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

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

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.

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

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.

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.