Google Ads Bid Strategy Guide: Which Bidding Strategy Should You Use?
Choosing the right Google Ads bid strategy is not just about selecting the option Google recommends. This guide explains how Maximise Clicks, Maximise Conversions, Target CPA, Target ROAS, Maximise Conversion Value, Manual CPC and Smart Bidding work, and how small businesses can choose a bidding strategy based on conversion tracking, lead quality, budget, data volume and commercial goals.
Primary vs Secondary Conversions in Google Ads: Why Your Campaigns May Be Optimising for the Wrong Leads
Primary and secondary conversions in Google Ads can have a major impact on campaign performance. This guide explains how poor conversion setup can train Smart Bidding to optimise for the wrong actions, why lead generation accounts need cleaner signals, and how small businesses can separate real business outcomes from useful secondary activity.
How to Use Negative Keywords in Google Ads to Stop Wasting Budget
Negative keywords are one of the simplest ways to stop wasting budget in Google Ads. This guide explains how small businesses can use negative keywords to block irrelevant searches, improve lead quality, refine targeting and focus PPC spend on searches that are more likely to become customers.
How to Set Up Google Ads for a Small Business Without Wasting Budget
Setting up Google Ads for a small business takes more than choosing keywords and setting a budget. This guide explains how to build campaigns around clear goals, high-intent searches, accurate tracking, relevant landing pages and lead quality so you can avoid wasting PPC spend.
Google Ads Audit Checklist: What to Check Before Spending More
Before increasing your Google Ads budget, it is worth checking whether the account is actually ready to scale. This Google Ads audit checklist walks through the key areas to review, including conversion tracking, search terms, negative keywords, bidding strategy, Performance Max, landing pages, lead quality and reporting.