There's a version of paid advertising that most B2B companies haven't experienced yet — where the leads coming in are actually the right ones, where the sales team is energised rather than overwhelmed.

ROAS alone does not tell you whether a business is profitable. Here is why a 4x ROAS can be perfectly healthy — and why chasing 10x might actually be limiting your growth.

I'm Saurav. I run a one-person performance marketing consultancy. Here's everything — who I am, how I think, what I've worked on, and what working with me actually looks like.