Let's Talk
Let's Talk
JOURNAL
Industry dispatches, playbooks, and account teardowns from the team running paid-media at scale — what shipped, what broke, what we're testing next.
You used to win by finding the right audience. Lookalikes, interest stacks, detailed targeting, that was the job. Then Advantage+ and broad match swallowed most of it. The machine picks the audience now, and it is better at it than you are.
OpenHere is a number that will mislead you faster than almost any other in a service business: cost per lead. A clinic runs a campaign, the form fills come in at $6 each, and everyone celebrates. Three weeks later the calendar is half empty and nobody can explain why a flood of cheap leads turned into a trickle of booked patients.
OpenMost brands now know their reported ROAS is inflated. We wrote the diagnosis in why your ROAS is lying to you, and you have probably felt it: the dashboard says 4x, the bank account disagrees.
OpenGoogle says AI Max delivers 14% more conversions at similar cost. Independent analysis of 250+ real campaigns shows ROAS outcomes ranging from +42% to -35% — same feature, wildly different results. The honest version of what AI Max does, where it works, where it fails, and how to test it without burning budget.
OpenMost businesses don't have an ads problem. They have a system problem. Somewhere between the click and the customer, 30-50% of every ad dollar disappears into operational gaps nobody flagged because nobody was looking. The seven most common leaks we find in real ad accounts — and exactly how to fix each one.
OpenYour dashboard says 4x ROAS. Your finance team says revenue is flat. Both numbers are technically correct — and that gap is where most growth strategies quietly fail. The full breakdown of why platform-reported ROAS inflates by 30-50%, and the math that actually tells you whether your ads make money.
Open