InsightsField notes · No recycled takes

Notes From The Trenches

What we're seeing across paid media, lifecycle, and AI-driven growth — no fluff, no recycled takes.

Field notes · No recycled takes

Why Your Creative — Not Your Targeting — Is Killing Your ROAS

Targeting got commoditized after iOS 14.5. The algorithm does most of that work now. What's actually separating winning accounts from stalled ones is creative.

Orlando MassoJul 13, 2026

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Strategy

The $5K/Month Growth Stack: What to Run First When Budget Is Tight

You don't have the budget to run everything at once. Here's the actual sequence — paid, then creative, then lifecycle, then CRO — and why the order matters.

Orlando MassoJun 29, 2026 · 4 min read

Analytics

How to Actually Read Your Ad Reports (Without Getting Lied To)

Platform-reported ROAS isn't lying to you exactly — it's just grading its own homework. Here's how to build a reporting view you can actually trust.

Orlando MassoJun 15, 2026 · 4 min read

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