Marketing hub
Paid Social Advertising
Paid social changed more in 2025 and 2026 than in the five years before. Meta and TikTok now pick who sees an ad largely by reading the ad itself, so audience settings matter less and creative and conversion data matter more.
These guides cover how each platform works now, how to set up tracking that the delivery systems can learn from, and how to structure campaigns and budgets so automation works for you instead of against you.
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Playbooks
Facebook Ads Not Delivering? Here's What's Actually Wrong
A 'Learning limited' tag and a 'Not delivering' tag mean two different things. Here is what Meta is actually telling you, status by status.
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Playbooks
Google Ads Quality Score: What It Is and How to Improve It
Quality Score is not what most PPC advice treats it as. Google says it plainly: it's a diagnostic number, not an auction input. Here's what actually moves your costs.
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Strategy
Google Ads vs Facebook Ads: Which One Should Get Your Budget
One platform sells to intent that already exists. The other has to create it. That difference explains almost every cost gap between the two, and which one your business should fund first.
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Playbooks
Google Demand Gen Campaigns: What They Are and How to Set One Up
Demand Gen is where Google put the creative-led, visual-platform budget that used to live in Discovery campaigns. Here's how it actually works and when it earns a slot in your plan.
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Playbooks
How Much Do TikTok Ads Cost in 2026? Budgets by Format
TikTok sets a $500 campaign floor and a $50 ad group floor. Everything above that is an auction, and the auction cares about your content more than your wallet.
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Playbooks
Lookalike Audiences in 2026: How They Work Now
Lookalike audiences didn't disappear. They got quieter, feeding automated systems instead of sitting as the targeting decision you made yourself.
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Playbooks
Meta Conversions API: What It Is and How to Set It Up
The pixel alone was never going to survive ad blockers, Safari's cookie limits, and iOS privacy prompts. The Conversions API is Meta's answer, and it's less work to set up than most agencies make it sound.
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Playbooks
Meta Pixel Setup: A Step-by-Step Install and Test Guide
A pixel that isn't verified is a pixel you're guessing about. Here's the install, the test, and the one pairing that keeps your data honest after it goes live.
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Playbooks
Performance Max Campaigns: What They Are and When to Use Them
Performance Max hands most of the targeting and placement decisions to Google's automation. That is either the best thing that happened to your account or the reason it stopped making sense, depending on how you set it up.
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Playbooks
TikTok Ad Library: How to Use It for Creative Research
People say 'TikTok Ad Library' and mean two different tools. One is a DSA transparency repository, the other a creative inspiration feed. Knowing which one answers your question saves an afternoon.
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Playbooks
TikTok Ads Best Practices That Actually Move Spend
TikTok ads reward native video, a fast hook, and a handful of creative variations. Here is the version of best practices that holds up past the first week.
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Playbooks
TikTok GMV Max Explained: What It Is and Who Needs It
GMV Max doesn't ask you to pick an audience or a bid strategy in the usual sense. You set a budget and a revenue target, and the algorithm runs the rest of the funnel.
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Playbooks
TikTok Spark Ads: What They Are and How to Get Authorized
A Spark Ad runs an existing TikTok post, with its real likes, comments, and view count attached, as a paid ad. Here is how that works and how to get a creator's permission to run theirs.
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Playbooks
YouTube Shorts Ads: Campaign Types, Specs and Setup for 2026
There's no 'YouTube Shorts ads' campaign to create. There are four existing campaign types that can serve on Shorts, and they behave differently once they get there.
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Tooling
Best Tools to Monitor Competitor Facebook and TikTok Ads in 2026 (Free and Paid)
Every competitor ad is public somewhere. The free libraries show you what is running. Paid tools add history, alerts and a way to organize what you find. Most brands need less than they think.
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Strategy
What Is Meta Andromeda? Why Creative Is the New Targeting in 2026
For a decade, Facebook ads started with an audience. Andromeda flipped the order. Now the ad comes first, and the system finds the people for it.
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Playbooks
Best Meta Ads Courses in 2026 to Learn Facebook and Instagram Ads for Your Brand
Most Facebook ads courses were recorded before Meta handed targeting to its AI. Pick one that teaches the platform as it works now, or you will learn tactics that quietly cost you money.
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Strategy
10 Facebook Ads Strategies That Work After Meta's Latest Updates (October 2026)
Your creative is now your targeting. Most of what changed at Meta this year follows from that one shift, and most underperforming accounts are still fighting it.