Notes
Things I think about. Occasionally useful.
JUL 01, 20267 mins min read
Why Cheap Leads Are the Most Expensive Thing in Your Funnel
CPL going down feels like a win. It usually isn't. Here is what actually happens when you optimise for cheap leads and how to fix it.
JUN 18, 20266 mins min read
Meta Instant Forms vs Landing Pages: What the Data Actually Says
Instant forms give you cheaper leads. Landing pages give you better ones. Here's how to decide which one your campaign actually needs.
JUN 02, 20266 mins min read
How Logistics Costs Quietly Kill D2C Brands in India
The margins look fine on paper. Then the courier bills arrive.
MAY 21, 20268 mins min read
What is AI Marketing and How to Actually Use It
Everyone's talking about AI marketing. Here's what it actually means when you're running real campaigns with a real budget.