Every insight.
Frameworks, attribution thinking, and platform changes worth a CMO's attention — newest first.
11 insights.
Your CPC Is Supposed to Go Up
Move Google Ads bidding from a button click to closed revenue and the cost per click rises within weeks. Auction theory predicts it, field experiments explain it, and our client accounts show it. Here is why the higher price is the healthy sign, and where it stops being one.
The Ad Platform Is Smarter Than You. Your Job Is to Feed It What It Can't See.
Google, Meta, and LinkedIn already beat you at the auction. The accounts that win stop fighting the bidding system and feed it the one thing it's blind to: information it doesn't have. Here is the hierarchy that actually moves performance.
LLMs Ate the Middle of Your Funnel
Your demand gen team is optimizing for a stage that doesn't exist anymore. 94% of B2B buyers now use LLMs during the buying process, but total vendor interactions haven't changed. Here's what actually happened to the middle of your funnel.
Google Ads for SaaS: What $250M in B2B Ad Spend Actually Taught Us
Most SaaS Google Ads guides skip the hard part: connecting spend to pipeline. Here's what $250M in managed B2B ad spend taught us about what actually works.
Power Law Marketing
Why marketing outcomes follow power laws, and what it means for budget allocation, channel strategy, and performance optimization.
Google Ads for Long Sales Cycles: The B2B Playbook for 6-18 Month Deals
Google Ads was built for e-commerce. Same-session conversions, clear attribution, fast feedback loops. B2B sales cycles stretch 6-12 months, and the platform's own constraints work against you. Below: how to make it work anyway.
Google Ads AI Max: A Practitioner's Take on What's Actually Working
Google's AI Max for Search launched globally in September 2025 with bold claims: [14% more conversions at similar costs](https://blog.google/products/ads-commerce/google-ai-max-for-search-campaigns/). Four months in, the picture is more nuanced, especially for B2B advertisers. What we're actually seeing in client accounts, why results vary so much, and the strategic reason you might enable it regardless.
Marketing Mix Modeling: The Portfolio View Your CFO Is Already Asking For
MMM is not a measurement upgrade. It's the tool that moves the conversation from campaign-level optimization to portfolio-level allocation, and that's a different conversation entirely.
Incrementality Testing: The Only Measurement That Actually Proves Causation
Every other measurement tool tells you what correlated with a conversion. Incrementality testing tells you what caused it. That distinction is worth a lot of money.
Multi-Touch Attribution: What Platform Credit Gets Wrong
Platform-reported attribution is not neutral. It systematically over-credits the channel that owns the reporting interface. Here's how to build a model that corrects for that.
The PCG Way
The three measurement tools we run on every engagement: Incrementality Experiments, Multi-Touch Attribution, and Marketing Mix Modeling. Each answers a question the others can't.