How This Site Is Organized
01
02
03
Measurement & Analytics
How we know what actually works and where tracking lies.
Explore the measurement system →Advertising Systems
How performance is created, constrained, and scaled.
Explore advertising systems →Strategy
How decisions compound (or quietly fail) over time.
Explore strategy →Latest Articles
Creative Testing in the Age of Algorithms (2026)
Creative testing is a topic that most advertisers think they understand....
Building a Fully Automated Paid Media Reporting Pipeline with FiveTran
Successful paid media campaigns are only as good...
Campaign Management Automation: What to Automate
Efficiency isn’t just a campaign goal, it’s a necessity in...
Why Efficient Campaigns Feel Safer — and Teach You Less
In paid media, efficiency is comforting.
Known audiences. Familiar...
Why Paid Media Optimization Stops Working Before Performance Does
Paid media management has always been built around optimization....
Why Scaling Too Early Destroys Learnings
You start running a campaign at a low daily budget. It performs well, driving...
Meet Connor
Hey there, so glad you’ve stumbled upon my passion project. I’m a marketer with over 8 years of agency experience planning, building, and running paid media campaigns.
Here you’ll find some of my strategies as well as new topics I find interesting along the way. If you find anything interesting, please let me know. Cheers!
Work With Me
If you want help building an ad system that’s measurable and scalable, I take on a small number of clients each month.