Performance Max has been one of the most significant shifts in the evolution of Google Ads over the past few years. Introduced as a campaign type designed to automate and unify advertising across Google’s entire inventory, it promised improved performance through...
Google Ads Costs for Accountants in the UK: A Deeper Dive into CPC, CPA and Commercial Reality
For accountancy firms across the UK, Google Ads can be a powerful source of new client enquiries. But it also comes with a common concern: cost. “How much does a click cost for accountants?”“Why are CPCs so high?”“Is it worth paying £10, £20 or more per click?” In...
Google Ads Costs: Why CPC Isn’t the Metric That Really Matters
Conversations about Google Ads costs often start and end with one question: “What’s your average CPC?” Cost per click (CPC) is visible, easy to compare, and simple to understand. It feels tangible. If clicks cost less, the assumption is that performance must be...
Google Advertising Costs: Why They Vary and What Really Drives Them
If you have ever asked, “How much does Google Ads cost?”, you will already know that the most honest answer is: it depends. That may sound evasive, but it is simply the reality of how Google’s advertising ecosystem works. There is no universal cost per click, no fixed...
Exact Match Keywords in Google Ads: Should You Use Them?
If you have been running Google Ads for more than a few years, you will almost certainly have strong opinions about exact match keywords. For a long time, exact match was the gold standard. It meant tight control, predictable search queries and, in theory, high...
Broad Match vs Phrase Match: When to Use Each in Google Ads
When building a search campaign in Google Ads, few decisions have as much impact on performance as keyword match type. Match types influence who sees your ads, how much you spend, how quickly you gather data and, ultimately, how efficiently you generate leads or...
Broad Match and Conversion Tracking: Why Accuracy Is Non-Negotiable
Broad match keywords have evolved dramatically over the past few years. Once regarded as blunt instruments that sprayed ads across loosely related queries, they are now deeply integrated with Google’s automation and Smart Bidding systems. Used correctly, broad match...
How Many Responsive Search Ads Should You Have Per Ad Group?
Responsive Search Ads (RSAs) have become the standard ad format within Google Ads search campaigns. Since expanded text ads were phased out, advertisers now rely on RSAs as the primary way to deliver messaging within search results. However, one question frequently...
Responsive Search Ads Best Practice in 2026
Responsive Search Ads (RSAs) have now been the dominant ad format within Google Ads search campaigns for several years. Since Google phased out expanded text ads, RSAs have become the default way advertisers deliver messaging across search campaigns. For many...
Negative Keywords and Broad Match Keywords
Within Google Ads, few topics generate as much debate as broad match keywords and negative keywords. One is associated with expansion and automation. The other is linked to control and restriction. Some advertisers view them as opposing forces. In reality, they are...
Using Broad Match Keywords to Scale for Volume in Google Ads
At some point, most Google Ads accounts hit a ceiling. Performance is stable. CPA or ROAS targets are being met. Exact and phrase match campaigns are tightly structured. Search Terms are clean. Everything looks healthy. But growth stalls. Impression share plateaus....
Broad Match Keywords and Smart Bidding: Why the Combination Can Be Powerful
Broad match keywords and smart bidding are often discussed separately. In reality, their true potential is unlocked when they are used together. Google has been steadily moving advertisers towards automation. Match types have become more flexible. Manual bidding has...