Performance blog
Advanced strategies, technical breakdowns and Paid Media updates — straight from the trenches of our campaigns.
What do you check before signing with a Google Ads agency?
Three proposals asking for 10% of spend: at €40,000 a month that fee is €4,000 your margin pays. Six checks in order, from the division on the calculator to the last 90 days of change history.
Read moreWhy Google Ads and GA4 conversions don't match
Google Ads says 400, GA4 says 280, your backend says 210, and all three are right. What each one counts, the two ratios that calibrate real ROAS and when the gap stops being normal.
Read moreMeta Ads frequency: how high is too high
There is no magic number: frequency is too high when CTR drops and cost per result rises as it climbs. How to read it per ad set, the three signs of fatigue and what to do about each.
Read moreWhat is Meta Advantage+ (Advantage Plus) and when to use it
Advantage+ names two different things: a whole campaign and a list of individual settings. Which controls you keep, why panel ROAS looks so good after switching it on, and the existing customer cap almost nobody touches.
Read moreWhat is Performance Max (PMax) and when to use it
One budget across every Google inventory at once. Why it cannibalises your brand traffic, which reports exist and which do not, and the launch protocol that stops you giving budget away in week one.
Read moreWhat is AOV (average order value) and how to increase it
Total revenue divided by orders, the three mistakes that break the figure, and the six levers that raise the basket ranked by real impact — validated against margin per order, not against the basket.
Read moreCost per lead benchmarks by industry
Reference CPL bands by industry and channel, and the reason the figure on its own decides nothing: what matters is cost per qualified lead against what a customer is worth to you.
Read moreHow to audit a Google Ads account yourself
Auditing is not reviewing everything: it is answering seven questions in a specific order. Starting with bids while the measurement is broken means optimising against false data. The exact figure to look at in each one.
Read moreProduct feed in Google Shopping: why it is almost never the bidding
There are no keywords in Shopping: the text of your feed is the targeting. The three signals that the problem is not the bid, the five fields where the money is lost and the Merchant Center report almost nobody opens.
Read moreLTV to CAC ratio: what it is, how to calculate it and what's healthy
The 3:1 benchmark, why LTV has to be built on margin instead of revenue, and why a ratio of 8:1 almost always means you are investing less than you could.
Read moreROAS vs ROI: what's the difference and when to use each
ROAS measures revenue, ROI measures profit. The same campaign worked out both ways: a ROAS of 4 that turns out to be a 7% return.
Read moreMER vs ROAS: which metric to use and when
One measures what the platform claims, the other measures what lands in the bank. MER decides how much to spend, ROAS decides where to spend it.
Read moreCAC vs CPA: the difference and which one to track
CPA is the cost of any conversion you define as a goal; CAC is the cost of acquiring a net-new paying customer. Why CPA misleads in accounts with repeat purchase.
Read moreWhat is the minimum profitable ROAS (and how to calculate yours)
The break-even ROAS is 1 divided by your gross margin. How to calculate it step by step, why your target ROAS is a different number, and how repeat purchase changes it.
Read moreWhat is a good CTR? Benchmarks by channel
What counts as a good CTR in Search, Meta, Display and organic results — and when a high CTR is hiding a problem instead of signalling one solved.
Read moreWhat is CAC and how to calculate it
Which costs belong in the numerator, a worked example with real numbers, and the four mistakes that make the metric useless — almost all of them in the denominator.
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