Notes
Field notes from the trench.
What we've learned running ₹50 Cr+ in ad spend across India. No SEO listicles, no AI sludge. Mostly things we wish we'd known earlier.
Featured12 February 2026 8 min
What it actually takes to hit Quality Score 10 in Google Ads
Quality Score is three things in a trench coat. Most accounts fail on the third — landing page experience. Here's the fix.
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28 January 2026 6 min
Why most retargeting is broken (and how to fix it in a week)
Same generic carousel, same audience, same five touches per day. There's a better way — and it doesn't require new tools.
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10 January 2026 7 min
How to think about ad budget allocation in 2026
Channel mix is the highest-leverage decision in performance marketing — and the one most teams make on vibes.
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