Blog

Thinking out loud.

Notes from inside the ad accounts — measurement, media buying, and the machines that run it all. New articles regularly.

IGAMING iGaming media buying: what's actually different about this vertical Platform restrictions, compliance-first campaigns, and why the acquisition mix looks nothing like standard ecommerce. Jul 19, 2026 · 8 min B2B SAAS B2B SaaS paid ads: why the standard playbook doesn't work Buying committees, long sales cycles, and how to feed real pipeline data back into your ad platform. Jul 19, 2026 · 8 min ECOMMERCE DTC ecommerce ads in 2026: where the real margin is now Why creative velocity beats targeting sophistication, and the profit-vs-ROAS trap most DTC brands fall into. Jul 19, 2026 · 7 min CAREER What does a media buyer do? A real breakdown of the job The actual day-to-day of media buying, what separates good ones from bad ones, and how the role is changing. Jul 19, 2026 · 7 min HIRING How to hire a media buyer: what to ask, what to check, red flags to avoid A founder's guide to vetting media buyers — interview questions, portfolio red flags, and how to structure the trial. Jul 19, 2026 · 8 min TRACKING iOS conversion tracking is broken. Here's how GA4 and Google Ads actually fix it Why iOS quietly deletes 20-30% of your conversions, and the exact Enhanced Conversions + consent mode setup that recovers them. Jul 19, 2026 · 9 min STRATEGY How much should you spend on Google Ads? A budget framework that scales A practical framework for setting your first Google Ads budget — and knowing exactly when to raise it. Jul 16, 2026 · 8 min GOOGLE ADS The Google Ads audit checklist: 27 things I check before touching a campaign The exact checklist I run on every new account — tracking, structure, keywords, creative and budget. Jul 14, 2026 · 11 min STRATEGY Meta Ads vs Google Ads: where should your first ad dollar go? Demand capture vs demand creation — how to pick your first channel based on how people buy what you sell. Jul 10, 2026 · 9 min TRACKING GA4 conversion tracking: the setup guide most sites get wrong Key events, data streams, and the import-to-Google-Ads step everyone misses. Fix your data first. Jul 8, 2026 · 10 min MEASUREMENT Google Ads attribution models: which one to use, and when to switch Why Google killed most models, how data-driven attribution works, and when it lies to you. Jun 21, 2026 · 10 min PROGRAMMATIC Programmatic vs Google Ads: when to use which, from someone who runs both Inventory differences, budget thresholds, and the real cost comparison. Jun 20, 2026 · 9 min GOOGLE ADS PMax best practices: what actually works after running $500K through it Asset group strategy, audience signals, brand exclusions, and how to read PMax reporting. Jun 18, 2026 · 10 min TRACKING Server-side tracking: the setup that recovers 30% of lost conversions Browser tracking is broken. Here's the exact setup that bypasses ad blockers and cookie death. Jun 16, 2026 · 9 min AI + MARKETING How AI is changing Google Ads: what smart marketers do differently The new skill stack that separates operators from passengers. Jun 14, 2026 · 7 min STRATEGY The full-funnel Google Ads strategy that actually scales Why most accounts plateau at the same spend level — and the architecture that breaks through. Jun 12, 2026 · 8 min