SEM
Who Audits the Verdict the Machine Produced?
My own Google Ads engine compared a bid step against the wrong window. Google's auto-apply rewrote a target CPA before dawn. Both had a rationale. Neither had evidence.
6 min read
#measurement
3 posts
SEM
Google Keeps Closing the Manual Levers. What's Left of the Agency's Job?
Language targeting is going away too. As the control levers close, what actually gains value? Four real cases: measurement accuracy, causal discipline, and keeping ads aligned with business reality.
10 min read
SEM
Half of Our Record Day Was Bots: How I Caught Fake Clicks in Google Ads
Half of the Display campaign's conversions were not human. How I caught and cut fake clicks with GA4 minute-level forensics, a placement blacklist and session-age gated conversions.
9 min read