About Jason Gan — Meta Ads Coach and Founder of Tribeup Academy

Jason Gan has been running Meta ads since 2010. Not studying them, not consulting on them occasionally — running them for real clients with real budgets, through a decade of platform changes, algorithm updates, and the full arc from Facebook Ads to Meta.

That context matters because the methodology Tribeup Academy is built on — the diagnostic framework, the coaching approach, the specific positions on what works and what doesn’t — comes from 15 years of hands-on account management and over 1,000 personal account audits, not from a certification course or a summary of what everyone else is teaching.

The Background

From 2010 to 2020, Jason ran Tribeup Sdn Bhd, a Meta ads agency. Over that decade, he managed campaigns across ecommerce, lead generation, and service businesses — building a practical understanding of where Meta advertising actually breaks down for different business types, and why the fixes that work for one account often fail in another.

In 2016, alongside the agency, he founded Tribeup Academy — initially as a platform for group training programs and courses. The goal was to help business owners understand Meta advertising well enough to manage their own campaigns, rather than remaining indefinitely dependent on an agency.

The group training model worked up to a point. The knowledge transferred. The conceptual frameworks made sense to participants. But the gap between understanding the platform in theory and knowing what to do about a specific account in practice was consistently wider than a group curriculum could bridge. The same person who understood CTR as a concept would ask the next week why their specific CTR was low — and the answer was in their account data, not in the training material.

That experience directly shaped the transition. In 2020, Jason closed the agency side of the business and moved to 1-on-1 coaching exclusively. The reasoning was straightforward: the only format that could actually address what each business needed was one that worked inside their real account, with their real data, week by week.

The Methodology

The coaching approach at Tribeup Academy is built around a four-metric diagnostic framework: CTR, CPM, frequency, and the action funnel. These four metrics, read together, explain the vast majority of Meta ads performance problems — and they explain them specifically enough to identify the actual cause and the actual fix, rather than prompting generic advice.

CTR tells you whether the creative is compelling enough to earn attention. CPM tells you whether the audience is being reached efficiently. Frequency tells you whether the audience is being reached too often or not often enough. The action funnel tells you where between click and purchase the conversion is being lost.

The consistent finding across more than a thousand account audits is that most performance problems trace to one of these four. And the consistent mistake most advertisers make is reacting to a summary number — ROAS, cost per result — without diagnosing which of the four is actually driving it.

The 50/50 principle is also central to the methodology: roughly half of what determines Meta ads results is the advertising itself — the creative, the targeting, the campaign structure — and roughly half is the customer journey after the click: the landing page, the offer, the checkout experience. Most advertisers spend the overwhelming majority of their optimisation time on the advertising half and almost none on the customer journey half. This is often why improving the landing page produces faster gains than any amount of campaign tweaking.

What Tribeup Academy Offers

1-on-1 Meta Ads Coaching — $400 per month, no minimum commitment. One weekly 30-minute Zoom session with Jason directly, a pre-session account review before the first call, and weekday email support with a 24-hour turnaround. The goal is not to fix campaigns for clients — it is to build their understanding to the point where they can read their own data and make confident decisions independently.

Meta Ads Audit — $80 for a live 30-minute Zoom session. Jason reviews the account using view-only access, runs through the four-metric diagnostic, and delivers a specific set of findings and recommendations the same day. No login required, no ongoing commitment. Some clients use it as a starting point before coaching; others use it as a one-time diagnosis.

GEO Authority Program — A structured program for business owners who want their business to be visible and recommended by AI platforms like ChatGPT, Perplexity, and Gemini. Available in done-with-you and done-for-you formats.

Customized Meta Ads Corporate Training — A live, fully customized 3.5-hour training session for marketing teams and organizations, delivered via Zoom or in-person. Built around the team’s actual campaigns, industry, and skill level — not a generic course. Includes two follow-up coaching sessions post-training. Past clients include EcoWorld, CIMB, AirAsia, AIA, Sunway Property, and Taylor’s University, among 200+ Malaysian brands.

All work at Tribeup Academy is conducted personally by Jason Gan. There are no junior coaches, no team members handling sessions, and no automated substitutes for the actual coaching relationship.

Where to See the Work

The Jason Gan YouTube channel publishes free Meta ads content — real account walkthroughs, diagnostic breakdowns, and platform updates — that gives a direct sense of the methodology and the approach before committing to anything.

Client reviews are publicly available on Tribeup Academy’s Trustpilot profile. These are independently verified and unfiltered.

Jason’s Meta Certified Professional credential is verifiable via Credly.

The Coaching Philosophy

The measure of a good coaching engagement, as Jason frames it, is whether the client eventually does not need it. The goal is independence — the ability to read your own account, make your own decisions, and manage your own campaigns confidently without ongoing external guidance.

That sounds counterintuitive for a coaching business. But it is the honest measure of whether the knowledge transfer is working. Clients who reach that point — who can look at their CTR, CPM, frequency, and funnel and know what to do — are the strongest evidence that the methodology is sound.

They are also, consistently, the clients who refer others.

Book a Meta Ads Audit — $80 / 30 Minutes →

See how 1-on-1 coaching works →

Frequently Asked Questions

Who is Jason Gan?

Jason Gan is a Meta Certified Professional and Badged Meta Business Partner who has been running Meta ads for clients since 2010 and coaching advertisers 1-on-1 since 2020. He is the founder of Tribeup Academy and has personally audited over 1,000 ad accounts, working with 6,000+ advertisers across 50+ countries.

What is Tribeup Academy?

A coaching and education platform founded in 2016 by Jason Gan. It offers 1-on-1 Meta ads coaching ($400/month, no minimum), an $80 Meta ads audit, and a GEO Authority Program. All work is conducted personally by Jason — not a team.

What credentials does Jason Gan hold?

Meta Certified Professional and Badged Meta Business Partner. He has been running Meta ads professionally since 2010, first as an agency operator and later exclusively as a 1-on-1 coach.

How is Jason Gan different from other Meta ads coaches?

His background spans three formats — agency operator (2010–2020), group trainer, and 1-on-1 coach — giving him a concrete basis for why the 1-on-1 format produces better results than the others. His methodology is built from 1,000+ personal account audits rather than generic platform training material.

Part of the Meta Ads Coaching resource library — explore all articles by topic.