If you're relying solely on ROAS to measure success, you're missing the bigger picture—long-term growth comes from tracking New Customer Acquisition Cost (NCAC) and Customer Lifetime Value (LTV).

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When measuring bottom-funnel marketing, you need to track both conversions and micro-conversions. Focus on quality metrics—lead quality for B2B and lifetime value for B2C—using consistent measurement.

Successful PPC management requires a balance of understanding business data, maintaining foundational practices, strategic planning, and selective adoption of automation tools like Performance Max.

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From weather-triggered ad automation to budget reallocation and seasonal keyword shifts, this article breaks down how to plan smarter, optimise faster, and turn seasonal trends into strategic wins.

Avoid these common Google Ads pitfalls, from unchecked bid strategies to risky automation, as top PPC experts reveal what they never try.

Karaca's digital marketing team revolutionized their PPC strategy by implementing SMEC, an AI-driven tool that dynamically reassigned their 2,000+ products across performance-tiered campaigns, resulting in a 44% ROAS increase and...

Performance Max (PMax) has evolved into an effective tool for lead generation, offering strong results when paired with quality data inputs like qualified lead lists, though it requires proper setup...