The Paid Ads Playbook.
Landing pages, creative, UGC and testing — what to build, what to test, and how to read the results.
How performance-based creative partnerships work
What a performance-based creative deal actually is, what the written agreement needs to define, who the model suits, and the questions to ask any partner before testing starts.
CAC, MER, ROAS and contribution margin, in plain English
Four numbers that decide whether your paid ads are working, each defined with a worked example, plus how to find your break-even ROAS and which metric to use for which decision.
October 28, 2026 · 5 min read
StrategyAttribution for ecommerce brands: what to trust when Meta, Shopify and GA4 disagree
Meta, Shopify and GA4 will rarely show the same number. Why they differ, which one to trust for each decision, and simple ways to check whether your ads are actually driving sales.
October 28, 2026 · 5 min read
StrategyCreative is the targeting now: how broad audiences changed paid social
Broad audiences and automated campaigns mean your ad now tells the platform who it's for. How to write creative that finds its own audience, and why the landing page has to keep the same promise.
October 28, 2026 · 5 min read
StrategyHow much of your ad budget should go to testing?
There's no magic percentage. A practical framework for splitting testing and scaling budgets, sizing each test from your CPA, graduating winners, and knowing when to test more or less.
October 28, 2026 · 5 min read
StrategyWhen to fix the offer instead of the ad
Sometimes the ad isn't the problem. How to read your funnel to separate creative issues from page, offer and checkout issues, plus the offer levers worth testing on a landing page.
October 28, 2026 · 5 min read