Field notes
Straight answers about paid advertising
Six guides to the parts of paid advertising that cost people the most money when they are misunderstood. Free, ungated, and written for owners rather than practitioners.
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What Is PPC?
How the auction works and what you are actually bidding on.
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Quality Score
The three components, the discount, and the trap.
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Display vs Search
Demand capture versus demand creation, and the right order.
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ROAS vs ROI
Break even math, and why 4x ROAS can still lose money.
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PPC Audit Checklist
The full checklist we run on every account review.
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Common questions
Pricing, contracts, budgets, ownership and reporting answered plainly.
Why these are free
An informed client is a cheaper client to serve
Most of the friction in an agency relationship comes from a vocabulary gap. If you already know the difference between return on ad spend and profit, our monthly call takes fifteen minutes instead of an hour, and it is about decisions rather than definitions.
There is no email gate on any of this, because a PDF behind a form is a lead magnet, not a resource. If something here saves you money and you never contact us, that is a fine outcome.
Next step
Would rather we just looked at it?
The guides explain the method. An audit applies it to your account and comes back with the specific numbers, in writing, at no cost.