Pigeon Insights®

There are only two reasons to make a marketing hire: grow the business or buy back your time. Here's the test, the 10/80/10 rule, and what to outsource first.

An LLM read a healthy dashboard and told a founder to kill his best channel. Here's why AI misreads your numbers, and the context doc that turns it sharp.

Founders cap SMS out of politeness, but the earnings-per-message maths against a one-cent send cost usually says send more. Here's the framework.

Blended ROAS averages new buyers and repeat customers into one comfortable number. Why we set new-customer CPA as the scaling north star for every client.

Same offer, same discount, different results. Why a believable reason for your sale beats the discount depth, plus the angles that actually convert.

The contrarian case against a dedicated 20-30% Facebook ads testing budget: let new ads fight your winners in the main CBO, and recover the wasted spend.

Unaware stage ads are the hardest format in ecom and the one that scales furthest. Here's the awareness ladder, the build order, and the hook-and-hold benchmarks.

Under Andromeda, cutting everything but your 7x ads tanks your scale days later. Here's how to read your account at the concept level and what to actually cut.

In DTC you rent your customers from Meta, and the landlord can change the rules overnight. Here's the risk math that justifies a second channel.

Culture is a performance input, not a perk. Why a small, senior team with measured behaviours beats a big agency with happy hours, and shows up in ROAS.

A realistic, step-by-step AI ads playbook for bootstrapped Shopify brands: the Gemini-to-GPT-to-video loop, who it works for, and where polish still wins.

Default Klaviyo abandonment emails show model photos of products nobody browsed. Seven fixes, from dynamic heroes to a silent skipped-profile bug.

Five fifteen-minute Shopify fixes that protect your Facebook ad tracking, no developer needed. Each one tied to the exact account metric it keeps healthy.