Ads strategy
Playbooks for people who run the accounts
Four pillars, one objective: spend less to get the same outcome, then spend more on what works.
Wasted spend
The fastest money in any account. Search terms, irrelevant placements, negative keyword gaps and broken tracking.
Efficiency
CPA, ROAS and Quality Score. Lowering cost per outcome without starving the campaigns that work.
Channel strategy
Where budget belongs across Google and Meta, and how to avoid double-counting the same conversion twice.
AI & automation
Moving from dashboards and alerts to agents that act — with guardrails that keep you in control.
Latest
Recent guides
Mar 1, 2026AI ad management in 2026: from dashboards to autonomous agentsHow AI moved from dashboards and alerts to agents that execute optimisations — and the guardrails that make it safe.Feb 28, 2026The Facebook Ads audit guide for 2026What to check on a Meta Ads account: structure, audiences, creative, pixel health, attribution and Advantage+.Feb 24, 2026Google Ads vs Meta Ads in 2026: where should budget go?Google captures demand; Meta creates it. A practical framework for splitting budget between the two in 2026.Feb 18, 2026How to connect Claude to Google Ads with MCPA step-by-step guide to wiring the Model Context Protocol into Claude Code so you can audit and optimise Google Ads from your terminal.
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