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.

Competitor analysis tools let you uncover the keywords they’re targeting, the ads they’re running, and even the landing pages they’re using to convert leads. This information can help you refine your campaigns, improve ROI, and outperform the competition.

The Google Ads learning phase can disrupt your campaigns, leading to inconsistent performance and wasted budget. If you’re managing a campaign, avoiding re-entering this phase is key to maintaining stability and achieving predictable results.

Generally, you want to end up on Maximize Conversions, it’s likely going to be more efficient from a CPA perspective. You shouldn’t switch to Maximize Conversion on your campaigns until you have at least these 3 things.

A great reporting tool can save you time, show you what’s working, and help you make decisions that drive better results. Here’s a list of the best PPC reporting tools, in my opinion.

Creating Google Ads that perform well is about more than just good writing—it’s also about structure.

One big question advertisers have is: How many ads should you put in each ad group? Let’s break it down.

I think everyone can admit they use examples from other advertisers, great artists steal and what not. So I’ve put together some example ads along with my commentary to help spur those creative juices.