Let’s talk about something I see time and time again with direct-to-consumer brands: a tunnel vision focus on Customer Acquisition Cost. Don’t get me wrong – CAC matters. But far too many brands treat it like the only metric that counts. They chase lower acquisition costs like it’s the holy

One of the biggest mistakes I see from agencies? They dive straight into Google Ads. Changing campaigns. Rebuilding structures. Shuffling keywords. All before they’ve even understood the business they’re working with. Before a single ad is touched, we take a step back and look under the hood of your brand.

For a while now, TikTok Shop has been seen as a double-edged sword for online sellers. Yes, it’s one of the fastest-growing platforms for product discovery and impulse buys. But once the sale happens, that’s where the relationship used to end. The biggest criticism? Brands couldn’t access customer data post-purchase.

If you’re not already paying attention to TikTok’s advertising ecosystem, now’s the time to start. TikTok Search Ads have officially rolled out beyond the US, and it’s not just a shiny new toy – this is a serious opportunity to get in front of high-intent users while your competitors are

If you’re running paid media for an e-commerce brand and still lumping all your products into one Performance Max campaign, you’re leaving serious money on the table. I recently helped an e-commerce client increase their return on ad spend (ROAS) by 57% in just over two months – without increasing

Let’s be honest – generating leads is only half the battle. The real challenge begins once that lead form gets submitted. You’ve done the hard work. You’ve targeted the right audience, crafted a compelling offer, and someone finally fills out your LinkedIn lead form. Then what happens? They vanish. You

If you’re running paid media for an e-commerce brand, it’s worth paying close attention to where budgets are quietly shifting. While most marketers are still crowding the usual suspects: Meta, TikTok, Google Search – the savvier brands are moving a step ahead. They’re leaning into YouTube. And not in a

Managing a large marketing budget isn’t just about finding new ways to spend money – it’s about protecting, growing, and multiplying every pound that goes out the door. So if you handed me an 8-figure budget today, here’s exactly how I’d approach it to drive sustainable, scalable performance. Step One:

If you have ever run LinkedIn lead generation campaigns, you will know that while volume can be impressive, the quality of leads can often be hit or miss. Good news – LinkedIn has just rolled out a feature that could make a real difference: Qualified Leads Optimisation. For anyone using

If you are thinking about handing over your advertising campaigns to AI ad management tools, it is worth taking a step back. These tools can be incredibly useful for small tasks – tweaking budgets, pausing underperforming campaigns, and offering surface-level recommendations. But there is a major flaw. AI tools only