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Paid Media Desk
Paid Media
The flagship desk. Strategy, structure and hard-won field notes from practitioners who run the accounts, across search, social, programmatic and video.
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When Call Assets Go Rogue
A client had 98 call conversions in two months, but most of them weren't relevant. Find out how I fixed it without losing call volume.
Video Advertising
YouTube Isn’t Search. So Why Are We Measuring It Like It Is?
Measuring YouTube against Search-shaped KPIs can make effective advertising look inefficient and weak advertising look defensible. Start with the goal, then decide what evidence would actually demonstrate success.
Strategy
How advertising agencies can build effective targeted account lists
B2B buyers complete 70% of their research anonymously before talking to sales. Here is how agencies can use intent anomaly spikes to build targeted account lists before competitors arrive.
Strategy
Paid search will tell you your positioning is wrong before anything else does
A UK challenger brand cut CPA by 76% by rewriting copy to buyer intent rather than changing bids. Here is how to use search queries to fix positioning before the brand tracker even reports back.
Strategy
The Hardest Optimisation Is Doing Nothing
Most bad account decisions come from touching campaigns when the right move was to wait: here is a four-state framework for knowing which side of that line you are on.
News
What's happening in ChatGPT Ads? A round up from August 2026
We tracked 3,286 UK advertisers running ChatGPT Ads in August (up 14% MoM): here is how commercial adoption, creative copy, and automated bidding are shaping up.