Paid Media

Paid Media

Microsoft Ads: The Second Auction Nobody Audits

Bing is nobody's favourite topic — which is exactly why its auctions stay cheap. Where Microsoft Ads genuinely earns a slice of budget, where… Read article → Paid Media

The Landing Page Is Half the Ad

You can win the auction, write the perfect ad and pay for the click — and then lose everything in the three seconds after… Read article → Paid Media

Smart Bidding Without Blind Faith: tCPA and tROAS Done Right

Google's automated bidding is genuinely good — and genuinely happy to spend your money badly if you feed it the wrong targets. How Target… Read article → Paid Media

How Much Should You Spend on Google Ads? A Framework, Not a Guess

'What's the right budget?' is the most asked and worst answered question in paid search. The honest answer comes from your unit economics and… Read article → Paid Media

Why Your Conversion Numbers Never Match: Tracking in the Consent Era

Google Ads says 120 conversions, GA4 says 96, and the CRM found 84. Nobody is lying. How consent banners, modelling, attribution and counting rules… Read article → Paid Media

Google Ads Strategy in 2026: Build One That Pays

Tactics tell you which bid to change today. Strategy tells you whether you should be in the auction at all. In 2026, Google increasingly… Read article → Paid Media

How to Optimize Google Ads: Best Practices for 2026

Most Google Ads accounts are not broken — they are un-optimised. The budget spends, the clicks arrive, and a quiet 20–40% of it leaks… Read article → Paid Media

Broad Match in 2026: When to Trust the Machine

Google has spent the better part of three years telling advertisers that broad match is back — better, smarter, powered by large language models… Read article → Paid Media

Negative Keywords: The Cheapest Lever in Google Ads

Every pound you spend showing an ad to someone who was never going to buy is a pound that cannot go toward someone who… Read article → Paid Media

Quality Score, Decoded

Quality Score is the most misread number in Google Ads. What it really measures, why it quietly controls your costs and position, and the… Read article →