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Performance marketing
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Practical performance marketing resources, AI marketing guides, real data and proven paid media strategies that move the needle.

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28 articles

01

Black Friday 2026: what an online store prepares from September

Campaigns switched on in Black Friday week pay for heavily contested ad space while still learning who buys. What to set up, and when.

Strategy4 min
02

Consent Mode v2 and server-side tracking: why Google Ads doesn't see every conversion

Google Ads reports fewer conversions than your real orders. The cause is consent. How Consent Mode v2 works, the modeling threshold, and how to fix it.

Strategy6 min
03

What a B2B SaaS customer costs and how many months until payback

The cost of acquiring a SaaS customer is judged by payback period, CAC divided by monthly gross profit per customer (the monthly subscription adjusted by gross margin). A healthy B2B SaaS recovers its acquisition cost in under 12 months and runs an LTV:CAC ratio of at least 3:1. Below those thresholds, every new customer consumes more than it brings, and growth burns your cash.

Strategy7 min
04

Demand gen vs lead gen in B2B SaaS, why cheap leads never buy

Lead generation captures demand that already exists (high intent, limited volume), demand generation creates it (builds future pipeline). Cheap leads are usually low-intent and never convert, so what matters is cost per qualified pipeline, not cost per lead. Optimise for the cheapest lead and you fill the pipeline with contacts that never buy.

Strategy8 min
05

Should you hire a paid media agency? An honest framework

Four ways to run paid media, do-it-yourself, freelancer, in-house, agency. How to decide which fits, what each delivers, and when not to hire one.

Strategy7 min
06

International PPC agency, 6 standards to verify

Six standards a credible international PPC agency meets in 2026. How to verify identity, capability and fit of an agency you cannot visit in person.

Strategy11 min
07

How to acquire customers with digital advertising

Digital advertising buys attention, not customers. How to think about acquiring customers through Google Ads, Meta Ads and LinkedIn Ads as an economic system.

Strategy6 min
08

Eastern European PPC services

How to evaluate an Eastern European PPC agency on delivery standards, not price. A 2026 buyer's guide for international firms.

Strategy6 min
09

AI-current PPC agency, 5 questions to ask

Looking for a PPC agency, or auditing yours? Five concrete questions for your next meeting and what an AI-current agency looks like in 2026.

Strategy7 min
10

Performance marketing, what it is and when it makes sense

What performance marketing means, which channels it includes, how it's measured, and when it's right for your business. A practical guide from the Romanian market.

Strategy5 min
11

Facebook Ads vs Google Ads, How to Choose the Right Platform

There's no better platform - there's one that fits your business model better. Here are the criteria that actually matter.

Strategy3 min
12

How to allocate ad budget across Google, Meta and LinkedIn

There's no universal formula for budget allocation, but there is clear logic. Here's how to decide how much to put on each channel based on your business model.

Strategy4 min
13

POAS vs ROAS, Why the Wrong Metric Is Eating Your Profit

Your ROAS is climbing but profit is flat. The problem is the metric, not the campaign. How to calculate POAS and why it's the only metric that matters for profitability.

Strategy3 min
14

The 90-day process when you start paid media

Month 1 is setup and calibration. Month 2 is optimization. Month 3 is scaling. The biggest mistakes happen when entrepreneurs judge Month 1 with Month 3 expectations.

Strategy4 min
15

Customer Journey in eCommerce, How Ads Influence Every Stage

Awareness, consideration, decision, retention. Each stage needs a different campaign type. The stores that win are those that cover the entire funnel.

Strategy4 min

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