How This Site Is Organized
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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
The Real Job of Advertising in a Go-to-Market Strategy
Advertising is often treated as the growth engine. If performance...
How Holiday Promotions Drive Restaurant Reservations (Valentine’s Day Case Study)
Valentine’s Day is one of the most...
Creative Production for Paid Ads: A System for Testing and Scaling Creative
Modern advertising systems rely heavily on...
Understand the Psychology Behind Working Ad Creative
Ad performance has always relied heavily on creative – the concept,...
Creative Fatigue Is a Delivery Problem, Not a Messaging Problem
A familiar scenario in performance marketing: performance...
Creative Testing in the Age of Algorithms (2026)
Creative testing is a topic that most advertisers think they understand....
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.