Insights
Field notes from the trenches.
Real lessons from real campaigns. No best-practices roundups, no listicles, no AI slop. Just what we learned by spending the money.
- 4 min readFeatured
Your marketing report is lying if it hides these four rows
A practical scorecard for spotting reports that celebrate activity while hiding spend, revenue, and wasted budget.
reportingpaid adsagency-selection - 3 min read
The paid social testing loop that actually survives contact with budget
A practical framework for creative testing when the goal is profitable learning, not a pile of disconnected ads.
paid-socialcreative-testingtiktok - 3 min read
How to hire a marketing agency from an Upwork job post
A buyer-side checklist for writing an Upwork brief that filters for diagnostic marketers instead of template responders.
agency-selectionupworkpaid ads - 3 min readFeatured
The only marketing metric that matters (and the ones agencies use to hide)
Impressions, reach, engagement — most agency reports are full of numbers that don't pay your bills. Here's the one metric we measure, and how to know if your agency is hiding behind the rest.
paid adsagency-selectionroas