Category: Google Ads
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The Best Way to Scale Google Ads Might Be… Cutting Spend?
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It sounds backwards, right? When paid media performance dips or pipeline slows, the instinct is usually the same: spend more. More budget, more keywords, more campaigns. But after auditing over $500K in Google Ads spend every single month across SaaS brands, here’s what we’ve found: Most SaaS companies don’t need…
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What Google’s Antitrust Trial Could Mean for PPC Advertisers
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If you’ve been keeping an eye on the tech world lately, you’ve likely heard the buzz around Meta and its ongoing antitrust battle. But while that drama unfolds, don’t let it distract you from another heavyweight bout: Google vs. the Department of Justice. This isn’t Google’s first time in the…
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Why Turning Off Paid Search Might Be Riskier Than You Think
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Earlier this year, I paused non-brand paid search campaigns for one of my clients during February and March. This decision wasn’t arbitrary—it was based on historical seasonal data indicating low performance during these months. It simply didn’t make sense to invest in paid search when previous years clearly showed minimal…
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The Truth About Broad Match: Why It’s Not a Smart Starting Point for Most PPC Campaigns
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Broad match keywords in Google Ads have come a long way. With machine learning advancements and Google’s intent-based matching improvements, many advertisers are giving broad match a second look. But here’s the reality: broad match is great at spending your money—it’s not always great at converting your traffic. If you’re…
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Combining LinkedIn Ads and Google Ads: A B2B Power Play
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LinkedIn Ads and Google Ads don’t need to be siloed. When used together, they form a full-funnel B2B strategy that blends intent, brand awareness, and conversion capture. Here’s a simple and effective approach for combining them: LinkedIn Ads for Prospecting Use LinkedIn for upper and mid-funnel targeting: The goal isn’t…
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How Channel Expansion Focused on Audience Relevance Improves Paid Media Success
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When it comes to scaling paid media efforts, the first instinct many brands have is to simply invest more heavily into the largest platforms—Google, Meta, LinkedIn. While these platforms undeniably hold vast audiences, they are not always the best or most efficient next step for every business. A more strategic…
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How CMOs Can Organize Messaging Across Paid Media Campaigns
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For many CMOs, one of the biggest challenges in paid media campaigns is not just what to say—it’s how to organize the message. When campaigns are scattered, inconsistent, or misaligned with broader business goals, results suffer. But when everything clicks? Paid media becomes a strategic amplifier for your brand’s narrative.…
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Google Analytics Real Time Reporting Issues
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oogle Analytics real time reporting appears to be experiencing widespread issues this morning, with many site owners reporting drastically reduced or inaccurate live traffic data. If you’re seeing unusually low real-time user counts in GA4 today, you are not alone. This is not necessarily a problem with your website or…
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Google Ad Strength Strategy That Works
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Google ad strength strategy refers to the set of practices aimed at improving the “ad strength” rating within Google Ads. Responsive Search Ads (RSAs) are rated from Poor to Excellent based on how flexible, keyword-rich, and diverse your ad copy is. The ad strength score is intended to encourage better…
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Google Ads Budget Strategy: Why Scaling Isn’t Always the Answer
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Every successful paid media program needs a thoughtful Google Ads budget strategy. In B2B marketing especially, more budget does not always equal more results. In fact, one of the most effective recommendations I often give clients is to reduce ad spend. Yes, you read that right. Cutting budget can be…