The Kyro
Journal.
Notes from the growth desk. Playbooks, teardowns and honest lessons from running $85M in ad spend and building brands across 14 countries.
Ideas worth stealing.
Everything we learn on client accounts ends up here — tested, measured and written up by the people doing the work.
StrategyThe 90-day growth roadmap: how we pick three bets and kill the rest
A prioritisation framework that scores every idea on impact, confidence and cost — so budgets follow evidence, not opinions.
PerformanceBroad match is back: a practical guide to Google Ads in 2026
Why tight keyword lists are costing you reach, and the negative-keyword and value-rule guardrails that make broad match safe.
BrandingDistinctive assets beat clever taglines — here’s the research
Colours, shapes and sounds people recognise without a logo. How to audit yours and build the ones you’re missing.
CreativeThe first three seconds: 12 hook formats that stop the scroll
A swipe file of openers we’ve tested across 4,000+ ads, with the hold rates to show which ones earn attention.
DataIncrementality testing on a startup budget: geo holdouts explained
Platform ROAS flatters every channel. A step-by-step method for measuring what your ads really add — without a data team.
PerformanceLanding pages that convert cold traffic: our 14-point CRO checklist
Message match, proof density and page speed — the fixes that lifted conversion rate by 38% on average last year.
BrandingWhen to rebrand (and when a refresh will do the job)
Five signals that your brand is holding back growth, and a simple test for deciding how far the change should go.
CreativeUGC that doesn’t look like UGC: briefing creators for premium brands
How to keep the authenticity that makes creator content convert, without breaking the brand you spent years building.
StrategyBrand vs. performance is a false choice: splitting budget the smart way
Why the 60/40 rule is a starting point, not a law — and how to find the right mix for your stage and category.
