Insights
When No One Owns the Algorithm, the Algorithm Owns You
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. [...]
Budget Scaling Changes Your Position in the Auction
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 [...]
ROAS vs. LTV Is Really a Debate About Time Horizon
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 [...]
Reach Is Not a Silver Lining for Weak Lead Generation
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, [...]
Growth Comes from Survivable Risk
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 [...]
More Budget Isn’t Always the Solution
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 [...]
