Resources
Notes from running campaigns, not from reading about them.
Short, practical pieces on what's working in performance marketing right now — the same thinking we apply on client accounts.
18 Aug 2026 · 6 min read
Lead forms vs. click-to-WhatsApp ads: which converts better in India?
Click-to-WhatsApp feels like the obvious choice for Indian businesses. In our campaigns, lead forms usually win on cost per qualified lead — here's why, and when WhatsApp still belongs in the funnel.
4 Aug 2026 · 7 min read
How to show up in AI answers: SEO for Google AI Overviews, ChatGPT and Perplexity
A growing share of buyers now ask an AI instead of scrolling ten blue links. The tactics that earn citations in AI answers overlap with good SEO — with a few important differences.
21 Jul 2026 · 5 min read
Five reporting red flags that mean your agency is hiding poor results
Reach, impressions and 'engagement' are easy to grow and easy to hide behind. Here's what a performance report should contain, and the signs your agency is measuring the wrong thing.
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