Whether you’re new to paid search or managing a mature account, the same questions come up time and time again. This guide answers the most common questions advertisers ask about Google Ads, from fundamentals through to optimisation and scaling. Use the contents below...
50 Quick Wins to Improve Your Google Ads Account Right Now
No theory. No fluff. Just practical actions you can take today to tighten up performance, reduce wasted spend, and get more value from your Google Ads account. Account & Structure Split brand and non-brand campaignsSeparate Search, Display, Performance Max, and...
Broad Match Keywords in Google Ads: Should You Be Using Them?
Few topics in Google Ads generate as much debate as broad match keywords. Some advertisers swear by them. Others avoid them entirely. If you’ve managed campaigns for any length of time, you’ve probably seen both sides of the argument. Years ago, broad match had a poor...
Google Ads Makes Manual CPC Easier to Find — What It Means for Advertisers
Google has rolled out a notable update to Google Ads that will be welcomed by PPC professionals who value control over their bidding strategy. Manual CPC bidding — where advertisers set maximum cost-per-click bids themselves — has historically been difficult to access...
Google Shopping Campaigns: Best Practices in 2026
For e-commerce businesses, Google Shopping campaigns remain one of the most important drivers of revenue within paid search. They provide a highly visible, product-focused format that aligns closely with user intent, particularly for queries where the user is already...
Google Shopping vs Performance Max: Understanding the Differences and When to Use Each
For e-commerce advertisers, one of the more significant shifts in recent years has been the increasing prominence of Performance Max campaigns. What was once a relatively straightforward Shopping-led approach has evolved into a more complex landscape, where automation...
Understanding Google Ads Negative Keywords: How They Work and Why They Matter
Negative keywords are one of the most important — and often overlooked — components of successful Google Ads management. Used correctly, they help advertisers control spend, improve relevance, and ensure ads appear only for searches that are genuinely likely to...
What Are Sitelinks in Google Ads and How Do They Work?
Sitelinks are one of the most effective ad assets available in Google Ads. They allow advertisers to show additional links beneath their ads, directing users to specific pages on a website. Used well, sitelinks improve visibility, increase click-through rate, and help...
Search Terms in Google Ads: Why the Search Terms Report Is Essential for Performance
When running campaigns in Google Ads, advertisers choose keywords they want to target. However, keywords are only part of the story. What really determines how budgets are spent is the actual search terms people type into Google before clicking an ad. Understanding...
Why You Should Stop Pinning Headlines and Descriptions in Google Ads
Responsive Search Ads were designed to give advertisers flexibility — yet many accounts still limit performance by pinning headlines and descriptions. Pinning might feel like a way to stay in control of messaging, but in most cases it reduces ad strength, restricts...
Why Separating Brand and Non-Brand Campaigns in Google Ads Really Matters
When managing paid search effectively, structure is everything. One of the most important — and often underestimated — structural decisions in Google Ads is whether to separate brand and non-brand keywords into different campaigns. On the surface, it might feel like...
Decoding Keyword Match Types in Google Ads: Strategic Insights and Recommendations
So, you're looking to get your head around this whole Google Ads thing, right? Well, there's this super important concept you've gotta know - Keyword Match Types. They're like the secret sauce that can make or break your ad campaigns. In this article, we're going to...