Adela Mincea
Your marketing should show up in the P&L, not just the dashboard.
Primary constraint
Unit economics
▶ Fix contribution margin before scaling spend. ROAS is not the problem.
You already know
something is wrong.
Patterns that do not disappear with more budget.
Structured audits. Defined outcomes.
Most clients start with one audit, wherever the symptom is showing up. The three areas cover every layer where profitable growth breaks down.
Is the model built to scale?
Pricing logic, contribution margin, acquisition costs. The economic foundation before you scale spend.
Where your ad spend is leaking
Paid media structure, funnel performance, conversion. Where revenue is leaking, ranked by impact.
Are you reaching the right people?
Who actually buys, what they value, where perception gaps are costing you margin.
Who this is for
Spending more to acquire customers worth less.
Leads are coming in. The wrong ones are closing.
Lead volume fine. Utilisation uneven across locations.
Positioning isn't landing, or the wrong audience is finding you.
Results that speak
Calculators that take your business and margins seriously
Margin discipline baked into every output. No signup. Three live, more on the way.
Marketing P&L Calculator
What marketing actually contributes after you pay for it.
Build a focused marketing P&L in 60 seconds. Surfaces what your accounting P&L hides.
Marketing Budget Calculator
How much should you spend on marketing?
Industry-benchmarked recommendation with a margin check so you don't over-commit.
Break-Even ROAS Calculator
The minimum ROAS you need at any margin.
Whether your account is profitable, at break-even, or quietly losing money on every sale.
Thinking out loud on marketing economics
View all
Shoppers are asking ChatGPT what to buy. Here is how AI assistants pick which products to recommend, and what e-commerce stores need to do to be selectable.
What is agentic commerce and how AI assistants pick products
The campaign ran. Sales went up. The report says the campaign drove the sales. It doesn't. It shows they happened at the same time. The difference between correlation and causation is the difference between a budget decision and a guess.
Your marketing report proves correlation. Not causation.
A marketing specialist manages campaigns within channels. A marketing economist assesses whether the acquisition model is commercially viable. These are not the same job. Most businesses are only staffing one of them.
Marketing economist vs. marketing specialist: a structural difference
The Marketing Economist.
Join 300+ founders and marketers who run on real numbers
Monthly analysis connecting ad spend to business outcomes – unit economics, margin diagnostics, what the numbers actually mean. No platform updates, no vanity metrics.
Why your ROAS looks fine – and your margins are shrinking
The gap between a 4× ROAS and a profitable business. How contribution margin exposes what the dashboard hides.
Start with an audit.
If the numbers look right but the business isn't growing, that is the starting point. An audit, not a conversation about scope.