Performance Marketing Insights
Practical writing on performance marketing and paid media: Google Ads, Meta Ads and emerging ad platforms, AI advertising, analytics and attribution, CRO and funnels, and the campaign lessons behind them.
Featured insight
Google Ads Changes in 2027: What Small and Local Businesses Must Fix Before January
AI Max auto-upgrades, the end of Dynamic Search Ads, Display moving into Demand Gen and a bidding change that quietly raised CPAs. Here's what changes in Google Ads for 2027 and what small and local businesses should fix first.
11 min read
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Each topic hub collects the guides, comparisons and fixes for one area of paid media.
Latest insights
Google AdsDemand Gen for Local Service Businesses: The 2026 Playbook
Google Display is moving into Demand Gen. Here's how plumbers, electricians and local service businesses can use Maps-only ads, smarter targeting and the right bidding to turn Demand Gen into real leads.
12 min read
Career & LearningHow to Start a Career in Performance Marketing: A Practical Guide for Beginners
Want to start a career in performance marketing? Learn the key skills, a 90-day plan, how to get experience without a job, and how to grow fast. From a PPC manager handling 40+ ad accounts.
6 min read
Google AdsThe Search Four: How to Win the Lead-to-Sale Journey in the Age of AI
Google's Search Four framework, broken down: data strength, bidding goals, AI targeting and demand-led budgets. Plus a 30-day rollout order.
7 min read
From real campaigns
- Meta Ads2.40xBlended ROAS
Scaling CitedEvidence AI Acquisition Through Meta Ads
How campaign optimization improved return on ad spend, protected conversion value, and built a stronger foundation for scalable acquisition.
100 conversions
Read case study - TikTok Ads+56.3%ROAS Improvement
Building TikTok Conversion Momentum for CitedEvidence AI
How platform-native testing increased conversion volume, improved acquisition efficiency, and created stronger signals for future scaling.
44 conversions
Read case study - Google Ads302Tracked Conversions
Scaling IPTV Player – Live Xstream Through Data-Driven Google Ads
A Google Ads App Campaign strategy that moved IPTV Player – Live Xstream from install-volume acquisition to higher-intent, login-optimized user growth.
$0.74 cost / conversion
Read case study