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.
Connected TV (CTV) Ads for Small Businesses: What They Actually Cost in 2026, and Whether They Beat YouTube
Roku's self-serve platform makes CTV advertising accessible from around €500, but real CPMs, attribution limits, and creative requirements mean it rarely beats YouTube for direct response. Here's the…
Read story →How to structure a €10k/month paid media budget across channels
How we allocate a €10k/month paid media budget strategy across Meta, Google, and TikTok — channel roles, split logic, test budget, and rebalancing triggers.
Read →How to Use Lookalike Audiences in 2026 When Third-Party Data Is Unreliable
Lookalike audiences still work in 2026 — but only when your first-party seed data is clean, sized correctly, and refreshed regularly. Here is how we build them.
Read →Meta & Google Conversions API in 2026: Is Server-Side Tracking Worth Setting Up for a Small Business?
A practical look at whether Meta's Conversions API and Google's Enhanced Conversions are worth setting up for a small business in 2026, and what the setup actually takes.
Read →X (Twitter) Ads for Small Businesses in 2026: Worth Testing or Skip?
X Ads are cheap per click and come with a real but narrowing B2B-leaning audience and a brand-adjacency problem that doesn't show up in your CPC. Here's who…
Read →Meta Advantage+ Shopping in 2026: When to Let the Algorithm Run the Show (And When Not To)
Advantage+ Shopping got genuinely better in 2026, but it still only outperforms manual campaigns under specific conditions. Here is the decision framework, the benchmarks, and the creative-volume problem…
Read →When to Pause a Meta Campaign and When to Let It Run
A decision framework for Meta ads optimization: the specific signals and thresholds that tell you whether underperformance is a learning phase or a structural problem.
Read →How to Brief a Video Editor for Paid Social: the Document We Use
A clear paid social video brief cuts revision rounds and produces better-performing ads. Here is the exact 8-field document we use to brief video editors for Meta and…
Read →Meta Lead Form Ads vs. Landing Page Ads: Which Actually Converts Better in 2026?
Lead form ads are cheaper per lead, landing pages produce better-qualified leads – here's the actual trade-off, a worked example, and how to decide which format fits your…
Read →ChatGPT Ads Are Live: Should Your Small Business Test Them Before Q4 2026?
ChatGPT Ads went self-serve in May 2026 with no minimum spend. Here's what they cost, who's eligible, and whether a small business should test them before Q4.
Read →Meta Ads Account Suspended? Here’s How to Get It Back (and How to Avoid It Next Time)
A suspended Meta Ads account is rarely random and rarely permanent. Here's the exact appeal sequence to follow, the most common causes, and the structural fixes that prevent…
Read →Marketing Mix Modeling for Small Businesses: Worth It in 2026, or Overkill?
Free tools like Google Meridian and Meta Robyn removed MMM's six-figure price tag, but most small businesses still lack the two years of clean data it actually requires.…
Read →Google Performance Max in 2026: What We Actually Turn Off
Google Performance Max works — but not on its defaults. Here's exactly what we turn off and why, based on real account experience.
Read →Google Ads for Local Service Businesses: What Actually Works in 2026
Google Ads for local service businesses works best with tight geography, high-intent keywords, and dedicated landing pages. Here is what we actually see working in 2026.
Read →How to diagnose a declining Meta Ads account
When a Meta Ads account that was working starts to slide, the diagnosis matters more than the fix. Here are the 8 questions we ask before touching anything.
Read →LinkedIn Ads for B2B in 2026: Cost-Per-Lead Benchmarks and Whether They’re Worth It
LinkedIn Ads cost 3-6x more per lead than Meta or Google, but the targeting precision can pay for itself above a certain deal size. Here's the threshold and…
Read →Retargeting on Meta in 2026: audiences, sequences, and frequency caps
How to build Meta retargeting audiences that are large enough to learn but targeted enough to convert, with sequence logic and frequency management.
Read →How to write Meta Ads creative briefs that actually perform
The Meta Ads creative brief format we use when handing off to creators — hook types, format specs, and what a creator needs to make a converting ad.
Read →How to structure a Meta Ads account for a €5k/month budget
A practical guide to Meta ads account structure at €5k/month: how to split budget across campaigns, consolidate ad sets, and avoid the structural mistakes that waste spend.
Read →Google Local Services Ads in 2026: Is Pay-Per-Lead Worth It for Your Business?
A practical look at Google Local Services Ads in 2026: real cost-per-lead ranges by trade, which countries and categories are eligible, and when pay-per-lead beats (or loses to)…
Read →Microsoft Ads vs. Google Ads in 2026: Is the Cheaper Click Actually Worth It for a Small Business?
Microsoft Ads clicks run 30-40% cheaper than Google's in 2026, but the audience is smaller and skews older and more B2B. Here's how to tell if that trade-off…
Read →Why Your Facebook ROAS Is Lying to You (And What to Measure Instead)
Facebook ads attribution inside Meta Ads Manager systematically overstates performance. Here is why your ROAS is misleading you, and what to measure instead.
Read →Paid Media Agency Pricing in 2026: Retainer vs. Percentage of Ad Spend vs. Performance-Based Fees
Retainer, percentage of ad spend, or performance-based — which paid media pricing model actually fits your budget, and which one quietly rewards your agency for overspending.
Read →How to build a paid media creative brief your team can execute in a day
A practical guide to the seven-field paid media creative brief that cuts revision rounds and gets your creative team producing finished ads in a day.
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