by Keith Barrett | Feb 27, 2026 | Google, Google Ads
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...
by Keith Barrett | Jan 2, 2026 | Google, Google Ads
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...
by Keith Barrett | Oct 2, 2025 | Google, Google Ads
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...
by Keith Barrett | Apr 20, 2023 | Google, Google Ads, PPC
We’ve been managing Google Ads (once called Google Adwords) accounts for more than 15 years. Over that time period, there have been huge changes to the way in which Google’s advertising platform works. Don’t worry – I’m not about to...
by Peter Johnson | Feb 23, 2023 | Google, Google Ads, Lead Generation
Cost Per Acquisition (CPA) is one of the most important metrics that advertisers measure when running campaigns on Google Ads. Lowering CPA is a critical goal for advertisers since it directly impacts their bottom line by increasing profits and ROI. There are several...
by Peter Johnson | Feb 3, 2023 | Google, Google Ads, Paid Marketing, PPC
Google Ads can be an effective way to drive traffic and leads to your website, but to get a higher ROI, you need to focus on creating highly relevant and engaging ads, targeting the right keywords and audience, optimizing for mobile, and tracking and adjusting your...
