Blog
What we learn running the accounts.
Not news, not opinion pieces. The specific things that go wrong in paid acquisition, how to tell which one you have, and what the fix costs you.
Everything else
More from the blog
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Google Ads
Conversion mistakes that break automated bidding
Automated bidding does what your conversion actions tell it to. In most accounts we inherit, at least one of them is firing wrong.
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Paid social
Why your Meta CAC went up and your Google CAC did not
Meta costs rise when creative stops working; search costs rise when competition changes. Reading one with the other's instincts moves budget wrongly.
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Method
How we read a paid search account in the first hour
The order we go through an inherited Google Ads account, why it starts with conversion actions rather than keywords, and what each step is actually looking for.
Why the posts are written the way they are
Every post opens with the answer in one sentence, then explains it. That is partly courtesy to anyone skimming, and partly because retrieval in search and in AI answer engines happens at the level of the paragraph: a passage that leans on the three above it gets pulled out as a fragment that answers nothing.
There are no client names anywhere on this site, including here. Every account we run is under a confidentiality agreement, so the material comes from patterns across accounts rather than from any one of them, and from advertising that is already public. Where we use numbers, they are either published by someone who can be checked, or they are ours to publish.
If there is something you want taken apart, say so in the audit form and we will consider it for the queue. Adjacent reading: ad teardowns, benchmarks and the free calculators.
Start with the audit.
We go through your accounts, tracking and funnel, then send back what we would change and in what order. About five working days, no charge, no call required to get it.