Notes on paid search, written between client calls

Every article draws on accounts we actually run, with our own numbers

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Articles

Google moved your campaigns to AI Max. What to check in 30 minutes

Since September 2026 Google upgrades Search campaigns with automatically created assets or campaign-level broad match to AI Max. What switched on, what breaks first and what to turn off.

Google removed language targeting from Search campaigns. What that means

Since September 2026 Google decides the language of Search ads itself, from the query and the ad text. Why that is a problem in countries where language splits the audience, and what to do.

Google AI Mode ads are coming to the UK. What to check first

Google plans ads in AI Mode for the UK in Q4 2026. Search, Shopping and Performance Max campaigns become eligible without opting in. What to check.

Google Ads conversion tracking, set up so the numbers mean something

What to count as a conversion, how to track calls, forms and offline sales, and the mistakes we find in most accounts.

Google Ads Quality Score explained by former Google support

What Quality Score measures, where to find it, how it affects your cost per click and how to raise expected CTR, ad relevance and landing page experience.

Google Ads account suspended? What actually gets accounts back

Why Google suspends ad accounts, how the appeal works and what never to do after a suspension. From three years inside Google Ads support.

What PPC means in marketing, and how it differs from SEO

Pay per click without jargon. How the Google auction works, what Quality Score changes and when paid search is the wrong channel for you.

Microsoft Ads vs Google Ads, our own numbers from both

In our Spanish account a Bing click costs €0.41, compared with €0.96 on Google. What that trade-off buys, and when Microsoft Ads is not worth the setup.

Shopping feed optimisation, the fixes that move revenue

Titles, categories, identifiers and matching prices. What we fix in a product feed first and how to avoid disapprovals in Merchant Center.

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