Performance marketing
knowledge base

Why marketing outcomes follow power laws, and what it means for budget allocation, channel strategy, and performance optimization.

Google Ads was built for e-commerce: same-session conversions, clear attribution, fast feedback loops. But B2B sales cycles stretch 6-12 months. Here's how to make the platform work when its own constraints work against you.

Google's AI Max for Search launched globally in September 2025 with bold claims: [14% more conversions at similar costs](https://blog.google/products/ads-commerce/google-ai-max-for-search-campaigns/). Four months in, the picture is more nuanced, especially for B2B advertisers. Here's what we're actually seeing, why results vary so much, and the strategic reason you might enable it regardless.

How Marketing Mix Modeling provides C-suite executives with the strategic insights needed to optimize marketing investments and drive sustainable growth.

Learn how to design and execute incrementality experiments that reveal the true causal impact of your marketing efforts.

Understanding the true customer journey requires looking beyond the final touchpoint. Learn how advanced attribution modeling reveals the complete picture of marketing effectiveness.

Our structured framework that combines Incrementality Experiments, Multi-Touch Attribution, and Marketing Mix Modeling to deliver data-driven marketing strategies tailored to each business.