How to launch a Google Ads account properly, from zero
The full launch sequence for a new Google Ads account: target cost per acquisition, tracking before spend, structure, first ads, budget and bidding.
What you can actually afford to pay for a customer
Most Google Ads budgets are set by feel. Here is how to calculate your maximum cost per lead and cost per customer from your own margins.
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.