If a channel looks too good to be true, it’s likely non-incremental. While these channels might seem to deliver high ROI, the actual return can be 5 to 10 times lower. Without the ability to spot key warning signs, marketers risk wasting millions of dollars on ineffective ad spend.

In this article, I’ll outline three effective methods to identify and quantify non-incremental spend, ensuring that every marketing dollar drives real growth.

Marketplaces, particularly those in the travel sector, present one of the most complicated challenges for Google SEM campaigns. Brands with straightforward product offerings can utilize Google’s latest best practices around Smart Bidding + Broad Match to simplify account structure. However, AirBnB operates in a highly variable ecosystem where search terms span a vast array of location and product keyword combinations. Managing this complexity requires a strategic approach to keyword targeting, campaign structure, and value-based optimization. In this article, I’ll walk through three key areas Airbnb should focus on to maximize scale and ROI in its SEM campaigns: Match Types, Conversion Events, and Account Structure.

User-generated content (UGC) ads perform well in Paid Social campaigns because they leverage authenticity and relatability, making them more engaging and trustworthy to audiences. In this article, we’ll break down three standout UGC-style ads—Hopper, RocketMoney, and Gametime—analyzing how they use hooks, visuals, and conversational tones to engage viewers and drive conversions.

Paid Social is a competitive arena where advertisers vie for the attention of a limited pool of users. The most crucial lever for outcompeting in ad auctions is creative. This document outlines my approach to success, divided into two parts: 1) Creative Testing and 2) Scaling Creatives.

Apple Search Ads is a highly competitive auction. By using the right strategies for match types, keyword targeting, and bidding, you can outmaneuver competitors and maximize results. This guide will explore advanced tactics to help maintain a strategic edge.