SpeareGroup
Media buying is a judgment call. I've been making it since 2012.
Speare Group is the paid media practice of Andrew Nazarian — fourteen years on Meta, seven DTC brands taken past seven figures and several past eight, and a seat today over 77 client accounts across thirteen agency partners.
Inside your agency
You've sold more than you can comfortably deliver, or you're still delivering it yourself and it's capping the business. I come in as your paid media director — or fractional CMO — and own the outcome. Not a consultant with opinions. The person whose name is on the performance.
Or directly on the account
Meta and Google, bought by the person who owns the result. No coordinator relaying your questions to a buyer you never meet. Mostly DTC ecommerce and considered-purchase lead generation.
Instinct first. Data to confirm it.
Reading a campaign is pattern recognition built over fourteen years of watching how these platforms actually behave — not how the documentation says they do. I can usually tell when something is off, when something just needs time, and when a number that looks bad isn't.
A falling click-through rate in front of a more qualified audience is a win. No dashboard will ever tell you that, and most accounts get strangled by someone optimising away from the thing that was working.
Targeting has been progressively handed to the algorithm, and it is better at it than any of us. What's left genuinely under your control is what the ad says and shows — which is why creative volume and direction now decide most accounts. Most brands are sitting on more usable footage than they realise, and throwing it away.
I build and run real automation: onboarding, reporting, monitoring, competitive research. It is excellent at all of it, and I have production systems behind each one. It is not reliable at media buying judgment — it reads the wrong date window, acts on a campaign that only needed time, and optimises toward whichever metric is easiest to move.
Knowing exactly where that line sits is most of the job now. I know where it sits because I have had to draw it in live accounts, with real money moving.
You talk to whoever is making the decisions, because that's the same person. Where there's a bench underneath — buyers, editors — I brief them, review them and answer for them. No layer between you and a straight answer about what's working.