Written from the questions we get asked most often inside accounts. Every post answers its own title in the first paragraph, so you can decide in ten seconds whether the rest is worth your time.
An ad that worked for three weeks and then stopped did not get worse. The people most likely to respond to it responded to it. That distinction changes what you do next.
Optimizing against numbers that are wrong is worse than not optimizing at all, because it is confident. These are the failures we find most often, and how to check for each one.
When money is tight, Q4 does not go away. It narrows. The businesses that do well are the ones that shorten the distance between wanting something and buying it, not the ones that shout louder.
Let us talk about your current goals, what is working, what is not, and where the biggest opportunities may be.
