Paid advertising strategies and optimization
Sample sizes, spend per platform, time at a small daily budget, concurrent tests, visitor bands for A/B tests, kill rules, channel fit by stage and what a forecast needs.
How media mix modelling uses adstock and saturation curves to find the marginal ROI per channel and where the next pound should go, with a hamper shop example.
How to put an honest number on one more email, webinar or retargeting ad: response curves, marginal value, holdout groups and the frequency that pays.
Why an email keeps producing trials for weeks, how the Almon polynomial lag model measures that curve, and how Werkbank used it to pick a three weekly send cadence.
Lookalike audiences help you find new customers who share characteristics with your best buyers. This guide covers how to set them up on Google and Meta, their benefits and limitations, and why they work the way they do.
For years, I was a certified Google Ads Partner. Not because I wanted the badge, but because I thought it gave my clients confidence. After all, the label implied expertise, accountability, and a seal of quality from the biggest name in digital advertising. But recently, I let the certificate expire. Not due to a lack of ad spend. Not due to a lack of expertise. But because remaining a Google Ads Partner increasingly comes at a cost, one paid by the client.
British style Meta ads often underperform in the DACH region. In this article, I explain how I rewrite ad creative and restructure campaign logic to reflect slower scroll behaviour, stricter privacy norms and proof driven buyers in Germany, Austria and Switzerland.
Learn how to implement Google Consent Mode and server side tracking that keeps you compliant with GDPR while preserving the marketing data you need.
Learn how I help eCommerce and SaaS businesses structure international PPC campaigns for performance, localisation and long term success.
Learn how I apply the Bullseye Framework to test, prioritise and scale traction channels based on CAC, payback period and real operational fit instead of guesswork.
