Inside the ad accounts.
Practical advice on paid media strategy, account structures, targeting, campaign management and the commercial decisions that affect performance.
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7 Reasons Your Ecommerce ROAS Looks Good but Profit Doesn't
Seven ways apparently strong ecommerce ad returns can diverge from the economic reality of the business.
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Flat Fee vs Percentage of Ad Spend: Paid Media Pricing
Why percentage of ad spend pricing misaligns incentives, how flat fee paid media pricing works, and what to ask any agency or consultant before you sign.
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Fractional Head of Paid Media vs Agency: Which Is Right for Your Business?
How fractional paid media support compares with an agency, and how to choose based on the work your business actually needs.
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Google Ads Audit Checklist: 10 Things to Review Before Increasing Your Budget
Ten areas to examine before pushing more budget into an account, with an emphasis on genuine business results.
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Why Increasing Your Google Ads Budget Doesn't Always Increase Sales
Why additional ad spend can produce diminishing returns, and how to determine whether scaling is justified.
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How Much Does Google Ads Management Cost in the UK?
A practical guide to comparing Google Ads management fees, scopes and the commercial value behind the quote.
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LinkedIn Ads Cost per Opportunity: Reporting in HubSpot
Why cost per lead misleads B2B teams on LinkedIn Ads, and a practical HubSpot setup to report LinkedIn on cost per opportunity and pipeline instead.
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Why Your LinkedIn Ads Generate Leads but Not Sales Pipeline
Why low CPL can conceal poor lead quality, and what to look at before increasing LinkedIn budgets.
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LinkedIn Ads Targeting: How to Reach the Right B2B Companies
A practical LinkedIn audience framework for account-based campaigns and B2B lead generation.
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How to Structure Meta Ads Creative Testing Without Wasting Budget
A practical testing system that prioritises clear hypotheses, adequate spend and business outcomes over endless creative variations.
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Static vs Video on Meta: What a Creative Format Audit Found
How format-level reporting showed 73% of Mira Mikati's Meta spend on static while video returned 4.7×, and how to audit creative format on your own account.
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What Should a Paid Media Agency Actually Do Every Week?
A transparent checklist of recurring paid media management responsibilities and what businesses should expect from a provider.
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Performance Max for Ecommerce: A Practical Setup Guide
How I set up Performance Max for ecommerce: feed quality, asset groups by theme and margin, audience signals, brand protection, value rules and weekly checks.
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Performance Max vs Search: Where Should Your Google Ads Budget Go?
A decision framework for Search and Performance Max without treating either campaign type as an automatic winner.
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ROAS Dropped? Check the Product Page Before the Ads
A four-metric method for diagnosing a ROAS drop, shown through a UK product launch where the cause was a product page change, not ad fatigue.
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How to Scale Meta Ads Without Breaking ROAS
How I raise Meta spend for ecommerce brands while protecting blended ROAS and margin: consolidation, creative volume, MER against Shopify and budget steps.
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TikTok GMV Max: How to Choose Products and Allocate Budget
How to prioritise products with evidence of demand, avoid spreading budgets too thinly and evaluate GMV Max sensibly.
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When Should You Bring Paid Media Management In-House?
A practical way to decide whether your organisation needs a permanent paid media employee, an agency or fractional specialist support.
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Why Ad Platforms All Claim the Same Sale
Why Google, Meta, TikTok and LinkedIn report more conversions than you made, and how to reconcile platform numbers against your CRM or Shopify revenue.
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