Notes from the agency.
Field reports on craft, AI, paid media and what actually works for ambitious brands. Written from Rovaniemi, shipped when we have something to say.
How to audit a Meta Ads account you just inherited
A step-by-step meta ads audit process for inherited accounts — pixel health, campaign structure, audience overlap, and the rebuild vs. optimise decision.
Read story →Creative testing velocity: why the agency that tests more wins (and how to increase yours)
Creative testing velocity is the single most controllable variable in paid media. Here's how to build a system that produces more learning per euro spent.
Read →How to structure a paid media agency review: the 12 questions to ask your current agency
A structured framework for your next paid media agency audit — 12 questions across performance, process, transparency, and strategic fit.
Read →LinkedIn Ads for B2B agencies: what actually works in 2026
A field guide to linkedin ads b2b in 2026: audience setup, ad formats that generate pipeline, budget structure, and the reporting layer most agencies skip.
Read →LinkedIn Ads for B2B agencies: what actually works in 2026
A field guide to linkedin ads b2b in 2026: audience setup, ad formats that generate pipeline, budget structure, and the reporting layer most agencies skip.
Read →Google Performance Max in 2026: what we’ve learned from real accounts
Google Performance Max field notes from real accounts: where it delivers, where it wastes budget, and the setup checklist we use before every launch.
Read →How to Write a Meta Ad Hook That Stops the Scroll in 2026
The six hook patterns we test on cold Meta audiences in 2026 — with creative brief fields that get them made fast and a testing loop that compounds.
Read →How to structure a paid media brief that gets great creative from any team
A paid media brief template with eight fields that reduces creative revisions and aligns teams before a campaign launches. Covers audience, placement, message, and CTA.
Read →The Ad Fatigue Playbook: How to Refresh Creative Before Performance Drops
Ad creative fatigue is detectable before performance drops. Learn the frequency signals, refresh rotation framework, and briefing loop that keep paid media efficient.
Read →How to use first-party data for paid media targeting in a cookieless world
First party data targeting is now the most important lever in paid media. Learn CRM audiences, server-side events, and lookalikes that keep working.
Read →Dynamic creative optimisation: what it is, when it works, and when to turn it off
A practical guide to Meta dynamic creative optimisation — how DCO works, when the algorithm earns its keep, and the signals that tell you to turn it off.
Read →How to reduce paid media cost-per-lead by 30% without cutting spend
A 6-week diagnostic and fixing sequence for reducing your paid media cost-per-lead without cutting budget — bid strategy, audience, creative, and landing page.
Read →How to run a paid media test on €500 and know what you learned
Learn how to run a small budget paid media test on €500 that produces real learning — hypothesis design, budget split, metrics, and decision rules.
Read →Retargeting in 2026: audience size, creative fatigue, and what actually converts
A tactical guide to retargeting ads strategy in 2026: first-party audiences, creative rotation, and the patterns that convert warm traffic.
Read →How to brief a creative agency for paid media: the spec that saves 3 revision rounds
The eight-field paid media creative brief format that eliminates ambiguity, reduces revision rounds, and produces usable ad creative on the first pass.
Read →Scaling a winning ad creative: the process after you find a winner
Once a paid ad creative proves itself, most teams either scale too fast or hold too long. Here is the step-by-step process for extracting full value from a…
Read →How to Brief a Video Ad for Paid Media: The 8-Second Hook Formula
How to write a video ad creative brief built around the 8-second hook formula — the field-by-field structure we use for Meta, TikTok, and UGC campaigns.
Read →How we audit a paid media account in 90 minutes
The exact 90-minute process we use to audit any paid media account — from structure to attribution — with the checklist your team can run today.
Read →Attribution in 2026: GA4, server-side tracking, and what we actually use
How server-side tracking ga4 and Meta CAPI work together in 2026 — and the honest triangulation model we use to read paid media results.
Read →TikTok Ads for agencies: what’s different from Meta and why it matters
TikTok ads strategy is a distinct discipline from Meta. Here's what agencies need to know about creative, targeting, attribution, and budget requirements.
Read →Meta vs Google Ads in 2026: where to put your first €5,000
Meta vs Google Ads in 2026: a decision framework for early-stage SaaS and DTC brands deciding where to put their first €5,000 in paid media.
Read →Creative-led paid media: building a UGC ad engine that compounds
How to build a UGC ad creative engine that compounds — sourcing, briefs, testing structure, and the feedback loop that makes paid media smarter over time.
Read →Why most paid media campaigns burn money (and the four fixes nobody charges for)
Most paid media waste is structural, not creative. We diagnose four meta ads optimization patterns that drain budgets — and the free fixes that actually work.
Read →The 2026 Paid Media Playbook: Meta, Google, and TikTok
How to run Meta, Google, and TikTok as a coordinated paid media playbook in 2026 — creative strategy, budget allocation, and attribution.
Read →