Attribution tells you which click got credit. A geo holdout test tells you whether your ad spend actually caused the revenue. Here's how to design one at mid-market scale, and why you should wait until January to run it.

Microsoft Ads costs about 35% less per click than Google and reaches an older, higher-income audience. Here's where it genuinely converts, where it doesn't, and how to run it without doubling your workload.

Doubling your landing page conversion rate halves your cost per lead without touching your bids. Here's the math, the 2026 benchmarks, and the five fixes that actually move it.

Google removed first click, linear, time decay, and position-based attribution from Google Ads. By September, affected conversion actions get migrated automatically. Here's what to check now.