Head of Paid Media & Co-Founder at bigmomo
Gold ContributorAna Kostic has been inside Google Ads, Meta Ads (and other Ads) accounts since 2009, long enough to stop trusting the default dashboard and start asking what a number actually means. She is the Co-founder and Head of Paid Media at bigmomo in Spain, where she still runs live accounts and leads the PPC team. She writes from the unglamorous end of paid media: budget pacing when spend drifts, reporting that survives a platform update, and whether the CRM agrees with what Ads Manager is celebrating. Search, Shopping, Performance Max and lead gen across multiple markets. Give her a spreadsheet, a business target and a problem that needs fixing before end of day, and she is in her element.
Writes with Ana Kostic
Ana Kostic joins The SEM Dispatch.
When the right move is to wait on bids and targets, there is still useful account work: search term, placements, measurement checks, and post-click review that clean waste without resetting Smart Bidding.
Most bad account decisions come from touching campaigns when the right move was to wait: here is a four-state framework for knowing which side of that line you are on.
AI Max makes Search flexible for conversational demand. The real question is what automatic campaigns mean for Google and for paid media when search becomes conversational.
If your budget-limited campaigns have been beating their tCPA or tROAS targets, Google will start enforcing the number in settings from 17 August. Here is what to review and adjust before the deadline.
