Author

Anjali Kalaskar

Performance Marketing Strategist

Anjali Kalaskar writes the column most performance marketers are too busy to write: the one about what doesn't change. Every quarter brings a new weapon. Performance Max, AI Max, another bidding update, another dashboard to learn. Her argument, drawn in equal parts from Sun Tzu and Morgan Housel, is that the war is the same one marketers have always fought. Position beats reaction. Preparation beats spend. The fundamentals outlast the fads. She writes from inside the work, not above it. Across paid, SEO, and content, she runs the audits, builds the trackers, and writes her own scripts when the off-the-shelf tools fall short. Every piece she publishes names one timeless principle, then shows exactly how it plays out in a live campaign. Google Ads Search certified. Advanced SEO certified. Based in Pune.