Blog

Thinking out loud.

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

IGAMING Where you can actually advertise iGaming in 2026: a platform breakdown Google, Meta, programmatic and affiliates, what each one really allows for gambling ads and where the budget actually goes. Aug 16, 2026 · 9 min 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