Latest thinking
Notes on performance marketing
Have a slow website? Here's how we get it to 100/100 on Lighthouse
A slow landing page quietly taxes every euro you spend on ads — worse Quality Score, higher CPCs, more people leaving before they convert. Here's what fixing it actually looks like.
Attribution windows, explained: why your two dashboards never agree
Meta says one number. Google Analytics says another. Neither is lying — they're just measuring different things.
Email isn't dead: the underrated channel that cuts paid CAC in half
The highest-ROI channel in most accounts I audit isn't a new ad platform. It's the list they already have and rarely use.
Creative testing on a real budget: the 4-variant framework
You don't need a 12-ad testing matrix to find your next winning creative. You need four, tested the right way.
TikTok ads for brands that aren't "TikTok brands"
You don't need a viral dance or a 24-year-old on staff to make TikTok work. You need a different kind of ad.
The cheap CAC trap: why your lowest-cost channel might be losing you money
The channel with the best acquisition cost on the dashboard isn't always the one actually growing the business.
First-party data is the new targeting: what to collect (and what not to)
As third-party targeting keeps shrinking, the brands winning are the ones with a real list — collected the right way.
Retargeting fatigue: when your ads start working against you
The same ad, shown one too many times, doesn't just stop converting — it starts costing you the sale.
The 3-day rule: how long to let a campaign struggle before you kill it
Pulling the plug too early is one of the most expensive mistakes in paid media. Here's the rule I actually use.
Meta vs. Google in 2026: where should your next euro go?
Not a 'best platform' debate — a framework for deciding where incremental budget actually pays off this month.
Stop worshipping ROAS: the metric that actually predicts profit
A 10x ROAS can still lose money. Here's the number I check before telling a client a campaign is working.
Five signs your ad account is running on autopilot
Most underperforming accounts aren't broken — they're just unattended. Here's what that looks like from the inside.
What ROAS actually tells you (and what it hides)
Return on ad spend is the number everyone quotes and almost no one reads correctly. Here's how I actually use it.