Paid Acquisition

Technical references on paid acquisition, written by the practitioners who run these channels for our clients. Every claim is sourced to official platform documentation, every number is verified, and where we state an opinion it is how we operate, not theory. Pick a platform to start.

How We Approach
Google Ads account structure: campaign consolidation, theme grouping, and when to segment
How to structure Google Ads accounts: layers, limits, consolidation vs segmentation, and Temper And Forge’s decision framework for campaigns and ad groups.
Process Guide
Google Ads conversion tracking: native tags vs GA4, enhanced conversions, and consent mode
Concrete implementation guide for Google Ads conversion tracking, GA4 imports, enhanced conversions, and consent mode v2.
Process Guide
Google Ads remarketing: the audience lists worth building and the campaigns to run them in
Concrete guide to Google Ads remarketing: your-data taxonomy, 100-user rules, 540-day limits, Customer Match tiers, usage surfaces, and EEA consent.
How We Approach
Performance Max by business type: why it works for CPG and ecommerce, and where lead gen struggles
How Performance Max fits ecommerce, CPG, and lead gen, and what lead-gen advertisers must build before trusting it.
Cost Guide
Google Ads cost: what you pay per click, the auction mechanics that set prices, and how to size a first budget
Understand how Google Ads pricing works, what drives CPC up, and how to size a first budget from your own economics instead of generic benchmarks.
Process Guide
Ads in Google AI Overviews and AI Mode: which campaign types and settings qualify, and how placements are selected
Understand how Google AI Overview and AI Mode ads work, which campaigns qualify, and what control and reporting you do and do not have.

All 25 Google Ads guides

Compliance Guide
ChatGPT ads policy: restricted categories and the rules for healthcare and finance advertisers
A precise, dated guide to ChatGPT ad policies, including allowed, restricted, and banned categories plus standards, placements, and enforcement.
Process Guide
ChatGPT ads for ecommerce: product feed campaigns, placements, and store tracking
How ChatGPT product-feed ads work for ecommerce: formats, setup, targeting, tracking, and Shopify’s organic Catalog exposure.
Decision Checklist
ChatGPT ads capabilities: the targeting, formats, and measurement available now, and what OpenAI has not built yet
A practitioner’s matrix of ChatGPT ads targeting, formats, measurement, and controls, with documented capabilities and gaps as of October 2026.
Cost Guide
ChatGPT ads cost: published pricing, CPM context from other channels, and first-test budgets
Understand ChatGPT ads costs, budgets, and what a four-week pilot buys, using OpenAI’s published pricing and practical test math.
Comparison
ChatGPT ads vs Google Ads: captured intent vs conversational discovery, and how to split budget between them
Compare ChatGPT ads vs Google Ads, their mechanics, targeting, pricing, and how to fund ChatGPT as a pilot without weakening search demand capture.
Comparison
ChatGPT ads vs LinkedIn ads: which reaches B2B buyers better, and at what cost
A practitioner comparison of ChatGPT ads vs LinkedIn ads for B2B reach, targeting, and cost structure, with clear guidance on where each can and cannot work.

All 16 ChatGPT Ads guides

Process Guide
Meta Pixel and the Conversions API: setup, event deduplication, and which events each one sends
Implement Meta Pixel + Conversions API as one redundant system with correct deduplication, event IDs, and verification in Events Manager.

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