Insights
Working notes from running real accounts.
Working notes from running real ad accounts. Honest takes on what AI in advertising actually changes. By John Williams + the iaswai team.
Honest takes on PPC, AI in advertising, and performance marketing. Written by John Williams (founder) and the team. Cross-posted from Substack (19,000+ subscribers).
Recent articles below. Subscribe on Substack →
Recent posts
- The dark side of AI overload in campaign management
- The Future of Automated Campaign Types in PPC and Social Media
- Truths in "AI Search Has A Citation Problem"
- Doing Ads on a Small Budget: A Strategic Guide
- Rethinking Ads + CPC Strategies in 2025
- Unlocking Accurate Google Ads Impression Share With a Simple Script
- Maximizing the Power of Customer Lists + First-Party Data in Google Ads
- PMax Audiences: To Test, or Not To Test
By category
- Google Ads — 30+ articles on Performance Max, Search, Shopping, scripts
- AI in advertising — Buddy, Claude, open-source tooling, agent design
- PPC strategy — bidding, budget allocation, account structure
- Ad scripts — Google Ads + Microsoft Ads automation scripts
- Content marketing — paid social, video, creative
Subscribe
The full archive (86+ articles) is on this site. New posts are also published to Substack — 19K+ subscribers, no spam, unsubscribe anytime.