Research & Insights

We publish the working, not just the conclusion.

Audits of accounts we actually run, and the frameworks we work from. Every piece says which of the two it is and what it cannot support, because a finding you cannot check is just an opinion with a chart attached.

AuditFive years of paid social, auditedAugust 20269 min read

Faces beat facts

An audit of every ad across a 40-market home services franchise network found that localized copy bought nothing, and that content about people outperformed everything else by as much as thirteen times.

Measured ad spend: $800K+Measured ad spend
Impressions: 140M+Impressions
People reached: 30M+People reached
Ads analyzed: 1,300+Ads analyzed
2021–2026: 5 yrs2021–2026

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Paid socialHome servicesCreative strategyMulti-location

FrameworkThe daily budget questionAugust 20268 min read

One conversion a day

A budgeting rule for paid media, and the learning-phase mechanics behind it. Why underfunding a campaign does not buy you a smaller version of the same result — it buys you nothing at all.

Target CPA per day, the floor: 1×Target CPA per day, the floor
Meta events per ad set per week: 50Meta events per ad set per week
Google conversions per 30 days: 30Google conversions per 30 days
What leaving learning really costs: 7×What leaving learning really costs

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Paid mediaGoogle AdsMeta AdsBudgeting

FrameworkWhat digital presence actually costsAugust 20269 min read

Nobody needs a website

Digital presence scales from a social account you do not own, through a brochure site, to an interactive ecosystem. What each rung is for, what each costs to run, and the point where it stops being a website at all.

Where most businesses start: $0Where most businesses start
Owning the address: $3–10KOwning the address
A presence that works: $10–20KA presence that works
Interactive presence: $25K+Interactive presence

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Digital presenceWeb developmentBudgetingScope

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