Observations, opinions, and practical takes — written as things happen, not polished into timelessness. For the evergreen deep-dives, visit the Resource Hub.
New posts when there's something worth saying — not on a schedule for the sake of it.
Performance Max cannibalising branded search is one of the most common — and costly — problems in eCommerce Google Ads accounts right now. Most brands don't realise it's happening because headline ROAS looks fine. It isn't. Here's how to diagnose it, understand what it's actually costing you, and fix it properly.
How to set Google Ads targets that actually reflect your margin economics — and why the number on your dashboard is probably lying to you.
If every time you push budget higher your ROAS collapses, this is almost certainly why — and it's not a bidding problem.
A straightforward diagnostic for the most common tracking issues in eCommerce Google Ads accounts — and why they matter more than most people realise.
An honest take on where Google Ads is heading, what it means for brands managing their own accounts, and what the smart response looks like.
Clean slate thinking — if I were setting up a new eCommerce account with no legacy decisions, here's exactly what I'd build and why.
Performance Max eats brand traffic by default. Here's what's actually happening, why it distorts your ROAS, and how to fix it.