Paid Ads Playbooks
The frameworks and step-by-step guides we run on real client accounts. No theory, no filler.
The Playbooks
Actionable, follow-along guides. Each one is a process we actually use to build and optimize client accounts.
B2B Google Ads Audit: Desktop vs Mobile. Stop Overpaying for Mobile Leads
Discover why B2B advertisers overspend on mobile and how auditing desktop vs mobile device splits can dramatically improve Google Ads lead quality.
Open the playbookGoogle Search Too Expensive? This B2C Display Strategy Got Us 9.5x ROAS
Learn how we used a targeted Google Display campaign with custom audiences to generate high-quality B2C leads at a fraction of search costs with 9.5x ROAS.
Open the playbookB2B Google Ads: Fix Smart Bidding with Micro Conversions
B2B advertisers with low lead volume can enable smart bidding by tracking micro conversions. Here are the top 5 micro conversions we use and how to value them.
Open the playbookThe Underutilized Google Ads Strategy: DSA + RLSA for Advanced Lead Gen Retargeting
Learn how to combine Dynamic Search Ads with Remarketing Lists for Search Ads to capture high-intent returning visitors with long-tail queries in Google Ads.
Open the playbookHow to Use Your Responsive Search Ads’ Asset Report for Maximum Performance
How to mine your RSA asset report for the most-viewed headline combinations and build a new, higher-CTR ad from what the data already tells you.
Open the playbookHow to Structure Your Responsive Search Ads for Maximum Performance
A pinned vs. unpinned A/B test for responsive search ads. How strategic headline pinning gives you control while keeping Google's algorithm happy.
Open the playbookCombined Audiences: How to Find the Best Combination of Audiences to Target
A practical walkthrough for using observation audiences to find your best-performing segments and building combined audiences in Google Ads search campaigns.
Open the playbookThe Key Components of a Branded Campaign Setup
Learn how to set up a branded Google Ads campaign, covering keyword targeting, ad copy with social proof, landing pages, and the right bid strategy.
Open the playbookThe Strategy Behind Using the Broad Match Type in Google Ads
When broad match keywords actually work in Google Ads, what to expect when you switch, and how to test them safely in lead gen and ecommerce accounts.
Open the playbookAll Insights
34 articles on paid ads strategy, execution, and measurement.
ChatGPT Ads Measurement: Pixel, GTM, and Separating Paid From Organic
How to deploy the ChatGPT Ads pixel through GTM, map the 10 standard conversion events, and use UTM discipline so GA4 can separate paid ChatGPT traffic from organic referrals.
How to Set Up ChatGPT Ads: A Practitioner's Walkthrough
What ChatGPT Ads actually supports today, how campaigns are structured, what the Advertiser API can and can't do, and what to expect in your first weeks. Written from a real build.
Should You Advertise on ChatGPT Yet? An Honest Fit Check
Who ChatGPT Ads fits today, who should wait, how to judge early engagement against missing conversions, and what a sensible pilot looks like. Including who we tell not to run it.
B2B Google Ads Audit: Desktop vs Mobile. Stop Overpaying for Mobile Leads
Discover why B2B advertisers overspend on mobile and how auditing desktop vs mobile device splits can dramatically improve Google Ads lead quality.
Grow Your YouTube Subscribers and Discoverability with Google Ads
Learn how to use Google Ads YouTube engagement campaigns to grow subscribers, increase follow-on views, and build a long-term owned audience strategy.
Microsoft Audience Network: How to Avoid Wasted Spend on Bad Placements
Stop wasting budget on low-quality Microsoft Audience Network placements. Learn how to audit URLs and build exclusion lists for better ROI.
Microsoft Ads B2B Targeting Tutorial: LinkedIn Company, Industry, and Job Function
Learn how to use Microsoft Ads LinkedIn targeting to reach specific companies, industries, and job functions for B2B lead generation campaigns.
Google Marketing Live 2025: Essential Takeaways for Lead Generation Advertisers
Key takeaways from Google Marketing Live 2025 for lead gen advertisers, covering Smart Bidding Exploration, agentic tools, and AI Overviews ads.
Google Search Too Expensive? This B2C Display Strategy Got Us 9.5x ROAS
Learn how we used a targeted Google Display campaign with custom audiences to generate high-quality B2C leads at a fraction of search costs with 9.5x ROAS.
B2B Google Ads: Fix Smart Bidding with Micro Conversions
B2B advertisers with low lead volume can enable smart bidding by tracking micro conversions. Here are the top 5 micro conversions we use and how to value them.
