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The thinking behind the numbers.

Guides, tools, and plain answers from the people who run the campaigns — how we spend, measure, and decide.

AI search optimization — what works and what's snake oil
AI search

AI search optimization — what works and what's snake oil

Most GEO pitches repackage SEO at premium prices ($1,500–$5,000/mo). The measured levers, the debunked claims — llms.txt, schema-for-AI — and a fair price.

Hudaifa Elahi
The best CRO tools in 2026
CRO

The best CRO tools in 2026

17 conversion rate optimization tools compared, with July 2026 pricing — the ones we run on client accounts, the ones we'd pick instead, and what died this year.

Hudaifa Elahi
How much do Facebook ads cost in 2026?
Facebook Ads

How much do Facebook ads cost in 2026?

Facebook clicks cost $0.70–$1.92 and leads about $27.66 in the newest benchmarks — and new location fees just hit UK and EU bills. Sourced and dated.

Hudaifa Elahi
How much do Google Ads cost in 2026?
Google Ads

How much do Google Ads cost in 2026?

Search ads run about $5.42 per click in 2026, and small businesses typically start at $1,000–$2,500 a month. Dated, sourced numbers — plus the budget math nobody shows.

Hudaifa Elahi
PPC agency vs in-house — the real arithmetic
PPC

PPC agency vs in-house — the real arithmetic

A real PPC hire runs $9,800–$14,000 a month fully loaded (BLS-derived math, shown); an agency runs $1,500–$7,500. Where each wins, with every number sourced.

Hudaifa Elahi
What is a good ROAS?
ROAS

What is a good ROAS?

The 4:1 benchmark has no study behind it; real medians sit near 2x. The honest answer is arithmetic — 1 ÷ your gross margin, plus a cushion. Here's the math.

Hudaifa Elahi

Or skip the reading.

Everything here comes from the campaigns we run every day. A strategy call applies that thinking to your numbers directly — no slide deck, no pressure, no obligation.

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