NC-ROAS vs NC-POAS
Most brands measure new customer acquisition the wrong way. They optimize for: NC-ROAS (New Customer Revenue on Ad Spend) Revenue from new customers ÷ Ad spend. Sounds logical. But there’s…
Friday
13 March 2026
New Customers vs Returning Customers
Most Google Ads accounts optimize for conversions… but they rarely separate new vs returning customers. That’s a mistake. Because the economics are completely different. New Customers. • Higher CPA. •…
Meta Ads
Location Fees
Meta Ads Update: New “Location Fees” Starting July 2026. Meta has announced that additional location-based fees will be applied to ads delivered in certain countries starting 1 July 2026. These…
Correlation ≠ causation
Ice cream sales go up. Shark attacks go up. Does ice cream cause shark attacks? 🍦🦈. Of course not. Both increase because of a third factor: hot weather. When it's…
This is what he achieved
→ Impressive titles. → Big numbers. → Public wins. → Visible success. But this is who he was: → Doubting himself in silence. → Making decisions without certainty. → Learning…
PMax
Performance Max getting AI Voice narration
Arpan Banerjee received this email about Performance Max getting AI Voice narration!
Wednesday
11 March 2026Most marketers optimize for ROAS
But ROAS can be misleading. Two products can show the same ROAS while having completely different profitability. Example: Product A. Price: $100. Cost: $80. Profit: $20. Ad spend: $20. ROAS…
Conversions
How People see Google Ads in 2026
Most people think running Google Ads is simple: 1️⃣ Create an ad. 2️⃣ Get clicks. 3️⃣ Make sales. But anyone who actually manages Google Ads knows it’s much more complex…
At some point, you need to change things
Not because what you’re doing is wrong. But because what once worked has already taken you as far as it can. Staying consistent is powerful. Staying static is not. If…
AI Max
AI max recommendation in the recommentations tab
Hana Kobzová discovered that A large recommendation card promoting AI Max is now appearing in the Recommendations tab in Google Ads.
When AI replaces humans… sometimes companies regret it
In 2022, Swedish fintech giant Klarna laid off 700 employees, replacing many roles with AI systems. The move was widely praised as a bold step toward an AI-first future. Fast…
We’re covered
Another sentence that sounds reassuring… until you start looking state by state. In the U.S., regulation doesn’t move as one system. It moves as 50 different ones. What triggers compliance…
