The PaidScope blog
Long-form notes on paid media — frameworks, teardowns, and the stuff that didn't fit in a tool. New posts when there's something worth saying.
Subscribe via RSS- 2026-07-01
Best Practices for Creative X-Ray Analysis in TikTok Advertising
Explore advanced strategies for conducting Creative X-Ray analysis in TikTok advertising, focusing on actionable insights and technical nuances that maximize ad performance.
Read → - 2026-07-01
Navigating the Google Ads Format Graveyard: What’s Gone and What Remains
Understand the recent changes in Google Ads ad formats, explore what's been deprecated, and strategize to adjust your campaigns accordingly.
Read → - 2026-07-01
Ad Placement Mechanics: Diving Deep into Google Ads' Discovery and Smart Display Networks
A detailed exploration of the mechanics behind Google Ads' Discovery and Smart Display Networks, enabling operators to maximize effectiveness and ROI.
Read → - 2026-07-01
Crafting Effective Campaigns with Google Ads' Smart Bidding Strategies
A deep dive into optimizing campaigns using Google's Smart Bidding strategies, with practical insights for experienced operators.
Read → - 2026-06-18
Optimizing Performance with Google Ads' New Responsive Search Ads
An in-depth look at optimizing Performance with Google Ads' responsive search ads, focusing on key strategies and best practices for experienced paid media operators.
Read → - 2026-06-18
Benchmarking LinkedIn Ads: Best Practices for Effective Budget Allocation
Master budget allocation in LinkedIn Ads with these industry benchmarks and best practices tailored for experienced media operators.
Read → - 2026-06-15 · cpm · measurement · formula
CPM Formula — Worked Examples for Paid Media Reporting
CPM = (spend ÷ impressions) × 1,000. The formula is one line; the hard part is matching impression definitions across Meta, Google, and TikTok before you report up.
Read → - 2026-06-15 · google-ads · policy · operations
Google Ads Updates Today — Where Operators Actually Check
There is no single “updates today” page inside Google Ads. Here is the operator stack: Policy Watch, Pulse, account notifications, and what to scan before you change bids or budgets.
Read → - 2026-06-11
Navigating Reddit Ad Formats: Specs and Unique Considerations
An in-depth analysis of Reddit ad formats, specifications, and platform nuances to optimize your advertising strategy.
Read → - 2026-06-04 · cpm · measurement · formula
How to Calculate CPM (With Formula and Examples)
CPM is spend per thousand impressions — the formula is simple, but platform reports, viewability, and placement mix make “your” CPM hard to compare. Step-by-step for paid media operators.
Read → - 2026-06-04 · facebook · meta · specs
Facebook Ad Sizes in 2026 — Feed, Banner, and Reels Reference
Facebook ad sizes still split across Feed 4:5, square 1:1, Stories/Reels 9:16, and right-column units. Operator reference with links to live spec rows and placement sheets.
Read → - 2026-06-04
Decoding Recent Policy Changes Across Major Ad Platforms
A detailed look at the latest shifts in advertising policies across Google, Meta, TikTok, and others, along with actionable insights for paid media operators.
Read → - 2026-06-04
Understanding TikTok's New Ad Placements and Specs
Dive into TikTok's latest advertising placements and specifications, providing essential insights for operators exploring new opportunities.
Read → - 2026-06-04
Exploring the Impact of Signal Loss on Campaign Performance
This article examines the impact of signal loss on digital ad campaigns, detailing its implications across major platforms, diagnostic strategies, and mitigation tactics for performance maximization.
Read → - 2026-06-04 · glossary · acronyms · paid-media
Paid Media Acronyms Cheat Sheet for Operators
CPM, CPC, CTR, ROAS, CPA, MER, CAPI, PMax — the acronyms stack fast. This cheat sheet maps the terms in-house performance teams use daily, with links into PaidScope glossary depth.
Read → - 2026-06-04 · roas · measurement · google-ads
What Is ROAS? A Paid Media Operator's Guide
Return on ad spend (ROAS) is the efficiency ratio every performance marketer reports — but target ROAS, blended ROAS, and platform-reported ROAS rarely agree. Here is how operators define, calculate, and sanity-check ROAS before scaling.
Read → - 2026-06-03
Understanding Advantage+ Campaigns: Performance Implications and Best Practices
Dive into the mechanics of Meta's Advantage+ campaigns with a focus on performance impact and best practices for optimization.
Read → - 2026-06-03
Dissecting the Deprecation of Google Ads' Expanded Text Ads
An in-depth analysis of the phased-out Expanded Text Ads in Google Ads, their transition to Responsive Search Ads, and practical strategies for media buyers.
Read → - 2026-06-03
Implementing Creative Testing Protocols for Paid Media Operators
Maximizing ad performance begins with systematic creative testing. Here's how to structure your testing protocols effectively.
Read → - 2026-06-03
Navigating Google Ads' Performance Max: Best Practices for Campaign Structure
A detailed overview of best practices for structuring Google Ads Performance Max campaigns effectively, targeted at experienced paid media operators.
Read →