// DECLASSIFIED INTELLIGENCE //

FIELD REPORTS

Marketing intelligence from active campaigns. Tactical insights on paid traffic, automation and conversion optimization.

LATEST TRANSMISSIONS
RPT-001 GOOGLE ADS STRATEGY 2025-06-01

Why Most Google Ads Campaigns Fail in the First 30 Days

The majority of new Google Ads accounts burn through budget without results — not because the platform doesn't work, but because the setup is wrong from the start. Here's what we've learned running campaigns across EU and North American markets.

THE CORE PROBLEM

Most campaigns fail because of a mismatch between intent and offer. Google Ads is a demand-capture channel — it works when people are already searching for what you sell. The moment you try to create demand with it, you lose. That's Facebook's job.

// KEY INSIGHT: Match type controls how much control you have over who sees your ads. Broad match in a new account = budget drain. Always start with Exact or Phrase.

THE 5 MOST COMMON MISTAKES

  • Launching broad match keywords before having conversion data
  • No negative keyword list from day one
  • Sending traffic to a homepage instead of a dedicated landing page
  • Using Smart Bidding before the algorithm has 30+ conversions
  • Not separating branded and non-branded campaigns

THE RIGHT LAUNCH SEQUENCE

Start with Exact and Phrase match on your highest-intent keywords. Use Manual CPC or Enhanced CPC until you have at least 30 conversions in 30 days. Only then hand control to Smart Bidding. Build your negative keyword list before you launch — not after you've burned the budget.

Landing page matters more than the ad itself. A 1% improvement in conversion rate is worth more than a 20% improvement in CTR. Get the page right first.

WHAT WORKS IN 2025

Performance Max is no longer optional for e-commerce — but it needs clean conversion data and strong assets to perform. For lead generation, Search still outperforms PMax in most niches. Run both and let the data decide.

RPT-002 FACEBOOK ADS CREATIVE 2025-05-20

Facebook Ads in 2025: The Creative Is the Targeting

Meta's algorithm has changed the game completely. Detailed targeting matters less than it used to. What matters now is creative — because your ad selects its own audience. Here's how to use that to your advantage.

HOW META'S ALGORITHM CHANGED

Three years ago, Facebook Ads success was about audience segmentation — finding the right interest stack, age range and placement. Today, the algorithm is smart enough to find your customers if your creative signals are clear. The ad itself tells Meta who to show it to.

// RULE: If you show the exact person your ad is for in the first 2 seconds, the algorithm finds more people like them. Specificity beats reach every time.

WHAT'S WORKING NOW

  • UGC-style video: real people, real environments, no studio lighting
  • Direct problem-solution hooks in the first 3 seconds
  • Text overlays that communicate the offer without sound
  • Vertical 9:16 format for Reels and Stories placements
  • Testing 5+ creative variants per ad set before scaling

CAMPAIGN STRUCTURE IN 2025

Advantage+ Shopping Campaigns for e-commerce. Manual sales campaigns with Advantage+ audience for lead generation. Keep ad sets simple — the complexity should be in your creatives, not your structure.

One winning creative can carry a campaign for months. But you need to be constantly testing new angles to find the next winner before the current one fatigues.

BUDGET ALLOCATION

Spend 20% of your budget on testing new creatives, 80% on scaling proven winners. Never pause a winning ad — duplicate and scale. Let Meta's algorithm optimise delivery automatically.

RPT-003 AUTOMATION AI 2025-05-08

How We Use Make.com to Automate 80% of Marketing Operations

Marketing automation isn't about replacing strategy — it's about removing the manual work that slows you down. With Make.com and AI tools, a one-person team can operate at the output level of a five-person agency.

THE AUTOMATION STACK

The core of our automation infrastructure is Make.com (formerly Integromat) connected to AI APIs, CRMs, ad platforms and content channels. It acts as the central nervous system — triggering actions based on data from multiple sources.

// ARCHITECTURE: Lead comes in → CRM updated → notification sent → follow-up sequence triggered → report logged → all without human intervention.

WHAT WE AUTOMATE

  • Lead capture and CRM entry from landing pages and ad forms
  • Automated follow-up email and Telegram sequences
  • AI-generated content published across multiple channels
  • Weekly performance reports pulled from Google Ads and Meta
  • Client onboarding workflows and document generation

AI CONTENT PIPELINES

We use Claude API for content generation, connected via Make.com to publishing endpoints. A single trigger can produce a blog post, social captions in three languages and a summary email — all in under 2 minutes.

The key is structured prompting: define the format, tone and constraints precisely, then let the AI execute at scale. Quality control happens at the template level, not the output level.

WHERE TO START

Start with the task you hate most — usually it's something repetitive that happens multiple times per week. Map the exact steps, then replicate those steps in Make.com. Your first automation will take a few hours to build. It will save you a few hours every week, forever.