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As AI-driven tools change the way people search for information, conversational queries are becoming increasingly relevant to the PPC keyword strategy. Using data from our accounts, we find that while longer keywords continue to account for less overall search volume, they convert better and at an increasingly higher rate, and should therefore be an important part of your keyword approach in a rapidly changing, AI-driven PPC landscape. In this article, we discuss the trends a

PMax can take over searches your Search and brand campaigns already win. Here's how Google picks which campaign serves, the 3 reports to check, and how to fix it.

Broken conversion tracking rarely looks broken. Here are the 7 Google Ads conversion tracking mistakes I look for first when I audit an account.

A quick look at 10 key Google Ads AI features advertisers should know about in 2026.AI-powered campaign analysis.

Google is asking advertisers to update Display campaigns to Demand Gen—here’s what advertisers need to know about the migration, what to watch for, and how to make the transition smoothly.

Knowing your break even CPA matters on both ends. Set it too high and you are losing money on every customer. Set it too low and you lose traffic. Here is how to calculate it and how to use it.

Q4 is the biggest window of the year for most of our clients, and this year it requires extra monitoring. Google's August 17 change to Target CPA and Target ROAS bidding means the old "set it and let Google find the cheapest conversions" approach is not going to cut it. Bid targets need real attention this season. Below is the holiday PPC checklist we are running across our own client accounts this year, from early September planning through the January reset. We are sharing

As AI transforms the industry, creating both pressure and opportunity, we’re being increasingly asked by clients and other practitioners: Has AI improved your campaigns and performance, or has it created more work? What's changed? We’ve been using AI for about two years across client accounts for a range of tasks, from reporting, to research, and ad creative. AI has also become increasingly embedded within Google Ads itself, through automated bidding, Performance Max, automat

Three months ago, we began testing ChatGPT Ads with a number of clients. Since then, the platform has evolved rapidly, with new campaign building tools, metrics, bidding options, and conversion-focused features. We've rebuilt campaigns multiple times as new features have been released and are seeing conversions. If you've read our previous articles on how to set up ChatGPT Ads and our initial impressions of the platform, this is the next update in our series, with new insigh

Google's Optimization Score measures compliance with Google's recommendations, not your actual results. Here's which metrics actually predict campaign success and how to stop chasing a misleading number.

Google is shaking up Smart Bidding on August 17. If you haven't adjusted your campaign strategies yet, your ad performance could be at risk. Here is exactly what is changing and the step-by-step actions you need to take right now to protect your ROI.

When a Google Ads account is well optimized and has reached consistent profitability, some assume the hard work is over. A common question we hear at this stage: "My account is set up. Campaigns are profitable and there's not much left to optimize. Why should I still pay a monthly management fee to a Google ad agency?" It's a fair question, and one that a good account manager needs to be able to answer. In this blog, we walk you through what is happening in a well-optimized

Google is phasing out Feed Only campaigns and adding AI-generated assets you can't remove. Here's why I'm bringing Standard Shopping back — and how to structure Shopping Low, Shopping High, and PMax to stay ahead of the change.

Last updated October 2026. As OpenAI continues expanding its advertising platform, many marketers are wondering: Are ChatGPT Ads worth testing? Over the past several months, we've been running ChatGPT Ads across multiple client accounts spanning e-commerce, hospitality, entertainment, home goods, and professional services. While the platform is still evolving, our testing has revealed both opportunities and limitations that advertisers should be aware of. Below is an example

Not every Google Ads recommendation is worth following. As a former Google Ads team member and Google Ads consultant with over 20 years of experience, I explain which recommendations to prioritize based on your business goals—not just Google's.

As Google continues to evolve AI-driven tools in Google Ads, a new “Apply Theme to Asset Group” feature has popped up in advertiser Performance Max accounts. The feature allows you to copy an existing asset group to quickly create seasonal, holiday, or stylistic variations of existing ads. In this blog, we explain how the new feature works and show you how to try it out. What Is the Benefit of Using Asset Group Themes? The new asset group theming feature allows you to quickly

Most advertisers don't realize Google Search Partners is running in their account and draining budget. Here's the one report that tells you if it's worth keeping.

As Google pushes further into AI-driven search, AI Max is one of its newer AI-driven features available to advertisers. As it pops up in your account as an option, you may wonder: is AI Max worth a try? As Google Ads consultants, we’ve been testing AI Max since its introduction and are seeing improvements in performance compared to last year when Google first introduced it. It is becoming increasingly useful as Google expands ads in AI Overviews as it can help your campaigns

Use this free ROAS calculator to find out what ROAS you actually need to be profitable. Stop guessing and start with numbers specific to your business.

Standard Shopping or Performance Max? An ex-Google consultant breaks down when each one wins, when to switch, and how to run both without overlap.