Insights
Hands-on knowledge on ads, AI content and automation.
Positioning as a performance lever: why clear messages beat click prices
When campaigns underperform, people adjust bids. The bigger lever is often positioning. What the data on advertising effectiveness shows and how to sharpen your message with three questions.
n8n, Make or Zapier: which automation tool fits your business?
Zapier, Make and n8n all connect apps, but they bill in completely different ways. A comparison with a worked example and a clear decision guide for small and mid-sized businesses.
Server-side tracking: what it does and when it pays off
Safari shortens cookies, ad blockers stop requests and campaigns learn with gaps. What server-side tracking and the Meta Conversions API deliver, what they cost and when switching pays off.
Optimising forms: fewer fields, more qualified leads
Fewer form fields bring more leads, but not automatically better ones. How a field audit keeps the right questions and why cost per qualified lead is the metric that counts.
From post to lead: a LinkedIn funnel for B2B service firms
Many B2B service firms post on LinkedIn, but few people enquire. A three-stage funnel with retargeting, lead gen forms and the metrics that really count.
llms.txt, schema.org and entities: what AI visibility really needs technically
What Google officially says about AI Overviews, why no AI service has confirmed using llms.txt so far, and why entities are the underrated lever for recommendations in AI answers.
Brand consistency in AI images and video: a system for scalable creatives
AI delivers dozens of creatives in seconds, but rarely consistently. With fixed inputs, platform settings and a mandatory review step, your brand stays recognisable, under the EU AI Act too.
Performance Max for B2B: when it brings leads and when it burns budget
Performance Max often delivers many leads and little revenue in B2B. What Google itself recommends for lead campaigns, a worked example and a five-step setup.
Search Console performance report delayed: how to keep reporting clean
The Google Search Console performance report is more than 64 hours behind, right after the spam update. How to avoid false alarms and which substitute signals matter now.
Meta is testing an AI agent in Ads Manager: the guardrails you need now
Meta’s AI assistant is meant to create campaigns, change targeting and shift budgets. What was announced at Advertising Week, what is already live and how to prepare your account.
Merchant Center: products with frequent price changes risk disapproval
Google warns that products whose price or availability changes more than once a day may be disapproved instead of updated in Merchant Center. What stores with dynamic pricing should do now.
Google Ads AI Max: preview AI-generated ad copy before you launch
Google Ads now shows up to 10 AI-generated headlines and descriptions before you opt into AI Max text customization. Here is how to use the preview as a pre-launch check.
Internal linking audit: how to channel ranking power to your revenue pages
Internal links are the SEO lever you fully control. How to use Search Console and a crawler to find, in about an hour, the revenue pages that need more links, and which links to add first.
Hook rate and hold rate: how to read the first 3 seconds of your video ads
Hook rate and hold rate show whether your video loses viewers at the opening, in the story or at the offer. Formulas, official Meta metrics, a decision tree and how to build custom metrics in Ads Manager.
LinkedIn thought leader ads: setup, costs and how to measure results
Thought leader ads turn posts by real people into LinkedIn ads. How approval, eligible formats and pricing work, and how to measure whether they build pipeline instead of just likes.
Google September 2026 spam update: how to check your lead funnel
Google's September 2026 spam update finished after 13 days and 16 hours. How to use Search Console, GA4 and your CRM to check whether your organic lead funnel was hit, and when paid makes sense as a bridge.
Our website relaunch with vibe coding: why we threw Webflow and WordPress overboard
The new wiro.design is live, built 100 percent with vibe coding and no website builder. How we did it, what it costs and what we learned along the way.
Offline conversion import for Google and Meta Ads: optimise leads for closed-deal value
Optimise for form fills and you get cheap forms instead of customers. How to send CRM data back via enhanced conversions for leads and the Conversions API, and bid on SQLs and closed deals instead.
Google Ads Direct Offer: test AI Mode discounts without burning your margin
Google is testing a Direct Offer asset that serves one-time discount codes in AI Mode. How to calculate your break-even discount, set daily limits and measure whether the offers drive genuinely additional sales.
Paid Traffic Landing Pages: The Elements That Actually Move Your Conversion Rate
Message match, one goal per page, short forms and Core Web Vitals: the landing page elements that lower your cost per lead, and how to test them properly even with limited traffic.
AI lead scoring: prioritise inbound leads before your sales team wastes time
How to score leads on fit and intent with AI, set it up in HubSpot, Salesforce or Pipedrive, and feed the score back into Google Ads and Meta as a value signal.
ROAS, POAS or MER: Which Metric Should Really Steer Your Ad Budget
ROAS measures revenue, POAS measures margin, MER measures efficiency across every channel. Here is how to calculate break-even ROAS and bid for profit in Google Ads.
Meta's New AI Ad Tools: Generative Video Ads and In-Chat Checkout
At Advertising Week 2026, Meta turned static images into video ads and started testing checkout inside Messenger. Here is what it means for creative testing, budget and conversion tracking.
Google Consent Mode v2 Implementation Guide: Limit Data Loss in Ads and Analytics
Basic or advanced, four parameters and hard modelling thresholds: how to implement Google Consent Mode v2 so Google Ads and GA4 lose as few conversions as possible.
Google Ads automated promotions: what changes on October 12 and how to protect your margin
From October 12, 2026, Google Ads automatically pulls discounts from your website into Search and Performance Max ads. Who is affected, how to audit and opt out, and how to measure the impact on margin.
GEO & AEO: how to get recommended by ChatGPT, Perplexity and Google AI Overviews
More and more buying decisions start with a question to an AI. What GEO and AEO are, how AI systems pick sources and what you can actually do.
Optimise your LinkedIn profile: the checklist for founders and experts
Your LinkedIn profile is often the first impression before anyone sees your website. This checklist turns it into a sales channel.
Creative is the new targeting: why your ads fail at the visual
Meta and TikTok algorithms now decide on their own who sees your ad. That makes the creative your most important lever.
Automate lead follow-up: five workflows that bring revenue right away
You pay for every lead. These five automations make sure none of them sits unused in an inbox.
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