Blog
- Stop Sending Reports. Build a Forecast Your Client Can Argue With.
Most agencies report backwards, framing every number after the fact. A forecast your client helped build turns the monthly call from defence into diagnosis.
- How Do You Advertise a Sport Nobody Has Heard Of? Borrow One They Love.
Five-a-side netball, 21-minute matches, and an audience with no shelf to put it on. For an unaware audience, an ad's first job is comprehension.
- ROAS is Lying to You. And Your Agency Probably Knows It.
A 7x ROAS graph and still no money in the bank. ROAS treats every rand of revenue as equal, and it is not. Why margin band structure wins.
- Cost per lead is lying to you.
Two campaigns with the same cost per lead can cost four times as much per sale. Why CPL flatters your worst channel — and the one number to ask for instead.
- Last-click is flattering your worst channel.
Last-click attribution hands all the credit to the final touch, usually brand search. Why that punishes the channels that actually start your deals.
- Connect your ads to your CRM without an engineer.
A step-by-step, no-code path to passing ad source data into your CRM so closed deals report back against the ad that started them.
- UTM discipline: the boring habit worth six figures.
A simple, strict UTM naming convention that keeps your attribution data trustworthy. The boring habit that decides whether every other report is true.
- Meta's API broke yesterday morning. Did your agency tell you?
A Meta API fault broke lead automations globally. Most found out when sales noticed the drop. We told our client first. That is monitoring.
- Your AI Pilot Is Not Failing. It Is Dipping.
78% of organisations deployed AI. Only 6% report earnings impact. The Spurs went 14% to 85% fluency in six months, and not via technology.
- The Conversion Rate That Disappeared
· Lead generation and conversion
CPL 28% below forecast. Sales conversion 57% below target. Same campaign, same month. The good-leads-bad-conversions problem, unpicked.
- The 49% YoY Drop That Wasn't a Drop
A DTC brand showed a 49% YoY decline while actually growing. Why promo calendar shifts break reporting, and how to read the data properly.
- Why We Put Two Lead Capture Methods on Every B2B Landing Page
· Lead generation and conversion
For high-ticket B2B, form optimisation solves the wrong problem. LinkedIn OAuth plus email fallback cuts friction and lifts data quality.
- The WhatsApp Chatbot That Took 34 Iterations (And Why That's Normal)
Version 3.05 of a WhatsApp chatbot after 34 iterations. Not sloppy engineering but the nature of AI agents, and why iteration is not failure.
- When the Ad Isn't Broken. The Audience Is.
A warranty campaign had the right creative and the wrong audience. Instead of refreshing the ad, we rebuilt the hypothesis about who buys.
- Your Abandoned Cart Emails Are Chasing the Wrong People
Returning customers drove 82% of cart-recovery revenue from 69% of carts. The segment you are told to chase hardest performed worst.
- How to Calculate Your Operational Maximum Spend
Most marketing budgets are guesses dressed as plans. How to calculate the spend above which more budget breaks your own operations.
- They Hit Their Lead Target and Still Had a Problem
· Lead generation and conversion
5,690 leads in a month, a record, and conversion quietly declining. The scaling paradox: volume that hides a funnel problem until it is costly.
- We audited our own website. 14 pages. Zero passed.
· Lead generation and conversion
We ran our own site through the conversion audit we use on clients. Fourteen pages, zero passed. What we found, fixed, and still have not.
- Building Decision Triggers: Pre-Approved Escalation Without Emergency Meetings
Board, Budget, Bonus gives you three scenarios. Decision triggers tell you when to move between them, killing mid-year budget negotiations.
- The content strategy built for a search engine that didn't exist yet
In 2022 we told an insurance brand to build decision-stage content. Three years on, AI search cites it. Discipline beats prediction.