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.
Google is auto-migrating DSA, broad match, and auto-assets to AI Max from September 2026. Here is what you actually control, and how to migrate on your own terms first.
Broad match has a reputation it mostly earned in 2018. The match type has changed significantly, and dismissing it entirely is leaving incremental volume on the table. Here is how to give it a fair trial without blowing your budget on irrelevant queries.
