the blog
paid media
perspectives.
ten years of paid media, mostly for startups and smbs. what worked, what didn't, and what i'd do differently.
01 latest post
meta ads purchases not matching shopify orders?
i launched a client account and had 5 purchases in the first hour, then opened shopify and found nothing. what each platform counts, how big the gap should be, and which number to run the business on.
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02 archive
the funnel stage where your leads go to die
marketing hands off a qualified lead. most never become a customer. the stage-by-stage breakdown of where they’re lost.
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how much does a paid media consultant cost?
hourly, retainer, or percentage of spend. what actually drives the number, and how to tell if a quote is fair.
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the google ads audit i run before i touch a bid
most of the damage in a search account isn't bad bidding. it's setup decisions made once and never looked at again.
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paid media consultant vs. agency: which one do you actually need?
agency is the default answer. sometimes it's the right one. an honest look at the tradeoffs from someone with an obvious bias.
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how to actually improve your linkedin ad performance
linkedin CPCs are brutal. here's the testing framework i use to drive down cost per lead without killing reach.
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how to reduce cost per SQL on google ads for SaaS
clicks are cheap. qualified pipeline isn't. the account structure and bidding logic i use to drive SQLs, not just leads.
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b2b meta ads that don't embarrass you
dtc already treats creative like part of the brand. b2b is the one that forgets, because everyone's watching CPL, not perception.
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google ads vs. linkedin ads for B2B SaaS: the real answer
it's not one or the other. here's how to decide where to put budget based on where your buyers actually are.
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the ad creative testing framework that actually compounds
most brands test wrong. they change too many variables, read results too early, and learn nothing. here's a better way.
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why your paid media isn't converting
high traffic, no sales? the five things to check (targeting, landing page, tracking, offer) before you blame the platform.
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running paid media
and want a second opinion?
no pitch deck. just a conversation about what's actually going on in your accounts.