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Insights

What we have actually found running paid media.

Notes from inside accounts rather than from a blog calendar. Bidding strategy, Performance Max, first-party data, and the tests that changed our minds.

Insight · Paid searchValue-based bidding raised our value per lead. It also cost us volume.Google recommends Maximise Conversion Value for lead generation, particularly to mid-market and large advertisers. That recommendation is often right. It is not always right, and the failure mode is expensive. · 8 min read → Insight · Paid searchPerformance Max beat branded search on CPA. That is not what the playbooks say.Two platform changes gave advertisers more control over Performance Max. In accounts our team has scaled since, roughly 40% of Google Ads-attributed revenue came through it. Here is what changed, and the incrementality result that surprised us. · 6 min read → Insight · Data strategyYour first-party data is not an input to the campaign. It is the campaign.Consent mode and privacy regulation have steadily reduced what the ad platforms can observe on their own. What that quietly did was move the burden of steering the algorithm onto the advertiser — and most advertisers have not noticed. · 7 min read →

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