How We Cut Meta CPM by 41% Without Touching the Creative
Audience segmentation arithmetic, not creative overhaul. Here are the bid-strategy levers that moved the number — with the before/after data attached.
Benchmarks, not opinions
Smart Bidding vs. Manual: A 90-Day CAC Comparison
Sequence Timing That Lifted Revenue Per Send by 28%
Testing Velocity: Why More Variants Hurt Conversion Rate
We ran both strategies on identical budgets across three SaaS clients. The delta in cost-per-acquisition after 90 days was not what the Google documentation suggests.
Running 12 ad variants simultaneously fragments the learning phase. The data from 200+ campaigns shows the optimal test batch size for Meta's algorithm to exit learning.
Send-time optimization is table stakes. The variable that actually moved revenue was suppression logic — removing segments before the send, not after the bounce.
Lead Scoring That Reduced Sales Cycle by Three Weeks
Budget Allocation Across Channels: A Marginal ROAS Framework
Last-Click is Still Lying to You in 2025
The post-iOS14 attribution gap is well-documented. What's less discussed is how last-click models specifically over-credit retargeting and penalize prospecting campaigns.
Routing logic, not headcount, was the bottleneck. Here's the scoring model we built and the pipeline-velocity outcome after 60 days of CRM data.
Splitting budget evenly across Meta and Google is arithmetic, not strategy. This framework reallocates by marginal return, not historical spend share.