It’s a question that pops up time and time again when I speak with founders and growth leads: Should we focus more on CAC Payback Period or Repurchase Rate? And as always, the answer starts with…
Most ecommerce brands treat their product feed as a one-and-done task. Upload the products, write a decent title, move on. But if you’re serious about scaling with Google Shopping, that approach…
Most brands I speak with are spending serious money on Meta ads. Founders, heads of growth, marketing leads – they’re all trying to crack the same code. But nine times out of ten, their ad…
We were recently working with an established ecommerce brand that claimed their customer lifetime value (LTV) was £150. Based on that, they were happily acquiring customers at up to £50 CPA. On…
Creative fatigue is real.. Even your best ad will eventually stop converting. When that day comes, will you be ready? That’s why we apply an 80/20 approach to creative production. It keeps…
If you’re running an ecommerce business and obsessing over ROAS, it might be time to shift your focus. Here’s the uncomfortable truth: your ROAS might look healthy, but it could be holding you…
If you want to make your e-commerce marketing more efficient, there’s one place you should start before anything else – and it’s not your creatives, your audience size, or even your platform…
If you want to grow your revenue fast, there’s one metric that outperforms the rest: click-through rate. Double your CTR and you double the number of people visiting your site, seeing your offer,…
Before running an agency, I was the one hiring them. As a founder, a consultant, and a head of growth, I reviewed countless reports telling me ads were “working”. The usual story? A healthy ROAS,…
Most ecommerce brands are sleeping on a quiet goldmine in their paid media strategy: Dynamic remarketing in Microsoft Ads. We recently ran a test for a client that turned into one of those “why…
Agencies get laser-focused on boosting LTV, while the fundamentals of cash flow get overlooked. And here’s the issue – LTV is a time-based metric. You don’t earn it overnight. What you should be…
Most advertisers run one Google Search campaign and hope for the best. We run two – and it’s a game changer. This setup consistently drops cost-per-click by over 50% and drives more conversions. I…
Under 500/dayKeep it simple.→ 1 ASC– Let Meta allocate.Testing campaigns can tank overall performance, so new ads go directly into the main campaign, rotated carefully. 500–1.5k/day→ 1 ABO for…
Not every brand needs a complex setup. The structure depends on how much you’re spending, and more importantly, how fast you’re looking to scale. At £1k/day, keep it lean and focused With smaller…
1. Cut ads that are 20% above target CPA If an ad is significantly over your target CPA, it’s dragging down your efficiency. We pause anything that’s 20% above the benchmark – no emotion, just…
If you’re relying solely on Performance Max, chances are you’re seeing poor results – and wondering why. Here’s what usually happens: But pair Performance Max with the right Standard Shopping…
If you’re running Google Shopping or Search campaigns for an ecom brand, these quick wins can make a noticeable impact. Most brands miss them – don’t be one of them. 1. Got a first-time buyer…
Most advertisers run a single Google Search campaign and call it a day. One campaign, one goal, one endless grind to squeeze out better performance. That’s fine – until it isn’t. Because if you’re…
Struggling with Facebook ad performance?Your metrics are already telling you why – you just need to know how to read them. Here’s a simple breakdown of the key signals – and what they actually…
CBO – ScaleABO – TestASC – Recover ABO for all new creatives→ One angle per ad set→ Budget high enough to get clean data Each month, launch a new CBO→ Add winning ABO ads→ Use min spend limits to…
One of the simplest shifts that’s had the biggest impact on our paid social results? Testing with ABO. Scaling with CBO. Testing in ABO gives you control When I run creative tests, I want each ad…
I run marketing at a company built to track and improve ad performance, and even I’ll tell you – paid media isn’t the secret to scaling a SaaS business. At least, not on its own. Paid channels are…
If you’re in e-commerce, chances are you’ve been told to track your returning customer rate. On the surface, it sounds like a retention metric – a measure of how well you’re keeping customers…
Top of Funnel (TOF): Capture Attention with Value Objective: EngagementGoal: Get on their radar – the right way We kick things off by running engagement ads that position our clients as the…
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…
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…
Step 1: Make Your Shop Look Trustworthy Step 2: Get Reviews – Fast Step 3: Start with Paid Traffic Step 4: Hire 3 Consistent Creators Step 5: Repost Winning Videos Step 6: Run Spark Ads from…
Step 1: Identify Your Real Competitors Using Auction Insights Before you go searching the web for brand names you think you’re competing with, take a look at Google’s own data. In your Google Ads…
Step 1: Fix the Foundations – Tracking, Attribution and CRM Integration Before you spend a penny on media, your tracking setup needs to be rock solid. This means more than just toggling on…
If you’re running both Google Ads and Meta Ads for an e-commerce brand, it’s essential to align them across the funnel. Here’s a clear, structured breakdown of how to do just that – five campaign…
Your Campaign Structure: Simple and Strategic Start with two Shopping campaigns: 1. Top Sellers Campaign 2. Everything Else Campaign Tip: Keep these campaigns mutually exclusive – exclude top…
Running ads without knowing your key numbers is like driving blindfolded. These four metrics will tell you what’s working, what’s not, and where to scale. Let’s break them down with real-world…
