We do not do competitor research to produce a pretty deck, we do it to take useful patterns and beat them at their own game. We go deep into sources like Ad Library and Ads Transparency Center, apply our own methodology to assess their campaign structure, and collect their core messages and angles so we can categorize what they are really pushing. We also use external tools and platform signals to understand the full landscape and the mechanics behind what is showing up. We are not pretending this gives exact pricing truth, and anyone claiming precise numbers here is overselling it, but we do have a system that has proven consistently reliable for making the right strategic calls.

Budget decisions should not be gut feel or a fixed split across channels. We bring senior judgment from running real accounts to decide where to lean in, where to pull back, and when not to force spend just to use budget. The approach is customized to your margins, goals, seasonality, and how stable performance is over time.

We build accounts so they are scalable, readable, and easy to steer without unnecessary complexity. We do not force ten channels if two are enough to hit the goal, and we focus on what will actually move the needle instead of building a “marketing zoo.” Structure is customized to your funnel, markets, and product reality, not copied from a template, and it will look different for a webshop with 1000 products, a webshop with 10 products, a lead gen clinic, or a service based business. Expect a setup built around your naming, your internal logic, and how your funnel actually works, while still being robust enough to handle future changes. And if a better structure becomes obvious later, we are not afraid to rebuild and simplify without losing what has already been learned.

Most teams say they need new creatives and stop there. We are not a creative studio, but we are very experienced from working across a large volume of campaigns, so we approach creative in a pragmatic way. We know what tends to work and what tends not to work, when functional messaging beats emotional, and when the account needs more video versus stronger static or more copy driven ads. We use our own methodology to evaluate and track creative performance over time, because what worked last year will not automatically work this year. We do not get attached to individual ads, but we do care that creative represents the brand in the best possible way while still driving results.

Reporting is not a ceremony, it is how decisions get made. We keep it clear and useful by focusing on what changed, what we learned, and what we will do next. We do not send reports just to send them, we always add context on why something was done and what the outcome was. We also try to keep you close to the numbers in real time, so you can check progress and judge our work whenever you want. Our job is to explain what is happening and why, because the assumption is that we should know more about performance marketing than you do. So we will not just say conversions are X, we will say conversions are X, it is your best month so far, and it happened because of the specific changes we made, so you learn alongside us.

Most teams say “we optimize campaigns” and leave it at that. Our approach is simple: be as transparent as possible, and keep a living backlog of everything we are working on, which you can access anytime if you want. You can trust that we know what we are doing, but if you are skeptical, this makes it easy to see the logic, the priorities, and the progress in one place, with notes on what was changed and why. Your account is never “set and forget,” it is always a work in progress with ideas to test, learnings to capture, and improvements to ship. We will not win every test, but we will always keep moving and we will document it.