Operator stories from the middle of live campaigns.
What it actually looks like when Hi Luca runs inside an agency, a global brand, or a D2C subscription team. Before / after, with the ugly middle in between.
The best of Hi Luca writing, every Friday.
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Essays in this pillar
Ads Assembly · El sistema que entiende Andromeda mejor que cualquier agencia
Un equipo de agentes especializados · el director creativo conserva el control · auditoría preventiva antes de guardar.
Ads Assembly es el sistema de agentes de Hi Luca diseñado para acompañar al director creativo en cada decisión que define un grupo de anuncios. Expansión de opciones, edición granular, revisión de diversidad creativa preventiva antes del save · cómo se ve operar con esta protección estructural.
13 min readHi Luca
Facebook Business Advertising · The Modern Playbook (2026 Edition)
The 2022 account structure underperforms today. The rebuild is documented here.
Facebook business advertising changed more in 2024-2025 than the previous five years combined. Account structure, creative diversity, budget allocation, optimization cadence — all rewritten by Andromeda and Sequence Learning. The modern playbook, operator-side.
12 min readHi Luca
Facebook Ads Agency or Platform · Honest Decision Framework
Five questions that cut through both pitches.
Every marketing leader running a Meta Ads budget over $30K/month eventually faces the same decision: hire an agency, or move to a platform. The pitch decks are polished. The honest tradeoffs are almost never on the table. This is the framework we use when a brand asks us, off the record, which path to take.
9 min readHi Luca
Before / after running Hi Luca in an agency: what actually changed.
The operational delta, narrated by the people who lived it.
A 12-person agency ran Hi Luca for one full quarter. Here's what the before looked like, what the after looks like, and the ugly middle in between. No testimonials — just the Slack messages.
8 min readHi Luca
One week inside a Hi Luca agency: Monday → Friday.
Five days. Three clients. Forty-seven variants. One operator.
We followed a senior strategist at a Hi Luca agency for a week. Here is a day-by-day log of what moved, what broke, what got fixed by Tuesday, and what changed in the operator's job description.
7 min readHi Luca