Google Ads blog: notes from real accounts
Field notes from live Google Ads accounts. What broke, where I found it, and what it cost before anyone noticed.
Google Ads experiments: testing my own bidding rule
Half the budget went to Display with zero conversions. After the fix: Maximize Clicks vs Maximize Conversions, and how to read a result that isn't final yet.
How to check Google Ads conversion tracking when ROAS looks fine but isn't
Three ways conversion tracking breaks without ever looking broken, and exactly where to check each one.
Estimated tCPC: the one column that tells you if you overpay for a click
A custom column next to Avg CPC that shows where you have room to bid harder and where you pay more than your target allows.
Google Shopping Ads Guide: From Merchant Center to First Campaign
Site checks, Merchant Center, the feed, purchase tracking and your first campaign, in order, with real account screenshots.
How Do Google Ads Work? A Plain-English Guide
The auction, the bidding, quality score, and how Google decides which ad shows and what it costs you.
Google Product Listing Ads: Title Tips
PLAs are just Shopping ads under an older name. What moves click-through: title structure, image rules, and the mistakes that quietly cap performance.
Google Ads Audit: Where the Money Bleeds
Skip the generic audit checklist. The five places a Google Ads account loses money, the same categories checked in every real written diagnosis.
Agency vs. Freelancer vs. In-House
The real differences in communication, account access, pricing and failure risk between the three ways to staff Google Ads.
Negative Keywords in Google Ads
What negative keywords do, the three negative match types with real examples, and the starter list most accounts are missing.
Written when there's something worth saying. Not on a content calendar.
Tools and pages that go with the notes
Free GMC feed audit tool
Drop in your product feed and see which attributes are missing before Shopping ads run.
Breakeven ROAS calculator
Work out the return you need before spend turns into a loss.
Google Shopping setup checklist
97 items, the same list I run the first time I open an account.
How I run accounts
The decision framework behind every change in these notes.
Written Account Diagnosis
Your own account, read end to end, in writing.
Google Ads for eCommerce FAQ
Straight answers on feeds, PMax, bidding and tracking.
Book a Decision Audit
Thirty minutes, free, I name what's broken on the call.