Case study · Hungary · Ecommerce + B2BProMember access
Hungarian online store: €20K+ in combined monthly B2C + B2B revenue within 6 months
€20K+ / monthcombined monthly B2C + B2B revenue
- 4×monthly revenue
- 0.8× → 5.8×ROAS
- 13×B2B leads
Marketing guides
Marketing guides: ads, measurement and customer acquisition
Analysis, guides and news on what breaks acquisition systems and what fixes them — plus our case studies, with the method. No “top 10 trends”.
News
What changed and what it means for you
NewsChatGPT ads are live in Romania and Hungary: what it means
Since 24 August 2026, ChatGPT has shown ads in 31 European markets, including Romania and Hungary, and since 31 August businesses can create campaigns themselves in Ads Manager. In the European Economic Area, ads are initially contextual rather than personalised and appear only to Free and Go users.
· 6 min
NewsAI Act: when you must label AI-generated content in marketing
Article 50 of the AI Act applies from 2 August 2026: chatbots must disclose that they are AI, and deepfakes and AI-generated text on matters of public interest must be labelled. Not every AI-made image in an ad needs a label, but a realistic one that could pass as authentic usually falls under the deepfake definition.
· 7 min
NewsOnline shopping 2025: Romanians buy, few firms sell online
According to Eurostat, 63.6% of internet users in Romania bought online in 2025, up from 54.9% in 2023, but only 14.6% of companies with at least 10 employees had e-commerce sales, the lowest share in the EU. In Hungary, 72.4% of internet users bought online and 21.3% of companies sold online.
· 6 minAnalyses and guides
How to build acquisition you can measure
GuideHow much do Facebook and Instagram ads cost in 2026?
Facebook and Instagram ads have no fixed price: every impression is decided in an auction that weighs your bid, how likely the person is to take the action you want, and the quality of your ad. So the right budget doesn't start from a “typical” CPM. It starts from what you can afford to pay for a customer.
· 7 minutes
AnalysisMeta Ads or Google Ads: which suits a small business?
Google Ads captures demand that already exists: you show up when someone searches for what you sell. Meta Ads creates demand: it shows your offer to people who aren't looking for it yet. For a small business the choice starts with one question: are people already searching for what you sell? If yes, start with Google; if not, Meta is the channel that can build interest.
· 7 minutes
GuidePixel vs Conversions API: why you lose signals and sales
The Meta Pixel sends events from the browser; the Conversions API sends them from your server or CRM. Meta recommends using both, because the API can catch events the Pixel misses due to network issues or page-loading errors. Without deduplication, though, the same conversion gets counted twice.
· 8 minutes
GuideWhat is a good ROAS? How to calculate break-even ROAS
There is no universal good ROAS: your break-even point is 1 divided by your contribution margin. At a 35% margin, any ROAS below roughly 2.9 loses money, and your target ROAS sits above that threshold depending on the profit you want.
· 7 minutes
GuideCost per lead vs CAC: how to calculate real acquisition cost
Cost per lead (CPL) shows what you pay for a contact; customer acquisition cost (CAC) shows what you pay for a customer who actually bought. CAC = total acquisition costs in a period ÷ new customers from the same cohort, and campaigns should be compared on cost per customer, not cost per lead.
· 8 minutes
GuideConsent Mode v2 and your cookie banner: what to check
Consent Mode v2 is how your website passes the visitor’s cookie-banner choice to Google through four signals: ad_storage, analytics_storage, ad_user_data and ad_personalization. It does not replace the banner or collect consent for you; it makes Google tags respect the choice and, under certain conditions, model lost conversions.
· 8 minutes
AnalysisMarketing agency or in-house team? How to choose
For most SMEs running paid acquisition, the safest model is hybrid: an internal owner who holds the goals, data and accounts, plus external specialists for execution. A fully in-house team makes sense when volume justifies several people; an agency alone only works if the company keeps control of data and decisions.
· 8 minutes
Case studiesWhat 3 acquisition projects taught us: 5 transferable lessons
Three different projects, a business consultant, a Hungarian online store and a European premium hot tub producer, lead to the same five lessons: fix the signal before scaling, treat creative as an economic variable, measure intent and quality, give each channel a job, and scale only what has been validated.
· 8 min
AnalysisIf nobody knows why a lead came in, there is no funnel. There are coincidences.
Why the source of every lead has to reach the CRM — and how to keep it along the way.
· 4 minutes
AnalysisPlatform conversions aren't sales. And their total is usually too high.
Why the reports added up from every platform promise more sales than the company actually had.
· 5 minutes
AnalysisThe definition of a good lead, written on a single page.
A one-hour exercise that changes what your campaigns optimise for.
· 4 minutesCase studies
Documented results, with the method
Case study · Meta Ads · Business educationProMember access
Business consultant: a Meta Ads channel that brought in 245 qualified webinar applicants
245 qualified applicantswebinar applications, €3.44 per applicant
- €3.44per qualified applicant
- €842.74campaign spend
- 19 Nov–11 Dec 2025verified period
Case study · Meta Ads · High-ticket productProMember access
European premium hot tub producer: entering Romania on 30 RON a day
210+ buyer inquiriesfor a product worth ~9,400 RON
- 3 salesin launch week
- ~2,272 RONlead-generation spend
- 51.7%want to buy as soon as possible