Strategy
The Hardest Optimisation Is Doing Nothing
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.
PPC Strategy
Tagged articles
News
What's happening in ChatGPT Ads? A round up from August 2026
We tracked 3,286 UK advertisers running ChatGPT Ads in August (up 14% MoM): here is how commercial adoption, creative copy, and automated bidding are shaping up.
News
Retail is heading into Black Friday with bot traffic surging. Here's what to do to minimize wasted ad spend
AI Max campaigns went from the cleanest cohort in retail Search to the dirtiest in nine months. Here is what that means for your Black Friday budget.
Strategy
The Death of the Static Product Title in AI Max Shopping
Google's AI Max for Shopping brings generative product titles and a dedicated report. Why the static feed era is ending, how this echoes SA360 inventory management, and the guardrails needed before turning it on.
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.
Measurement
MER vs ROAS: How to Create an MER Target That Actually Means Something
Delivered ROAS is decided by the auction, not by you. Breakeven MER can be derived: 1 divided by contribution margin. Here is the full loop I run against it.
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.