If you’re not using Google Ads Editor to build and bulk-edit campaigns, you’re wasting time. Full stop. These are the six cheatcodes we use every single day to stay fast, focused, and in full…
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…
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 –…
Meta’s ad platform isn’t exactly known for being simple. One area where advertisers often get stuck is bidding strategies. If you’ve ever stared at the options wondering what on earth to pick,…
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,…
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…
With the rise of AI-driven tools like ChatGPT, Gemini and Claude, a new kind of referral traffic is quietly growing in your analytics reports. Users are increasingly discovering brands, products…
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…
As OpenAI tools like ChatGPT begin surfacing product listings and shopping results directly in their interfaces, the accuracy, quality, and optimisation of product feeds are now more critical than…
Track micro-events for better retargeting:– Video Plays– Button Clicks How to set it up– Install TikTok Pixel with GTM– Track_ 🔹 Page Views 🔹 Add To Cart 🔹 PurchasesBuild custom audiences off…
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…
Most marketers think they’ve got a handle on ROAS. They don’t. It’s one of the most misunderstood metrics in paid media – and yet, it’s the one businesses obsess over the most. Open Meta Ads…
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…
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…
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…
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…
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…
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…
If you are running LinkedIn campaigns for a B2B business and you have not installed the LinkedIn Insight Tag, you are leaving serious opportunities on the table. The reality is, most B2B companies…
1. CREATE SCROLL-STOPPING STATIC CONCEPTS Prompt:“You’re A Senior Static Ad Strategist. Create 5 High-Performing Static Ad Concepts For [Product], Each With A Distinct Headline, Visual Format, And…
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…
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…
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…
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…
If you’re running paid ads in ecommerce, there’s a shift quietly happening behind the scenes that you need to have on your radar. OpenAI and Shopify have just announced a deeper integration, and…
If you run an ecommerce brand or manage paid media, you’re probably keeping one eye on AI – and rightly so. But the latest move from OpenAI and Shopify isn’t just another tech headline. It’s a…
We’re standing at the edge of the next major advertising shift – and it’s not happening on Google or Meta. It’s happening inside AI tools. OpenAI, through ChatGPT and its growing integration with…
When we start working with a new ecommerce client, there’s usually a familiar pattern. They’re running ads, ticking boxes across a few channels, but struggling to scale or stabilise their revenue.…
Most brands are obsessed with bottom-funnel conversions. They pour budget into retargeting and branded search, hoping to catch users who are already primed to convert. That’s all well and good,…
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…
If you’re running traffic to an e-commerce site and you’re not investing in Conversion Rate Optimisation (CRO), you’re likely leaving serious revenue on the table. Too many brands pour budget into…
Let’s face it – scaling profitably has never been tougher. Over the past few years, customer acquisition costs have skyrocketed. In fact, CAC is up by over 60%. Add to that a saturated market,…
If you run a growing eCommerce brand, chances are your paid media is doing its job. Clicks are coming in, your CAC looks great, and your Meta creatives are converting. But behind the scenes,…
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…
If you’re running a DTC brand, eCommerce business or anything in between, you’re likely asking yourself a version of this question all the time: How much can we grow this year – and how fast can…
If you’re a D2C founder doing under £10 million a year, here’s something you need to hear: stop overcomplicating your reporting. These 11 metrics will tell you everything you need to know. 1. How…
How to Actually Target Top-of-Funnel in Meta Ads (8-Figure Brand Secrets That Work) Let’s cut to the chase. Most advertisers think they’re running top-of-funnel (TOF) campaigns on Meta… but…
Should You Include High-Ticket Products in Your Shopping Ads? Not Always – Here’s Why If you’ve ever asked yourself whether those premium, high-ticket items should sit front and centre in your…
1. Number of Visitors This is your traffic. It’s the footfall of your store. More eyeballs usually means more chances to convert – but only if you’re bringing in the right kind of visitors.…
If you’re serious about running profitable Google Ads campaigns, forget overnight success. This isn’t a slot machine. It’s a strategy game – and if you play it right, it can become a reliable…
Let’s be honest – if you’ve run Google Ads recently, there’s a good chance Google’s been nudging you towards either Performance Max or Demand Gen. Whether it’s a rep on the phone, an email in your…
If you’re in SaaS, you know the demo is your golden ticket. It’s where curiosity turns into commitment – where your prospects go from browsing to buying. But getting someone to that moment isn’t…
Let’s be honest – most B2B sales teams are barely scratching the surface when it comes to LinkedIn retargeting. They’re throwing budget at cold campaigns, wondering why decision-makers aren’t…
