Notes from inside the ad account.
Practical guides to Google Ads, Meta and TikTok, with worked examples and no fluff.
- Is your conversion tracking lying to you?Silent tags, double counting, micro-conversions with full cart value, and site changes that break tracking: how to check Google Ads conversion tracking.4 min read
- Estimated vs. measured savings in ad accountsPotential, estimated, reduced spend and measured savings are different numbers. How each is calculated, and why mixing them misleads you.4 min read
- Google Ads + Claude or ChatGPT via MCP: what's safeWhat connecting Google Ads to Claude or ChatGPT through MCP allows, where the risks are (write access, prompt injection, tokens), and a safer setup.4 min read
- Where ad spend waste hides (and how to measure it)The eight places ad spend waste usually hides in Google Ads and Meta, and how to size it honestly: exposed spend, estimated savings and measured savings.4 min read
- PPC automation with approval: delegate, keep controlHow to automate PPC work without handing over the keys: approval by default, limits per change type, monitoring after every change, and honest restore.5 min read
- Google Ads audit: a 25-point checklistA practical Google Ads audit checklist for 2026: tracking, settings, search terms, PMax and AI Max, budgets and landing pages, ranked by money at risk.5 min read
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What changed in Google, Meta and TikTok, and what to do about it. No fluff.
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