If you are spending hours agonising over your Meta campaign setup, you are overthinking it. Trust me – after years of managing ad spend at every level, I can tell you that success on Meta comes down to a few simple, disciplined principles. Fancy structures and endless variations might look

One of the fastest ways to sabotage a new search campaign? Setting expectations that are completely detached from reality. If you have just built a fresh campaign for a client, the worst promise you can make is instant profitability. Telling them they will see a strong return within a week

Retargeting has long been one of the sharpest tools in the paid media toolbox. When it comes to LinkedIn Ads, tapping into warm audiences – people who already know who you are – can be a brilliant way to generate high-quality leads. Whether it is retargeting website visitors, ad engagers,

When a Google Ads campaign looks fine on the surface but refuses to deliver results, it is almost always because something crucial is being missed under the bonnet. A proper audit is not about adding endless new ideas into the mix. It is about finding and fixing the hidden problems

When it comes to scaling Meta ad campaigns, most brands jump the gun. They rush to pump out new creatives, throw a handful of ads into the mix, and hope that something sticks. But if your only strategy is “launch and pray”, you’re not scaling – you’re gambling. There’s a

It might sound counterintuitive, but the fastest path to scaling your Google Ads performance often starts with cutting spend – not increasing it. At HOC, we audit multiple SaaS and B2B client accounts on a monthly basis. And time and again, we’re seeing the same pattern: Most companies aren’t under-investing

One of the biggest mistakes I see in paid media? Advertisers treating every channel like it exists in a vacuum. You’ve got your Google Ads over here, your LinkedIn campaigns over there, maybe some paid socials running in the background. But no clear connection. No cross-channel thinking. The problem? That’s

If you’ve spent any time scaling Meta ad campaigns, you’ve probably relied heavily on the Purchase objective. It’s logical. After all, you want more sales – so you optimise for purchases. But here’s the issue: that objective doesn’t work the way many advertisers think it does. In fact, it might

If you’ve ever tried scaling Meta Ads with a decent-sized budget while juggling multiple audience segments, you’ll know it’s not as straightforward as Meta’s dashboard makes it look. Middle of the Funnel (MOF) and Bottom of the Funnel (BOF) audiences are crucial to converting prospects into customers – but getting

There’s nothing more frustrating than pouring budget into Google Ads only to see it disappear with little to show for it. We’ve seen it time and time again – campaigns launched without the right foundations crumble fast. Before you hit “launch”, ask yourself these 9 essential questions. Think of this