Blog
Thoughts on
paid media
Not a content strategy. Just things I've learned managing real campaigns — written so they're actually useful.
Google AdsCPAOptimisation
Why Your Google Ads CPA Is Too High (And What To Do About It)
High cost-per-acquisition on Google Ads usually comes from the same set of fixable problems. Here's how to diagnose and fix them systematically.
September 1, 20266 min read
Read Performance MaxGoogle AdsStrategy
An Honest Review of Performance Max in 2026
Performance Max gets sold as the future of Google Ads. After running it across multiple accounts, here's what it actually does well — and where it still falls short.
August 15, 20268 min read
Read Account StructureGoogle AdsBest Practices
The Google Ads Account Structure That Actually Works in 2026
Most Google Ads accounts are over-engineered or under-structured. Here's the structure I've found works consistently across industries and budget levels.
August 1, 202610 min read
Read