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How we build
predictable growth.

Practical insights on paid media, AI Ops and performance creative for B2B and eCommerce in CEE. No theory, only what works in practice.

Paid Media

Online advertising: Google or Meta, where to start?

Online advertising for service and B2B companies: when to start with Google Ads, when with Meta, how the ads are billed and how to work out the budget.

23 October 2026Read →

AI Ops

AI automation: what it is and where it pays off in sales and marketing

AI automation combines rules with AI steps so a system does repetitive work on its own: logging enquiries, routing, reminders, follow-up and reports.

22 October 2026Read →

AI Ops

AI sales advisor for Shopify: how it works and when it pays off

An AI sales advisor in a Shopify store asks about needs, recommends catalogue products and guides buyers to purchase. Worth it where buyers need advice.

22 October 2026Read →

AI Ops

Is it worth automating enquiry entry and reminders for salespeople?

It pays off when the hours saved and the deals you stop losing to slow responses exceed the cost of setup and maintenance. Formula and example.

22 October 2026Read →

Glossary

Is a ROAS of 3 enough at a 30% margin? Break-even ROAS

No. At a 30% margin, break-even ROAS is 1 ÷ 0.30 ≈ 3.33, so a ROAS of 3 loses money even before payment fees, shipping, returns and discounts.

22 October 2026Read →

GEO

How to check which AI answers mention your company and which sources they cite

Build a fixed set of brand and non-brand questions, ask each AI system in a new session and record mentions, recommendations and the URLs cited.

22 October 2026Read →

Paid Media

Maximum acceptable CPL: how much you can pay for an enquiry

Maximum CPL = margin per deal × close rate. If one in ten contacts becomes a deal, you can pay at most a tenth of a deal's margin for an enquiry.

22 October 2026Read →

Paid Media

Why an online store's ROAS is falling: a step-by-step diagnosis

ROAS falls due to tracking, pricier impressions, tired creative, a saturated audience or weaker store conversion. The order to check, plus a checklist.

22 October 2026Read →

Sales

Excel or CRM: when a spreadsheet is no longer enough

Excel works while one person handles enquiries. Once several salespeople work them and nobody knows who called whom, you need a CRM system.

16 October 2026Read →

Glossary

What is CAC?

CAC (customer acquisition cost) is total marketing and sales cost divided by the number of new customers. The formula, a euro example and CAC vs CPL.

16 October 2026Read →

Glossary

LTV:CAC ratio: the formula and what a good ratio is

The LTV:CAC ratio shows how many euros a customer returns for every euro spent acquiring them. The formula, a euro example and how to read a 3:1 ratio.

16 October 2026Read →

Sales

What to do when a client doesn't reply to your quote

After sending a quote, first check it arrived, then propose a concrete next step. Three ready-to-copy message templates and what to log in your CRM.

16 October 2026Read →

AI Ops

What should you automate first in marketing with AI?

Automate lead follow-up in your CRM first, then lead scoring, and only then the content pipeline. That way the time you invest pays back in weeks, not months.

15 October 2026Read →

Strategy

Why CPL is not enough: we measure lead quality

CPL tells you what a submitted form costs, not whether it becomes a customer. So we also track the share of qualified leads, conversion and LTV:CAC.

15 October 2026Read →

Paid Media

Why Meta campaigns don't deliver results: a five-point diagnostic

Meta campaigns usually fail on audience intent, message, objective, landing page or tracking. This is how we check each of the five points.

15 October 2026Read →

Glossary

What is CPL?

CPL (cost per lead) measures the cost of acquiring one lead: divide total ad spend by the number of leads. We explain the formula and what a good CPL is.

25 August 2026Read →

Glossary

What is ROAS?

ROAS (return on ad spend) shows how much revenue you earn for every euro of ad spend. We explain the formula, the difference from ROI and what a good ROAS is.

25 August 2026Read →

How we build predictable growth.

Online advertising: Google or Meta, where to start?

AI automation: what it is and where it pays off in sales and marketing

AI sales advisor for Shopify: how it works and when it pays off

Is it worth automating enquiry entry and reminders for salespeople?

Is a ROAS of 3 enough at a 30% margin? Break-even ROAS

How to check which AI answers mention your company and which sources they cite

Maximum acceptable CPL: how much you can pay for an enquiry

Why an online store's ROAS is falling: a step-by-step diagnosis

Excel or CRM: when a spreadsheet is no longer enough

What is CAC?

LTV:CAC ratio: the formula and what a good ratio is

What to do when a client doesn't reply to your quote

What should you automate first in marketing with AI?

Why CPL is not enough: we measure lead quality

Why Meta campaigns don't deliver results: a five-point diagnostic

What is CPL?

What is ROAS?

How we build
predictable growth.