Paid Media
Google Ads, Meta, and LinkedIn campaigns — structure, bidding, creative, and measurement that scale profitably.
Paid media seasonality: plan the year, not the month
CPMs, demand, and competition move in annual rhythms. Map the calendar, pre-position before peaks, use quiet seasons to build.
Finding wasted ad spend: the audit that pays for itself
Most accounts leak in the same places: search terms, placements, overlapping audiences, forgotten campaigns. Reclaim it systematically.
LinkedIn ads: when they're worth it (and when not)
The best B2B targeting at the highest prices. Where LinkedIn pays off — deal size, audience, offer — and what burns budgets.
Feeding ad platforms first-party data (the right way)
Algorithms optimize toward the signals you send. Server-side events, offline conversions, and quality feedback — with consent.
Ad copy that earns the click (and the right click)
Great ad copy filters as much as it attracts. Specificity over cleverness, one promise per ad, continuity with the landing page.
Scaling ad budgets without wrecking your CPA
Doubling budget rarely doubles results. Scale with gradual raises, structural headroom, creative depth — and know your saturation point.
Retargeting that converts without stalking
Retargeting is the highest-ROI ad money most brands spend — and the easiest to ruin. Segment by intent, cap frequency, know when to stop.
A creative testing framework for Meta ads
On Meta, creative is the targeting. A structured way to test angles, formats, and hooks and find winners fast.
Structuring a Google Ads account for lead generation
Campaign segmentation, match types, and conversion signals — how to structure a Google Ads account that generates qualified leads.
Creative volume is the new bidding strategy on Meta
Why shipping 30 ads/month at decent quality outperforms shipping 5 ads/month at perfect quality — and how to staff a creative production line without burning out your designer.