Practical Google Ads & PPC guides — no fluff, no vanity metrics.
How poor product feed data caps Google Shopping and PMax performance, and the concrete title, GTIN, categorisation and image fixes that lift it.
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What YouTube ads add for ecommerce brands, realistic format options, and honest guidance on when the budget makes sense vs when it's premature.
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Standard Shopping vs Performance Max for ecommerce: control, reporting and when running both together protects your best-converting products.
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How to derive a real target CPA or ROAS from your margin, average order value and lifetime value — instead of copying an industry-average number.
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Which Google Ads metrics are vanity (impressions, CTR) and which actually matter: margin-aware CPA, incremental volume, ROAS vs POAS.
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Twelve concrete, observable signs your Google Ads account needs an independent audit — from rising CPA to inherited account structure and stale negatives.
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What conversion tracking actually is, plus the real-world mistakes — double-counting, wrong primary goals, missing calls — that wreck Smart Bidding.
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How GA4's event-based model differs from Universal Analytics' sessions, what it means for your reports, and why it matters for Google Ads bidding.
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What attribution means in Google Ads, why last-click under-credits remarketing and branded search, and what data-driven attribution changes in practice.
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The real warning signs of a bad PPC agency relationship — no account access, vague reports, no strategy change — and what's actually normal.
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