Google Ads ROI: Your Break-Even Number Is Not What Google Shows You
A 4:1 return sounds healthy. Four rupees back for every one spent. For a business on 25% gross margin, 4:1 is break-even. […]
WhatsApp Marketing in India: What a Message Costs, and Who Decides
Search this and you will find nine rate cards. They agree with each other, they are broadly accurate, and every one of […]
Performance Marketing for SMEs: Capture the Demand You Already Have First
Most advice written for smaller businesses lists ten things to do and puts them in no particular order. SEO, Reels, WhatsApp, influencers, […]
LinkedIn Content Strategy for B2B: You Have a Capture Problem, Not a Content Problem
Most B2B LinkedIn programmes follow the same arc. A confident start, twelve good posts, then thinner ones, then a gap, then silence. […]
B2B Lead Generation for Indian SMEs: What Works When You Are the Marketing Department
Most marketing advice for small businesses is written as though a small business is a large business with less money. It is […]
Landing Page Optimisation: The 21-Point Checklist for Indian Pages
Almost every landing page checklist you will find was written for a visitor who does not exist in India. That visitor is […]
B2B Demand Generation in India: How to Reach the 95% Who Are Not Buying Yet
Ask a marketing head why their demand generation budget was cut and you will hear a version of the same sentence: it […]
LinkedIn Ads vs Google Ads: Each One Is Blind to Half the Picture
Someone searches “inventory management software for pharma distributors.” Google will show them your ad. Google has no idea whether they are a […]
Google Search Ads: How They Work Now That Keywords Are Only a Hint
A Google Search ad is a text ad that appears above or below the organic results when someone searches. You pay when […]
Performance Marketing for Startups: Your First Budget Buys Answers, Not Customers
The guides written for founders on this subject describe dynamic remarketing, visual search, retail media networks and social commerce. Delete the word […]
Google Ads Landing Page Optimization: The Only Page Work That Pays Twice
Almost every article about improving a landing page assumes one thing: the traffic costs what it costs, and your job is to […]
What Counts as a Qualified B2B Lead? Write the Definition Your Sales Team Will Actually Use
There is an argument happening in most Indian B2B companies right now, and it goes like this. Marketing says it delivered ninety […]