Guides.
Every listing in this catalog exists because somebody had a decision to make and no good way to make it. These are those decisions, written out: the arithmetic, the order of operations, and the parts that usually go wrong.
They are written to be useful to somebody who never buys anything here. Where a number appears it is either arithmetic you can redo with your own inputs or a documented platform mechanic — there are no industry benchmarks presented as fact and no results attributed to clients we have not named.
Paid media
Campaign builds, testing and scaling on Google Ads and the paid social platforms. Printed prices, one named operator, month to month.
How much should you spend on Google Ads?
There is no universal starting budget. There is a floor set by your cost per sale and the number of conversions it takes to learn anything — here is the arithmetic for both.
Paid media · 7 minWhat is a good ROAS?
A good ROAS is not 3x or 4x or whatever the last article said. It is whatever clears the break-even your own gross margin produces — here is how to calculate it and why the platform's number is not the one that matters.
Creative
Ad images and short-form video built from what is already winning rather than from a blank page. Source files included, named variants, quoted per batch.
How many ad creatives do you need?
Creative testing is a hit-rate game. If you plan around the winners you will never make enough ads to find one — here is how to size a testing programme and what actually counts as a new creative.
Creative · 6 minStatic ads or video ads?
Statics are cheaper to make and cheaper to be wrong with. Video sells things that need showing. The split should follow the product, not the format everyone is talking about this year.
Conversion
Pages built to sell one thing, and tracking that records what actually happened — verified end to end rather than signed off on a green tick.
Landing page or homepage?
A homepage answers who you are. An ad has already answered that, and the click deserves the next question instead. The exceptions are real, though, and worth knowing before you build anything.
Conversion · 8 minIs your conversion tracking lying to you?
If reported conversions do not reconcile against orders in your back office, every optimisation downstream is a guess with a decimal point on it. Here is the ten-minute check and the five ways it usually breaks.
Ecommerce
A Shopify store built for you at no charge while hc0.ai launches, plus the feed work that lets Shopping campaigns bid on what is in it.
Infrastructure
Ad accounts provisioned, funded and replaced when one goes down, plus yesterday's numbers delivered where you already look.
Advisory
Written documents rather than calls: what your account is wasting, what your competitors are running, and what your page is failing to say.
DevOps
The infrastructure work that keeps our own agents running, offered to people who need it and do not want to hire for it.
Automation
The handoffs between your tools automated, uptime checks that reach a human, and a retrieval layer over your own documents. Sold by AdSail LLC.
Funding
Which grants, subsidies and public programmes your company is actually eligible for, and the application written and filed for the one you choose.
Organic
Search content produced on a schedule and links earned on a cadence. Both real, both not open yet, and the page says so.
Something you wanted explained and could not find?
Say what the question is. If it is a decision we actually make regularly, it gets written up.