Insights
Short, practical notes on Google Ads, Meta Ads, PPC and tracking, drawn from real accounts and real audits.
Why Meta Ads Reports More Conversions Than You Actually Got
Meta, Google Ads and GA4 rarely agree on conversions. Here's why Meta's numbers run high: attribution windows, view-through and engaged-view credit, modeling, and duplicate pixel and CAPI tracking.
October 20, 2026 · 4 min readRead the latest
- For agencies
Hiring a White-Label PPC Contractor: 7 Things US Agencies Should Check
A practical checklist for US agencies hiring a white-label or corp-to-corp PPC contractor: contracts, account access, confidentiality, reporting, tracking skills, time zones and a trial period.
3 min read - Google Ads
How a Negative Keyword and Performance Max Cleanup Cut Wasted Spend by 17%
A real Google Ads audit: Performance Max was spending 85% of its traffic on brand searches. Removing brand terms and cleaning up negatives cut wasted spend by 17% and lifted revenue 20% in month one.
3 min read - Google Ads
Launching a Brand on Google Ads With Zero Data: The First 90 Days
How a brand-new outdoor gear brand with no website, tracking or ad history reached R1 million in revenue in its first three months: build the foundations, track from day one, then scale with control.
3 min read - Tracking
Before You Scale Ad Spend: A 10-Point GA4 and Tracking Audit
Ten tracking checks to run before increasing your Google Ads or Meta budget: GA4 key events, Google Tag Manager, duplicate tags, auto-tagging, enhanced conversions, Meta CAPI, offline conversions and more.
3 min read - For agencies
Working With a South African PPC Specialist: Time Zones, Contracts and Billing for US Teams
What US agencies and brands should know about hiring a South African Google Ads and paid media specialist: time-zone overlap, corp-to-corp contracts, invoicing, communication and getting started.
2 min read