Paid Media

Most paid media gets judged on the wrong scoreboard. Clicks are cheap, impressions are cheaper, and a low cost-per-click feels great right up until you notice none of it turned into pipeline. This thread is about spend that earns its keep: Google Ads, paid social, and the landing-page work that decides whether the click was worth buying. We run campaigns against closed-won, not CTR, because the only conversion that pays the bills is the one your CRM agrees actually happened. Expect the unglamorous stuff that moves ROAS, buying qualified leads instead of cheap traffic, wiring conversion APIs so the platforms optimize toward real outcomes, and killing the keywords that look busy and convert nobody. We'll tell on ourselves about the experiments that flopped too, because that's usually where the lesson hides. If your paid budget is climbing while your confidence in it drops every quarter, start here.