Insights
Performance marketing, explained
Guides, frameworks and analysis from the desk of a founder-led performance agency — practical, no-fluff, and built for operators.
Latest articles
In-depth guides and analysis across paid media, organic & AI search, conversion and partnerships.
Brand Term Bidding: Should You Pay for Your Own Brand Name? (With an −80% CPA Case Study)
Should you bid on your own brand keywords? What the research says, how competitor bidding and Performance Max change the answer, and how one casino brand cut brand CPA by 80%.
ChatGPT Ads Explained: How Ads Get Matched to Conversations
How ChatGPT Ads actually work — context hints vs keywords, how an ad gets matched to a conversation, custom audiences, and how it compares with Google Ads targeting.
CTV Advertising for Performance Marketers: How to Buy It, Measure It and Pair It with Spotify
How to buy Connected TV like a performance channel: addressable buying, attribution, incrementality, the pitfalls, and why Spotify and DOOH video work alongside it.
Which DSPs Can Optimise to FTDs? Programmatic for Regulated Gambling in 2026
Which programmatic DSPs allow regulated gambling advertising, which can optimise bids to first-time deposits, and how to set up FTD tracking, PMPs and compliance controls.
GEO and AEO: How to Get Found by AI Search in 2026
GEO and AEO explained: AEO vs GEO vs SEO, how Google AI Overviews and AI Mode pick sources, Perplexity, what the research says works, and free resources to learn it.
How to Advertise on ChatGPT: Ads Manager Setup, Ad Specs and What the Ads Look Like
A step-by-step guide to buying ChatGPT Ads in 2026 — account verification, campaign structure, context hints, ad specs, tracking and the settings to check before you launch.
iGaming Affiliate Benchmarks 2026: CPA, Revenue Share, FTD Conversion and ROAS
iGaming affiliate benchmarks for 2026: CPA per FTD by market, revenue-share and hybrid ranges, click-to-FTD conversion, LTV:CPA targets, and the regulation reshaping the numbers.
How We Took a Client Site From a Failing Google PageSpeed Score to 100/100
A real page speed optimisation case study: from a 4.4s first paint and no Largest Contentful Paint to 100/100 on Google PageSpeed Insights. Every Core Web Vitals fix explained.
Read Your PPC Account Like a Book: The Column Layout That Tells the Story
The first thing we do in any PPC account: reorder the columns to mirror the funnel so the data reads like a story. A practical dashboard technique from a performance agency.
CRO Best Practices: How to Turn Paid Traffic Into Revenue
Conversion rate optimisation best practices and how they compound across paid media — lowering CPA, lifting ROAS and funding scale, from a performance agency.
Inside Grand National Offers: Building an Owned Audience for a Seasonal Event
How That’s It Media built Grand National Offers — an independent, SEO-first content property that captures high-intent seasonal demand as a durable first-party audience.
Google Ads in 2026: How the Platform Actually Works Now
How Google Ads really works in 2026 — AI Max, Performance Max, Smart Bidding and the controls that still matter — explained plainly by a founder-led performance agency.
Want a specific topic covered?
We're publishing practical, no-fluff guides for each topic — from channel playbooks to CRO teardowns and AI-search strategy. Want a specific topic covered, or need help now?