Paid media
Google Ads location targeting: how to reach the area you serve
A buyer's city and the service address can differ. See how that distinction changes campaign targeting and reporting.
Read analysisPaid media
Practical analysis of paid media, SEO, analytics and marketing strategy.
Recent analysis
Paid media
Google Ads negative keywords: how to exclude searches with care
Learn how to evaluate Google Ads search terms, choose negative keywords, and review exclusions without blocking relevant searches for your business.
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Paid media
Traffic or Leads in Meta Ads: how to choose your campaign objective
Learn when to use Traffic or Leads in Meta Ads, how to align objectives and measurement, and what to check before investing in campaigns.
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Paid media
Meta Ads instant forms or landing pages: how should you choose?
Compare Meta Ads instant forms and landing pages by offer, user experience, lead quality and measurement to choose the right destination for your ads.
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Paid media
Should you bid on your own brand in Google Ads?
Learn when to bid on your own brand in Google Ads, how to measure organic cannibalization and which criteria to review before pausing the campaign.
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Paid media
How to test Meta Ads creatives on a limited budget
Plan Meta Ads creative tests with clear hypotheses, realistic budgets and useful metrics. Learn how to evaluate results without premature conclusions.
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