Practical, numbers-first answers on ROAS, budgets, CAC, creative volume, tracking and agency pricing — for eCommerce, SaaS and lead-generation teams between €0.3M and €20M.
The questions that reveal category expertise, commercial discipline and responsible AI use before you appoint an agency.
2 min readAI in digital marketingAlign automated advertising with fashion drops, beauty gifting and interiors delivery constraints before the data catches up.
2 min readAI in digital marketingImprove Performance Max and Advantage+ oversight for fashion variants, beauty brand demand and high-value interiors.
2 min readAI in digital marketingAdjust automated acquisition targets for apparel returns, beauty repurchase behaviour and furniture fulfilment costs.
2 min readAI in digital marketingUse customer evidence and category-specific art direction to make AI-assisted creative accurate, credible and commercially relevant.
2 min readAI in digital marketingInterpret AI-assisted attribution through each category's discovery channels, purchase cycle and customer behaviour.
2 min readAI in digital marketingAdapt paid media for furniture and home décor with patient funnels, valuable interim events and realistic attribution.
2 min readAI in digital marketingBuild beauty retargeting around shade confidence, sampling, replenishment and credible claims instead of generic automation.
2 min readAI in digital marketingMake automated fashion retargeting more relevant with variant availability, intent-based messages and disciplined incentives.
2 min readAI in digital marketingWhy visually driven D2C categories need more than automated pattern matching to explain what makes customers buy.
2 min readAI in digital marketingA practical framework for assigning AI tasks, retaining accountability and evaluating your agency's use of automation.
2 min readAI in digital marketingEvaluate a paid-media partner by commercial expertise, account ownership and measurement—not simply its use of AI.
2 min readAI in digital marketingAvoid false winners, confounding variables and confident explanations when using AI to analyse advertising performance.
2 min readAI in digital marketingStock, delivery capacity and launch plans belong in paid-media decisions—even when campaign optimisation is automated.
2 min readAI in digital marketingA practical oversight framework for automated campaigns, covering brand demand, feeds, customer signals and intervention.
2 min readAI in digital marketingConnect automated bidding to contribution margin, returns, lifetime value and cash flow instead of a single revenue ratio.
2 min readAI in digital marketingUse AI to accelerate ad production without replacing customer insight, creative direction or disciplined testing.
2 min readAI in digital marketingWhy AI cannot resolve inconsistent attribution on its own, and how to reconcile platform reports with commercial performance.
2 min readAI in digital marketingBuild retargeting around intent, recency and margin—not just the cheapest conversions reported by an ad platform.
2 min readAI in digital marketingWhere AI improves paid-media execution—and why profitable eCommerce growth still requires experienced commercial judgement.
2 min readConversion optimisationA practical framework for improving webshop conversion, from checkout fundamentals to payment methods, product content, retention and AI visibility.
12 min readMeasurementA realistic week-by-week timeline for a new account or a new agency, what should be visible at each stage, and the signals that mean something is genuinely wrong.
5 min readBudget & pricingFee models, typical ranges by ad spend, what should be included, and the contract terms worth insisting on before you sign anything.
6 min readBudget & pricingA fully loaded cost comparison for a company spending €10,000–50,000 per month on ads, including the costs that never appear in the salary line.
7 min readMeasurementWhat server-side tracking actually does, why Consent Mode v2 is not optional in the EU, and what a correct implementation looks like end to end.
6 min readMeasurementSix defects account for most broken tracking setups. How to spot each one in under an hour, and what each costs you in wasted spend.
7 min readMeasurementOptimising for form fills gets you form fills. How offline conversion feedback works, what volume you need, and the implementation steps that matter.
6 min readLead generationResponse time is the cheapest performance lever in lead generation and the one most companies ignore. What the data shows and how to build a follow-up process that holds.
5 min readLead generationLinkedIn's targeting is unmatched and its cost per lead is brutal. A deal-value-based framework for choosing where B2B budget belongs.
6 min readLead generationQualification can be added at four points in the funnel. Which ones raise quality without collapsing lead count, and which ones just make the ads more expensive.
6 min readLead generationCost per lead means nothing without close rate and deal value. How to calculate your allowable CPL, typical ranges by channel, and why the cheapest leads usually cost the most.
6 min readSaaSCompetitor bidding is cheap intent with real risks. When it pays, how to structure the campaigns and landing pages, and the rules that keep it out of trouble.
5 min readSaaSLow-ticket SaaS has almost no room for error on CAC. When paid acquisition is viable, when it is not, and the four levers that decide it.
6 min readSaaSThe offer on your landing page changes cost per acquisition more than any bidding setting. How to choose between trial, demo and hybrid based on price point and complexity.
6 min readSaaSThe two numbers that decide how aggressively a SaaS can buy growth, how to calculate them without flattering yourself, and what they mean for paid ad budgets.
7 min readeCommerceDoubling budget usually doubles cost per acquisition — unless you scale in the right order. The sequence we use to take accounts from €10K to €50K per month.
7 min readeCommerceAdding a channel too early is the most expensive mistake in a scaling account. Four readiness tests, plus what each secondary platform is genuinely good for.
6 min readeCommerceThe two channels solve different problems. A decision framework based on demand volume, margin and creative capacity — plus what changes once you are spending on both.
6 min readCreativeCreative volume, not targeting, is the constraint in most scaling accounts. A concrete monthly cadence by ad spend, plus the testing structure that makes the volume useful.
6 min readMeasurementPlatform revenue almost never matches your store back-end. Here is exactly where the gap comes from, how large a gap is normal, and how to reconcile the two without arguing.
6 min readBudget & pricingA practical budget model for brands between €0.3M and €20M: the conversion-volume floor, the percentage-of-revenue band, and how to know when to add budget.
7 min readeCommerceROAS targets should fall as a brand grows, not rise. Here is what a realistic blended and platform ROAS looks like at each revenue stage, and how to set yours from margin.
7 min readOne offer, no pressure
Meta, Google or TikTok — a senior specialist reviews your account and sends a concrete growth plan within 48–72 hours of access. No obligation, no lock-in.