Blog
Field notes and research on paid media, memory, and the difference between a number and a decision.
43 posts in Guides & Research
Every campaign reset restarts the learning phase. Understanding when to change — and when not to — is one of the most underrated decisions in paid media.
2 min read
Most weekly reports describe what happened. The useful ones explain why — and what to do about it. Here's the difference, and how to build reports that drive decisions.
1 min read
Target CPA and Target ROAS are bidding strategies, not explanations. What the algorithm does inside the black box — and why the settings around it still matter.
2 min read
LinkedIn's change log is the thinnest of any major platform. If you run B2B campaigns and something goes wrong, here's how to build the record LinkedIn won't.
2 min read
Meta's Advantage+ suite hands more decisions to the algorithm every quarter. Here's what that means for account control, transparency, and the record you need to keep.
2 min read
Google's AI campaigns deliver results — but they make the account harder to steer. Here's what transparency you actually have, and what you have to build yourself.
2 min read
Enterprises adopted AI in advertising faster than they built the guardrails. The bill is arriving as wasted spend and incidents — and audit-ready records are the answer.
1 min read
When multiple people and agencies touch an account, an unlogged change is a landmine. Mature disciplines solved this years ago. Paid media is finally catching up.
2 min read
The dated H1 2026 changelog: Google's AI Max exit from beta and August 17 bidding change, Meta's March 3 attribution overhaul, ChatGPT Ads launching, and AI Mode ad formats. Every date sourced.
5 min read
Google holds ~90% of global search (StatCounter, Feb 2026); Microsoft Ads offers 30-60% cheaper CPCs (vendor data) on a fraction of the volume. The 2026 play: max out Google first, then extend to Microsoft for cheap incremental reach.
4 min read
Google Search converts higher-intent demand ($5.42 CPC, 8.18% CVR); Meta creates demand cheaper ($14.19 CPM, 1.86x ROAS for e-commerce). In 2026 the split is intent capture vs. demand generation — most businesses need both.
5 min read
In 2026, Google and Meta both shrank how long your data and change history survive. If you're not keeping your own record, you're losing it on their schedule.
2 min readThe record
Stop running an account that forgets.
Every decision written down, with its reason and its result. That is the whole product.