Transmitting
Flight log
Field notes on paid search, paid social and the new ad surfaces showing up inside AI. Google, Microsoft, ChatGPT, LinkedIn, Meta and the testing that tells you what actually worked. No receipt, no claim.
- ChatGPT and AI ads
- B2B strategy and measurement
- Google Ads
- Microsoft Ads
- LinkedIn, Meta and Reddit
- Landing pages and testing
ChatGPT and AI ads
The newest auctions: ads inside ChatGPT and Google's AI answers.
ChatGPT ads: the complete guide for advertisers (2026)
How ChatGPT ads work in 2026: who sees them, context hints, billing, bidding and the $25 daily minimum, setup in Ads Manager, measurement, and how they compare to Google.
How to advertise on ChatGPT, step by step (2026)
How to advertise on ChatGPT in 2026: account setup, pixel and Conversions API, ad group structure, context hints, bidding, and a first 30 days test plan.
ChatGPT ads vs. Google Search ads: what changes when the answer is the ad
ChatGPT advertising vs. Google Search ads for budget owners: intent signal, control, measurement, audience, creative, and how to split a 2026 test budget.
Ads in AI Overviews: what paid search teams need to know
Ads in AI Overviews and AI Mode in 2026: which campaign types are eligible, which markets, where ads appear, how they're reported, and what to change now.
B2B strategy and measurement
How the channels fit together, and how to tell what actually worked.
B2B PPC: the playbook from 75+ startups
A B2B PPC playbook: account structure, high-intent keywords, brand vs. non-brand, offers beyond the demo, offline conversion tracking, bidding and pacing.
B2B paid media strategy, channel by channel
A B2B paid media strategy for Google, Microsoft, LinkedIn, Meta, Reddit and ChatGPT ads: the funnel role of each, when to add it, and how to split the budget.
Paid social strategy for B2B: LinkedIn, Meta and Reddit
A B2B paid social strategy for LinkedIn, Meta and Reddit: audience building, creative, offers by stage, retargeting and how to measure it against real pipeline.
Cross-channel attribution: what to trust and what to ignore
Cross channel attribution, sorted: what platform reporting, data-driven attribution, MMM, incrementality and self-reported attribution can and can't tell you.
Incrementality testing for marketers who hate math
Incrementality testing without a stats degree: how holdouts, geo tests and conversion lift studies work, when you need one, and how to read the results.
Google Ads
Audits, search terms, ads, Quality Score and the campaign types worth your budget.
The PPC audit: 40 checks for every paid search account
A PPC audit in 40 checks across tracking, structure, search terms, bidding, ads, landing pages, budget and settings, with what to look for and the red flags.
Google Ads audit checklist (free template)
A free Google Ads audit checklist: 34 checks with the exact screen to open in the Google Ads interface and what good looks like for each. Copy it into a sheet.
Read your search term report like a mission log
How to use the Google Ads search term report: where to find it, what privacy thresholds hide, and how to mine it for negatives, keywords and landing page gaps.
Negative keyword lists: how to build yours (with a starter list)
How to build a negative keyword list in Google Ads: negative match types, shared vs. account-level lists, broad match, PMax and AI Max, plus a B2B starter list.
Responsive search ads best practices for 2026
Responsive search ads best practices for 2026: specs and character limits, when pinning helps, what Ad Strength measures, asset reporting and how to test.
How to improve Quality Score without touching your bids
How to improve Quality Score in Google Ads: a 6-step plan for ad relevance, expected CTR and landing page experience, plus what doesn't move it and why.
Ad relevance vs. landing page experience: which one is costing you
Ad relevance vs. landing page experience in Google Ads: what each Quality Score component measures, how to tell which is below average, and what causes it.
Google Demand Gen campaigns: when they're worth it for B2B
Google Demand Gen campaigns for B2B: inventory, formats, audiences, bidding, the 2026 Display and lookalike changes, measurement caveats and when to test.
Google Ads auction insights: how to read the room
Auction insights shows who you meet in Google Ads auctions and how often you win. What each metric means, where to find it, and how to act on it.
Search impression share: what you're missing and why
Search impression share shows how often your ads appeared when they could have. How to read lost IS budget vs. rank, top IS and exact match IS, and what to fix.
Brand bidding: should you pay for your own name?
Brand bidding is cheap traffic, but is it incremental? What the research says, how competitor conquesting changes the math, and how to test it yourself.
Target CPA vs. Maximize Conversions: which bid strategy, and when to switch
Target CPA vs. Maximize Conversions in Google Ads: how each Smart Bidding strategy spends, what changed in 2026, the volume you need and when to switch.
Value-based bidding for B2B lead gen
Value-based bidding for B2B lead gen: how to assign lead values, send CRM stages back to Google Ads, use target ROAS, and know when the switch is worth it.
Performance Max campaigns for B2B: what you control and what you don't
Performance Max campaigns for B2B: the controls you have as of October 2026, what stays automated, how to read channel reports and how to avoid junk leads.
Enhanced conversions: setup, leads and what actually changes
Enhanced conversions in Google Ads: web vs. leads, setup methods, hashing, the June 2026 Data Manager API change, consent rules and what changes in reports.
