Articles
Practical views on advertising, sales and online stores, written for the person who decides, with their sources.
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High ROAS, Failing Business: What the Ratio Leaves Out
ROAS divides reported conversion value by ad spend. It ignores margin, cancellations, returns and unpaid orders. Here is what to read beside it every week.
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More Leads, Fewer Sales: Lead Quality vs. Volume
A lower cost per lead can mean fewer sales. How to define a qualified lead with sales, send CRM stages back to Google and Meta, and read cost per sale instead.
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What Sales Should Find Out Before Quoting a Price
Five things a salesperson should learn before quoting a price, how to record them in the CRM, and how discovery protects the marketing budget.
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Google Ads Audit Checklist: Where the Budget Leaks
Eight places a Google Ads account usually loses money, how to check each one in the account, and the step most audits skip: following the lead into the CRM.
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Raise Average Order Value Without Relying on Discounts
How an online store on Salla or Zid raises average order value through categories, bundles and tiered thresholds, and which three numbers to track each week.
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How to Move Slow-Moving Stock Without a Blanket Discount
A method for clearing slow-moving inventory in an online store using sales and warehouse data: which products to push, how to pair them, and what to measure.