Blog.

Insights and guides on performance marketing, web and analytics. Everything we publish here is tested in market, not synthesized from other articles.

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Service-area pages: how to do local SEO when you work across several regions
Web & UX

Service-area pages: how to do local SEO when you work across several regions

A real example from the ioana-balan.ro project: 20 local pages, one per county. What a service-area page needs to get indexed, and how to tie it to conversion.
Your monthly ad report has five rows. That's a receipt, not a report.
Performance Marketing

Your monthly ad report has five rows. That's a receipt, not a report.

Impressions, clicks, CPC, spend. If the report stops there, you learn nothing about next month. What's missing from most ad reports, and why each breakdown matters.
Facebook Ads or Google Ads for your small business: how to choose right
Performance Marketing

Facebook Ads or Google Ads for your small business: how to choose right

A practical guide for entrepreneurs: when Google Ads delivers, when Facebook Ads does, and how to choose based on your industry and budget — with real examples.
How to choose a marketing agency (and how to avoid a bad one)
Strategy

How to choose a marketing agency (and how to avoid a bad one)

A practical checklist for entrepreneurs: what questions to ask, what red flags to avoid, and how to recognize a serious marketing agency before you sign.
Online marketing for sports clubs and gyms: what works in 2026
Performance Marketing

Online marketing for sports clubs and gyms: what works in 2026

A practical guide for martial arts clubs, fitness gyms, and sports schools: how to attract new members online, which channels to use, and the mistakes that cost you sign-ups.
Brochure website vs landing page: what you actually need to bring in clients
Web & UX

Brochure website vs landing page: what you actually need to bring in clients

Not sure if you need a full website or a landing page? I'll explain the real difference, when to use each, and how to avoid paying for what you don't need.
Why your ads don't bring clients: is it the campaign or the landing page?
Performance Marketing

Why your ads don't bring clients: is it the campaign or the landing page?

Paying for ads and no clients show up? Before you blame Google or Facebook, check where the chain breaks: the campaign, the offer, or the page people land on.
How to calculate ROAS correctly (and why platforms lie to you)
Performance Marketing

How to calculate ROAS correctly (and why platforms lie to you)

A pragmatic guide to calculating real ROAS in 2026: blended view, server-side tracking, GA4 vs Meta vs Google, and what to do when the numbers don't match.
Anatomy of a landing page that converts
Web & UX

Anatomy of a landing page that converts

What separates a page that sells from one that gathers dust: structure, copy, social proof, friction points and A/B testing — with concrete examples.
What's a starting Facebook Ads budget in 2026?
Performance Marketing

What's a starting Facebook Ads budget in 2026?

Concrete recommendations per vertical: DTC e-commerce, B2B lead-gen, local services, medical. Why minimum budget went up in 2026 and how to avoid the learning-phase trap.

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