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PPC: Google Ads, Meta, and the numbers behind the budget
Pay-per-click, from account structure down to the search terms report. Google Ads, Performance Max, Meta and LinkedIn: how bidding and budgets work, and how to report what a spend actually bought. Written for whoever has to defend that number.
40 articles
Performance Max Campaigns: The 2026 Setup Guide (And When They Beat Search)
Google is steering more of your ad spend into Performance Max every quarter, whether you asked for it or not. 71% of advertisers already run it. The uncomfortable part is not the automation. It is what that automation does when it meets your own Search campaigns on the same queries. Google does not show you which campaign won that query, and most of the guides ranking for this topic were written before the controls to stop the collision existed. The controls do exist now. So before you hand your next dollar to Performance Max, which of your proven winners is it about to bid against?
Martin J.PPCSep 7, 2026Google Ads Keyword Management: Match Types, Negatives & the 2026 Workflow
A keyword you never chose is spending money you never approved: Google expanded an exact match into a close variant, and the leak hides inside a match type you stopped watching. That is keyword management after the match-type merge, when broad match became the AI-bidding default and exact match became a curated version of broad. The accounts that bleed quietly are the ones nobody manages week to week. And the fix is not better keywords. It is a cadence that watches what the platform does with yours.
Martin J.PPCSep 7, 2026Google Ads MCC Manager: How to Manage Multiple Accounts Efficiently (2026)
It is 8:40 a.m. and you have opened and closed eleven tabs — eleven dashboards, eleven logins, eleven little rituals of remembering which client you are in before you trust a single number. Somewhere in there you answered a client's question with a figure from the wrong account, caught it at the last second, and said nothing. You manage Google Ads for more accounts than you can keep straight in your head, and the Manager Account — the MCC — was supposed to fix that. It fixed the logins. The rest of the morning is still yours to lose. So here is the question nobody on the vendor pages answers: once every account sits under one MCC, what actually changes about your day?
Martin J.PPCSep 6, 2026Google Ads Campaign Builder Guide: Launch a Campaign Without the Setup Slog (2026)
You've never told anyone this, but the real reason your first Google Ads campaign stalled wasn't the ads. It was the 40 minutes before them — the tracking you told yourself you'd add later, the negative keywords you never listed, the campaign type you accepted because it was preselected. None of it looks like a mistake on launch day. By day 30 it looks like a wasted budget, and the platform takes the blame while the setup quietly gets a second chance. The fix is boring and cheap: a build order that protects your money before a single click ever runs. So which setup decision from your last launch are you already planning to repeat?
Martin J.PPCSep 5, 2026
Manage Google Ads Smarter With AI.
Google Ads Reporting Guide: What to Track, How to Report It (2026)
Between the dashboard and the meeting, most Google Ads numbers get a quiet makeover. Your Google Ads account says ROAS is healthy, GA4 says a third of those conversions never happened, and the report on your boss's desk shows whichever number flatters you most — not because you're dishonest, but because you stopped asking which one was true. You are drowning in data, and nobody has reconciled any of it since the day the account launched. The platforms won't tell you this: discrepancies of 15–40% between Google Ads and GA4 are normal, and platform ROAS runs 15–30% above measured reality. Manual reporting adds its own tax — 4–6 hours a week per analyst, with a 5–8% error rate that lands in the deck your stakeholders read. So your monthly report is less a measurement than a negotiation between what the platforms claim and what the business can defend. When was the last time that report changed an actual decision — and when was the last time it just confirmed one you'd already made?
Martin J.PPCSep 5, 2026Instagram Stories Ads: The Complete Guide to Getting Results in 2026
Most marketers running Instagram Stories ads are optimizing for the wrong metric — and their ad platform is quietly encouraging it. The creative rules that most guides still teach produce ads that feel exactly like ads — the fastest way to get swiped past in 2026. Here's what the completion rate won't tell you, and what actually moves the needle.
Martin J.PPCJul 26, 2026ChatGPT Advertising: How to Reach Buyers Inside AI Conversations (2026 Guide)
Your CMO already asked: 'Are we advertising on ChatGPT yet?' ChatGPT now runs a live self-serve ad platform. But advertising inside an AI conversation operates by completely different rules than anything you've run on Google or Meta. The question isn't whether to try it — it's whether you understand it well enough to try it correctly.
Martin J.PPCJul 26, 2026The Complete Guide to Google Ads in 2026: Campaigns, Bidding, Creative & Optimisation
Everything you need to plan, launch and scale Google Ads in 2026 — campaign types, Smart Bidding, RSA creative, Performance Max, Quality Score, conversion tracking and a 90-day launch plan.
Team AllAblePPCJun 30, 2026
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