and musical ads for Picfair and beyond — the kind of creative that breaks best practice and outperforms because of it.
Why AI couldn't beat this ad.
This incredibly simple hook consistently produces some of Picfair's best results. I asked ChatGPT, Claude & Gemini to beat it. None could.
They know the rules, but they don't know when to break them. That's the difference ten years of testing 4,000+ ad variations makes.
"Hardworking, proactive, creative and fun to work with. I'd happily use Joe again."
Jacob WelbyMarketing Manager @ Pip Decks
"I've learned so much from working with Joe despite starting with very little prior knowledge. He makes complex marketing concepts easy to understand & has a solution for everything!"
Humaira BadrMarketing Manager @ Picfair
"Knows his sh*t. Big ROAS since I learned from Joe."
Nick CoxFreelancer, now Performance Lead @ Adcrate
I earned my intuition through relentless testing
Stand-up comedy made me a better marketer.
Four years as a professional stand-up comedian taught me how to capture and hold attention. That's exactly what stops the scroll on Facebook and Instagram, and it's baked into every ad I make.
One stand-up clip: 2.2M views, 147K likes.Get in touch
Always happy to talk Meta ads, creative and growth. Say hello.
People actually enjoy these ads.
Real, unprompted reactions to my Picfair ads — the kind of response most brands only dream of.