Ideas, strategies, and case studies to fuel your digital marketing plans.
A structured framework for auditing Google Ads accounts, covering campaign structure, bidding, match types, negatives, and conversion tracking.
Read ArticleGoogle's AI Max for Search campaigns represents the most significant shift in how Search campaigns operate since the introduction of Smart Bidding. Unlike Performance Max, which replaced existing campaign types with a fully automated alternative, AI Max is an optimisation layer...
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Performance Max has been one of the most divisive campaign types in paid search since its launch. Advertisers have consistently praised its ability to drive conversions at scale while criticising the lack of transparency and control. In 2026, Google has addressed many of...
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Gogle's AI Search campaigns are powerful, but are an automated version of a strategy marketers have been using for years. But the implications for advertiser control are significant, and the evidence from real-world testing reveals a more nuanced picture than the headline promise suggests.
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The platforms have changed. The data landscape has changed. And, perhaps most significantly, the people and skills required to succeed in paid search have changed. This article explores what that shift looks like and what the modern paid search team actually needs to look like to win.
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Negative keyword management in Google Search Ads has evolved from a “nice-to-have” to a central component of campaign strategy, often proving just as crucial, if not more so, than selecting positive keywords.
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If you’ve been running Performance Max campaigns in Google Ads for a while, you’ll know the frustration of flying blind. That’s changed. With the latest asset- and channel-level reporting updates, you now have the transparency you’ve been asking for.
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