Insights
Notes on media buying and measurement.
Practical explanations for people who spend money on ads. Written as reference, not as a memoir of campaigns we are not publishing.
When Should a Business Scale Its Advertising Budget?
Scale when the campaign produces customers or qualified leads at a cost you can repeat, the tracking matches reality, and the business can handle more of them. Spend is not a strategy.
How Conversion Tracking Improves Media Buying
Without conversion tracking, a media buyer is managing opinions. With it, pauses, bid changes, and budget shifts point at campaigns that do or do not produce the action you care about.
Common Paid Advertising Mistakes Businesses Make
Most wasted ad spend is ordinary. Broken tracking, mixed campaigns, a homepage doing a landing page’s job, and a budget increase on a result nobody has checked.
How to Build a Performance Marketing Funnel
A performance marketing funnel is the path from a person who does not know you to a customer you can count. Each step should have a job, a measurement, and a reason to exist.
What Is ROAS and How Should Businesses Measure It?
ROAS is return on ad spend: the revenue attributed to ads divided by the ad spend. A 4x ROAS means four dollars of attributed revenue for one dollar of media. It is not profit.
How Landing Pages Affect Paid Advertising Performance
The ad platform can only optimize toward what happens after the click. A mismatched or slow landing page makes good media look bad and trains the algorithm on the wrong outcome.
What Makes a Good Lead Generation Campaign?
A good lead campaign is not the one with the lowest cost per form. It is the one that produces inquiries the business can contact, qualify, and turn into customers at a cost it accepts.
How to Calculate Customer Acquisition Cost
Customer acquisition cost is what you spent to win a customer. The formula is simple. The arguments are about what goes in the numerator and what counts as a customer.
Paid Social vs Paid Search: What's the Difference?
Paid search captures people who are already looking. Paid social introduces an offer to people who fit, but have not typed the query yet. Most acquisition plans need a clear reason to use each.
What Is Media Buying? A Practical Guide for Businesses
Media buying is the discipline of purchasing ad inventory and managing it against a business outcome. It is not the same thing as boosting a post and hoping the dashboard looks busy.