The questions everyone asks about ads, answered honestly.
We don't sell expertise here. We explain. These are the real questions from people just starting out or trying to make sense of paid media, answered by the people who run client accounts every day. No guru jargon, no magic promises, no filler. If you want the deeper technical read, that lives in Insights. This is the essentials, explained well and to the point.
Conversion rate optimization: where the real leak usually is
It's rarely the button. The biggest leaks are upstream.
Read the post →LTV:CAC ratio: what a "good" ratio actually tells you
3:1 is a rule of thumb, not a law. A sky-high ratio can mean under-investing.
Read the post →How to fix a high CAC in B2B SaaS (without just cutting spend)
CAC is a symptom. The hidden lever is your qualification rate.
Read the post →How to increase MRR with paid media (not just installs)
Point the ads at the paying customer, not the install.
Read the post →Where should I run my app install ads: Meta, Google, or Apple?
Splitting a small budget three ways is how you learn nothing on all three.
Read the post →Why am I getting bot installs instead of real users?
Lots of installs, no behavior, is the signature of junk traffic.
Read the post →Why is my ROAS dropping even though I'm spending more?
Usually the system working as designed, not a leak.
Read the post →Cold calls, LinkedIn, or paid ads: what actually works for B2B leads?
None of them wins alone. Each does a different job in the journey.
Read the post →Am I ready to run ads yet, or will I just burn money?
Ads amplify what you already have. Four checks before you spend.
Read the post →Is $5 a day enough to run ads for my app?
Why the daily number was never the real question.
Read the post →How much should I budget to see real results from ads?
How to find your number instead of copying everyone else's.
Read the post →How long until app ads actually work?
Three different clocks, not one.
Read the post →Meta ads for iOS apps: what changed and how to adapt.
What Apple actually broke, and what's just a bad setup.
Read the post →Why am I getting the wrong leads (job seekers instead of customers)?
Wrong leads are a signal problem, not a volume problem.
Read the post →What to validate before scaling a cold-start subscription app.
A funded app spending on paid media before validating its market burns runway in the most expensive way possible.
Read the post →The 4 silent leaks after the click that are draining your budget.
Where your money goes after the click. And why most agencies never look there.
Read the post →Why blended ROAS hides the bleed.
The number looks healthy. The business isn't. Here's why blended ROAS is the most dangerous metric on your dashboard.
Read the post →Offline conversion tracking for B2B: why your CRM and your ad platform disagree.
They're counting different things. Here's why and how to close the gap.
Read the post →Cost per qualified opportunity matters more than CPL.
CPL tells you how much you paid. CPQO tells you whether it was worth it.
Read the post →Book a 30-minute diagnosis.
We write about what actually comes up in conversations with founders and marketing teams. If your question isn't here, or you'd rather we just look at your account directly, the 30-minute diagnosis is free and pitch-free.
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