InDigital

Your campaigns are failing because you’ve stopped dreaming about what your version of a great business looks like.

Step back and reimagine: no nightmare clients, no bad leads, just the dream list of customers you actually want to work with.

I was out with a new client today, helping them clear up their business goals and KPIs for the year. It’s something most people don’t spend nearly enough time on.

Too many campaigns are running on vague goals like “just get leads” but no one’s asking:

What’s a bad lead?
What’s a great customer?
What services do we love delivering?
What are we doing just because we feel like we have to?
Who is our dream client, and what do they really want from us?

For me, the North Star is always profitable revenue.

But before you can even set that, you need to understand:
Which services actually drive margin?
Which ones are loss leaders?
Which attract your ideal customer?
Which should you quietly stop offering?
And where should you be focusing your effort?

Here’s some of what we get clients to work through when we’re figuring out what services to promote and who we’re aiming at:

What’s the breakdown of total revenue by service?
What’s the breakdown of total profit by service?
Who are the top 10 clients in the business?
What type of lead makes you excited when they call?
Who would you happily never hear from again?

After that, we always lock in the numbers by looking at their ad platforms, Google Analytics, CRM, and accounting software.

But honestly? The biggest thing we’re after is the insights from the raw emotions and instincts of the founders and leadership team.
That’s where the gold is.

So here’s my advice: Take a half day away from the dashboards. Forget the CPCs and CTRs for a minute.

Sit with your team and ask: What does our dream business look like?

You’ll stop feeling like it’s you vs. your ads, and start working together, fueling the one dream.

And if you want help running this kind of session for your team, it’s exactly the kind of work we do. No pressure, just reach out, I’m always happy to chat.

Listening to your Meta rep is like asking the bookie who to bet on.

I’ve lost count of how many calls I’ve had to jump on just to undo the damage done by following Meta rep advice.

To be fair, not every rep is steering you wrong. But let’s be real: their job is to make Meta money, not to optimise your account for performance. And many reps haven’t actually been behind enough ad accounts to know how things really play out.

One thing I hear way too often?

“You need an Awareness campaign to build awareness.”
No, you don’t.

Every ad that hits someone’s feed is creating awareness. The difference is, do you want to pay for awareness or for conversions?

In most Meta accounts, the cleanest, most effective structure looks like this:
• Conversion Campaign
• Remarketing Campaign
• Creative Testing Campaign

That’s it. Simple. Effective.

The days of 20-campaign mega setups are gone (and yes, I miss them too).

Keep it lean, let the algorithm work, and stop letting Meta reps turn your account into a playground.

We’ve recently been working with a CBD ecom brand to launch their latest product, and while it’s still in the early days, we’re already seeing strong momentum, including a +213% increase in products sold.

February Snapshot:
- Total Revenue: +206%
- Orders: +188%
- Items Sold: +213%

There’s still a long way to go to hit our bigger goals, but MoM growth like this is worth celebrating! Small wins compound, and this is exactly how we scale brands from launch to long-term success.

If you’re looking to scale a product in a competitive space, let’s chat.

I probably wouldn’t notice but we’ve had no sunshine for 10 days I’m told!

Had a great time this morning giving a talk on performance marketing to MSc students in DCU.

It was a lovely experience to be back in the class room talking about things that not all that many years ago I was learning in college myself!

Running an agency already means everyday is very different, but that’s definitely on the top of cool things so far this year.

We had the pleasure of building a new website for one of Dublin's best home care companies - Care At Home

The website has just gone live, it's a project we're super proud of, and it was great to get to work with the team at Care at Home to build a new digital identity that they will have for years to come.