Insights · Topic
Our analysis on paid advertising
Platforms, automated bidding, measurement. Our analysis on Google Ads, Meta and LinkedIn advertising steered on margin, written from budgets we run.
27 insights · In-depth pieces and short notes
Read this first
Start here
Featured article · July 30, 2026 · 10 min readChatGPT Ads (OpenAI Ads): our Canada test and the real numbersWe tested ads in ChatGPT as soon as they reached Canada, on two B2B campaigns. The result: six times fewer conversions than on Google Ads. Why that outcome was predictable, and what you can still draw from the channel.Read →All insights on Paid advertising
Newest firstAugust 27, 2026 · 14 minGoogle Ads since August 17: your CPA or ROAS target is now an instruction, not a ceiling
→August 2, 2026 · 10 minNew market: the campaign that learns comes before the campaign that sells
→August 1, 2026 · 9 minB2B: the second search engine is often a market's best first test
→August 1, 2026 · 9 minYour test market campaign is measuring people who are not in the market
→July 31, 2026 · 3 minThe search terms report does not show you everything
→July 31, 2026 · 3 minGoogle writes your ads for you, and you approved nothing
→July 31, 2026 · 3 minPart of your display budget is funding mobile game apps
→July 31, 2026 · 3 minA competitor can buy your company name, and it is allowed
→July 28, 2026 · 7 minGoogle Shopping: the feed decides, not the campaign
→July 28, 2026 · 8 minSeasonal businesses: buy your visibility outside the peak
→July 28, 2026 · 13 minGoogle Ads: structure, exclude, measure
→July 28, 2026 · 10 minMeta advertising: how to diagnose a Facebook and Instagram account
→July 28, 2026 · 11 minThe Andromeda update: what changes for your Meta ads
→July 28, 2026 · 10 minInstagram advertising: the three conditions to meet before you open the channel
→July 28, 2026 · 9 minFacebook for B2B: why it works, and on what condition
→July 28, 2026 · 7 minHow long does it take to test a Facebook ad?
→July 28, 2026 · 9 minDigital ad spend: what the market tells a small business
→July 28, 2026 · 9 minExecutives: proving your advertising caused the sale
→July 27, 2026 · 9 minLinkedIn: when the high cost is justified, and when it is not
→July 27, 2026 · 7 minGoogle Ads keywords: the real lever is no longer the list, it is the exclusion
→July 27, 2026 · 10 minBlack Friday and the holidays: the decisions are made before, not during
→July 27, 2026 · 10 minSocial media advertising: choose, concentrate, measure
→July 27, 2026 · 7 minFacebook targeting: Meta itself documents why fine-grained targeting hurts
→July 27, 2026 · 9 minTikTok for business: what the usage data actually says
→July 27, 2026 · 11 minGoogle Ads ROI: from the reported ROAS to real profit
→July 20, 2026 · 10 minThe budget threshold below which a market test proves nothing
→
SEO
Conversion
AI visibility
Web design