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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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80 articles

46

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
47

LinkedIn Ads for B2B in Romania

LinkedIn CPM in Romania is 20-35 EUR vs 50-80 EUR in Western Europe. How to generate B2B leads at 40-120 EUR CPL on the Romanian market at a fraction of Western costs.

LinkedIn Ads5 min
48

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
49

Types of Google Ads campaigns for eCommerce

Search, Shopping, Performance Max, Display, YouTube. Five campaign types, five different logics. A practical guide with minimum budgets and real examples.

Google Ads5 min
50

How the Meta Ads algorithm works in 2026

The Meta Ads algorithm decides who sees your ad, at what price, and how often. Understanding the logic behind it helps you make better decisions about campaign structure and budgets.

Meta Ads2 min
51

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
52

What is CPA (cost per acquisition) and how to calculate it

CPA is the metric that connects advertising to profitability. Here's how to calculate your target CPA and what concrete actions reduce it in Google and Meta campaigns.

Basics3 min
53

How to measure ad campaign results, metrics and reports

Impressions and reach don't pay bills. A practical guide to measuring campaigns with metrics that reflect real business performance, not platform activity.

Basics2 min
54

Meta Ads Lookalike Audience, what it is and how to build one

Lookalike audiences are one of the most powerful tools in Meta Ads, but most are built wrong. Here's which source to use and what size works in Romania.

Meta Ads2 min
55

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
56

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.

Strategy3 min
57

How to run A/B tests correctly without wasting traffic

Most A/B tests are invalidated before they start, insufficient volume, too many variables, premature stopping. Here's the methodology that produces real results.

Conversion Optimization3 min
58

Omnichannel for online stores, Google, Meta, email

Google captures existing demand. Meta creates new demand. Email monetizes what you've built. Three channels, different logics, one single objective, profitable sales.

Strategy4 min
59

Google Ads Quality Score, what it is and why it matters

Quality Score directly influences how much you pay per click in Google Ads. A good score can reduce costs by 30-50%. Here's what drives it and how to improve it.

Google Ads3 min
60

How to choose a Google Ads agency for your online store

Not portfolios and vague testimonials. Seven verifiable criteria for evaluating a Google Ads agency for eCommerce before you sign the contract.

Strategy4 min
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