Channels and campaigns
Google Ads, Microsoft Ads, Meta. Performance Max, AI Max, Smart Bidding and account structure.
Google Ads vs. Microsoft Ads: how to split a budget between search engines
Splitting budget by market share is the wrong method. What matters is the cost of a conversion in each channel for you. How the two platforms really differ, and the order in which to test the second one.
Article library →Performance Max: what you actually control and what you do not
Performance Max is not a black box, but nor is it a campaign you switch on and leave. There are about ten levers and most accounts use three. Here they are, from the most important to the most overrated.
Article library →AI Max for Search: what the data says, not the marketing
Google promises +7 % conversions; independent measurement shows more volume at a higher cost per conversion. What AI Max actually does, who it suits, and how to switch it on without the budget running away.
Article library →Smart Bidding: which strategy to choose and how to set its target
Automated bidding is neither magic nor a scam. It optimises towards whatever you labelled as success — so the result is decided by the quality of your conversion data and the target you set, not by which option you pick from a dropdown.
Article library →Google Ads account structure in 2026: fewer campaigns, more sense
Splitting an account into hundreds of ad groups was right when you managed bids by hand. Today it starves the algorithm of data and you of clarity. How to build a structure that mirrors the business rather than a habit from 2015.
Article library →Negative keywords and the search terms report: the cheapest hour in the account
In the era of loose matching and AI campaigns you no longer decide what the ad appears on. You do decide what it does not appear on — and that is now the main cost control, the one most often neglected.
Article library →Meta Ads and Advantage+: when it makes sense alongside search
Meta does not react to demand, it creates it — so it is evaluated differently from Google. What the data says about Advantage+, what conversion volume it needs, and why platform ROAS overstates here more than anywhere else.
Article library →Remarketing after third-party cookies: what still works
Remarketing has the best numbers in the report and the worst incrementality. What survived the cookie restrictions, how to build audiences from your own data, and how to tell when you are chasing people who would have bought anyway.
Article library →LinkedIn, TikTok and other channels: when to even consider them
The second tier of channels is worth opening only once the first has nowhere left to grow. Where that line sits, how to recognise exhausted demand, and what to realistically expect from smaller channels.
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