How to Read the Report Like a Pro (and Stop Wasting Budget) Most people glance at the Auction Insights report, see a list of competitors, and move on. That’s a mistake. After 17 years of running Google Ads, I’ve learned that this report is the ultimate tool for separating strategic advertisers from those bleeding money. I’m breaking down how to spot competitor bidding algorithms, find "money pits," and—most importantly—how to know when the smartest move is to stop fighting and walk away.

Is Google Ads spending your money on the wrong people? Optimized targeting is enabled by default on most new campaigns, but without the right guardrails, it can obliterate your margins. Learn the "50-conversion rule," why you must disable expansion on remarketing, and how to maintain total control over your advertising data in an increasingly automated world.

Is your Google Ads account ready for full automation? While Smart Bidding offers the power of auction-time signals and machine learning, it only works if your data density is high enough. This guide breaks down the four core strategies—from Target CPA to ROAS—and provides a pre-flight checklist to ensure you don’t lose control of your spend.

Confusion is a billable hour." The ad industry profits when you feel too intimidated to touch your own Google Ads account. But you don't need a budget to start building an asset. Here is the strategic reason why you need to install your pixel today to start banking data for free.

I see advertisers with 'perfect' setups failing all the time. The reason? They are still operating under the Old Model. In 2026, the query is no longer the command—it’s just a signal. Welcome to the Predictive Era, where Google trusts its own predictions more than your inputs."

Most businesses think they have a marketing problem when what they really have is an attribution problem. Last‑Click makes your “best” campaigns look like heroes while quietly starving the early‑stage touchpoints that actually create demand. This illusion doesn’t just distort your reporting — it inflates your CAC, misallocates your budget, and blinds your bidding engine to the signals that drive profitable growth. In this guide, I break down how attribution really works in 2026, why your numbers look wrong, and how to rebuild a measurement system that protects your revenue instead of sabotaging it.

Google just made Demand Gen useful for local businesses. With Maps now a standalone placement, you can run visual ads directly inside Google Maps — and finally control your budget. Here’s when it’s worth testing.

If you’ve ever wondered how much you should actually spend on Google Ads, you’re not alone. In this guide, we walk through the real math behind minimum viable budgets — so you can stop guessing, understand your breakeven CPA, and set a spend level that actually gives Google enough data to perform.

Hitting your ROAS target doesn’t guarantee profit. This article breaks down why revenue‑based optimization can mislead your Google Ads strategy — and when profit‑based bidding actually makes sense.

Google quietly made a structural change that matters far more than the industry is treating it: Google Maps is now a selectable placement inside Demand Gen. This post breaks down what actually changed, why it matters for local businesses and therapists, and how this shift affects proximity, visibility, and strategy in 2026.

A diagnostic, emotionally intelligent hub that explains what Google Ads’ latest changes actually mean for small business owners, therapists, and service providers — without hype, panic, or industry spin. I publish only the updates I’ve processed, tested, or analyzed, and translate them into clarity, context, and strategy.

Improving Google Ads targeting isn’t about toggling settings — it’s about tightening your Alignment Chain. This guide shows you how keywords, ads, and landing page signals work together to filter out junk clicks and teach Google who your real clients are.

If your Google Ads campaigns feel unpredictable, expensive, or confusing, you’re not alone. After 17 years auditing PPC accounts, I see the same issues over and over: wasted spend, bad tracking, and the wrong bidding strategy. Here’s how a PPC coach helps you fix what’s broken and finally get consistent, high‑quality leads.

Most people don’t realize this, but the biggest threat to their Google Ads account isn’t Google — it’s letting someone “learn as they go” inside a live budget. In this article, I break down the hidden epidemic of untrained operators treating client ad accounts like Monopoly money, why confusion has become a billable hour in the industry, and how business owners can protect themselves from irreversible damage. If you’ve ever wondered whether the person running your ads actually knows what they’re doing, this is the clarity you’ve been missing.

Wondering if good agencies even exist? You’re not alone. The agency model is broken — but real experts do exist. Here’s how to spot the red flags, find the rare good ones, and protect your business from the most common agency traps.

A client called me in a panic: "We have zero conversions." The culprit? A single setting change designed to "get their brand out there." Read the story of how chasing visibility almost torched their ROI, and why "Ego Bidding" is the most dangerous trap in Google Ads.

Most companies think they only have two options for running paid search campaigns: pay an expensive PPC agency retainer forever or fire them and go it alone.

There is a third option. Here is how to identify if your business has "graduated" from the PPC build phase, and how to switch to a strategic advisory model that saves agency fees while protecting PPC performance.

As a paid search consultant, I can tell you the dirty secret of our industry: too many clients view this service as merely expensive advice. They couldn't be more wrong. Strategic consulting is not just "shooting the shit for an hour"—it involves deep work with tangible, measurable outcomes. My fee reflects the measurable ROI I deliver, focusing on acceleration and outcomes, not hours.

In today's brutal market, a well-defined paid strategy is your single biggest differentiator. But here's the catch: everyone resists strategy because they want a quick answer. That resistance is costing you dearly.

One of the biggest friction points when hiring a Google Ads consultant is the 'Black Box.' You often don’t know what the engagement looks like until you’ve already signed a contract. I believe in radical transparency—from day one. Here is a behind-the-scenes look at my 'anti-sales' workflow designed to save you time and get straight to the ROI.

Google's AI has automated the tactical search job, creating a massive "Strategy Gap" in the consulting world. Most companies spending under $30k/month are stuck between tactical optimization (which the AI does better) and deep, media-agnostic strategy (which they can't afford). This piece defines why true strategy is about cross-channel budget allocation, not bid management, and articulates the unique value of the modern consultant who can build comprehensive, cross-channel growth architecture that integrates with full business goals. If you've hit the tactical ceiling, the button-pusher's job is gone—it's time for strategy.