Frameworks, audits, tactical breakdowns. Honest writing about what's working in paid media, what's wasting budget, and how to tell the difference. Free for anyone who wants it.
A practical guide to the diagnostics we run when we audit a Google Ads account - and the structural fixes that turn intent waste into the channel's biggest source of leverage.
Read the full pieceGoogle is retiring Dynamic Search Ads and folding the job into AI Max for Search. Here is what is genuinely different, which controls to keep your hands on, and how to prepare before the auto-upgrades start.
Ad eligibility in AI search experiences depends on campaign type and market. Review the available controls and reporting before assuming your campaigns have served there.
Meta's Andromeda retrieval engine decides which of your creatives to show to whom. That's made creative volume and genuine diversity the main lever on paid social - not audience micro-slicing.
On 15 June 2026, Google removed Google Signals as a control over how GA4 shares data with Google Ads. A single Consent Mode parameter now governs it - and if your banner isn't setting it correctly, conversions can quietly disappear.
AI answers can introduce buyers to brands and sources. Reviewing that visibility means testing relevant questions, recording citations and checking how results vary across platforms and over time.
When server-side tracking is worth the work - and when it's a project for the sake of a project.
PMax is neither the silver bullet Google wants you to believe nor the disaster early critics claimed. Here's how we actually run it.
Most "agency to in-house" transitions go badly. Here's the playbook we use to actually transfer capability without losing performance.