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Playbooks, Teardowns & Growth Notes

Field notes from managing paid media for coaching, lead-gen, and e-commerce brands. No theory — what we've watched work on live accounts, and what quietly wastes spend.

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YouTube AdsAug 6, 2026·9 min read

YouTube Shorts Ads: Vertical Video That Works

Most YouTube Shorts campaigns fail for one reason: horizontal creative letterboxed into a vertical feed. What Shorts ads actually are, how the inventory is bought, and what vertical video really requires.

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YouTube Ads·9 min read

YouTube Bumper Ads: Specs, Examples, Strategy

A bumper ad is a six-second, non-skippable YouTube video ad billed on CPM. The full specs, the patterns that work in six seconds, and why bumpers earn their money as a second touch rather than a standalone campaign.

Aug 6, 2026

YouTube Ads·8 min read

Skippable vs Non-Skippable YouTube Ads

The skip button is not the real difference between the two formats. The billing model is. Skippable ads charge you for attention people chose to give; non-skippable ads charge you for everyone. That decides which one belongs in your campaign, not how badly you want to be watched.

Aug 6, 2026

YouTube Ads·10 min read

How to Advertise on YouTube Without Wasting Budget

A practitioner's walkthrough of how to run YouTube ads in India — what you need before you start, how campaign setup actually goes, how targeting differs from Meta, what budget is realistic, and what the first few weeks look like. Plus a straight answer for creators, who need something different from what this post mostly covers.

Aug 6, 2026

YouTube Ads·9 min read

YouTube Ad Formats Explained: When to Use Each One

Skippable, non-skippable, bumper, in-feed, Shorts, and masthead — what each format costs, what it's good at, and how to stop picking one by default.

Aug 6, 2026

Google Ads·2 min read

The Google Ads Account Structure We Use to Scale Past ₹5L/mo

Campaign types, budget pacing, and the manual overrides we layer on top of Performance Max to keep spend profitable at scale.

Jun 24, 2026

Coaching·2 min read

The 6 Webinar Funnel Metrics That Predict Coaching Revenue

Registration cost tells you almost nothing about revenue. Here's the retention-and-pitch dashboard we actually optimize against for coaching clients.

Jun 10, 2026

Meta Ads·2 min read

A Creative Testing System That Doesn't Burn Your Budget

How to run enough creative volume to find winners without letting the algorithm waste spend on losers.

May 28, 2026

E-commerce·5 min read

Cutting Shopping CPA by 62% With Feed Strategy Alone

No new budget, no new creatives — just a rebuilt product feed and smarter bidding tiers. The title rewrite, the margin tiers, and the negative-keyword categories that recur in almost every account.

May 14, 2026

Lead Gen·2 min read

Stop Optimizing for Cheap Leads. Optimize for This Instead.

Why chasing a cheaper cost per lead quietly kills lead-gen accounts, and the offline-conversion setup that fixes it.

Apr 30, 2026

Strategy·2 min read

In-House vs Agency for Paid Media: An Honest Cost Breakdown

When it makes sense to hire, when to outsource, and the hybrid model most scaling brands land on.

Apr 16, 2026

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