When no one owns the algorithm, the algorithm owns you... I recently audited an account for a local manufacturer. At first glance, it looked fine. Lead volume was very healthy, and nothing seemed obviously broken. [...]
Want to break campaign performance? Just increase the budget quickly and with confidence. A campaign performs well at $5,000 per month. With a stable CPA, and great lead quality. Everyone feels optimistic, and ready to [...]
Most debates about ROAS versus LTV aren’t really about metrics. They’re about time horizon. When revenue pressure increases, organizations instinctively gravitate toward ROAS. It’s immediate, measurable, and defensible in a management meeting. When CPAs rise [...]
We audited a Facebook account recently where the client had a simple problem: They were running lead campaigns but they weren't getting many leads. But every update from their account manager looked optimistic. Good reach, [...]
To run effective campaigns, you have to be comfortable with taking risks before the data is clear. Most teams say they’re “data-driven,” but what they really mean is permission-driven. They wait until the dashboard makes [...]
When someone tells you that you need a huge ad budget to “test things out,” they’re usually not talking about strategy. They’re talking about safety. Large budgets feel responsible. If you fund enough campaigns, launch [...]
