Not a content farm. Not a "10 tips to boost your ROAS" listicle factory. These are the things I'm genuinely wrestling with in client accounts — platform changes, measurement headaches, creative experiments that worked or didn't, and the industry shifts that matter more than the LinkedIn thought-leader class lets on.
Performance Max is not a black box, despite what Google reps keep calling it. Here's what I've learned running it across 20+ accounts since 2023, what it's genuinely good for, what it quietly destroys, and the account structure rules I now treat as non-negotiable.
Advantage+ Creative will now auto-generate variants of your ads whether you want it to or not. Most brands are going to end up looking exactly like their competitors. Here's the three-layer creative strategy I'm using with clients to stay distinctive while still exploiting the efficiency gains.
The SGE rollout that started in 2024 is now fully mature, and organic click-through rates are down across nearly every commercial query type. Paid media is quietly becoming the only reliable top-of-funnel channel. How I'm restructuring budgets to account for it.
Third-party cookies are gone, iOS tracking has been broken for four years, and now Chrome's Privacy Sandbox is reshaping what paid media measurement even means. The practical stack I'm using with clients — and the stuff I've given up trying to measure.
The TikTok saga of 2024-25 had every agency predicting the money would flow cleanly to Reels and Shorts. It didn't. I spent the last year watching budgets reallocate in real time across my client book — here's where it actually went, and what it means for your 2026 media plan.
If any of this sounds like the thinking you want applied to your brand — whether for a one-time audit or ongoing management — let's talk.
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