Useful advice.
Visible workings.

What we know from doing

Our work covers paid growth: Meta, Google and marketplace ads, creatives, landing pages and retention. Here we explain how a founder's positioning, plan and budget affect that work. Use the worksheets to turn those decisions into a brief your team can execute.

Where the numbers come from

Every article carries a source note. Public facts link to platform documentation, government guidance or other identifiable publications. We record publication dates where available and the date we checked each source. Definitions, methods and market figures carry the context needed to use them.

Worked examples state their assumed inputs at the start. Replace those inputs with your costs and sales records before setting a budget.

Our client data policy

Client identities stay confidential. An aggregate from our work requires at least three brands and a source note stating the sample, spend or orders and date window. A result from one or two stores is labelled as an example with identifying details removed.

How to use the notes

Copy the worksheets into your own document, replace each assumption and keep a record of what changed. Keep the chosen action, its owner and the evidence for the next decision together.

Corrections

If a source has changed or a calculation needs correcting, bring the article URL and the specific passage to a plan review. We check the evidence and update the article date when a material correction is made.