We track what Google, Microsoft, Meta, and the paid media press actually change, inclusive of bidding, targeting, and measurement. Then we say plainly what it does to qualified lead cost and what is worth auditing this week, not next month. Written by Ryan Sappington, founder of Scaled Advertising.
Updated
On: Google Ads Attribution Models Explained: Last Click vs. Data-Driven
Read Ryan's takeOn: How Do I Keep Control As Platforms Automate My Account? : Ask A PPC via @sejournal, @navahf
Read Ryan's takeOn: Google Ads Target Bid Strategy Changes: What Changed in August 2026 and What to Do Now
Read Ryan's takeOn: How to Build a Google Ads Daily Pacing Script
Read Ryan's takeOn: What to Test Next? 21 Google Ads Experiment Ideas
Read Ryan's takeOn: Getting a Pipeline Number You Can Defend to Finance
Read Ryan's takeOn: Reach your audience in new ways with August’s Demand Gen Drop.
Read Ryan's takeOn: Do Google Ads Work? Pros, Cons, & Tools to Guide You
Read Ryan's takeOn: The Performance Max Brand Leak Audit: Measuring the Spend You Would Have Won Anyway
Read Ryan's takeOn: Get your product data holiday-ready on Google Merchant Center.
Read Ryan's takeOn: We Tested Ads in ChatGPT: Here’s What the Channel Actually Does
Read Ryan's takeOn: The Silver Lining of August 17: How Google’s Bidding Change Solves Budget Scaling Fluctuations
Read Ryan's takeOn: Reddit Is Where Search & Social Collide. Is Your Paid Strategy Ready for the Impact?
Read Ryan's takeOn: Evolve your marketing with new AI tools
Read Ryan's takeOn: Prepare for the holiday season with July’s Demand Gen Drop.
Read Ryan's takeOn: Elevate your campaign performance with June’s Demand Gen Drop.
Read Ryan's takeWe manage Google Ads, Microsoft Ads, and Meta for B2C brands with big-ticket offers and long sales cycles, namely real PII capture, CRM-qualified outcomes, search relevance, and whether spend can scale without wrecking cost per qualified lead.
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