Guides, benchmarks and straight answers.

What we write about

Most agency blogs exist to hit a keyword. Ours exist because a client asked the question and we had to work out the answer on a live account. That is why almost every post here carries a screenshot, a cost per lead, or a number we can point at — and why we publish the campaigns that cost too much alongside the ones that worked.

The subjects come from the industries we actually run campaigns in. Solar is the deepest, with twelve markets of cost-per-lead data across Uttar Pradesh, Delhi NCR and Haryana. Real estate is second, mostly on lead quality and how developers handle site visits. Plywood and building material taught us how to market a category where the sale happens in a shop, not a form — that one is written up as a full case study.

Recurring themes you will find here: why a cost per lead from one city tells you almost nothing about the next one, why a Meta form lead and a Google Search conversion should never be compared side by side, what creative testing actually costs before it starts paying, and how to read an ad account screenshot that someone is using to sell you something.

If you want the underlying data rather than the commentary, the portfolio has 37 unedited account screenshots with client names blurred, and each one is explained rather than just displayed.