Practical write-ups from real accounts - tracking, campaign structure, creative and the small decisions that separate cheap clicks from qualified buyers. No fluff, no recycled "10 tips."
From July 1, Meta charges a location fee on ads shown in the UK, EU and Turkey - tied to where the ad runs, not where you're based. It's added on top of budget and hidden from Ads Manager. Here's who pays, how much, and what to change.
From August 2, 2026, the EU's AI transparency rules apply to any business that uses AI and reaches an EU audience - wherever you're registered. What changes, how it hits paid advertising, and a short plan to get ready.
Google is retiring Dynamic Search Ads for AI Max - voluntary now, automatic from September 2026. What it does, what Google and independent tests say, and what to set up before the switch so budget doesn't leak.
Meta's new AI ad-selection engine flipped the rule: now the creative chooses the audience, not the other way round. Broad targeting wins, and creative quality drives ~56% of the result. What changed and what to do.
Since April 2026 you can connect Claude or ChatGPT to your Meta ad account and manage it in plain text. How to connect, where it genuinely saves time, and the real risks - because there are some.
Your cookie banner decides how much data reaches Google and Meta. Set up wrong, tracking quietly breaks - understated numbers, blind optimization. What Consent Mode is, who needs it, and how to set it up right.
Cheap leads that never buy usually mean one thing: you taught the algorithm to find form-fillers, not customers. How offline conversions (Meta CAPI + Google) fix lead quality - and what it takes.
On July 7, 2026 Meta launched Muse - image generation right inside your ad creatives. It lifts the "creative ceiling" for small business, but doesn't replace strategy. Where Muse helps, and where it can hurt your brand.
OpenAI has started showing ads inside ChatGPT - a new sales channel and a new risk. What "conquesting" is (a competitor surfacing in a chat about your brand), and why the answer is: organic first, ads second.
After ChatGPT, Google is embedding ads right inside AI answers - in AI Overviews and conversational AI Mode. The new formats, how to get in (Performance Max, AI Max), why measuring gets harder, and the rule: organic first, ads second.
Ad accounts are usually banned not for "scary" content but for behavior: sudden budget jumps, cold accounts, data inconsistencies, payment problems. How to cut the risk in advance - and what to do if a ban already happened.
For a local business, a top spot on maps is often more valuable than advertising - and largely free. How Google ranks locally, how to build your profile and reviews, and why the same signals now help AI assistants recommend you.
Meta opened Threads ads worldwide in early 2026 - a rare window where the audience is already huge but competition is tiny, so impressions are cheap. What it is, how it works, who it suits, and how to test it without risk.
Perplexity went the opposite way and dropped ads, betting on trust and subscriptions. You can't buy impressions there - but its audience is valuable. How to get the AI to recommend your business organically.
Occasional, practical notes on paid advertising - straight from live accounts. No spam, unsubscribe anytime.
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