The Global Growth Lab

23/09/2025

Delighted to share at Toptal some of my data-driven secrets. After 15 years in digital marketing, I've found that a data-driven mindset is truly what separates the good from the exceptional.

Let's be honest: When we put data at the centre of our decisions, the impact is undeniable. I've seen it firsthand.

What surprises me is that despite these potential gains, 25% of marketers still aren't fully embedding data in their marketing practices.

The most successful marketers I've worked with share three essential qualities:

1. The creativity to experiment boldly

2. The patience to wait for meaningful results

3. The analytical skills to interpret data accurately

This approach doesn't just improve campaign performance, it creates lasting cultural change where multivariate testing, efficiency, and customer focus become the foundation of business growth.

Interested in transforming your marketing approach with evidence-based strategies? Let's connect and discuss.

Boost campaign performance with these growth marketing strategies.

22/09/2025

Facebook/Meta ads just got more expensive.

But here’s the twist: they’re still cheaper than Google.

A new report from Wordstream shows:
• Facebook’s cost per lead jumped 21% YoY to $27.66
• Google’s average cost per lead? A whopping $70.11
(Obviously varies per industry and campaign optimisation.)

Many marketers panic when they see costs increase.
The truth?
It’s not just about spend.
It’s about value.

Here’s what the data really means for startups and scale-ups:
• Traffic campaigns are stronger → CTRs up, CPCs down.
• Lead gen is weaker → costs up, conversion rates decreasing.
• Funnel strategy matters more than ever → mix awareness + retargeting, don’t just push for leads.
• Tracking is non-negotiable → GA4, dashboards, attribution.

Most brands think: “We just need more ad budget.”

But what actually works is smarter structure:
• Funnel-first
• Creative that converts
• ROI-driven measurement

This is how you stop fighting ad costs…and start scaling.

Are you seeing Facebook/Meta ads perform better or worse in your campaigns this year?