Latest Posts
A complete collection of published articles and recent updates.
Feeder Campaigns: The Simple Strategy That Fixes Algorithm Blind Spots
In today’s world of algorithmic ad optimization, reaching the right audience has never been easier, but harder at the same time. We’ve reviewed the tendency of campaigns...
How to Set Up Your First Media Mix Model
Proving what works in advertising used to be as easy as setting up a website pixel and tracking what ads drove conversions. These days with multiple devices, long decision phases, and a million ways to learn...
Why Most Marketers Misallocate Budget (And How MOI Fixes It)
Most marketers allocate budget based on top-line performance: “which markets drive the most sales?” Others rely on assumptions like “our audience mostly lives here.” And simpler still, many...
Three Ways to Track Store Visits (and Prove Real-World ROI)
In digital marketing, attribution is everything. Knowing which ad, audience, or campaign drove a conversion is what allows marketers to scale with confidence.
But for brands with physical...
Lessons From Spending $15M On Flooring Ads
Over the past two years, I’ve planned and executed over $15M of flooring ads across Google, Meta, Pinterest, Reddit, CTV, and more. Along the way, I’ve tested creative strategies, messaging frameworks,...
How to Make Google Demand Gen Campaigns Work: Lessons from Google Discover
Google’s Demand Gen campaigns promise to rival Meta and TikTok, but for many advertisers, they’ve been more hype than results.
Sure, they drive clicks. Lots of them....
Ad Optimization Explained: Aligning Campaign Objectives with Buyer Intent
For decades, advertising was a game of chance – spray your message wide, pray for a response, and hope someone noticed. A billboard, a magazine ad, a radio spot, success...
Meta Attribution Lag: How to Measure and Fix Misleading Performance Data
Every purchase follows a process: discovery, consideration, and decision. You might hear about a product from a friend, see an ad, compare options, and finally decide to buy.
The...
How First-Click Attribution Superpowers Meta Andromeda
The difference between good Facebook advertising and great Facebook advertising is smaller than ever before. Yet, some advertisers are able to scale profitably while others are left with shrinking...
How to Build and Deploy a Google Ads MCP Server with Cloud Run
Google Ads remains to this day the most effective marketing channel at capturing user intent thanks to its dominance over global search market share. While AI threatens this business model,...