As Google phases out Dynamic Search Ads in favour of AI Max for Search, advertisers need to focus on signal quality, campaign controls, and migration strategy to avoid losing efficiency and oversight.
Google’s AI Max for Search promises more conversions, but independent data and real-world testing tell a more complicated story. This is a must read before you flip the switch.
If you use a call tracking platform for call assets or landing page numbers, you might be at risk. The problem is zero-second calls.
A simple Google Ads campaign quickly becomes hard to manage as data grows—clear structure makes performance easier to analyse and optimise.
The PPC role is undergoing a fundamental shift — and the specialists who thrive won’t be the ones who master platform mechanics, but learn to guide algorithms and connect paid media to real business outcomes.
If your campaign is beating its target CPA, the real question isn’t “how do we lower it?” — it’s “do we actually need to?”
Launching a new Google Ads account will probably always come with some anxiety — but with the right structure, you can replace blind hope with something closer to informed confidence.
When it comes to cold audiences, your budget shouldn’t be based on gut feel — it should be driven by how much of your audience you actually want to reach and how often they need to see you.
PPC campaigns fail silently when well-intentioned changes break tracking connections—by the time you notice, Google’s already learned from bad data.
B2B Google Ads campaigns perform best when they prioritise high-intent and long-tail keywords that mirror how real decision-makers search.
As Google phases out Dynamic Search Ads in favour of AI Max for Search, advertisers need to focus on signal quality, campaign controls, and migration strategy to avoid losing efficiency and oversight.
Google’s AI Max for Search promises more conversions, but independent data and real-world testing tell a more complicated story. This is a must read before you flip the switch.
If you use a call tracking platform for call assets or landing page numbers, you might be at risk. The problem is zero-second calls.
A simple Google Ads campaign quickly becomes hard to manage as data grows—clear structure makes performance easier to analyse and optimise.
The PPC role is undergoing a fundamental shift — and the specialists who thrive won’t be the ones who master platform mechanics, but learn to guide algorithms and connect paid media to real business outcomes.
If your campaign is beating its target CPA, the real question isn’t “how do we lower it?” — it’s “do we actually need to?”
Launching a new Google Ads account will probably always come with some anxiety — but with the right structure, you can replace blind hope with something closer to informed confidence.
When it comes to cold audiences, your budget shouldn’t be based on gut feel — it should be driven by how much of your audience you actually want to reach and how often they need to see you.
PPC campaigns fail silently when well-intentioned changes break tracking connections—by the time you notice, Google’s already learned from bad data.
B2B Google Ads campaigns perform best when they prioritise high-intent and long-tail keywords that mirror how real decision-makers search.
