Notes
Notes on paid marketing that cost me money to learn.
Working notes from running Google Ads and Meta accounts — what changed, what still works, and what the platforms would rather you didn't notice.
11 August 20264 min read →19 May 20265 min read →24 February 20265 min read →
What Performance Max is actually for in 2026 — and where a Search campaign still wins
PMax finally reports where your money goes, and channel-level steering is in testing. That changes what it's good at, but not what it's bad at. A practical read on when to use it and when another campaign type does the job better.
Your team can run its own campaigns now. Here's the system that makes it work.
How an AI-assisted setup lets an e-commerce team manage and analyse its own Google Ads and Meta campaigns — what it handles well, where it fails, and what you need in place before it works.
Which ad platform fits what you sell
Google Ads, Meta, LinkedIn or the AI assistants — the right choice follows from one question about your product, not from what worked for someone else's business.