Insights

Notes from inside the accounts

Practical, specific writing on what actually moves cost-per-lead — not generic marketing tips.

Why cost-per-click is the wrong number to optimise for

Cheap clicks feel like progress. Here's why we build every account around cost-per-lead instead — and how to make the switch without losing account history.

6 min readRead

CRO

Five landing page mistakes quietly killing your conversion rate

Most underperforming landing pages fail for the same handful of reasons. Here's what we check first on every new account.

5 min readRead

Strategy

When it's actually time to add a second paid channel

Adding Meta before Google Ads is profitable (or vice versa) is one of the most common ways businesses waste budget. Here's how we think about channel sequencing.

4 min readRead

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