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 Strategy
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
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.
News
Master the Search Page: How I Am Combining SEO and PPC to Maximise Visibility while Slashing Budget Waste
We ran a split test on brand terms across a 120k-session account and increased Combined SERP CTR (SEO+PPC) by 10.4%. Here is what we found.
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.
News
What's happening in ChatGPT Ads? A round up from July 2026
We tracked 2,882 UK advertisers running ChatGPT Ads in July - here's who's winning and what the new bidding tools mean for your account.