Resource library
Practical resources for serious operators.
Guides, frameworks, and templates from our years of managing 7-figure ecommerce ad spend. No fluff, just actionable resources.
report
Fashion & Apparel Benchmark Report 2026
How your fashion brand stacks up: CPCs, conversion rates, ROAS benchmarks, and profit margins across 50+ UK brands.
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Home & Living Benchmark Report 2026
AOV trends, delivery economics, and seasonal patterns: benchmark data from 40+ UK home and living brands.
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Supplements & Wellness Benchmark Report 2026
Subscription economics, LTV benchmarks, and compliance-adjusted performance data for supplements brands.
template
Agency Evaluation Template
The questions that separate good agencies from mediocre ones. Use this before your next agency selection.
checklist
The Ecommerce Google Ads Audit Checklist
The exact checklist we use when reviewing 7-figure accounts. 47 checkpoints across structure, feeds, and commercial alignment.
framework
Spend Governance Principles
How we think about spend control: when to cap, when to cut, and how to evaluate marginal returns.
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Performance Max Commercial Framework
Our framework for evaluating PMax beyond ROAS. Includes the questions we ask and the signals we track.
guide
Google Shopping Feed Optimisation Guide
Beyond the basics: title structures, custom label strategies, and commercial intent mapping for Shopping feeds.
guide
Category vs Margin-Based Structures
How category and margin-based Google Ads structures allocate spend differently, and which suits your catalogue.
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Why ROAS Can Rise While Profit Stalls
How scaling spend can lift reported ROAS without adding profit, and how to tell growth from recycled demand.
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Average vs Marginal Return
Why the return on your next pound of spend can be far lower than average ROAS suggests.
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When Complexity Stops Paying
How extra campaigns, scripts and tools can split data and slow decisions.
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ROAS vs Profit: A Reference Guide
A calm, unemotional explanation of when ROAS works, when it lies, and what replaces it.
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Common Ecommerce Profit Leaks
Where money disappears even when dashboards look fine. Returns, BNPL, variant sprawl, and more.
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When Not to Scale Paid Media
A decision framework for when increasing spend increases risk vs. when scaling makes sense.
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Fashion & Apparel Failure Brief
Sector-specific paid media failures: returns, BNPL, variant sprawl, seasonal distortion.
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Home & Living Failure Brief
AOV lag, PMAX misreads, fulfilment costs, and seasonal volatility in home ecommerce.
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Food & Beverage Failure Brief
LTV misuse, subscription noise, variant chaos, and seasonal demand distortion.
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CFO Board Pack
The commercial case for specialist Google Ads management. A one-pager for your CFO, finance team, or board.
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