Guides
The methodology behind the tools.
Practical guides for marketing teams who want to understand the optimization frameworks — not just run the tools.
Articles
Google Ads
How to Allocate Budget Across Keywords in Google Ads
A systematic approach to keyword budget allocation — which keywords deserve spend, how much each one should get, and how to use bid simulator data to make that decision with actual math.
Cross-channel
How to Allocate Marketing Budget Across Channels
A data-driven framework for splitting budget across Google, Meta, TikTok, and other channels — using marginal ROI and saturation curves instead of gut feel and historical percentages.