Sitelink assets: the free real estate most B2B ads waste
Sitelink assets, formerly sitelink extensions: Google's limits, which links B2B search ads should use, which level to add them at, and how to read the reports.
Microsoft Ads
The search engine everyone jokes about and fewer people audit.
Bing Ads vs. Google Ads: where Microsoft wins for B2B
Bing Ads vs. Google Ads for B2B: LinkedIn profile targeting, share of search, CPCs, Copilot ad placements, the Audience Network, and where Google still wins.
Importing Google Ads into Microsoft Ads without importing your mistakes
How to import Google Ads into Microsoft Ads: import steps, scheduled imports, what doesn't import cleanly, and what to change after import, with a checklist.
Landing pages and testing
What happens after the click, and how to test it without fooling yourself.
Message match: the complete guide for paid search
Message match is how closely your landing page mirrors the search and ad behind the click. The layers, a manual audit, examples and the failures to fix.
PPC landing page best practices that hold up in 2026
PPC landing page best practices for 2026: message match, Core Web Vitals targets, the first screen, forms, trust and mobile, as a checklist you can run today.
B2B landing page best practices from 75+ startups
B2B landing page best practices from 75+ startups: write for the buying committee, use specific proof, offer more than a demo, size forms right, show pricing.
Wasted ad spend: where paid search budgets leak after the click
Wasted ad spend does not stop at bad keywords. Where paid search budgets leak after the click, from generic pages to broken forms, with a self-check table.
Landing page conversion rate benchmarks, with the caveats nobody prints
Landing page conversion rate benchmarks from named, dated studies, why they don't compare, median vs. average, B2B vs. B2C, and how to build your own baseline.
Landing page testing without lying to yourself
Landing page testing that holds up: write real hypotheses, size the sample, stop peeking, spot novelty effects and segment traps, and log every result.
How long should an A/B test run? The honest answer
How long to run an A/B test: the sample size math (baseline rate, MDE, power, significance), full business cycles, stopping rules and low-traffic B2B options.
Bayesian vs. frequentist A/B testing for marketers
Bayesian A/B testing vs. frequentist, in plain language: what each method answers, pros and cons, when to use which, and a worked example with simple numbers.
Multi-armed bandits, explained like an arcade cabinet
A multi-armed bandit, in plain language: explore vs. exploit, epsilon-greedy, Thompson sampling, bandits vs. A/B tests, and when bandits are the wrong tool.
The CRO audit for paid traffic: a landing page checklist
A CRO audit for paid traffic: a manual landing page checklist covering message match, offer, forms, speed, mobile and tracking, using free Google tools.
Above the fold: what still matters on a landing page
Above the fold drew 57% of viewing time in Nielsen Norman Group's 2018 eye tracking. What belongs on a paid landing page's first screen, and what can scroll.
Landing page copy that converts paid clicks
Landing page copy for paid search: use the searcher's words, write at a 5th to 7th grade level and cut what nobody reads. A manual playbook with examples.
Mobile landing pages for paid search: a field guide
A mobile landing page field guide for paid search: Core Web Vitals targets, the first screen, tap targets, forms, and a manual phone audit you can run this week.
Form optimization: how many fields is too many?
Form optimization for paid traffic: how to decide which fields stay, what to cut, when multi-step helps, and the input and autocomplete details that save taps.
Call to action examples for B2B landing pages
Call to action examples for B2B landing pages: 60+ CTAs by offer and intent, the microcopy around the button, and how to test CTA copy without calling it early.
Social proof on landing pages: what B2B buyers actually trust
A social proof landing page guide for B2B: which proof buyers trust, where logos, testimonials and ratings belong, and what backfires under FTC review rules.
Something's warming up on the launch pad.
We're building something for people who read posts like these. Early access opens in waves.
Early access, by invitation.
LinkedIn, Meta and Reddit
Paid social for B2B, with the receipts.
LinkedIn ads benchmarks, with receipts
LinkedIn ads benchmarks for CTR, CPC, CPM and ROAS from named, dated public reports, why those numbers mislead, and how to set a baseline from your own account.
Thought leader ads: the LinkedIn format B2B is sleeping on
LinkedIn thought leader ads explained: what they are, who you can sponsor, setup in Campaign Manager, creative that works, and how to measure them honestly.
LinkedIn conversation ads: when they work and when they annoy
LinkedIn conversation ads explained: specs, delivery rules, cost per send, when they work, how to write branching messages, and how to measure them properly.
Meta ads for B2B: yes, really
Meta ads for B2B, done honestly: targeting realities, Advantage+ campaigns, lead forms vs. your site, conversion leads optimization with CRM data, and creative.
Meta Conversions API setup for B2B lead gen
How to set up the Meta Conversions API for B2B lead gen: CRM stage events, offline conversions, Gateway and partner options, deduplication and match quality.
Reddit ads for B2B: a field guide
Reddit ads for B2B: community, keyword and conversation targeting, ad formats, creative that Redditors tolerate, Conversions API setup, measurement and risks.