ReferenceJuly 22, 2026
Conversion Event
Conversion event explained — the specific action an ad platform records as a tracked outcome, and how it differs from a page view.
2 min readBlog
Notes on running an account that remembers
Field notes and research on paid media, memory, and the difference between a number and a decision.
ReferenceJuly 19, 2026
LinkedIn Ads in EMEA: What the 2026 Data Actually Supports
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
ReferenceJuly 19, 2026
Google Ads Benchmarks for HVAC 2026
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
ReferenceJuly 19, 2026
Google Ads Benchmarks for Plumbing 2026
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
Guides & ResearchJuly 19, 2026
The AI Search Grift, One Year Later: They Sold Each Other the Territory
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
Guides & ResearchJuly 15, 2026
Marketing Org Design in the AI Era: The CMO's Guide (2026)
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
Guides & ResearchJuly 14, 2026
The Zero-Click & Dark Funnel Playbook (2026)
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
Guides & ResearchJuly 13, 2026
Creative Is the New Targeting: The Cross-Platform Ad Automation Playbook (2026)
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
Guides & ResearchJuly 13, 2026
Meta Ads Change History: Where to Find It in 2026 (+ Limits)
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 read
Guides & ResearchJuly 13, 2026
Advantage+: What Meta Automates, What You Still Own, and Where It Goes Wrong
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 readGuides & ResearchJuly 12, 2026
The Hidden B2B Journey: 83% of Buyers Research Before Sales Ever Hears About It
New 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
Guides & ResearchJuly 12, 2026
The B2B Influencer & Creator Marketing Playbook (2026)
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.
Every decision written down, with its reason and its result. That is the whole product.