Topic
Campaign structure
SKAGs, theme groups, single-campaign accounts, naming conventions. The structure you build determines what you can ever measure.
- 3 min read
Structuring a B2B account for offline conversion imports
Turning on OCT in a poorly structured account is like giving better fuel to a car with a broken engine. The data quality improves. The underlying structural problems don't go away.
Read post → - 3 min read
Brand terms are a defensive scam we all play along with
When I show clients their blended ROAS, they're usually proud of it.
Read post → - 2 min read
Naming conventions that actually scale in BigQuery
I inherited an account once where campaigns were named things like:
Read post → - 2 min read
We turned off brand search for 30 days. Here's the data.
The debate in our portfolio: are we paying $15K a month for brand clicks that would have come to us anyway?
Read post → - 3 min read
Cross-brand cannibalization: a $650K/month MCC case study
I discovered that my own campaigns were bidding against each other and I was losing money to myself.
Read post → - 5 min read
Why I still build SKAGs in 2026 and you should too
Everyone told me Single Keyword Ad Groups were dead.
Read post → - 4 min read
Why I'm done with broad match in B2B
Google's account reps pushed broad match hard. They still do. They'll tell you the algorithm is smart enough now to find conversions you'd never think of, that exact match is leaving money on the table, that you have to trust the machine.
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