Issue 08 · 3 July 2026 · Freshly compiledCPC index +4.2% · Impression share −1.8%
SECTION · 03

Autopsies — named
accounts, opened up.

Each Autopsy sits with a single account and one specific failure mode. The team responsible for the account works alongside us on the reporting; the numbers are theirs; the framing is ours. We do not run anonymised composites and we do not extrapolate from a single case to a universal lesson.

Autopsy 1
AUTOPSY · £4M · GOOGLE ADS

How a smart bidding migration lost £310,000 in a quarter.

A UK homewares brand switched from manual to tCPA at the wrong moment in the wrong campaign. The dashboard reported a win. The MMM told a different story.

Dagny Halloran · 16 minread →
Autopsy 2
AUTOPSY · £11M · PMAX

The brand-blend that ate an eight-figure account.

PMax, allowed to bid on the brand's own trademark, absorbed a share of spend nobody had budgeted for. We reconstruct the quarter and the £600k reallocation that fixed it.

Malachi Osgood · 19 minread →