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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
Google Ads Bidding Strategies 2026: Complete Guide to Every Bid Type
Target ROAS sounds like automation. Set it and Google handles the rest. Except the algorithm doesn't know what you know — and some of what it learns costs real money first.
Martin J.PPCJun 15, 2026Google Ads Campaign Structure: The Ultimate Guide for 2026
A messy campaign structure won't break your ads today. It will make next quarter impossible to diagnose. By the time you notice the problem, the budget is already gone.
Martin J.PPCJun 15, 2026Negative Keywords in Google Ads: The Complete Guide to Stopping Wasted Spend
Google will spend your budget on searches that will never buy. It won't stop unless you tell it to. Most campaigns are running without the one list that fixes this.
Martin J.PPCJun 15, 2026Google Ads Extensions (Assets) Guide: How to Get More Clicks
Your Google Ads are probably taking up less space than your competitor's. It's not a budget problem. It's an assets problem — and it's fixable in under an hour.
Martin J.PPCJun 15, 2026
Manage Google Ads Smarter With AI.
How to Set Up Google Ads Remarketing in 2026 (Step-by-Step)
Your remarketing campaigns are running. They're probably showing ads to people who were never going to buy. Setup is straightforward — but your audience settings are where most of the money disappears.
Martin J.PPCJun 15, 2026Google Ads A/B Testing: How to Run Experiments That Actually Work
You run an A/B test for two weeks and pick the winner. The problem is two weeks isn't enough for statistical significance in most Google Ads accounts. You'll make the call anyway — the question is whether you know you're guessing.
Martin J.PPCJun 15, 2026Google Shopping Ads: How to Set Up and Optimize Product Campaigns
Most Google Shopping campaigns are optimized in the wrong place. You adjust bids, tweak targeting, test ad copy — while the real problem is sitting in your product feed. Almost every performance issue traces back there.
Martin J.PPCJun 15, 2026TikTok Ads for Businesses in 2026: Is It Worth Your Budget?
TikTok's CPM is lower than Meta's. That makes the ROI math look attractive until you realize the attention is different. An ad that converts on Instagram will probably embarrass you on TikTok.
Martin J.PPCJun 15, 2026
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