INSIGHTS
What we're learning from $42M in spend.
Field notes from live accounts — no recycled best practices, no keyword-stuffed filler.
FEATURED
Google Ads for Ecommerce: PMax and Shopping
A guide to Google Ads for ecommerce: getting the Shopping feed right, how Performance Max fits, structuring search, and setting sane ROAS targets.
JULY 22, 2026 · Jibran Ahmed
CRO
Landing Pages for Paid Traffic
Landing page optimization for paid traffic: message match, load speed, the above-the-fold job, a single clear CTA, and the common leaks that…
CRO
Conversion Rate Optimization: A Practical Guide
A practical conversion rate optimization guide: audit the funnel, prioritise tests by expected revenue, run valid tests, and fix the offer.
CREATIVE
Ad Hooks: Writing the First Three Seconds
How to write ad hooks that stop the scroll: the job of the first three seconds, hook types that work, mining reviews…
CREATIVE
A Creative Testing Framework That Ships 40 Ads a Week
A repeatable ad creative testing framework: every asset ships with a hypothesis, hook/angle/format variables, hard kill criteria, and a way to scale…
ANALYTICS
ROAS vs MER: Which Metric Should You Optimize?
ROAS vs MER explained: why platform ROAS overcounts, why blended MER is closer to the truth, and when to use each to…
ANALYTICS
Marketing Attribution After the Cookie
How marketing attribution works now that last-click and cookies are unreliable: the models, a blended view, MMM-lite, and the basics of incrementality.
ANALYTICS
Server-Side Tracking: A Plain-English Setup Guide
What server-side tracking is, why browser tracking breaks after iOS and ad blockers, and how CAPI plus a GTM server container recovers…
PAID SOCIAL
Why We Consolidated 34 Campaigns Into 6 (and ROAS Jumped)
How splitting one budget across 34 campaigns starved the algorithm, and how consolidating to six lifted ROAS with no new creative or…
PAID SOCIAL
TikTok Ads: A Performance Marketer’s Playbook
A practical TikTok ads strategy: native creative, hooks in the first second, Spark Ads, broad targeting, and testing at volume. How it…
PAID SOCIAL
Meta Ads Account Structure That Actually Scales
How to structure a Meta ads account so it scales: why fragmentation fails, how to feed the algorithm signal, and where testing…
MEDIA BUYING
How to Lower Your CPA Without Cutting Your Budget
Seven ways to lower cost per acquisition that don't involve spending less, ranked by how much they usually move the number.
MEDIA BUYING
Programmatic Advertising, Explained Without the Jargon
What programmatic advertising is, how the real-time auction works, where budget gets wasted, and the controls that keep it profitable.