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Google Ads
What I changed in PMax — and why CPL fell 38%
A practical breakdown of asset-group structure, audience signals and the exclusions that did the heavy lifting.
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Meta Strategy
Creative testing without burning budget
How I structure Meta creative tests to get meaningful signals without spending the month in a week.
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GA4 & Analytics
The 6 GA4 events every site actually needs
Strip GA4 back to the six events that actually inform decisions — and why the rest is noise.