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Media, unpacked

Notes on paid media, creative, and reporting from the team actually running the accounts. No fluff, no filler.
Paid Search
How to audit your Google Ads account for wasted spend in 30 minutes.
Seven checks you can run yourself, in about half an hour, to find where a Google Ads account is quietly leaking budget.
July 28, 2026
3 min
Strategy
Why we cap frequency before we ask for more budget.
Adding budget to a saturated Meta audience doesn't buy more customers. Here's what we check before we ever raise spend.
July 28, 2026
3 min
Strategy
The real cost of chasing CPA over incrementality.
A low CPA doesn't mean the media worked. Why we test for incrementality before we trust a dashboard, and what it costs to skip that step.
July 28, 2026
3 min