Paid Advertising Guides

Paid advertising across every major platform, organised by where you are spending. The platforms differ enormously in mechanics and barely at all in the questions worth asking: what is the incremental return, what is the real supply chain, and what would make you stop.

Start with media buying fundamentals if you are new to buying, or go straight to your platform if you are not. The Meta and Google sections are the deepest; the smaller platforms are covered honestly, including where they are not worth your time.