Every time someone types something into Google, there’s an auction that happens in real time. Your ad is competing with others.

So here’s a simple breakdown of how it all works. No jargon, just the stuff that matters.

I’ve used Target CPA (tCPA) in dozens of campaigns over the years, and while it can be one of the most powerful bidding strategies in Google Ads, it only works if you approach it with the right expectations and timing.

If you’re evaluating whether tCPA is the right fit, here’s how I think about it and what I recommend to clients.

If you’ve been running Google Ads for a while, you’ve probably felt the shift. I definitely have. I still remember the days when broad match modifier gave reliable flexibility, and exact match actually meant exact. The control was clean, the strategy was straightforward, and the results were easier to trace back to specific keywords.

Ad pacing is essential for keeping your Google Ads campaigns on track. It ensures your budget is spent evenly over time, so you avoid overspending early or running out of funds at the end of the month. Here’s how to master ad pacing in Google Ads and maximize your campaign performance.