The Playbook
How I think about growth.
Short, practical notes on paid media strategy, creative and measurement, written for founders and marketing leads who want to understand the why behind the work.
Strategy · February 2026
Automation doesn't replace strategy
Advantage+ and broad targeting can work extremely well, but only after you've earned them.
Read →
CAC · February 2026
Why landing pages beat creative testing when CAC is too high
When CAC is too high, most teams test new creative. If your ads are already proven, the landing page is where the real gains hide.
Read →
Creative · February 2026
Creative fatigue is overblown. Portfolio imbalance is the real problem.
Every time performance dips, the first diagnosis is creative fatigue. Usually it's an imbalanced creative portfolio doing the damage.
Read →
Measurement · February 2026
You don't need a dashboard
Most dashboards are beautiful and useless. They abstract the math and hide what's actually driving performance.
Read →
Want this run on your account?
Start with a Growth Audit, or book a paid 1:1 consult and leave with clear acquisition priorities and a testing roadmap.