Paid Ads

Paid advertising: Google, Meta and beyond

Paid ads buy reach on demand, and they punish guesswork quickly. Campaigns that make money are built on tight targeting, creative that speaks to a specific problem, landing pages that keep the promise the ad made, and tracking good enough to know which spend is working.

These guides cover structuring Google Ads and Meta campaigns, writing ad copy within platform limits, building audiences and lookalikes, setting budgets and bids, testing creative systematically, and attributing revenue so return on ad spend is a measured number rather than an estimate. They also cover when to pause a campaign and how to scale one that is working without breaking it.

Expect campaign structures, copy formulas and the metrics to check before you increase a budget.