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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.
41 articles
Brand Lift Study: The Design Decisions That Decide Whether the Number Means Anything
You can order a brand lift study inside an ad platform this quarter. How many survey responses will yours be built on? That number is rarely in the deck. It decides whether the report tells you anything at all.
Martin H.PPCOct 25, 2026Ad Copy Examples in 2026: What the Winning Lines Actually Do
You have probably saved a folder of ad copy examples. Everyone who writes ads has one. Mine started as a swipe file in 2019, it runs to a few hundred screenshots now, and I have used almost none of them. That is the uncomfortable part. Collecting a great line teaches you nothing about writing the next one, because a line without the reason it works is just a picture of somebody else's result. So sit with this question for a second: the last time you lifted a line out of that folder and put it in a live ad, did you know which part you were supposed to change if it lost? The folder is not the problem. What is missing from it is the part you would actually have to change.
Martin J.PPCOct 3, 2026Google Shopping Campaigns: Product Group Structure, Bidding & ROAS Control
You can run the same catalog at the same spend as your competitor and still lose, because one product group is quietly holding every SKU you sell. More product groups do not fix it. Can you name the one thing your split is supposed to fix?
Martin J.PPCSep 14, 2026Google Shopping Feed Optimization: What Actually Moves ROAS
Optimise the feed. You have read that advice a dozen times, and not one told you what to change. Your products are approved, your bids look sane, yet your ROAS sits flat. So which part of your product data is Google punishing?
Martin J.PPCSep 14, 2026
Manage Google Ads Smarter With AI.
Demand Gen vs Performance Max: Which Google Ads Campaign Fits Your Funnel
Three clicks into the wizard, Google offers two buttons that look like one machine. Demand Gen buys attention from people who never heard of you. Performance Max buys the last click from people already searching. Which one is your budget behind?
Martin J.PPCSep 14, 2026Meta Ads Library: How to Turn Competitor Ads Into Your Next Campaign
Your competitors' live Facebook and Instagram ads sit in a free public archive, with their best hooks in there too. Scrolling it feels like research and ends with nothing to hand a designer. This workflow turns it into a swipe file and a test order.
Team AllAblePPCSep 14, 2026Google Ads Experiments: How to Run an A/B Test That Actually Proves Something
Your experiment ended on Tuesday. The variant won on conversions, lost on cost per conversion, and moved in a direction you can defend to a client but not to yourself, because you changed the landing page, the headline, and the bidding strategy all at once. So when you last called a test a winner, how many variables had you actually changed? Google will still hand you a winner either way: auto-apply ships winning variants into live campaigns by default, and the confidence level it reads from is 80%, not 95%. A test that fails is a cheap lesson. A test that succeeds at something you never meant to measure is a change you cannot undo.
Martin J.PPCSep 12, 2026Google Ads Audience Segments: Which Type to Use (and Why Yours Aren't Showing)
You built the segment. You applied it. Then Google quietly decided not to serve it. There is no alert for that, no red flag in the interface, and no line in your weekly report saying your audience never entered the auction. It sits in the campaign while the budget goes somewhere else, and the account still looks healthy. When did you last verify whether your audience was observing your traffic or restricting it? Those are two different campaigns wearing the same name. The part Google's documentation leaves out is which one fits your goal, and what to check when none of them show up.
Martin J.PPCSep 11, 2026
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