Paid Marketing
Google, Meta, LinkedIn, TikTok, YouTube, and programmatic — full-funnel paid media engineered for CAC payback, not vanity ROAS.
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The Conversion API Setup That Actually Moved Our ROAS
Our CAPI implementation for Meta that reclaimed 30%+ of lost iOS attribution.
LinkedIn Ads Are Expensive. Here's How to Make Them Worth It.
LinkedIn is the most expensive B2B channel for a reason. Get the structure right and it pays back faster than anything else.
Budget Pacing: The Boring Skill That Saves Accounts
Why unpaced budgets waste 20%+ of spend and the simple pacing rules we enforce.
The Landing Page Mistakes That Kill Paid Campaigns
Why paid traffic is the harshest test of landing page quality — and the five mistakes that sabotage campaigns.
Cost Caps vs Bid Caps: Which to Use When
The two bid strategies Meta optimizers argue about, and when each wins.
Google Performance Max: When to Use It and When to Avoid It
PMax is polarizing for a reason. Here's our framework for deciding when it's the right channel and when it quietly cannibalizes your other campaigns.
Why We Paused Every Dynamic Retargeting Campaign This Quarter
DPA campaigns used to be a no-brainer. Here's why we've rethought them.
The Real Reason Your Lookalike Audiences Stopped Working
Lookalikes aren't what they used to be. Here's what changed and what to use now.
The Frequency Capping Rules Every Meta Account Should Have
Why unchecked frequency burns creative and tanks ROAS — and the caps we set by default.
The Offer Test That Beat Every Creative Test We've Run
Why offer testing outperforms creative testing on nearly every account.
Why Our Best-Performing Ads Are 7 Seconds Long
The data-backed case for shorter social ads — and why 15s is the new outer boundary.
The Creative Hypothesis Template Every Good Paid Team Uses
How to structure paid creative tests so you're learning about your audience — not just rotating slightly-different banners.
Video Ads: The Opening 3 Frames That Decide Everything
What the first 3 frames of your video ad need to do — backed by 200+ test results.
Google Ads Account Structure for 2026
The modern campaign structure that wins on Google — simpler than 2020, different from 2024.
Meta's Advantage+ Changed the Game. Here's How We Structure Campaigns in 2026.
Our current Meta campaign structure for DTC and lead gen — consolidation, creative, and what we've stopped doing.
Stop Optimizing for ROAS. Optimize for CAC Payback.
Why ROAS is a vanity metric for any business with repeat purchase and a real lifetime value, and how to move your reporting to contribution margin.
TikTok Ads for B2B: Is It Worth It Yet?
A pragmatic assessment of TikTok for B2B — what works, what doesn't, and the niche it actually excels at.
How We Run Media Mix Modeling at Sub-$5M Spend
MMM doesn't require enterprise tooling. Here's our lean approach for mid-market brands.
The UGC Ad Library Every DTC Brand Should Build
What a healthy library of user-generated-content ads looks like — and how to source it at scale.
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