Are Google Ads Really Expensive?
Google Ads can be expensive or cost-effective depending almost entirely on how your account is built. This guide helps you decide whether a given budget is viable before you spend it.
Improving Your Google Ads Quality Score with Landing Page Keywords
Landing page experience is the most improvable component of Quality Score, and most advertisers don't treat it with the same discipline they bring to their ad copy. Here's what actually moves the needle.
The Disintegration of Keyword Match Types in Google Ads
Keyword match types in Google Ads no longer work the way they used to. Exact match isn't exact, phrase match behaves like old broad match, and the account structure strategies that worked five years ago need updating. Here's what's changed and how to adapt.
Driving Down Costs and Driving Up Leads
A niche UK insurance broker was spending over £1M per year on Google Ads with an account too complex to manage. Here's how a restructure cut costs 50% and increased leads by 171%.
The Power of Negative Keywords: How to Stop Wasting Money on Irrelevant Clicks
Negative keywords are the most consistently effective way to cut wasted spend in Google Ads. Here's how they work, how to build your list, and the common mistakes that undermine them.
20 Ways To Kill Your Google Ads Performance
Most Google Ads accounts aren't failing because the product is bad. They're failing because of specific, preventable mistakes that accumulate quietly. Here are 20 of them, and how to fix each one.
The Perils of Automation: How Google Uses MAR to Capture More Ad Revenue
Google's automation has an incentive to push your ROAS down toward the minimum point where you'll keep spending. This is my working theory on what MAR optimisation looks like in practice, and what to watch for in your account.
How a Google Ad Auction Works
Whenever someone searches on Google, an ad auction kicks off behind the scenes to determine which ads (if any) will appear alongside the organic ...