How we think about
paid media.
Twelve years of operator-side notes — audits we run, mistakes we see, frameworks that hold up across thousand-client samples. No filler. No paywalled gates. Just the version of the work we'd send to a friend running paid media at their company.
All articles
How to Audit a Google Ads Account in 2026 (Step-by-Step Checklist)
The 30-minute audit framework we run on every new account — covering structure, tracking, bidding, audiences, and the four pitfalls that drain 40% of typical spend before anyone notices.
Read the audit checklist Microsoft Ads · StrategyMicrosoft Ads vs Google Ads in 2026: The Honest Comparison
Side-by-side benchmarks from 1,100+ client engagements. Where Microsoft genuinely wins (it's not just the lower CPC), and the four campaign types we always launch on both platforms vs. one.
Read the comparison Performance Max · StrategyPerformance Max Strategy Guide: 5 Mistakes That Tank ROAS
PMax is the most misunderstood campaign type Google has shipped. Here are the five tuning levers that separate a profitable PMax build from a budget-bleeding asset group — with the diagnostic for each.
Read the strategy guide Meta Ads · CreativeMeta Ads Creative Strategy: Shipping 20 Variants a Month Without Burning Out
Meta no longer rewards targeting precision — it rewards creative variety. The pipeline we run to ship 20+ ad variants a month, where ideas come from, and how to know when to kill a creative.
Read the creative playbook Landing Pages · CROThe Landing Page Conversion Formula for Paid Traffic
A page is one of the highest-leverage assets in your funnel — and the most often left to whoever's free. The framework we use to build pages that convert paid traffic, with real before/after examples.
Read the formulaNew article every 2 weeks.
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The frameworks in these articles
are how we run our client work.
If you'd rather skip the implementation and have us run paid media for you — same operator, same standards, no junior buyer reading a deck — we're a 30-minute call away.