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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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Google AdsJun 24, 2026·9 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.

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Coaching·7 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·8 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·6 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 full teardown.

May 14, 2026

Lead Gen·7 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·10 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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