PPC Ramblings
Google Ads tips, strategies, and lessons from managing real campaigns.
Performance Max vs Search Campaigns: When to Use Each
Should you run Performance Max or Search campaigns? Wrong framing. Here's how to work out which one fits your account, and how to run both without burning budget.
What to Look for in a Google Ads Audit
Most 'audits' you'll pay for are templated PDFs. Here's what a real Google Ads audit should actually find, with examples from real client accounts.
Getting Your Google Ads Account AI Ready: A Diagnostic Framework
Google's forced AI Max migration starts September 2026. Here's the six-layer diagnostic I use to score whether a Google Ads account is actually AI ready.
Why Your Google Ads Cost Per Lead Keeps Rising
Your Google Ads cost per lead has been creeping up and you're not sure why. Here are the five things actually causing it - and how to stop the slide.
Google Ads Conversion Tracking: The Complete Setup Guide
Most accounts I audit have conversion tracking that looks fine on the surface and is quietly broken underneath. This is how to set it up properly.
5 Google Ads Mistakes That Waste Budget (And How to Fix Them)
Most Google Ads accounts I audit are wasting 20-30% of their budget on things that are straightforward to fix. Here are the five I see most often.
How to Read Your Google Ads Search Term Report (And Actually Use It)
Your search term report is probably the most underused tool in your Google Ads account. Here's how to actually read it and stop bleeding budget.