Notes on structure, spend and campaigns that hold up.
What we learn building thousands of campaigns — written for the person who has to approve them.
Tight ad groups still win, even in the age of broad match
Why we group by intent before we group by theme, and what the search terms report keeps proving about loose account structure.
Four angles beat forty creatives
Volume testing without an angle hypothesis is expensive noise. How to find the angles already sitting on your own website.
Why nothing we build launches itself
The approval gate is the product decision we get asked about most. Here’s the reasoning behind keeping a human in front of every launch.
Pitching with a built campaign instead of a deck
What changes in a new-business meeting when the prospect can read their own campaign in the room, sources and all.
The negative keyword list you should write before launch
Twelve categories that waste money in almost every service-business account, and how to exclude them before the first click.
What actually takes two weeks in campaign setup
We timed every step of a manual campaign build. The surprising part isn’t the keyword research — it’s the waiting.
One email a month. Only when we’ve learned something.
No drip sequence, no launch announcements you didn’t ask for.