Paid Ads
Google Ads Cost Per Click by Industry, and How to Use the Number
Google Ads CPC by industry, and how to read it: why published averages never match your account, the Benchmark Ladder for ranking every number, and the break-even math that tells you what a click is worth to you.
Read 'Results', Not 'Leads': The Meta Reporting Mistake That Hides Winners
How to read Meta ads reporting without killing your best campaign.
Ad Copy Psychology: Should Your Ad Start With Why or How?
Should your ad open with why or how? Why and when point back at a problem the reader already has.
Meta Andromeda: How Many New Ads to Make Each Week, and How
Meta Andromeda shortened the life of a winning ad.
Direct Mail Marketing Cost: What a Mailing Costs and Who to Send It To
What direct mail really costs: postage, printing and the list, and why the list is the only number that moves.
How Much to Spend on Google Ads: Test, Winner and Scale Budgets
How much should you spend on Google Ads? Size the budget from what one customer can pay you: test each new campaign at that amount a day, raise winners to three times it, then scale.
Meta Ads Settings to Turn Off Before They Run Your Account
Which Meta ads settings should you turn off? Make audience lines real limits, switch off spend on placements you excluded, turn off creative enhancements and account-level testing, fill your own description, and check your pixel allow list.
How Meta's Algorithm Actually Finds Your Buyers
How the Facebook algorithm works for ads: Meta does not show your ad to your whole audience.
Local Facebook Ads Targeting: Spend Close to Home, Then Ask One Question
Local Facebook ads targeting for service businesses: spend most of the budget within 5 to 10 miles of your door, run a cheaper outer campaign, pick zip codes where your price is normal, open each chat with one question, and follow up for months.
Long-Form Facebook Ad Copy: How to Write the Long Ad
Long-form Facebook ad copy works when the buyer faces a big decision and has tried other fixes.
Problem-Aware Ads: Name It, Fix It, Hand It Over
Problem-aware ads are for buyers who know something is wrong but not what fixes it.
One Variable at a Time: A Facebook Ad Testing Framework
A Facebook ad testing framework that tells you what caused the win.
Reading Ad Data: Which Metric Is Broken and What to Fix
Which Facebook ads metrics to watch, and how to read them: give every step from ad to upsell its own rate, compare it with a baseline like 30 percent at checkout, label each drop curiosity or intent, and fix one step at a time.
Copy the Rules, Not the Ad: What Makes a Winning Ad Win
How to analyze competitor ads without copying them: pick one ad that has run for months, read it line by line, and write down what each line gives the buyer.
Text-on-Image Ads: Turn One AI Sign Photo Into Dozens of Message Tests
Text-on-image ads put the words inside a real-looking scene: a road sign, a sticky note, a phone alert.
How to Write a Facebook Ad: Why, What, Then How
How to write a Facebook ad for cold traffic: spend about 60 percent of the words on why the problem happens, 30 on what changes, 10 on how.
YouTube Ad Script: Five Beats and the Ten-to-One Ratio
How to write a YouTube ad script that survives the skip button: five beats in a fixed order, two test batches of five ads, and a ten-to-one view rate to click-through rate check that tells you if it works.
How Much to Spend on Facebook Ads for a New Offer
How much should you spend on Facebook ads for a new offer? Set your daily budget from what one customer can buy from you, set the test length from what you can lose for data, then count your ad groups and ads and write your stop lines.