Google Ads guides, PPC benchmarks, and campaign optimisation advice from senior PPC specialists.
Google's 17 August bidding update pulls budget-limited tCPA and tROAS campaigns back to target. How to check your account, and the fix that costs nothing.
PPC Chief
Google Ads Specialists · 15+ Years · 200+ Accounts
Platform reporting proves activity, not lift. A practical ladder of incrementality tests, from free reconciliation to geo experiments, to find out what your ad spend really causes.
Platform ROAS measures what your ads touched. Incremental ROAS measures what your ads caused. The difference is often large enough to change budget decisions.
Scaling a leaky account scales the leaks. The five-place waste audit to run before any budget increase, plus the gate an account should pass before new money goes in.
Growth stalls when you keep optimising for the customers you already reach. Use high-LTV evidence to find adjacent segments, test them cheaply, and scale only when unit economics hold.
LTV segmentation ranks customers by margin-inclusive lifetime value and uses those tiers to steer acquisition: customer seeds, value-weighted conversions, and budget by segment economics.
Lookalike performance can decay through seed drift, convergence, and dilution while dashboards stay green. Here is the diagnosis, and what to seed instead.
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