The Paid Media Playbook
Notes on auditing, measurement and running ad accounts. What I actually do, in the order I do it.
I write about the real work of running paid accounts: audits, measurement, budgets and campaign decisions. Each article answers a specific question an agency asked me or I asked myself inside an account. I cover Google Ads, Meta, LinkedIn and TikTok, and also how I organise white-label work: who owns the access, who talks to the client and how a report gets presented. If any of them helps, you can write to me from the contact form or book 15 minutes.
When outsourcing paid media makes sense for an agency
I wouldn’t decide on client numbers alone. I’d look at the workload, how consistent it is and who will be responsible for each account.
How to resell paid media with a margin
Before setting a fee, I separate execution, coordination and what you promise the client. Margin starts with the scope, not in a year-end subtraction.
What to ask a freelancer working under your brand
I’d put account ownership, client communication and what happens at the end in writing before requesting the first account access.
How to audit a Google Ads account you just inherited
The first three hours inside someone else's account decide the next three months. Here is what I look at, and in what order.