Ad Scheduling in a Smart Bidding World: Does Dayparting Still Do Anything?
Most dayparting advice is leftover manual-bidding dogma. Here's when ad scheduling still matters under Target CPA/ROAS — and when it just starves your algorithm.
Offline Conversion Imports: The Fix for Smart Bidding on Long Sales Cycles
If your sale closes weeks after the click, Smart Bidding is optimizing on form fills, not revenue. Here's the exact import setup that fixes it.
Lost Impression Share Isn't One Problem: Budget vs. Rank, Explained
Raising budget won't fix a rank problem, and better bids won't fix a budget problem. Here's how to split the metric and diagnose your actual ceiling.
Value-Based Bidding: Why Every Lead Isn't Worth the Same to Google
Target CPA and Target ROAS optimize for whatever value you feed them. If every conversion is worth the same to you, Smart Bidding will happily chase junk volume.
The Budget Scaling Framework: How to Raise Google Ads Spend Without Cratering ROAS
Raising budgets across the board isn't a scaling strategy, it's a hope. Here's how I find each campaign's marginal CPA curve before I touch the spend.
The RSA Testing Framework That Finds Real Winners (Not Google's 'Best' Label)
Google's 'Best' ad label isn't a test result. It's a guess dressed up as data. Here's the sample-size math and review process I actually use.
Account Restructures That Actually Improve Performance (And the Ones That Just Reset Your Learning Phase)
Every agency loves a 'fresh start' restructure. Some are worth the dip. Most just reset Smart Bidding's learning data so the agency looks busy. Here's how to tell which is which.
The Conversion Tracking Audit That Explains Why Your Best Campaigns Might Be a Mirage
Your top campaign might be stealing credit, not earning it. Here's the tracking audit that finds double-counted conversions before you shift another dollar of budget.
The Search Term Mining Framework That Catches Wasted Spend Before It Compounds
A once-a-month glance at the search terms report isn't optimization, it's damage control after the fact. Here's the weekly system I run to catch leaks before Smart Bidding learns from them.
Your Smart Bidding Is Optimizing for Junk Leads (Here's the Fix)
If every form fill counts the same to Google, your algorithm is chasing volume, not revenue. Here's how offline conversion imports fix that.
Branded Campaigns: Why You Need One, and Why You're Probably Overpaying For It
A branded campaign should be the cheapest, highest-ROAS thing in your account. If it isn't, you're either underprotecting it or bidding it like it's competitive search.
Standard Shopping vs. PMAX: How to Structure Both Without Them Fighting Each Other
Standard Shopping isn't dead and PMAX isn't magic. Here's how I decide which one to run, how I bucket products by performance, and how to run both without cannibalization.
Why Your Performance Max Campaign Is Cannibalizing Your Branded Search
PMax is quietly bidding on your own brand name, taking credit for conversions you'd get for free. Here's how to diagnose it and fix your budget split.
How to Audit a Google Ads Account in 30 Minutes (Before You Fire Your Agency)
A fast, no-nonsense diagnostic to tell real mismanagement from normal fluctuation — before you switch agencies or take Google Ads in-house.
10 YouTube stats that may surprise you
The numbers behind the platform most advertisers still underuse — and what they mean for your media mix.
Why YouTube Ads?
Video is the highest-leverage format in Google's ecosystem. Here's why it deserves a bigger slice of your budget.
BMM keywords are dead: Google's latest update
Broad match modifier is gone. What the change means and how to restructure your keyword strategy.
Lessons learned in automated bidding for PPC
What years of smart-bidding experiments taught us about when to trust the machine — and when not to.