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Acquisition is vanity. Retention is sanity. Everyone loves the shiny stuff. New logos. New pipeline. New campaigns with screenshots for the board deck. Meanwhile, the clients you already fought to win are sitting there asking a very reasonable question: “Are these people still useful, or should we start shopping?” That's the part too many teams […]
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You're probably in one of two moods right now. Either you've already spent money on TikTok ads, watched a few videos get likes, and then discovered likes don't pay invoices. Or you haven't launched yet, and you're staring at Ads Manager wondering why a platform built for dancing, skincare routines, and oddly aggressive kitchen gadgets […]
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You're probably here because a candidate just asked for a salary that made you stare at your spreadsheet like it had personally betrayed you. I get it. You need someone to run Meta, Google, maybe TikTok. You're not trying to recruit the next Fortune 500 CMO. But once you start digging into media buyer salary […]
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You probably know the feeling. You open Meta Ads Manager or Google Ads with coffee in hand, a tiny flicker of optimism in your chest, and by lunch you're staring at a dashboard full of clicks, impressions, and other decorative nonsense while revenue refuses to RSVP. The spend went out. The customers didn't come in. […]
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You're probably here because one of three things is happening. Your ad spend is climbing, your reporting deck looks weirdly cheerful, and revenue isn't keeping up. Or you're hiring for paid acquisition and every resume says the same thing: data-driven, results-oriented, growth mindset, full-funnel, AI-native. Cute. Or you already hired someone, and now you're paying […]
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You're probably here because your ad account has that special smell. Burnt cash, stale optimism, and a dashboard full of “promising signals” that somehow never turn into profit. I know the smell. It usually starts the same way. Someone on the team says Google Ads is easy enough to manage in-house. A generalist marketer takes […]
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Most advice about cost per acquisition is too neat to be useful. It treats CPA like a clean little dashboard metric. Spend this, get that, divide by conversions, done. Meanwhile your ad account says things are fine, your finance team looks annoyed, and cash disappears like it joined a wellness retreat. I've made that mistake. […]
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Your dashboard says the campaign is working. Your bank account says somebody's lying. You've probably lived this already. Ads are bringing in conversions. The spreadsheet says your CPA looks tidy. Then payroll hits, the agency invoice lands, your design contractor sends a reminder, and suddenly that “cheap” acquisition looks like an expensive little gremlin chewing […]
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You know that moment. Monday morning, coffee in hand, dashboard glowing like a slot machine that just hit. Clicks are up. CPA is down. Platform ROAS looks heroic. Your agency deck is practically writing itself. And yet your stomach says, “Yeah, but would those people have bought anyway?” That feeling is usually right. A lot […]
