Excellent ad strength isn't excellent performance
Google serves high ad strength RSAs more, yet they convert worse. Why it happens, and how I build RSAs judged on CPA.
Read More
Connecting Claude to your Google Ads account won't 10x your revenue
AI can't see the auction, so it won't outbid Smart Bidding. Where it saves real time in PPC, and the decisions it still can't make.
Read More
Three painful truths about PPC
Cheap clicks are usually bad clicks, a great account can't save a weak page, and the competitor with three years of data is further ahead than you think.
Read More
What's a good ROAS? It depends what your business is trying to do
There's no single good ROAS. How the right target changes as a business grows, and what 300%, 500% and 2,000% usually mean.
Read More
Why good PPC happens outside Google Ads now
53% of advertisers say Google Ads is harder to manage now. The platform hasn't got harder. The job has got bigger.
Read More
The LinkedIn Ad Formats Actually Driving B2B Results in 2026
Most B2B LinkedIn campaigns are running the wrong formats. Here is what the data says, what is working, and what to ask your team on Monday.
Read More
What should AI actually be used for in PPC?
AI in PPC is genuinely useful — but it can also do serious damage if used wrong. Here's where it earns its place, and where it doesn't.
Read More
"Incremental" Shopping Feeds: A Fraud Hiding in Plain Sight?
Incremental Shopping feed tools promise revenue you wouldn't have otherwise. For many advertisers, the data tells a different story.
Read More
5 Reasons Why Google Ads Is So Expensive
Five reasons CPCs keep climbing. Three are about the market you're in, two are usually your fault.
Read More
Your landing page is your biggest PPC lever
Most PPC accounts are haemorrhaging budget on a problem bids can't fix. Why your landing page beats any bid strategy.
Read More
What is a PPC specialist?
What a PPC specialist actually does, where they work, and how to spot a good one (vs someone who just clicks the recommendations tab).
Read More
Is PPC harder than SEO?
PPC and SEO are hard in different ways. Why most accounts underperform isn't technical, it's commercial.
Read More
What does PPC stand for?
PPC stands for 'pay per click', but the most underused lever in the model is Quality Score. Up to 90% cheaper clicks if you nail it.
Read More
What is the average salary for a PPC specialist?
UK PPC salary bands by seniority, plus what really separates a £40k specialist from a £55k one (and why it's not what you'd think).
Read More