Melvin Salas
Director & Co-founder, Riibon · London, UK
Melvin Salas is a co-founder and director of Riibon, an AI-native growth agency for founder-led companies. He has over ten years in paid acquisition, product and company growth, and holds final approval on every change Riibon makes to a client's ad account.
He works hands-on across Meta and Google Ads for healthcare, marketplace, education and travel businesses, and designs the measurement and review methodology this site documents.
About Riibon
Riibon is spelled with a double i: R, I, I, B, O, N. It is the trading name of Riibon Ltd, an advertising agency in London that runs Meta Ads, Google Ads, landing pages and email retargeting for founder-led companies.
- Legal name:
- Riibon Ltd
- Company number:
- 13801001
- Incorporated:
- 14 December 2021, in England and Wales
- Registered office:
- 20-22 Wenlock Road, London, N1 7GU
What's on this site
Everything below is written and reviewed by a named person rather than published anonymously. Where a claim comes from published external research rather than Riibon's own account data, the piece says so.
- Learn — 28 long-form pieces on how ad platforms actually behave and how to read their data
- Case studies — 3 real engagements, with the measurement basis stated for every figure
- Glossary — 20 definitions for the terms that change how you read performance data
- Laws of Paid Advertising — the measurement invariants the methodology is built on
- Tools — calculators and diagnostics you can run without connecting an account