by Tom Peyton | May 13, 2026 | Google Ads, PPC & Paid Ads
I’m going to say something that might sting a bit. That 6:1 ROAS your Performance Max campaign is reporting? It’s probably closer to 3:1. Maybe less. I know. I’ve been there. A client walks in buzzing about their PMax results, showing me screenshots...
by Tom Peyton | May 3, 2026 | Analytics & Attribution, PPC & Paid Ads
A client called me in a panic last quarter. His Meta ads were crushing it. CPA down 34% quarter-on-quarter. CTRs up. ROAS dashboards glowing green across the board. His media buyer was practically doing a lap of honour around the office. And yet… his business...
by Tom Peyton | May 3, 2026 | Analytics & Attribution, PPC & Paid Ads
Right now, somewhere in your marketing team, someone is making a six-figure budget decision based on data that is fundamentally wrong. I know that sounds dramatic. But after auditing dozens of 7 and 8-figure brands over the past few years, I can tell you this with...
by Tom Peyton | May 3, 2026 | Facebook Ads, PPC & Paid Ads
If your Meta ads performance has hit a wall, I can almost guarantee the problem isn’t your audience targeting, your bidding strategy, or the algorithm. It’s your creative. In 2026, Meta’s machine learning handles audience finding better than any...
by Tom Peyton | May 3, 2026 | Analytics & Attribution, PPC & Paid Ads
If you’ve never run a geo holdout incrementality test, your platform-reported ROAS is almost certainly inflated by 30-90%. That’s not a guess. That’s the average across every brand we’ve tested in the last 18 months. Meta over-attributes by...
by Tom Peyton | May 3, 2026 | Facebook Ads, PPC & Paid Ads
You’re either over-using Advantage+ or under-using it. Almost no brand we audit is using it correctly. Meta has spent the last three years quietly making Advantage+ the default for everything. Audience targeting. Placement optimisation. Bidding. Even creative —...
