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
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....
Building a Fully Automated Paid Media Reporting Pipeline with FiveTran
Successful paid media campaigns are only as good...
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.