Field Notes.
Working theory on paid media, conversion, and creative. What’s actually moving the number this quarter, written from the firm’s positions and grounded in cited sources.
Platform ROAS vs incremental ROAS: the real difference
→Google Ads benchmarks 2026 by industry: how to read them
→What July 2026 state privacy laws change for ad targeting
→How many LinkedIn ad variants per campaign is enough?
→How do ChatGPT ads work for advertisers right now
→Prime Day 2026 results: what they mean for ecommerce
→The August 17 bidding change hits budget-limited campaigns
→pMax Channel Diagnostics: missing assets, by channel
→Google's new Ads terms make automation the default
→The service business that killed paid social and grew
→MMM is not for accounts under $100K monthly
→Reading Smart Bidding diagnostics without lying to yourself
→Server-side tracking beyond Meta: the gap that still hurts
→Apple ATT five years on. The lessons that held.
→Q4 prep starts in June. Here is the checklist.
→The mid-year reset: what is working in paid media now
→The B2B SaaS account that killed LinkedIn and grew pipeline
→Reading Meta's engage-through attribution honestly
→TikTok Smart+ setup without losing creative control
→Retail media is a tax. The $69B forecast is the bill.
→Meta now counts engaged views at 5 seconds. What changed.
→Ask Advisor is live. What it changes for account managers.
→Google Marketing Live 2026: what matters most
→Smart Bidding Exploration: reread your search terms
→The ecommerce account where video doubled ROAS
→Meta does not let you set a frequency cap. Here is what to do instead.
→Meta replaced interest targeting with a sentence
→How to set up Meta Conversions API without a developer
→Google now reviews ads in seconds, not hours
→Creative fatigue now hits in 5 days, not 14
→Shoppable CTV ads hit YouTube through Demand Gen
→TikTok Smart+ is the same bet Meta already made
→Threads ads are live globally. Should you test?
→How to audit a Meta ad account in 30 minutes
→Google Marketing Live is May 20. What to prepare for.
→B2B CPCs fell 22% on Meta and LinkedIn. Why.
→Privacy Sandbox is dead. Third-party cookies are staying.
→pMax finally shows where the money goes
→More channels is still bad advice
→Advantage+ is now Meta's default. Here is what you lose.
→Why your landing page matters more than your bid strategy
→How to read a pMax search terms report in 2026
→Google is killing DSA in September. Here is what to do now.
→AI Mode hits 75M users. Google is putting ads in it.
→The account that cut spend 40% and grew leads 22%
→AI Overviews cover half of queries. Now what?
→19 states now enforce privacy laws. Your tracking setup is probably non-compliant.
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Field Notes is the public version of the working theory we run on every account. If you want to talk about your own, book a discovery call.