What to actually look at in a Google Ads report
Most Google Ads reports are full of numbers that cannot change a decision. Here is the short list worth reading and the long list worth ignoring.
Writing Google Ads copy that gets chosen, not just clicked
A high click-through rate is easy to buy with vague promises. Here is how to write search ads that get picked by the right person and skipped by the wrong one.
How long to give a new campaign before judging it
Killing a Google Ads campaign after ten days is the most expensive habit in paid search. Here is how to decide when you actually have an answer.
Paid traffic dies on the page, not in the auction
Most Google Ads accounts do not have a bidding problem. They have a landing page that loses the visitor in the first eight seconds.
When Performance Max helps and when it hides the truth
Performance Max works well in some accounts and obscures reality in others. The deciding factor is usually the quality of your conversion data.
Budget pacing and what raising a budget mid-month does
Google Ads paces toward a monthly ceiling, not a daily one. Here is what really happens when you raise a budget halfway through the month.
Conversion tracking that counts real inquiries
If your Google Ads account counts form loads and page views as conversions, every bidding decision it makes is built on a lie.
Account structure that still makes sense in a year
Good Google Ads structure is not about performance today. It is about being able to read the account in twelve months and know what to change.
Negative keywords and the discipline of maintaining them
A negative keyword list is not a setup task. It rots within weeks. Here is a maintenance routine that survives a busy month.
Which search queries are worth paying for
Not every search that mentions your product is worth a click. How to sort queries by intent and stop paying for research traffic.