The long answers to the questions that actually cost money.
Where our insights are single arguments, these are the full picture: what the platform really does, where the judgment calls sit, and what we do about them in live B2B accounts.
All guides
Google Ads campaign structure: stop your campaigns competing.
Your keywords don't bid against each other. Google picks one, and overlap lets it choose the ad group, ad and landing page for you. When to split, when to merge, and how to route.
Google AdsConversion goals & tracking: the setup is the targeting.
Smart Bidding optimizes toward whatever you mark primary, at whatever value you give it. The settings that decide what it learns from, in setup order.
Google AdsPerformance Max: what you still control.
PMax picks the channel, the audience and the ad. You still decide what it learns from, where it can't go, and what it takes credit for.
LinkedIn AdsLinkedIn Ads for B2B: how the platform actually works.
Objectives, bidding, the auction, audience rules, predictive audiences, formats, Lead Gen Forms and the 90-day conversion window, as LinkedIn runs them today.
Platform changesPaid media platform changes: what changed, when, and what to do.
A dated log of the Google, Meta and LinkedIn Ads changes that affect how an account should be run, each linked to the platform's own documentation.
Cold Email & OutboundCold email and B2B outbound: reach the inbox, earn the reply.
Outbound fails on two fixable things, deliverability and relevance. The working system: domain setup, list quality, the reply-first message, cadence, and how LinkedIn and ABM fit.
Audiences & RetargetingRetargeting audience architecture: match the ad to the intent.
Most retargeting is one pool of everyone who visited, served one ad. Why the platform keys audiences to the page, and the architecture that makes intent segment itself.
Attribution & MeasurementPaid media attribution: Google, Meta and your CRM will never agree.
Three tools, three conversion numbers, none of them broken. Why they disagree, what each model is for, and how to run the business on one number.
Google AdsGoogle Ads exclusions: the control you actually still have.
Four exclusion systems at four different levels. Performance Max breaks the pattern, and that is where most budget leaks.
Meta AdsThe Meta learning phase: learning limited is a setup problem, not a penalty.
Meta needs about 50 optimization events per ad set per week. Most accounts that get stuck are asking for an event that cannot happen 50 times. The mechanic, the exact edits that reset it, and the fix.
Google AdsGoogle Ads bidding strategies: what each one is actually asking for.
Every strategy does exactly what its name says. Almost every bidding failure we audit is a clear instruction nobody meant to give. Including the target-based bidding change that landed on August 17, 2026.
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