Disclaimer on results and my advice

Last updated: October 2026

No guaranteed results. Ever.

Anyone who does guarantee those things is either not being straight with you or is quietly setting a target low enough to hit. Both are worth walking away from.

Why nobody can honestly promise a number

Advertising performance rests on a long list of things, most of which are not in an ad account:

• Your product, and whether the market actually wants it at your price
• Your margin, which decides what you can afford to pay for a customer
• Your offer, which is usually the biggest single lever in the whole system
• Your website and checkout, where a lot of paid traffic quietly dies
• Your competitors, their budgets and how aggressively they bid
• Seasonality, economic conditions and plain bad luck
• Platform algorithms, policies and pricing, which change without notice

My work is the campaign management, the measurement and the judgement. That is a meaningful part of the outcome. It is not the whole of it, and pretending otherwise would be a lie told for commercial convenience.

Cost figures on this site

The CPM, cost per click, cost per lead and minimum budget figures published across the market and sector pages are benchmark ranges observed in those markets. They are general reference points to help you plan. They are not quotes, not offers, and not predictions of what your account will achieve. Your own numbers will differ, sometimes by a lot, and the reasons will usually be about your business rather than the market.

Content here is general, not personal advice

Articles, guides, market pages and sector pages on this site are general information about paid advertising. They are not tailored to your business, your finances or your circumstances. Acting on general content without considering your own situation is a decision you make at your own risk. If you want something specific to you, that is what the call is for.

Not financial, legal or tax advice

Nothing here is financial, investment, legal, accounting or tax advice. Discussion of budgets, margins, returns, privacy law or platform policy is commentary from someone who works in advertising, not from a qualified professional in those fields. For decisions with legal or financial consequence, speak to someone licensed to advise on them.

Platform decisions are outside my control

Meta and Google can suspend accounts, reject ads, change policies, alter algorithms, adjust attribution and change reporting whenever they like. I will help you appeal and rebuild wherever I can, but I cannot force a platform to reverse a decision and I am not responsible for the commercial impact when one goes against you.

External links

Where this site links out, those pages are not mine and I do not control what appears on them. A link is not an endorsement of everything the destination says or does.

Accuracy

Paid advertising changes quickly. Benchmarks drift, platform features get renamed or removed, and privacy law moves faster than most people expect. Content here is written carefully and reviewed periodically, but some of it will inevitably go out of date between updates. If you spot something wrong, tell me and I will fix it.

Limitation of liability

To the fullest extent the law allows, I am not liable for any loss arising from reliance on content published on this site. For client work, liability is governed by the terms and conditions. Nothing on this page excludes liability that cannot lawfully be excluded.

Testimonials and examples

Where results or examples are ever described on this site, they are specific to that business at that time and are not a representation of what you should expect. At the time of writing, no client case studies are published here at all, and none will be published without written permission.