If you’re running a cybersecurity SaaS brand and you’re not taking LinkedIn PPC seriously, you’re leaving money on the table. I’ve worked with tech companies long enough to see the same pattern…
1. Performance Max Spend Allocation Script by Mike Rhodes One of the primary challenges with PMax campaigns is understanding where your budget is being allocated across Google’s vast network. Mike…
If you’re a law firm in the UK, advertising isn’t just about clever copy and slick visuals – it’s about staying inside the lines. And in 2025, those lines are sharper than ever. Legal marketing…
In wealth management, timing is everything. You’re not just selling a service – you’re guiding life-changing financial decisions. And high-net-worth individuals don’t hand over their trust (or…
If you’re running local Google Ads campaigns and wondering why your business isn’t showing up in Google Maps – you’re not alone. It’s one of the most misunderstood areas in the platform, and in my…
If you think online advertising is moving fast now, just wait until 2030. We’re not talking small tweaks and updates – we’re heading for a full-blown transformation in how ads are created, served,…
Running Google Ads as an accountant might seem straightforward – set a budget, write a few ads, and watch the leads roll in. If only it were that simple. The truth is, Google Ads is powerful, but…
Running paid ads but not seeing the return you hoped for? You’re not alone. Getting clicks is easy enough – turning those clicks into actual customers? That’s where most businesses get stuck. This…
The Problem with Vanity Metrics – And Why Your Dashboard Should Be Built for Decision-Makers Let’s talk about PPC dashboards. They’re supposed to give you clarity, right? But too often, they’re…
If you’re running paid ads but not obsessing over your tracking setup, you’re flying blind – and it’s costing you more than you think. I’ve seen this far too many times. Brands come to us baffled…
Why Google Ads is a Game-Changer for Driving Schools If you run a driving school, you already know how competitive the industry can be. Learner drivers have dozens of choices, and without a strong…
When it comes to paid advertising, UK e-commerce brands have two giants to choose from – Google Shopping Ads and Facebook Ads. Both platforms are powerful, but which one delivers the best return…
If you’re running a coaching or consulting business in the UK, you already know the challenge: breaking past the ceiling of referrals and organic reach. While word-of-mouth and networking are…
If you’re still on the fence about TikTok ads, let me be blunt – you’re leaving money on the table. I’ve worked in digital marketing for years, watching platforms come and go. I’ve seen Facebook’s…
The Hospitality Industry Has Changed – Have You? The UK hospitality sector has faced a rollercoaster of changes in recent years. From economic shifts to evolving traveller behaviour, the landscape…
If you’re running LinkedIn ads, you already know it’s the goldmine for B2B marketing. But targeting the right decision-makers? That’s where things get strategic. A basic job title filter won’t cut…
When it comes to B2B marketing, most businesses default to Google Ads. But here’s the thing, Bing Ads (now Microsoft Advertising) is an underrated powerhouse for lead generation. With a lower…
LinkedIn Ads have become a powerhouse for B2B marketing, but throwing money at campaigns without a clear funnel is a fast track to wasted budget. If you want to drive real business results in…
If you’re in the B2B space, chances are you’re always looking for ways to reach high-intent buyers, lower your cost per acquisition, and maximise your ROI. While Google Ads may be your default…
Black Friday is a goldmine for eCommerce and retail businesses. It’s also one of the most expensive times of the year to run Google Ads. If you don’t have a smart strategy, your budget can…
Topics Discussed: LinkedIn has become the go-to platform for B2B marketing. It’s where decision-makers, industry leaders, and professionals engage with high-value content and discover new business…
If you run a local service business—whether it’s plumbing, landscaping, beauty treatments, or car repairs—chances are you rely on word-of-mouth, referrals, and maybe a bit of Google traffic. But…
If you’re running a business and looking to scale with paid ads, chances are you’ve considered both Meta Ads (Facebook & Instagram) and TikTok Ads. But which one is the better investment? Meta has…
Running a small business is a constant balancing act. One minute, you’re handling customer enquiries; the next, you’re figuring out how to bring in more sales. And in today’s digital world, if…
In today’s competitive insurance market, agencies and brokers need to do more than just offer great policies – they must actively engage potential customers and educate them on their options. At…
Understanding unit economics in PPC is like having a blueprint for every euro, pound, or dollar you invest. When you truly grasp these metrics, you’re not only driving traffic—you’re ensuring that…
Let’s be honest—if you’re a financial advisor or an accountant, you didn’t get into the business to become a marketing expert. You’re here to help clients manage their wealth, save on taxes, and…
The way B2B companies generate demand is evolving fast. If you’re still relying on the same old playbook, 2025 will be a wake-up call. Buyers are more independent, competition is fiercer, and…
B2B marketers love data. Click-through rates, cost-per-click, impressions—it’s all gold. But what happens when your PPC campaign looks good on paper but doesn’t translate into actual revenue?…
If you run a SaaS company, you already know the struggle—getting high-quality users at a reasonable cost. PPC (pay-per-click) can be a game-changer, but if you’re not careful, it can also drain…
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