Strategy
The click got easier to buy, and harder to understand
Same month, one account: Meta claimed 435 sales, GA4 gave it 104, Google Ads booked 1,464, GA4 counted 2,239. Four numbers, none agree and here is what to do now.
Paid Search
Tagged articles
PPC
Broad Match Works. But Is That Really Enough?
Two groups of searches containing the same search modifier produced very different conversion rates but surprisingly similar CPAs. Here’s why hitting your Target CPA or ROAS can hide opportunities to improve efficiency.
PPC
DJ or chef? How Google remixes your ads for every AI Mode conversation
Google is serving up your existing search ads inside AI Mode, but never the same ad twice: it recombines your RSA assets into a unique headline for every conversation.
PPC
How to Build a Test & Learn Roadmap for Your Paid Search Account
The real cost of not having a testing roadmap isn't bad tests; it's forgetting what you already learned. Here is how to build a living repository that lasts.
PPC
Findings from a Similar Landing Page in a Foreign Region
Different audiences have different preferences for what they want to see when landing on your page from an ad. I have the results to back it.
Strategy
The Mentality Shift Behind AI Max
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.
Strategy
How Postcode Bidding Increased Local Inventory Ad Impressions by 300% and Local Sales by 40%
You’ll learn how to move beyond basic radius targeting and use postcode-level data to scale Local Inventory Ads in the areas that matter most. The article gives you a practical framework for increasing local visibility, store visits and sales.
PPC
Why do so many businesses make the same Google Ads mistakes?
Every Google Ads account I've inherited has some of the same mistakes. Campaign overlap. Doubled-up conversions. Find out how to fix common issues here.