Sebastian's Archive

Field notes from the ad account.

Weekly notes on paid media, tracking, and landing page CRO. Written from inside live accounts, not the conference stage.

Featured

SEM in 2026: what actually changed when the platforms went AI-first

Google and Meta took over targeting and bidding, and the leverage moved to what you feed them. What stopped working, what replaced it, and where an operator still earns their keep.

Paid Media Strategy/4 min readRead

Google Ads

The Google Ads audit checklist I run on every new account

Five checks in a fixed order: tracking, conversion hierarchy, structure, geography, budget. The same sequence behind the free 3-Changes Audit.

4 min readRead

Conversion Tracking

The offline conversion import is the biggest lever most accounts miss

Ad platforms optimize toward whatever you count as a win. If all you count is form fills, form fills are what you get. Here's how to feed real sales outcomes back into Google and Meta.

5 min readRead

Landing Page CRO

The 15-minute landing page audit I run before touching an ad account

Before touching bids or creatives, look at the page. Most accounts have conversion fixes sitting on the landing page, not in the ad account.

4 min readRead