Notes on Paid Media

The one-page PPC briefing that improves any proposal: what to write before talking to agencies

A good briefing saves weeks and improves proposals. Goals, margin, capacity, audience, offers, data and constraints, in a one-page template, with…

Bilingual PT-EN site with hreflang: how to structure European Portuguese and English versions for ads and SEO in Portugal

With language targeting removed from Search and Google Ads' machine translation, the site needs clear versions per language. URLs, hreflang, adapted…

Meta Q3 2026: ad revenue +26% and price per ad +23%: what it suggests to advertisers

Meta reported +26% ad revenue and +23% price per ad in the US and Canada in Q3 2026. What the numbers say, what they don't and what to do.

Meta Pixel and Conversions API in an SME: what to have configured when Meta uses less data in the EU and Safari 27 changes measurement

Less data in the EU, consent and Safari 27 make measurement more fragile. A minimum setup of pixel, Conversions API and events, with quality attribution…

Demand Gen: the “Overlay on videos” option appears on by default and your videos may carry overlaid text and an AI label in the EU

PPC News Feed (9 October 2026) recorded in Demand Gen asset optimisation an option that overlays key text messages on your videos, apparently on by…

Content that answers questions: FAQ, structured data and how to write for people and for AI answers

With AI Overviews in 88% of commercial searches in a sample and AI clicks still thin, useful content, with facts and answered questions, remains the…

Call-only ads stop receiving impressions in February 2027: what to do if your business lives on the phone

According to a compilation of the Google Ads calendar, call-only ads stop receiving impressions in February 2027. For clinics, garages, plumbers and…

Seasons of the year for Portuguese businesses: a 2027 campaign plan by quarter, with platform dates

Planning the year by quarter helps put budget where demand is. A 2027 plan template with known platform dates (February, 31 January) and a sheet to add…

Build-to-order vehicle ads in 9 countries (without Portugal) and model feeds for manufacturers: what it means for dealerships and garages

PPC News Feed (17 October 2026) recorded build-to-order vehicle ads in 9 countries, without Portugal, and model feeds in beta for manufacturers. What it…

How to test ad creatives without fooling yourself: hypotheses, samples, duration and decisions, with AI generating variations

Meta says Advantage+ can generate up to 150 variations and there's never been so much testing. How to design reliable creative tests: one variable,…