Notes from the ad accounts.

What we’re learning from running paid social, search, creative and CRO for brands in Europe and the US. Written by the people doing the work, with the numbers left in.

Creative

September 8, 2026

How many creatives do you need per month in 2026?

A simple formula for sizing creative volume from spend, target CPA and test share, plus how to split concepts from iterations and when to kill or scale an ad.

By Tomás Lindqvist

Data-graphic cover in ink and lime: two weekly lines labeled platform ROAS and MER drifting apart, with a dashed horizontal breakeven line marked 2.1 and the labels set in bold type.

Measurement

August 19, 2026

Reading ROAS vs. MER

Platform ROAS steers. MER keeps score. Why the two disagree, how to set breakeven targets from contribution margin, and when a holdout test is worth running.

By Daan de Wit

Typographic cover in ink and lime: a one-page brief drawn as a grid of ten numbered fields from Goal to Usage rights, with the Hook options field highlighted in lime and a 9:16 frame outline beside it.

Creative

July 28, 2026

A UGC brief that actually works

The one-page brief we send creators: ten fields, 3–5 written hooks, rules for iteration rounds, common mistakes, and a sample brief for Kelpie Skin.

By Jules Moreau

Data-graphic cover in ink and lime: seven horizontal bars ranking landing page fixes, from message match at the top to price and shipping clarity, beside a phone-sized page outline.

CRO

July 7, 2026

Landing page fixes that lift conversion

Seven landing page fixes in priority order, how much traffic a test really needs, a simple way to score your backlog, and what not to test first.

By Mei Takahashi

Create a free website with Framer, the website builder loved by startups, designers and agencies.