This is part of a series on the Low Data Google Ads Optimisation Framework. Start with the flagship post for the full picture. There’s a certain type of Google Ads optimisation that feels productive but achieves almost nothing on a low data account. Tweaking a bid adjustment by 5%. Shuffling ad copy variants that have … Read more
This is part of a series on the Low Data Google Ads Optimisation Framework. Start with the flagship post for the full picture. I’m from Yorkshire. We have a reputation for being “careful” with money — I prefer to think of it as protecting the budget. And when it comes to low data Google Ads … Read more
This is part of a series on the Low Data Google Ads Optimisation Framework. Start with the flagship post for the full picture. Here’s a piece of Google Ads advice that sounds completely wrong until you think it through: if you’re managing a low data account, stop segmenting. I know. Everything we’ve been taught says … Read more
Google’s advice assumes you’re running big accounts. Upgrade to PMax. Switch to smart bidding. Migrate your DSA campaigns to AI Max. It all sounds great — until you realise it’s built for advertisers with large budgets, high conversion volumes, and plenty of search traffic to feed the machine. Most of us aren’t managing those accounts. … Read more
Bidding strategies in Google Ads have evolved significantly. The days of constantly adjusting keyword bids manually are largely behind us. Today, Smart Bidding offers a more intelligent and automated way to get results, powered by real-time data and machine learning. In this post, we’ll look at what Smart Bidding is, how it works, the main … Read more
Updated: March 2025 One of the quickest ways to start generating traffic to your website is through Google Ads. You can create ads that appear at the top of search results when people search for your chosen keywords. Simple, right? In theory, yes. But one of the most common mistakes we see when inheriting underperforming … Read more
Google Ads is a powerful tool for businesses looking to increase visibility, drive traffic, and boost sales in short space of time. While many marketers focus on long-term campaigns, short-term Google Ads campaigns can be highly effective when used strategically. This article explores the benefits and drawbacks of short-term campaigns, key considerations, and best practices … Read more
Performance Max campaigns (or PMax campaigns) are a type of goal-based campaign in Google Ads designed to help advertisers drive performance across all Google’s advertising channels using a single automated campaign. They use machine learning to optimise ad delivery and performance in real-time, leveraging data from across Google’s platforms. Over the last couple of years, … Read more
Google Ads offers a range of bid strategies designed to help you achieve specific campaign goals. Choosing the right one can make a significant difference in the effectiveness of your campaigns. Let’s look at some of the different bid strategies available in Google Ads and explain which one would be the best to use based … Read more
SEO and PPC advertising are often put up against each other as marketing activities. The pros and cons are listed and we’re expected to conclude that one or the other is the best solution for your business. Unfortunately, it’s not that black and white and the two strategies are more interwoven than some people realise. … Read more