The Underutilized Google Ads Strategy: DSA + RLSA for Advanced Lead Gen Retargeting
Learn how to combine Dynamic Search Ads with Remarketing Lists for Search Ads to capture high-intent returning visitors with long-tail queries in Google Ads.
How to Track ChatGPT Conversions and Customer Journeys in GA4
Learn where to find ChatGPT and AI search traffic in GA4, avoid common reporting blind spots, and see the full customer journey using attribution paths.
The Google Ads Feature Most Advertisers Should Turn Off Now
Google's automatically created assets in Google Ads can waste budget and send traffic to the wrong pages. Here's how to find and turn them off.
How to Set Up Netflix Ads: Step-by-Step Tutorial
A step-by-step guide to setting up Netflix ads through the Microsoft Ads dashboard, including targeting options, creative requirements, and budget minimums.
Understanding the Search Network: Some Key Insights into a Setup Strategy
Key building blocks of a Google Ads search setup, from branded and remarketing campaigns to the ad extensions that fit lead gen versus ecommerce.
The Necessity of Negative Keywords: Why Your Google Ads Account Cannot Survive Without Them
Why negative keywords are essential to every Google Ads account, boosting conversion rates and CTR while cutting wasted spend and cost per conversion.
Performance Max 101: How to Set Up a Campaign From Scratch
A step-by-step walkthrough for building a Performance Max campaign from scratch, from campaign goals and bid strategy to asset groups and audience signals.
Get The Most Out Of Black Friday and Cyber Monday By Starting Preparations Now
How to prepare your store for Black Friday and Cyber Monday, from conversion-ready websites to email retention plays and full-funnel ad coverage.
How to Use Your Responsive Search Ads’ Asset Report for Maximum Performance
How to mine your RSA asset report for the most-viewed headline combinations and build a new, higher-CTR ad from what the data already tells you.
How to Structure Your Responsive Search Ads for Maximum Performance
A pinned vs. unpinned A/B test for responsive search ads. How strategic headline pinning gives you control while keeping Google's algorithm happy.
How Important Is CPC in Google Ads?
CPC gets more attention than it deserves in Google Ads. Here is when cost-per-click actually matters and why chasing cheap clicks can cost you leads.
Combined Audiences: How to Find the Best Combination of Audiences to Target
A practical walkthrough for using observation audiences to find your best-performing segments and building combined audiences in Google Ads search campaigns.
Connected TV: How B2C Brands Can Use YouTube Ads to Boost Awareness
Connected TV has made television advertising affordable for smaller brands. How B2C companies can use YouTube ads on CTV to build awareness and drive leads.
Understanding Dynamic Search Ads: Their Pros, Cons, Plus How to Use Them
Dynamic Search Ads explained, from their simplicity and traffic benefits to the control trade-offs, plus how to check if your site is ready for them.
Can Landing Pages Create More Google Ads Leads?
Why dedicated landing pages often out-convert full websites for Google Ads lead gen, plus four tips for building pages that turn clicks into leads.
The Key Components of a Branded Campaign Setup
Learn how to set up a branded Google Ads campaign, covering keyword targeting, ad copy with social proof, landing pages, and the right bid strategy.
The Strategy Behind Using the Broad Match Type in Google Ads
When broad match keywords actually work in Google Ads, what to expect when you switch, and how to test them safely in lead gen and ecommerce accounts.
Analyzing Google Ads KPIs 101
Which Google Ads KPIs actually matter for e-commerce and lead gen accounts, and why clicks and impressions alone should not drive your decisions.
The Importance Of Ad Copy Headlines in Google Search Ads
Five practical rules for writing Google Search ad copy that lifts CTR and conversion rates, from audience needs to keywords, CTAs, and A/B testing.
Account Structure: How Keyword Research Usually Informs Account/Campaign Setup
How keyword research volumes should guide your Google Ads account structure, with segmentation rules for high-traffic and niche low-volume industries.
The Importance of Daily Budget Spend, & What to do With an Overspending Budget
How to get your Google Ads campaign to spend its full daily budget, plus bidding tactics that squeeze more clicks and conversions from the same spend.
3 Smart Ways to Automate Your Small Business
Three practical ways small business owners can automate payments, email follow-ups, and customer service to save time and win repeat customers.
Customer Lifetime Value - The Forgotten KPI - Part 1
Customer lifetime value is the KPI most e-commerce owners overlook. Learn what CLV is, why it matters, and how to calculate it with four simple formulas.
The Power of Social Proof
What social proof is, why it works, and five practical ways to use expert takeovers, milestones, and testimonials to lift your conversion rates.
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