ppc field notes.
Practical, opinionated writing on ppc from the team at Adfirm. 70 posts in total — 29 in this category.
Meta Ads landing pages: 2026 high-converting page anatomy
The landing page after the click is where Meta ROAS is won or lost. Here's the 2026 above-fold anatomy, the 1.5s LCP target, and the four sections that compound.
Google Performance Max in 2026: the account structure that scales
Performance Max ate Google Ads' campaign types. Here's the 2026 account structure, the asset group framework, and the four traps that wreck performance.
LinkedIn Ads in 2026: the B2B playbook that actually closes deals
LinkedIn ads in 2026 are different — better targeting, better lead forms, real attribution. Here's the B2B playbook that closes deals, not just generates clicks.
TikTok Ads for direct response in 2026: the SMB playbook
TikTok converts for DR but the discipline is unlike Meta. Here's the 2026 creative model, account structure, and bid strategy that works for SMB budgets.
Google Demand Gen in 2026: cross-channel video that converts
Demand Gen replaced Discovery and YouTube as Google's primary social-style ad. Here's the 2026 creative spec, audience setup, and what to actually measure.
MMM for SMB in 2026: open-source attribution beyond cookies
Marketing Mix Modeling used to need a Fortune 500 budget. Open-source tools changed that. Here's the 2026 stack for measuring channel impact without cookies.
YouTube Ads in 2026: the high-consideration playbook
Demand Gen is great for new demand, but YouTube standalone still wins for high-consideration B2B and SaaS. Here's the 2026 setup, creative spec, and audience model.
Reddit Ads in 2026: the SMB playbook from a hostile platform
Reddit's self-serve ad platform matured in 2025. Here's how to run paid Reddit ads in 2026 without getting community-pilloried — and what actually converts.
Microsoft Ads in 2026: the channel everyone forgot is growing
Microsoft Ads quietly grew in 2025 thanks to Copilot. CPCs are 40-60% cheaper than Google. Here's the 2026 setup that arbitrages the gap before it closes.
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