Marketing teardowns: funnel and landing page audits, done in public.

Kova has no client results to publish, so it publishes its thinking instead, applied to real, live marketing where the reasoning can be checked. A teardown reads a business's ads and pages the way Kova reads yours after you apply.

Read the first teardown The rules

A brass loupe on a printed sheet of website layouts marked with copper circles

What a teardown is, and is not.

What is a marketing teardown?

A plain audit of one category's live, public-facing marketing: the ad, the landing page and the offer, read the way a real visitor experiences it rather than the way an internal deck describes it. It names what is working, what is leaking and why, and every claim traces back to something a reader can check.

Most agency audits lean on one of two shortcuts: their own clients as case studies, which Kova cannot do honestly because it has none to publish, or someone else's private analytics dressed up to sound authoritative. This series uses neither. Every finding has to survive one test: could a reader open the same page, the same ad-library entry or the same public form and see exactly what the piece describes?

What counts as evidence in a teardown
Evidence	Where it comes from	Used?
Live site and funnel	Whatever a visitor can load, click through and fill out right now.	Always
Public ad libraries	Meta Ad Library and Google Ads Transparency Center, which anyone can search without an account.	Always
Prices on the business's own site	Numbers the business itself has chosen to show.	Always
Submitting a form or placing a call	Filling in a real business's form or ringing its phone to time the reply imposes a cost on a person.	Never, to a small business
Private analytics	Traffic, spend, revenue or conversion data from a dashboard Kova does not own.	Never
Insider or leaked material	Anything an ordinary visitor cannot see: a login, a leak, a tip.	Never

If a finding cannot be traced to a row marked “Always”, it does not go in the piece.

How is a published teardown different from applying?

Same method, different privacy. A teardown applies the analysis publicly to a category that never asked for it, as a sample anyone can read first. When you apply, Kova applies the identical analysis to your own marketing privately, and nothing from it is published anywhere.

Can I request a category or market for the next teardown?

Yes. Kova picks categories partly from its own industries and partly from what people ask to see. Send the category, the market and what prompted it to contact@kovamedia.agency. Requests inside e-commerce and DTC or roofing are the most likely to be picked next, and there is no fixed schedule, so there is no promise on timing.

The five rules every teardown follows.

Applied without exception, because a series that exempts itself from scrutiny is not proof of anything.

Public evidence only

Every finding traces back to something anyone can look at: a live page, a public ad, a price on the business's own site.

No private data, ever

No client account, competitor login, leaked file or third party's analytics. A teardown that needed insider access would be a breach, not a teardown.

Patterns over people

The subject is the category, not the company. Findings read what is common across a group of businesses, not one owner's mistake.

Method published with every finding

What was checked, how and when ships next to the conclusion, so a reader can retrace the steps and disagree.

Corrections, published

When a teardown gets something wrong, the correction goes where the original claim was, not into a silent edit.

Published so far.

One study, live now. New ones publish when they are finished rather than on a schedule.

Sacramento roofing websites

21 homepages checked against seven questions a storm-damaged homeowner is effectively asking.

Read study 01

The roofing playbook

What the study found, and what a roofing campaign built around it looks like.

See the playbook

Questions about the teardown series.

Does a teardown use private data, analytics or account access?

No. Every finding comes from public evidence only: the live site, a public ad-library entry, a price the business shows itself. Kova does not submit forms or place calls to small businesses to time their replies.

Is a teardown an attack on a specific small business?

No. A teardown studies a pattern across a category rather than targeting one owner for a mistake most of the category is also making. The subject is the category, not the company.

How often does a new teardown publish?

There is no fixed schedule yet. One study is live, and new ones publish as each is finished. Claiming a cadence the series does not have would be exactly the kind of thing it exists to call out.

What happens if a teardown gets something wrong?

It is corrected in place, on the same page as the original claim, not quietly edited or buried.

Where can I read the first teardown?

At /teardowns/sacramento-roofing-websites: twenty-one roofing homepages serving the Sacramento metro, reported as aggregate counts. No company is named for a shortcoming, nothing was submitted and nobody was called.

Want this same read applied to your own marketing?

Apply, and Kova reads your ads, your landing pages the same way, privately, with nothing published.

Apply to work with us Read the first teardown