Insights

Paid Media & Growth Insights

Practical insights on Meta Ads, Google Ads, creative strategy and paid media growth, based on hands-on experience managing campaigns for ecommerce and growth-focused brands.

By Ivi SofroniouPaid Media StrategistMeta & Google Ads

Featured article

Meta Ads

Why Your Meta Ads Aren’t Converting (And How to Fix Them)

Clicks but no sales is rarely just an ads problem. Learn how to diagnose tracking, offer, landing page and creative issues with the checklist I use when auditing ecommerce accounts.

7 October 202612 min read

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2 articles

Paid Media Strategy

Meta Ads vs Google Ads: Which Is Right for Your Business?

Meta creates demand. Google captures it. Here is how the two platforms differ, when each makes sense, and how to decide where your advertising budget should go first.

7 October 202611 min read

Analytics & Measurement

What Is a Good ROAS? How to Set the Right Target for Your Brand

There is no universal “good” ROAS. Learn how to calculate your break-even ROAS based on margin, AOV and customer acquisition economics.

7 October 202613 min read

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I work with ecommerce and growth-focused brands on Meta Ads, Google Ads, creative strategy and paid acquisition.