Strategy, advertising, and measurement for growth
Frameworks and practical insights on paid media, creative, attribution, and growth.
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
Why Better Offers Beat More Ad Creative
Offers are at the core of marketing campaigns, but often receive less attention...
Why Meta QA Is Essential in a Workflow
Meta Ads launch QA is one of those tasks that sounds simple until it has to be managed...
How to Automate Google Ads Budget Pacing Without Losing Control
Google Ads budget pacing looks simple until you have to...
The Last Google Ads Dashboard You’ll Ever Need
Google Ads dashboards often start with the goal of speeding up time...
Google Ads Search Term Reports: How to Turn Search Intent Into Strategy
Google Ads has changed dramatically over the last...
Stop Measuring Paid Social Ads by CTR Alone
Social media advertising is often measured using click-through rate, and with...
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.