Notes from inside the machine.

ROAS is a metric. Profitability is the objective.

The number everyone reports and the number that pays salaries are not the same number. Here's how to build a reporting view that tells the truth.

The creative fatigue checklist we run before touching budgets

Rising CPAs aren't always an auction problem. Run this five-point creative check before you blame the algorithm.

A Performance Max audit that actually tells you what's working

PMax hides its workings by design. This is the audit we run to shine a light into the black box without guessing.

The first 30 days: what a good audit actually changes

Most agency audits are slide decks that end in a retainer. A real audit ends with a list of things that were measurably wrong.

Why your Meta testing matrix is lying to you

Audience × creative × offer, tested all at once, answers the wrong question. Sequence matters more than scale.