Paid Advertising

Paid ads are the fastest way to get traffic, and the fastest way to lose money doing it. Every platform has its own learning curve, its own targeting quirks, its own bidding algorithm, and its own failure modes. This 80-page section covers the big six (Meta, Google, YouTube, TikTok, LinkedIn) plus the creative discipline and measurement work that spans them all. The goal: know enough to run profitable paid traffic on any platform without being dependent on an agency you don't trust, and enough to hire a great agency if you decide you want one.

The eight sections