Tactical guides for the hardest verticals.
Compliance, CPC reduction, ROAS frameworks, and AI optimization for finance, lending, insurance, and other regulated verticals. Written by operators.
Google Ads in Lending: The 2026 Compliance Playbook
What the 2025 CFPB enforcement wave means for your lending Google Ads campaigns, the disclosures you must include, the keywords that get your account suspended, and how to stay compliant without killing CTR.
How to Lower CPC in Mortgage Google Ads (When Every Click Is $80+)
Mortgage CPCs are some of the highest in advertising. Here's the working playbook to bring them down — rate-aware bidding, geo-tightening, brand split, quality score work, and the compliance angle that most operators miss.
MCA Google Ads: Why Most Campaigns Bleed Budget in 30 Days
Merchant cash advance Google Ads campaigns fail more often than they succeed. Here are the seven structural reasons MCA accounts bleed budget — Google's policy classification, attribution gaps, distress-bait keyword traps, and the compliance landmines specific to this vertical.
Target ROAS for Hard Verticals: A Realistic Framework
Most Target ROAS implementations in regulated verticals fail because the math doesn't reflect downstream attribution gaps. Here's the working framework: how to set tROAS by vertical, the unit-economics reality check, when tROAS works vs when manual bidding wins.