Pigeon Insights®

Meta now collapses near-identical ads onto one, so headline swaps stop opening up spend. The difference between a reskin, a variation and a real iteration.

Branded search shows a beautiful ROAS and recaptures demand you'd get for free. Here's the holdout test, the 66% recapture, and three cases where we still bid.

Most ad agencies never ask how much stock you have. Here's how to grade inventory by days of cover and let it drive every Meta budget call, week to week.

The order we open an account in before scaling ad spend: the unit economics, the four flows that monetise paid traffic, and the lifecycle flows brands skip.

Your attribution dashboard reads high, your bank reads low. Here's the five-gap reconciliation that shows which profit number to trust before you scale.

The real ceiling on your ad spend is creative volume, not budget. Two copyable formulas for how many new ads to ship each week, worked for 7 and 8 figures.

Meta groups your ads by how they look and inherits the old one's reputation. Here's why iterating losers backfires, and how to extend a winner the right way.

The campaign, ad-set and ad-level rules we use to decide when to turn off a Facebook ad, including the 3-day vs 7-day window and the one early-kill case.

Your founder likely out-pulls your brand account. Here's how to whitelist founder-face content as Meta ads and batch-film it in seven days every two months.

A ROAS target sits in one spreadsheet. A CAC ceiling is one number your whole team knows. How to set it from fully-burdened margin before you scale.

The deliver-story-content-quiz welcome flow, updated for Meta-driven Shopify brands. Where the first cross-sell belongs and the segmentation that extends it.

Conversion rate hides what you actually keep. Reframe CRO around revenue per session and gross profit per session, with ICE, merchandising and bundle plays.

Sorting Meta ads by ROAS finds vanity winners, not scalers. Here's the spend-first analysis order we use, and the one question to ask before killing any ad.