Blog
Field notes and research on paid media, memory, and the difference between a number and a decision.
The hub for conversion tracking across Google, Meta, LinkedIn, TikTok, Reddit, Microsoft, and Pinterest — the decisions to make before you touch a tag, plus a per-platform guide index.
9 min read
There is no primary EMEA LinkedIn benchmark dataset in 2026. Here is the best caveated synthesis (Pettauer, Feb 2026): European SaaS CPCs €4–5 vs $8–12 in North America, CTR below the global 0.44–0.65% range, and why the old '$120 EMEA CPL' is 2021 data.
3 min read
In 2025 they sold you the map. In 2026 they sold each other the territory: a $1.9B acquisition, a unicorn, and free measurement from Microsoft — against AI referral traffic that still rounds to zero. What held up, what didn't, and what to actually do.
10 min read
2026 HVAC Google Ads cost per lead: $104 blended, $149 non-branded search, $72 Performance Max (SearchLight, Jan 2026, 816 contractors). Category-level CPC $8.33 (LocaliQ).
3 min read
2026 plumbing Google Ads cost per lead: $183 avg non-branded (median $168), $82 Performance Max, median cost per paying customer $333 (SearchLight, Q1 2026, 524 contractors).
3 min read
Gartner's 2026 data shows AI restructured marketing rather than shrinking it — labor's budget share rose to 24.5% while only 30% of CMOs can scale AI — so this guide covers the emerging org models, which roles change, and how to decide build vs. buy vs. partner.
7 min read
With 68% of Google searches ending without a click and 94% of buying groups ranking vendors before first contact, most of the 2026 journey is invisible — this playbook covers measuring the dark funnel and building presence where AI models and buyers actually decide.
7 min read
Meta, Google, TikTok, and LinkedIn automated targeting and bidding in 2026 — Meta's Andromeda targets off creative signals and Google auto-upgrades accounts to AI Max in September — so this playbook covers the three levers advertisers still control: creative, signals, and structure.
7 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
Meta ads change history exists, but it's buried and short-lived. Where the Facebook ads change log lives in 2026, its ~90-day window, and how to keep more.
6 min readNew Reddit x SurveyMonkey data: 83% of B2B buyers self-research before talking to sales. What the hidden journey means for how you run and measure paid media.
8 min read
B2B creator marketing became a real budget line in 2026 — Dentsu found influencer engagement is the fastest-growing driver of B2B decisions — so this playbook covers program models, LinkedIn mechanics, dark-funnel measurement, and the AI-visibility payoff of creator content.
8 min readThe record
Stop running an account that forgets.
Bring captured changes, performance, and business context together for the next review.