Practical articles on paid advertising, conversion-focused development, and the unglamorous mechanics of running profitable acquisition programs. Written by the people doing the work — not by an SEO team optimizing for keywords.
Most paid acquisition programs lose 40–60% of their potential return at the landing experience — not at the ad click. We break down the specific structural and trust-related elements that separate sites built for conversion from sites built for impressions, with examples from real campaigns where landing-page improvements alone delivered double-digit ROAS gains.
Read Article →Native and search are often pitched as alternatives — they're not. They serve fundamentally different stages of the buying journey, attract different audiences, and reward different creative approaches. We walk through the situations where each channel outperforms, the unit-economics differences founders should understand, and how to think about combining both inside a single funnel.
Read Article →Self-managed Meta Ads campaigns fail for predictable reasons. Account structure that fights the algorithm, creative refresh cycles that are way too slow, conversion events configured at the wrong level, ignoring the Conversions API entirely, and an obsession with audience targeting that the algorithm doesn't need. We cover the five mistakes we see most often — and how to fix each.
Read Article →The articles cover the general principles. The audit applies them specifically to your business — current campaigns, current site, current opportunities.