Sophie Mills
Performance marketing strategist
Sophie Mills is a performance marketing strategist at ADSRUNNER. She works hands-on in client accounts across Google Ads and Meta, with a focus on ecommerce and lead generation.
Her day-to-day is the craft layer of paid media: campaign and account structure, search term and negative keyword hygiene, shopping feed quality, creative testing cadence, and the reporting that tells you whether a change worked or the week was just noisy.
She writes the practical guides — how a thing is actually set up, what the settings do, and which defaults quietly cost money.
Meta account structure in 2026: consolidation, Advantage+, and control.
For years, sophisticated Meta accounts meant elaborate segmentation — an ad set per audience, per placement, per stage. That playbook now actively hurts. The modern skill is consolidation: fewer campaigns, more signal, and a clear framework for when to trust automation.
Google AI Max for Search: should you turn it on?
Google AI Max for Search promises broader reach by letting AI find new queries and adapt your ads. Sometimes that is real incremental growth. Sometimes it is just a more expensive route to traffic you already had. Here is how we decide, and how we test it without risking the account.
A creative testing system that scales without chaos.
Creative volume is the new edge on paid social, but volume without structure is just noise that costs more. This is the testing system we use to run dozens of variants a month while still being able to say, clearly, what is working and why.
Creative volume is the new targeting.
For ten years, performance marketing was won on targeting. Better audiences, sharper segmentation, smarter lookalikes. iOS 14 broke that game. The new edge is creative — but not the kind of creative most brands produce. Volume of native, testable variants beats single polished hero spots, every time, in 2026.
Smart Bidding in practice: tROAS vs tCPA and when each wins.
Target ROAS or target CPA is one of the most common questions in Google Ads, and most answers are dogmatic. The honest answer depends on your business model and, far more importantly, on whether your conversion data is clean enough for Smart Bidding to work at all.
Landing pages: where paid media is actually won or lost.
Every efficiency gain inside the ad account is capped and local. A conversion rate improvement on the landing page compounds across every channel, every campaign, and every future click at once. Most teams still optimize in the wrong order.
Google Shopping feeds: the optimization layer most retailers ignore.
In Shopping and Performance Max there are no keywords. The product feed is the targeting. Which auctions you enter, what you pay, and what converts are all decided by data most retailers export once from their store and never look at again.
Performance Max in 2026: how to actually control it.
Performance Max is the default for most Google Ads accounts now, and most advertisers run it on faith because Google frames it as a black box. It is not. There are real levers, and the accounts that use them outperform the accounts that do not.
Want this applied to your account?
Run a free AI audit of your Google or Meta account, or talk to the team about what scaling profitably would take.