PPC Blog
AI Max explained, in all six flavours
AI Max has been around for well over a year, yet it remains surprisingly slippery…
Two kinds of limited by budget
With fewer knobs and levers left for PPCers to adjust these days, the ones we…
PMax - and riding elephants
Running PMax is a bit like riding an elephant. That’s not to say PMax doesn’t…
5 Analytical Pitfalls in Google Ads (and How to Avoid Them)
There’s more to Google Ads Editor than most of us appreciate. The core functionality –…
A search term doesn't have a conversion rate
Impressions on a given search term can often take multiple routes through an account, and…
The value of value (how to give Google a clue)
On the face of it, maximise conversion value beats maximise conversions. If you can align…
How to give your target CPA more leverage
The squeeze I was emailing a client recently, trying to explain why their campaign had…
What Ad Tests Are Really Telling You
When you run ad tests with enough data, certain patterns emerge repeatedly. Two of them…
If Google Ads Campaign Types Were Warriors
A short video reimagining Google Ads campaign types as battle-ready warriors — each with their…
Phrase Match and the End of the Middle Ground
What happened to Phrase Match? https://youtu.be/zbITxUoxiTk It’s easy to think of Phrase Match as a…
Google Ads Updates - Q1 2024 Roundup
No slowdown in the pace of change with Google Ads updates in Q1 2024… Here’s…
Google Ads Updates - Q1 Roundup
We’ve had a raft of Google Ads Updates in Q1 2023. Here’s a roundup and…
If Google Ads Campaign Types Were Warriors
A short video reimagining Google Ads campaign types as battle-ready warriors — each with their…
My Google Ads Wishlist
Around Halloween, I wrote a post called The Google Ads Graveyard, listing some of the…
Recent Posts
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AI Max explained, in all six flavoursOctober 1, 2026/0 Comments -
Two kinds of limited by budgetSeptember 19, 2026/ -
A search term doesn’t have a conversion rateSeptember 4, 2026/ -
PMax – and riding elephantsJune 19, 2026/ -
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The value of value (how to give Google a clue)April 17, 2026/