Pressure is part of growth. For a pet brand that has trusted us for 2.5 years, the target is always a 5x ROAS. Some months dip below, others climb above, but long-term we’ve stayed steady at 5. On the outside that looks solid. Inside, it creates tension when reporting. I've

A business launched their new DTC site... with ZERO tracking. No data layer. No conversion events. Nothing but vanity metrics. The questions came fast: - What do customers click in the menu? - What do they search for? - Where do they drop off? - How can we connect it all

A founder told me, "5x ROAS or nothing." The truth? That number wasn't tied to their economics. It was pulled from thin air. They didn't know their break-even point. They didn't know what level of ROAS actually made them profitable. That's when ROAS becomes a vanity metric.

A brand wanted to "soft launch" a new product category. Their plan? Start late. Announce. Hope for sales. The problem? That's not a launch. That's a recipe for silence. So we built a real launch plan. Not last-minute posts. Not guesswork. But structured steps to build

ROAS is the reason your team keeps clashing. And it's why profit keeps bleeding. Founders call the ads a failure. Teams fight to defend them. The real problem? The metric is broken. The numbers that settle the fight: - MER proves if the whole system is healthy - aMER

Handing Google full control isn't strategy. It's burning profit. - Display Network switched on by default - Auto-apply changes you never approved - Auto-assets that don't fit your brand - Irrelevant keywords draining budget - No negative lists to protect spend Automation

Most brands don't take tracking seriously. Until it breaks. And when it does, profit bleeds. Yesterday one of the server-side tools we use updated overnight. - Tracking broke - Events stopped firing - Revenue signals froze - Cookie banner disappeared If we hadn't checked,

Most agencies are paid to agree. I'm paid to deliver. They nod at every request. They hide from hard truths. They play it safe. Safe doesn't build growth. Clients don't come to me for comfort. They come for results. That means pushing back. That means proving with data.

Lots of my PPC friends are in Copenhagen today. I’m not joining this time. I’m on a different flight ✈️ Yes, a little FOMO. These events are full of energy, learning, and connection. But I also know: The relationships, the insights, and the growth don’t stop when you miss an

How I build campaigns that look like luck, but turn into profit. They aren’t accidents. They’re built on proven offers. They’re built on clean tracking. They’re built on consistent testing. They’re built on aligning spend with margins. They’re built on research into what makes

Your hero product scaled in the US. But flopped in the EU. What works in one market rarely wins in another. I see it all the time. - CAC triples overnight - Ad copy falls flat in translation - Payment methods that convert at home fail abroad Founders don't see it coming.

I've never bought from a giveaway post. Not once. I've typed the keyword. Got the resource. And then? I never opened it. They collect dust in my DMs. But I have joined programs worth thousands. Sometimes within a week of finding someone new. Not because of a polished lead

Every DTC account I audit bleeds profit the same way. And it's not budget. Most DTC brands aren't lacking spend. What they started was never finished properly. - Tracking breaks and no one fixes it - Half-built campaigns waste spend - Automation is left on autopilot -

It looks like your ads are working. Until they don't. Two accounts. Both spending five figures a month. ROAS? 4.8X on one, 3.2X on the other. Looks healthy, right? Here's what I found inside: - No server-side tracking - Wrong location settings - Brand and non-brand mixed

Most ecommerce accounts don't fail from bad ads. They fail because no one owns the system. I've been in digital marketing since 2007. SEO. Meta ads. Live events. Google Ads. You name it. For over five years I've run my own business. I know how founders think. It's not just

🎉 It's my birthday today. So here are 38 lessons I've learned in 18 years of digital marketing: 1) ... Just kidding. Thanks for being part of the journey 🩵 Onwards and upwards ✌️

If your Google Ads feel off, they probably are. And they're losing you money fast. You don't need a spreadsheet to feel it. - Sales slow down - Spend keeps rising - ROAS looks fine, profit doesn't But most founders ignore that feeling. Until ROAS drops. Until margins

Just auditing a new account and noticed Google updated the Conversion Actions layout. So far, I've only seen this in one account. Or maybe I've been living under a rock. Who knows. Now you need to click a dropdown to see more about each goal. It's not a major change. But

This hasn't been the easiest year in business. Some days, the path isn't obvious. Some weeks, progress feels invisible. Some nights, I question everything. But I keep showing up. Even when it's slow. Even when it's silent. Because I'm not here for hacks or hype. I'm focused on