How to Scale Ads Profitably
A practical framework for deciding when to increase ad spend, where to invest, and what to fix before scaling Google Ads or Meta Ads.
Read article ↗Marketing notes
Performance Marketing articles · Page 1
Practical guides on Google Ads, Meta Ads, creative testing, measurement, landing pages and Shopify.
Start with the problem you are working on. Each article explores what to inspect, what the evidence can tell you and what to consider next.
Browse practical resources ↗Performance Marketing · Page 1 of 1 · 7 articles
Meta Business Assets to Own Before Hiring an Agency
A practical ownership and access checklist for domains, ad accounts, pages, analytics, datasets, billing, CRM, creative, documentation, and agency permissions.
Read article ↗Cross-Domain Attribution for Meta, GA4, and Google Ads: A Complete Setup and Test Plan
When an ad lands on one domain but the booking or checkout happens on another, attribution can split the journey in two. This guide maps the Meta, GA4, and Google Ads setup—and the tests that prove it works.
Read article ↗How to Create a 30-Day PPC Optimization Plan
A week-by-week Google and Meta Ads optimization plan covering economics, tracking, waste, landing pages, creative, bidding, and reporting.
Read article ↗How to Calculate a Profitable Target CPA
Calculate target CPA from gross profit, close rate, refunds, fulfillment costs, and acquisition allowance—with worked ecommerce and lead-generation examples.
Read article ↗How to Build a Paid Ads Profit Scorecard for Google and Facebook
Replace platform screenshots with one weekly view that connects spend to qualified leads, customers, revenue, margin, and the next decision. Includes the exact columns and review routine.
Read article ↗Meta vs Google Ads Creative Testing: What Changes by Platform
Meta and Google do not test creative the same way. Use this platform-by-platform guide to design hypotheses, control variables, read asset reports, and judge real business results.
Read article ↗Need help applying it?
Share your website, goal and current setup. We can discuss whether the project is a fit and agree on the work before it starts.