Paid Media Strategy
Paid media advertising strategies for PPC, display ads, branded content, and additional paid advertising channels.
Ask A PPC: How Do I Get Better Leads, Not Just More Conversions?
Improve lead quality by teaching ad platforms which conversions become qualified opportunities and revenue.
How To Run A Full-Funnel Ecommerce Account Through BFCM Week
Build demand before BFCM, give Google room to capture peak sales, and turn holiday visitors into December buyers with a phased ad strategy.
Google Says Changing tCPA & Budgets Won’t Reset Learning – 6 BFCM Takeaways
Six Google Ads details on Smart Bidding, seasonality adjustments, channel controls and budgeting that PPC teams should check before BFCM.
Your Google Ads Account Is Hitting Its Targets, So Why Isn’t The Business Growing?
Spot the gaps between Google Ads targets and business growth, from outdated margins and repeat buyers to weak leads and capped reach.
Negative Signals, Positive Intent: PPC Leads Hiding In ‘Cancel’ Searches
Turn competitor complaints and cancellation searches into PPC leads with tailored offers that address customer frustrations and make switching easier.
AI In Regulated Paid Media: The Default Settings That Put Compliance At Risk
Understand how to address both ad platform and organizational AI concerns for paid media advertisers in regulated industries
Why Legacy PPC Account Structures Are Sabotaging Your Smart Bidding Strategy
Consolidate redundant PPC campaigns to give Smart Bidding stronger signals without erasing the business distinctions that keep your account profitable.
How To Structure A Full-Funnel Ecommerce Account For Q4
Keep Google and Meta from exhausting your ecommerce budget on existing demand by funding prospecting and rebuilding customer exclusions before Q4.
Customer Lifecycle Goals: The Good, The Bad, The Ugly
Decide whether Google Ads Customer Lifecycle Goals fit your business, and avoid settings that inflate ROAS or exclude valuable prospects.
ChatGPT Ads Aren’t Paid Search – 5 Questions To Answer Before You Shift Budget
Give ChatGPT Ads a clear role, budget source, and success criteria before pulling money from paid search campaigns that already perform.
How Do I Keep Control As Platforms Automate My Account? – Ask A PPC
Keep AI-driven PPC accountable with transparent reporting, brand-safe creative guardrails, and campaign structures that preserve performance without surrendering control.
6 Months Into ChatGPT Ads, Advertisers Still Don’t Know What ‘Good’ Looks Like
Advertiser data now spans single-digit to $22 CPCs, but ChatGPT Ads still lacks auction insights, industry benchmarks, and reliable audience data to judge performance.
What Happens To PPC When You Stop Managing Google Ads Through Google Ads
As agents and MCP connectors take over PPC management outside the Google Ads UI, this piece maps the risks and the governance needed to avoid.
Google Ads Is Automating More Decisions, Your Measurement Needs To Get Better
As Google Ads automates more decisions, advertisers must define success beyond platform metrics, tracking leads and sales through to actual business outcomes.
Google Is Ending Target Overperformance – What to Fix Before August 17
Google Smart Bidding changes August 17. Learn which Target CPA and Target ROAS campaigns to audit and what to update before the deadline.
The Scenic Route To ROI: Mastering Non-Linear Targeting In Google Ads
Six real non-linear campaigns showing which adjacent Google Ads segments actually reach restricted or niche audiences.
How AI Search Trends Are Changing PPC Campaign Structures – Ask A PPC
AI research habits are reshaping PPC accounts. Here is when to consolidate, when to segment, and how conversion values keep budget flowing to valuable buyers.
Paid Search Absorbed Organic’s Collapse – Then Q2 Slowed Down
Google paid search growth slowed in Q2 2026. See what tougher comparisons and shifting ad spend mean for PPC budgets and H2 planning.
How To Run Profitable YouTube Ad Campaign Without 7-Figure Budgets
How do you make YouTube ads work without a seven-figure budget? Strong audience signals, separated placements, and honest CPM math.
How Do I Effectively Measure Campaign Success Across Multiple Platforms? – Ask A PPC
Running ads on every platform? Here’s how to build a measurement framework that compares performance fairly across Google, Microsoft, Meta, and Amazon.
How To See If Competitors Are Advertising In Your Customers’ ChatGPT Answers
Learn the manual process to track who is advertising in ChatGPT answers. Understand your competitors’ strategies in real-time.
The High CPC Paradox: When Expensive Clicks Are A Sign Of Success
Higher CPCs frequently align with improved lead quality and conversion rates, challenging the assumption that cheaper traffic performs better.
How To Measure PPC Performance When AI Controls The Auction
Measure PPC performance in 2026 with AI-driven auctions, smarter attribution, profit-based metrics, and reporting frameworks built for Google Ads automation and AI search.
How AI Is Changing Lead Generation: 3 Key Things SEO & PPC Teams Need To Do Now
Maximize your marketing potential with powerful lead gen techniques to drive engagement and sales effectively.
Building An In-House PPC Team: Why A Hybrid Model May Protect Your Ad Spend
How CMOs should structure PPC teams to manage AI-driven campaigns, avoid blind spots, and align spend with profit, not platform metrics.
How To Determine What Paid Media Channels Are Right for You
Choosing the right PPC channels starts with clear goals, budget alignment, and understanding where your audience actually converts.
How To Turn Google’s Performance Max Into An Ecommerce Growth Engine
Take charge of your advertising with Performance Max. Learn to segment products and enhance your campaign performance effectively.
A First Look at 2026: Leveraging AI to Boost Lead Handling and Drive Better Results
Master lead management in 2026 and uncover strategies to ensure leads do not go cold in your sales process.
5 PPC Strategies That Actually Boost Conversions in 2026
Maximize your online ads with 5 expert PPC tips that will help you drive more traffic from and increase conversions across your ad sets.
10 Remarketing Lists To Boost PPC Performance
Turn first-party data into measurable PPC gains using remarketing strategies built for real account management, not theory.